It’s no secret that Amazon can surprise sellers with suspensions or deactivations.
As a seller myself, I know firsthand how stressful it can be when you are worried about the time wasted not being able to generate sales.
Every minute that your products are not available for sale is a wasted chance for customers to click “Add to Cart”.
It can be frustrating and scary, so I want to help you navigate the appeal process and give you tips for the most effective ways of communicating with Seller Support.
Let me walk you through some ways to make it easier to get Amazon’s attention, including Amazon Appeal Letter Sample templates that have worked for other sellers!
Read until the end to learn detailed do’s and don’ts so that you have a higher chance to win your appeal and prevent this from happening again!
Disclaimer: Sourcing Monster is not responsible for failure to reinstate product listings or seller accounts (or any further issues caused) due to the providing of the appeal letter templates. You as the seller are free to use these templates as a guide, but you are fully responsible for reviewing the template thoroughly before inserting or removing information according to your specific case.
What is an Amazon Appeal Letter?
An Amazon appeal letter is a formal letter that is sent to Amazon through Seller Central’s support hub, for sellers to explain and appeal with any of their decisions for issues such as suspensions on listings, suspensions on seller accounts, and even deactivated seller accounts.
It includes a summary of the issue, an explanation for why you think it happened, a clear request for what kind of solution you would like Amazon to give you, and a Plan of Action (POA) of how you can ensure it won’t happen again.
You will know the need to submit an appeal letter by viewing the issue under your Performance Notifications on Seller Central in the Performance tab.
The appeal process may change, so it’s best to read the notice sent to you by Amazon and follow the exact instructions given.
Note: As of writing in January 2022, I have learned that Amazon recently introduced a new policy in which seller accounts become permanently banned after two unsuccessful appeals. It is unclear to me if this is applicable only to those who were deactivated, or if it also applies to suspensions. This article will be updated once I have more information.
Why is it Important to Use a Template?
It’s important to use a template because it ensures that you are organizing all of the relevant information and staying professional while communicating.
This way, the letter is also formatted in a way that Amazon will understand.
When you appeal, Amazon will want to see that you take the issue seriously and have made a genuine effort to resolve it. Doing this puts your appeal in a much better light.
Also, it will give you more peace of mind that your method of communicating is a way that worked for other sellers!
Appeal Letter Templates As A Guide
I have compiled a few templates of appeal letters for with plan of action that you can use and tweak to suit your specific case with Amazon.
Disclaimer: Sourcing Monster is not responsible for failure to reinstate product listings or seller accounts (or any further issues caused) due to the providing of the appeal letter templates. You as the seller are free to use these templates as a guide, but you are fully responsible for reviewing the template thoroughly before inserting or removing information according to your specific case.
Suspended Account Template
Note: This template is a GUIDE only, all sellers are personally responsible for editing the template to suit their specific case and provide complete & accurate information to Amazon as necessary, such as including ASINs, product information, supplier information, seller performance metrics, and other documentation.
Seller accounts may be suspended due to:
- Poor Seller Performance
- Customer complaints of counterfeit products or listings
- Caught creating multiple accounts
- Intellectual Property complaints
- Selling Prohibited Items
- Restricted images or copy on listing
However, if your account was suspended for a different reason, feel free to edit the template to suit your situation better.
Dear Amazon Seller Performance Team,
I/we apologize that our performance as an Amazon seller has recently fallen below both Amazon’s and our own standards of quality.
It is detailed in your notice that the suspension to our seller account is due to:
1. [insert reason here]
2. [insert reason here]
I believe this happened due to [insert reason here].
Plan of Action:
I/We am/are taking the specific actions specified below to improve our performance to reach Amazon’s standards and achieve customer satisfaction:
1. We have created a system to [insert corrective action]. We have also created a system to [insert subsequent corrective action].
2. We are currently reviewing our current approach towards [insert current system in your business] and working to improve [insert issue] and handling of [insert issue]. We have taken action to [insert corrective action] to ensure that [insert reason].
3. We are more serious about [insert issue that caused problems]. We have also implemented [insert corrective action] to ensure that [insert reason].
4. We have [insert corrective action] with the aim of improving our metrics.
Please let me/us know if any further action needs to be taken to reinstate our account; we are looking forward to hearing from you and are willing to make the necessary changes.
We have attached further documents to support our statements.
Sincerely,
[Name]
Suspended Listing(s) or ASIN(s) Template
Note: This template is a GUIDE only, all sellers are personally responsible for editing the template to suit their specific case and provide complete & accurate information to Amazon as necessary, such as including ASINs, product information, supplier information, seller performance metrics, and other documentation.
ASINs and/or Product listings may be suspended due to:
- Creating duplicates of ASIN
- Misuse of an ASIN variation
- Expired products
- Safety concerns
- Trying to sell Used items as New
- Selling Restricted Products without special permission
- Unapproved Language in Product Marketing
However, if your ASINs and/or listing(s) was/were suspended for a different reason, feel free to edit the template to suit your situation better.
Hello,
I am writing to appeal the suspension of my ASIN(s) / product listing(s). I understand that I have made a few mistakes in my business that have hurt the customers of Amazon.
To begin, I understand that the primary issue for my suspended ASIN(s) / listing(s) was due to issues with [insert reason here].
My goal is to provide a high standard for all listings with an accurate condition and description. It appears that my process for creating these listings prior to the suspension was not completely effective. I take complete responsibility for this happening and apologize for the harm that has been done to the Amazon brand through the poor experiences that customers had.
I highly value the privilege of being a seller on Amazon, and am 100% committed to ensuring that every single Amazon customer that purchases items from my storefront receives the best possible experience in accordance with their expectations.
From going through notifications in my account, as well as the suspension notice, I see that there have been issues with the following ASINs: BFAKEASIN01, BFAKEASIN02, and BFAKEASIN03.
First, I would like to address these three ASINs: BFAKEASIN01, BFAKEASIN02, and BFAKEASIN03. After review, I see that they all came from the same supplier, and I have subsequently chosen to [insert corrective action with supplier’s involvement].
My policy of [above mentoned corrective action] began on [insert date] after the notice from Amazon was received on this ASIN: [insert ASIN here]. The policy of [insert corrective action] will continue in perpetuity. The other ASINs where issues have been identified are due to [insert reason here].
I have implemented several new processes to ensure that such issues do not occur again, and have reconciled several issues outlined in the suspension notice.
Below are my action plan steps to ensure that future issues are mitigated:
Action Steps Taken:
1. [insert Action Steps Taken part 1]
- [how this will be executed]
- [how this will be executed]
- [how this will be executed]
2. [insert Action Steps Taken part 2]
- [how this will be executed]
- [how this will be executed]
- [how this will be executed]
3. [insert Action Steps Taken part 3]
- [how this will be executed]
- [how this will be executed]
- [how this will be executed]
Action Plan:
1. Implement a [insert action plan part 1 in line with Amazon policies].
I have attached a copy of this internal policy to the appeal.
Any individual assisting me with the preparation of items will receive extensive training on the [insert action plan part 1] and its procedures. If any part of the [insert action plan part 1] does not pass, the item will not be sold on Amazon.
This policy will cover the following:
A. [insert execution here]
b. [insert execution here]
c. [insert execution here]
2. Implement [insert action plan part 2].
Before working with suppliers, I will [insert action here] to ensure that they will pass Policy outlined in #1 above. This will ensure that all products received from suppliers will meet the conditions required by Amazon guidelines.
3. Implement [insert action plan part 3].
In the event that negative feedback or a customer complaint is received on an item sold, [insert corrective action here and further explanation].
If any of the conditions are not met, [insert corrective action here].
The outlined review will also be triggered if either of the following occur:
a. A performance notification is received from Amazon.
b. In the event an item is [insert issue here], [insert fix here]. These action steps will help me provide customers with the best experience in line with Amazon’s standards as well as mine.
As a seller since [insert year here], with a [#]% positive feedback rating, and over [#] products sold in the past [#] years, I am committed to make this right.
I have attached supporting documents with our supplier’s information.
If granted ASIN / listing reinstatement, I will continue to work harder and find even more areas for improvement. This way, I can serve Amazon’s customers to the highest possible standard as outlined in this appeal. Please feel free to inform me if you need any further information as you review my appeal.
Sincerely,
[Name]
Supporting Documents
[Create a Table of Contents and insert the page number of each section here]
Supplier Information:
[Name of Supplier here]
Website: __________________
Facebook Page: _______________
Phone Number: _______________
Address: ____________________
Email: ______________________
Business Hours:
Monday – Friday: ______
Saturday: ______
Sunday: ______
All hours are in [insert timezone here] time.
About [supplier name]: [Description of supplier here]
Pictures of [supplier name]:
[Insert photos of supplier here]
Receipt for [product] ASINS: [Insert photo of receipt here]
Receipt for all [brand] products from [supplier]: [Insert photo of receipt here]
Pictures of the [product] ASINs with [insert issue here]:
[Insert photos of product here]
Deactivated Account Template
Note: This template is a GUIDE only, all sellers are personally responsible for editing the template to suit their specific case and provide complete & accurate information to Amazon as necessary, such as including ASINs, product information, supplier information, seller performance metrics, and other documentation.
Account deactivation may be implemented due to:
- Selling inactivity in marketplace
- Suspension of a Related Account
- Suspected Intellectual Property Complaints
- Suspected use of inappropriate methods to gain positive feedback / reviews
- Suspicious Account activity
However, if your seller account was deactivated for a different reason, feel free to edit the template to suit your situation better.
Dear Amazon Seller Performance,
I am a principal of [business/store name], and we are writing to appeal our account deactivation that we were informed of on [date].
I understand that I have made a few mistakes in my business that have hurt the customers of Amazon.
ROOT CAUSE OF THE PROBLEM:
- I/We thoroughly reviewed our account and suspect that Amazon questioned [issue] due to [suspected reason here].
IMMEDIATE CORRECTIVE ACTIONS:
I/We have taken the following corrective actions:
- [insert corrective actions here]
CORRECTIVE LONG-TERM CHANGES TO BUSINESS TO PREVENT FUTURE ISSUES:
- Moving forward, I/we strive to [insert long-term goal here]
- We have established a system in which [insert corrective measure here]. This way, [reason why it benefits Amazon customers here].
- [insert other measures taken to satisfy customers here]
- [insert other reasons/preventive measures here]
CONCLUSION:
I/We am/are serious about making Amazon’s customers happy and take responsibility for errors that led to this. Due to this, I/we respectfully request that Amazon reinstate my/our selling privileges and account. I/we am/ are working to make sure this won’t happen again.
Thank you for your time working with us to resolve this issue!
All supporting documents are included in our appeal.
Supporting Documents
[Create a Table of Contents and insert the page number of each section here]
Supplier Information:
[Name of Supplier here]
Website: __________________
Facebook Page: _______________
Phone Number: _______________
Address: ____________________
Email: ______________________
Business Hours:
Monday – Friday: ______
Saturday: ______
Sunday: ______
All hours are in [insert timezone here] time.
About [supplier name]: [Description of supplier here]
Pictures of [supplier name]:
[Insert photos of supplier here]
Receipt for [product] ASINS: [Insert photo of receipt here]
Receipt for all [brand] products from [supplier]: [Insert photo of receipt here]
Pictures of the [product] ASINs with [insert issue here]:
[Insert photos of product here]
Each template is beneficial for different reasons, but you can even take parts of all of them and create your own as you see suitable!
I recommend that you periodically read Amazon’s guidelines and policies to make sure you are updated and explaining the right solutions and corrective measures that are in line with their standards.
You can watch Amazon Seller University’s video on Creating an Effective Plan of Action here.
All in all, make sure the letter you send includes the following:
- A brief introduction introducing yourself and thanking Amazon for the opportunity to appeal your suspension/deactivation
- Explanation on what the specific issue is and why you think this could have happened
- Clearly mention the solution you are looking for
- Explanation on the measures you have already taken to improve the situation
- Detail on what you can commit to doing to prevent the same issue from happening again
- Communicating that you are thankful that the Seller Performance Team took the time to review your appeal
Do not forget to attach your supporting documents!
Best Practices: How do I win an Amazon appeal?
Take Your Time
I understand that you may be panicking and want to get back to selling as soon as possible, but the quality of your appeal is more important than speed. Avoid instantly sending an appeal after receiving a notice in your Performance Notifications.
If you rush the process, you may not be able to give Amazon a compelling enough letter, and it can lessen your chances of getting reinstated.
Stay Professional
I get it, it’s very frustrating to deal with a suspension or deactivation when you only have the best intentions. However, it’s important to stay professional when communicating with Seller Support. Complaining, yelling, and cursing at them will only make them less likely to help you.
Investigate the Cause
If you don’t understand why the suspension or deactivation could have happened (or at least have a theory if you feel that it was done wrongfully) then you won’t even know how to create your Plan of Action.
Read Terms of Service and Seller Policies more often to make sure you haven’t overlooked anything that was recently updated. This way, you can also be proactive in preventing it from happening again.
Be Genuine with Your Plan of Action (POA)
If you really value your position of being able to sell on Amazon, only write in your Plan of Action what you are genuinely willing to do and have the capability to execute.
If the same issue happens again and Amazon discovers it’s because you failed to execute your previously sent POA, it will become much harder to get help from Seller Support.
The deeper the issue, the more thorough and detailed you will have to make your POA.
Be Concise
When writing your appeal letter, stay on topic. You do need to explain your reasoning and be thorough, but Seller Support has hundreds of other sellers to attend to. As much as possible, it’s best to put information in bullet points to make it easier for Seller Support to read.
Highlight or Embold Important Information
To make it easier for Seller Support to read through and understand your appeal letter and POA, highlight or put in bold the most information such as ASINs, information about your supplier, or clauses within your Terms and Conditions.
The easier you make it for them, the more likely they are to help you.
Have Documents Ready
As soon as you get news of your suspension or deactivation, before even communicating with Seller Support, you should first grab and organize your documents that will support all of your claims while requesting reinstatement.
This is because you should aim to include all important information in one comprehensive message, rather than sending your appeal letter and documents in separate messages.
Be Transparent and Honest
It may be tempting, but do not falsify any of your important supporting documents. This is more risky than helpful, because if Amazon discovers that your documents are fake, it can even get you banned from selling. It’s best to run your business in a clean and honest manner!
Don’t Blame Amazon
Take responsibility for your mistake and communicate that you are apologetic for it.
If the issue you’re facing was actually a mistake on Amazon’s part, avoid communicating in an attacking manner. If they feel disrespected, they will see you as unfit to sell and make their decision final.
Put Customers First
Millions of people put their trust in Amazon, and their decision towards your account was just to protect their customers. Explain how your products can give value to their customers and that they are your priority, instead of communicating it in such a way to make you appear that you are only concerned with your business.
Submit Your Appeal in the Proper Place
In the past, Amazon would accept appeal letters through email. Now, it is done through Seller Central, either under the Account Health section or through the appeal button in Performance Notifications.
This process may change, so it is always best that you read the notice sent to you and follow the exact instructions given.
Related Reading: What is Amazon FBA: Complete Amazon FBA Guide in 2023
Final Thoughts
If you’ve never written an Amazon appeal letter before, it can be daunting to know where to start. Doing the process the wrong way can be disastrous to your business.
Luckily for you, I’ve provided templates that will guide your way! All you need is tweaking here and there to make it fit your specific case perfectly.
As always, practice your own due diligence when using resources found online. If you think you really need it, even consult a lawyer who specializes in Amazon reinstatements.
How did Seller Support respond to your appeal? Let me know in the comments!
Do you need further advice before sending in your appeal? Feel free to ask!