What is the reason why the Amazon store was blocked?

As a seller of Amazon, you have to face many risks. When your product is just getting better, it may come unexpectedly. When your house has just gained a foothold, it is suddenly complained of infringement. You finally chose a good product, but you were frequently spoofed because you moved the cake of the category leader. These setbacks are believed to be deeply understood by Amazon's old sellers. However, these twists and turns are temporary, and we can break through after a while. There is a turning point that may lead to the end of your Amazon career. The turning point is: the store is closed. To make a living on Amazon, the store is the basis of all your means. Without a shop, you lose your foundation. Closing the store is also Amazon's most severe punishment for third-party sellers. There are many reasons for closing the store. Today, Mike will share with you the common cases of closing stores in recent years. I hope the article can help you cross the pit of these Amazon account operations. I. Product-related reasons 1. Product quality problem The product quality problem here refers to the situation that the customer suffers serious personal or property losses due to the defects of the product itself. In Amazon, general product quality problems will not be blocked, but serious product quality problems will lead to account closure. I remember that in 20 17, a seller of lamp strip products caused a fire during the use of the products because the supplier illegally used the accessories outside the contract. The customer later sued the store, and the seller not only took the product off the shelf, but also faced high compensation, and finally the store was closed. 2. Selling fake goods here actually overlaps with the infringing parts behind. Fake goods may be imitation of other people's brands or shoddy behavior. Selling fakes is relatively rare in Amazon at present. Six or seven years ago, selling imitation cards at that time had become a weapon to get rich, and many sellers made a lot of money. But now, with the strengthening of sellers' rules and regulations and the increase of crackdown, fakes have basically no living space on Amazon. Second, the account-related issues 1, account association in Amazon's major sites around the world, at present, China sellers can apply for an account independently, * * * a total of 8 sites. Let me make it clear here that the so-called account association refers to the association of the same site. That is, Amazon does not allow the same seller to open more than one store on the same site. If you use a set of information to register different sites such as American station, European station and Japanese station. This is allowed by Amazon's rules. Now Amazon's policy will even strongly encourage you to do multiple sites around the world. The more websites you open, the happier boss Bezos will be. But in the same site, such as the American station, the same seller is only allowed to register one store. Amazon will analyze the big data information of each store through corresponding technical means, and judge whether these stores are related through this information. If your store is judged to be related, and one of these related accounts is closed due to violation, then all your stores may fall into the net. Now there are more and more cases of Amazon closing stores, so store association is still a dangerous thing. For the knowledge of account association, please see this article I wrote before: If you want to avoid being blocked, you must understand Amazon's account association. 2. Account review is not enough, but for new sellers, the preliminary work after registering the store is far from over. In today's increasingly strict platform rules, the most easy thing to encounter after account registration is the sudden account audit. Although the audit probability of new accounts is not 100%, the audit probability of new accounts is getting higher and higher. Eight out of ten new stores recently registered by sellers and friends around me have been approved. If the accounts are not approved, the life of your shop will come to an abrupt end. For the skills of account verification, please see my previous article: How do Amazon sellers quickly pass account (store) verification? (all-inclusive) 3. The performance of the store exceeded the warning value. You can see the detailed performance of your store under the "performance" column in the background of Amazon sellers. There are always three performance boxes here. The first one is "Customer Service Performance". The main performance of customer service performance is "bad order rate", which is summarized by three specific values. These three values are "negative feedback", "A-Z" and "credit card claim", and the target of this order defect rate is below 1%. The second is "policy compliance performance", which means "policy compliance" in English. This mainly depends on whether the seller's shop has received any complaints about the products. Show them the following eight situations in Chinese. The third is the performance of distribution, mainly considering the seller of FBM self-delivery, and the seller of FBA can ignore it. When your above indicators exceed the warning value for a long time, Amazon will take a series of measures such as suspending sales rights for your account. Therefore, paying attention to the performance of your account in real time is also a necessary job for Amazon sellers every day. Iii. Operation-related reasons 1, and violation of the letter in the station. Because Amazon doesn't want its customers and sellers to have too close contact, Ali Want Want communication tools similar to domestic Taobao don't exist in Amazon. Of course, in fact, this has greatly reduced the customer service workload of Amazon sellers. Amazon sellers don't need to stay in front of the computer to answer customers' questions like Taobao sellers. So, as an Amazon seller, how to communicate with customers when there is a problem? The answer is Amazon's in-site tool-in-site letter. However, the letter in the station is not a place where the seller can play at will, and the sending of the letter in the station has strict content restrictions. Amazon only allows sellers and buyers to communicate on specific issues. The specific problem is defined as follows: the rules of sending letters in the station must not contain any product links at first, which must be remembered. An in-site letter containing a product link will trigger Amazon comments. In addition, personal contact information, such as telephone number or email address, cannot appear in the letters in the station, which will be directly blocked during the sending of the letters in the station. There is also a seller's consultation, whether it is possible to attach some evaluation information to the letter in the station. In fact, this is unnecessary. The Amazon backstage order page has provided the seller with a button to ask for comments, so the seller doesn't have to risk asking for comments in the station. The words related to "review", "positive" and "five stars" in the station letter are all sensitive words, and anyone who sends such a station letter is at risk of being judged to be in violation of the rules. 2. Transfer customers to other places. Many sellers will put some customer service cards in the packaging of their products. On these cards, there may be some notes besides some explanations. We call these cards evaluation cards or customer service cards, and there are a large number of sellers offering similar products on Taobao. When the seller is writing an evaluation card, he must remember not to put the product links or addresses of other platforms on the card. In other words, don't try to guide Amazon customers to other places. Amazon's rules clearly stipulate: "It is forbidden to use any advertisement, marketing information (special offer) or" call purchase "to guide, prompt or encourage Amazon users to leave Amazon's website. Sellers who include these contents in customer service cards may be sentenced to serious violations. 3. Comment on fraud Comment on fraud is an old-fashioned topic and a topic that happens every day. Amazon has clear audit rules. This is not to say that we should not make an evaluation, because it may be unrealistic. But in the process of evaluation, we must pay attention to the security of the buyer's account. In addition, we should pay attention to the retention rate. If the retention rate is too high, it will also arouse the vigilance of Amazon system. 4. Category mismatch mainly refers to the seller's intention to classify the goods into other irrelevant categories in the process of uploading the goods. There are many motives for this behavior. Probably to avoid the audit of the original category. It is also possible to choose a category that is less competitive, so it is easier to occupy the logo of the best seller. However, the punishment for this kind of behavior is generally low, and most of them are just forced to return to the original category. 5. Product Infringement On the Amazon platform, infringement is a very serious violation. Amazon's handling of infringement is generally strict, from product removal to direct closure. Some of these infringements come from the self-examination of Amazon platform, some from the complaints of sellers, and some from the crackdown of professional anti-counterfeiting law firms. As long as your product is suspected of infringement, it is difficult to survive on the platform. There is always a way to make your infringing products disappear. Therefore, it is very important for the seller to carry out the early anti-infringement operation before the product goes online. Amazon has many rules and red lines, and we will continue to summarize them for you in future articles. I hope the above content can bring you some gains. -More Amazon dry goods articles: What traps should Amazon novice sellers avoid when choosing products? Won't Amazon's new sellers optimize the list? It is enough to read this article. How do Amazon sellers develop product suppliers? A small seller shared his experience of working alone in Amazon for more than one year, 202 1 year. Can you make money by being Amazon? What are the most pits encountered by Amazon novices in 2020?