Breaking news! A large number of sellers are warned of store closures! Amazon is targeting small and medium-sized sellers

From yesterday morning to this morning, a large number of sellers’ stores received ODR yellow card warnings overnight, notifying the sellers that their stores were in danger of being blocked!

Everyone is familiar with ODR, which is a warning that appears when a store's performance exceeds the standard. However, it is strange that ODR is a numerical indicator that reflects the store's operating conditions over the past period of time . In principle, it is unlikely that so many sellers would exceed the standard at the same time overnight.

After asking some sellers, I found that there was actually no problem with their indicators. The key lay in a "policy violation" . Because of this one item, the seller's account security was directly put into the yellow zone.

And when I clicked on the illegal content, I broke out in a cold sweat. It turned out to be a violation of the comment policy. . .

This means that Amazon’s strict review inspections that began in May are still continuing, and unlike the previous ones that targeted big sellers, this time the focus has turned to small and medium-sized sellers. Many sellers in our communication group have been caught, and most of them have violated regulations in the past. Even if they stopped and behaved themselves for a while, they were still singled out by Amazon and issued yellow card warnings.

Among the various information, it seems that some sellers have received yellow risk warnings without any violations .

For those who received risk warnings but did not see any violations on the performance page, the official response was "confirm whether there are any policy violations." This is because some sellers only look at the tracking rate, cancellation rate, refund rate and other indicators when looking at ODR, and rarely pay attention to the middle column.

At present, some sellers have received warnings even though they have not violated any rules. However, there are many reasons for this. It may be that Amazon’s system is delayed, and the risk warning came earlier than the background violation policy update. It may also be that due to the large-scale performance processing, bugs occurred, and some sellers who had no problems also received performance risk warnings.

In short, if you have not violated any regulations at present, including no policy violations, it is recommended that you wait for official follow-up information and do not take further action. If you do violate any regulations, you will receive a formal email warning and notification.

If it is confirmed that a policy violation warning has occurred, then this violation is far more than just a warning . The probability of the store being closed after a second warning is very high. Some stores have already been upgraded to red cards and their stores have been directly closed!

The store inexplicably received an ODR exceeding standard warning. The sellers are most worried that the situation will deteriorate and directly turn red, resulting in the store being closed. In fact, such a situation has already occurred in our group.

This is completely different from the last round of store closures where the sellers were revoked of their sales rights due to the second order. The sellers were directly sent an ODR suspension notice from the backend . This is lighter than the second order store closure, but the scope of impact will definitely be wider! Not many sellers received the second order email last time, and most of them were second order sellers authorized by multiple brands. This time, the ODR policy is violated, and there is no need for multiple brands to determine the second order. I predict that it will start from the historical record of order violations . As long as there are similar operations within a certain period of time, they may receive a yellow card warning. If there are multiple operations within the time limit, the store will be directly closed with a red card.

At present, there are not many cases where the yellow warning is upgraded to red store closure. I just speculated the logic of starting from ODR this time based on Amazon’s previous operations. The mechanism for determining the risk of red store closure is likely to be more than this, and more cases are needed to reversely infer.