A service provider with many years of experience in complaints shared ideas and templates for complaints about sales surges

1. What is a sales surge?

Sales surge, that is, sales growth in a short period of time is too fast and inconsistent with historical records, which leads to Amazon's audit of the store. The reason for the sales surge audit is actually Amazon's self-defense. Because some unscrupulous sellers in the early days sent empty packages or exchanged goods after receiving orders to deceive consumers, and gave up the store and left after receiving a large number of complaints. In order to create a good buyer atmosphere and maintain the reputation of the platform, Amazon began to audit stores for sales surges. Therefore, Amazon also has its own pressure during the audit, so it is inevitable to kill and hurt ordinary sellers by mistake. The following is Amazon's original warning letter.

Based on our years of complaints experience, sales surge issues are usually divided into two categories: non-malicious sales surge and malicious sales surge.

1.1. Reasons for non-malicious sales surge

①More orders from new stores

Your account is a newly registered account. Without any on-site advertising promotion, your store orders suddenly increased.

②Seasonal or holiday products

The goods sold in the store are seasonal or holiday products. For example, the sales of down jackets will suddenly increase when winter comes, and the sales of candle decorations will suddenly increase on the eve of Halloween and Christmas.

③Amazon doubts the delivery capabilities of FBM sellers

FBM sellers’ sales have increased too quickly in the short term, and Amazon has doubts about the sellers’ delivery capabilities or whether they are making false shipments.

④Account legacy issues

The seller's account has previously engaged in activities such as follow-selling, and the growth of backend orders is unstable and delivery is not timely.

1.2. Reasons for triggering malicious sales surge

There is usually only one reason for a malicious sales surge: false orders.

2. Judgment before appeal:

If your sales surge is not malicious, your appeal has a high chance of being successful.

If you have maliciously faked orders to cause a surge in sales, or even defrauded consumers, then first of all, it depends on whether your backend is locked. If it is not locked, there is still a great chance to save the store. If the store backend is already locked, then it will be very difficult to save the store.

3. Appeal ideas :

Amazon will indicate in the reply letter what information you need to provide. The materials required for specific cases may be slightly different.

Generally speaking, non-malicious complaints are divided into the following steps:

① List all your new order information in the recent period as detailed as possible, including unit price , sales quantity, total sales, and order information. It is best to classify the orders by nature so that you can easily explain the reasons for the increase in sales.

② It shows that your inventory is sufficient and stable, and you can ensure continuous and stable delivery. You will continue to dig deeper into your business and become a better seller.

③ Explain the authenticity of each category or each order, the reasons why buyers buy, and show the store's positive reviews. Explain the shipping and delivery logistics details of each order to prove that you are shipping the goods authentically and have not deceived officials and consumers.

④ State that as an Amazon seller, you are fully aware of and will abide by the platform rules and will not deliberately violate the regulations.

⑤ Express your attitude and say some "formal words". If you are an FBA seller, praise FBA logistics and express your gratitude. If you are an FBM seller, express that you will continue to expand your business scale in the future and will choose FBA in the future.

4. Real case :

A FBM seller on the US site , whose main products are lunch boxes and mouse pads. The store was closed because of a sudden increase in orders during the epidemic, which triggered a surge in sales.

After confirming that the seller did not violate the regulations by brushing orders, we immediately communicated with the customer about all the materials. Based on Amazon’s original warning letter, we quickly organized our thoughts and determined that the sales surge was due to a seasonal product issue. We then decided to divide our appeal letter into four parts.

First, let me explain the basic situation. There are two products in total, one is a mouse pad, which received 8 orders from December 24, 2020 to January 15, 2021; the other is a lunch bag, which received 37 orders from January 6, 2021 to March 7, 2021.

We have listed the reasons for the sudden increase in sales of the two products. We believe that the increase in mouse pad sales is due to the increased demand for people to work from home during the winter vacation and the epidemic, so the demand for mouse pads has also increased, so our mouse pad sales will increase. The reason for the sudden increase in lunch packs is that the demand for people to bring their own lunch to work or school has increased after the weather turned cold, so the sales of lunch packs have suddenly increased. In addition, we are sure that all our orders are real and we have completed the transaction process. The customer has also received the product, with the order information and some logistics tracking as proof.