Whether you’re a new Amazon vendor or you’re a seasoned seller, one of your biggest fears is always going to be the dreaded Seller Suspension. While it may occasionally seem to come out of nowhere, Amazon is actually very upfront about its (undeniably strict) rules and regulations regarding the suspension.
One of their markers of successful sellers is good customer service. In fact, Amazon almost always lists it first. That’s because ensuring good customer experiences is one of their biggest priorities, and it should be yours too. While customer feedback tends to be low (less than 5% in many cases), it adds quite a bit of weight to your seller profile.
If you want to avoid your income grinding to a halt due to an unforeseen suspension, here are some simple ways to improve your customer service:
Be Proactive
Think beyond adding FBA barcode labels to your items to prevent co-mingled inventory issues. When you’re adding new items to your store, go beyond the bare minimum so buyers have access to all the information they could possibly want up front. Be sure to list terms such as accurate lead and shipping times and clearly stated return/exchange policy, as well as removing out-of-stock items immediately. It’s also a good idea to capture as much feedback as possible by personalizing your packing slips with a thank you message and invitation to leave feedback about their experience.
Be Responsive
Amazon generally gives you some warning about your seller status, so don’t ignore those notifications. And when it comes to replying directly to the buyer, Amazon won’t give you their information, but you can always check your recent feedback and respond politely that you’re looking into the matter and will rectify it as soon as possible. If you do know the reporting buyer’s contact information, you’re within your rights to investigate the issue yourself by asking what happened and how you can help.
Honesty is the Best Policy
If you’re selling a used item, double check that it’s marked as “Used” and not “New” and vice versa. Additionally, double check that all of your orders match the product description and no parts are left out. (Nothing is more annoying than ordering a refurbished printer and realizing the power cord isn’t included.) Finally, it might be tempting to emulate another seller’s success by replicating their products, you should never engage in copyright, trademark, or intellectual property infringement. Customers will know and their reactions won’t be pretty. Set their expectations realistically and accurately, and it will help you in the long run.
You Might Also Like: Buyer Complaints: A Legal Approach (read more)
Harness the Power of Email (Sparingly)
Customers will appreciate getting an order confirmation, and if it includes a thank you or deal on their next order, so much the better! However, what they won’t appreciate are unsolicited emails or a barrage of marketing materials. Remember — don’t spam them, but offer them the opportunity to provide feedback. You may have the chance to improve your seller standing with just a small reminder.
Balance Your Priorities
Obviously, you can’t hold every customer’s hand. No seller has time for that. However, there are situations where a little bit of customer service will go a long way. For instance, if you’ve been dealing with some issues that have reduced your seller’s rating and a repeat customer contacts you for an exchange (even though you generally don’t offer them), consider bending your own rules. In some situations, it may be better for you to eat the cost of an order than risk being suspended.
Manage Your Metrics
While keeping an eye on your Seller Central dashboard isn’t exactly tied to customer service etiquette, your customer feedback drives a good portion of your metric success. That makes these metrics crucial markers for your customers’ experiences. This is especially important to pay attention to during a high-volume season like Christmas. Amazon can (and most likely will) suspend you if your metrics don’t meet the following criteria:
- Negative feedback <5%
- Order defect rate: <1%
- Pre-fulfillment cancel rate: 2.5%
- Late shipment rate: <4%
Your Seller Central dashboard will also show metrics like late response rate, invalid rejection rate, and a few more, so if you see your rating drop from “Good” to “Fair” or “Poor”, take action immediately.
Finally, Be Realistic.
Simply know that people are going to leave bad reviews for no other reason than they can. Plus, according to a Help Scout report, “it takes 12 positive experiences to make up for one unresolved negative experience” and “news of bad customer service reaches more than twice as many ears as praise for a good service experience”. The takeaway? Make it worth your customers’ while to bridge the feedback gap by offering exemplary customer service, and perhaps even loyalty rewards or next-order specials.
None of these tips can guarantee that your account will never be suspended — Amazon’s algorithm is too sophisticated for that. However, these will give you a great chance at avoiding or minimizing suspension due to seller performance.
If you DO get suspended, these tips will also come in handy as you work with the Amazon representative assigned to handle your case. With polite discourse and proof of (at least attempted) good customer service, they’re going to be more likely to help you out. Amazon wants to keep their sellers happy just as much as you want to keep your customers happy, so make them want to help you.
For questions or more information regarding Amazon account suspension, contact us for expert legal advice by emailing [email protected], calling 1-877-9-SELLER, or click here to contact an Amazon Lawyer to submit a completely confidential case.
You Might Also Like: How to Handle Amazon Returns (read more)
