2018年度杭州跨境电商指数发展报告：企业景气值全年处于繁荣

众所周知，亚马逊非常重视客户体验与意见。对买家来说亚马逊是个能把买家当上帝的平台，但是对卖家来说，就比较惨了，既要把买家当上帝，又要符合亚马逊平台的操作。当买家不满意第三方卖家销售的商品或服务时，买家可以发起亚马逊商城交易保障索赔（Amazon A-to-Z Guarantee claim）（简称“A-to-Z”或“A-to-Z索赔”），保护自己的利益。

A-to-Z索赔对卖家的影响

卖家处理A -to-Z要比一般的退换货问题棘手。因为一旦A-to-Z索赔成立，会影响卖家的绩效指标中的订单缺陷率（ODR）以及完美订单（POP）的分数，对卖家的负面影响是显而易见的。假如卖家成交的订单本来就不多，就可更要小心了，可能会因为存在一两个A -to-Z，帐号会有被审核、冻结，甚至被关闭的风险。

卖家收到A-to-Z claim的主要原因

1、产品出现差错

2、买家未收到订单

3、买家不诚实

4、买家已退货，但未收到退款

5、卖家拒绝退货

收到A-to-Z投诉怎么办？

接下来给大家看个案例，这个卖家是如何把申诉的，5次来回和亚马逊“斗智斗勇”（内容有点多，可以先收藏起来慢慢看）

卖家情况：有一个亚马逊账号因A-to-Z短期过多，加上基本无回复造成投诉。A-Z投诉内容大多集中在三个问题：无回复和尺寸不合适，与我订购不一样。

Your Order Defect Rate is 2.78%; the target is 1%.

卖家后台绩效通知收到的内容：

Your Amazon seller account has been deactivated. Your listings have been removed. Funds will not be transferred to you but will be held in your account while we work with you to address this issue. Please ship any open orders to avoid further impact to your account.

Why is this happening?

Your order defect rate exceeded the target of 1%.

Additionally, please send a plan of action that explains:

-- The root cause(s) of the A-to-z claims, negative feedback and service chargebacks

-- The actions you have taken to resolve A-to-z claims, negative feedback and service chargebacks

-- The steps you have taken to prevent A-to-z claims, negative feedback and service chargebacks going forward

（申诉1）三天后申诉：（第一次申诉直接在后台回复，第一次是按感觉写）

Your submission:

1. 问题的根本原因

I understand that our seller performance is lower than Amazon and our own quality standards. I think there are two reasons for this:

I. Did not respond to the buyer's message in time, which caused the buyer to have a poor customer experience.

II. The size is too small. We found that many buyers think that this *** is too small.

2. 您为解决该问题而已采取的措施

We will take the following steps to improve our performance:

I. We will respond to the buyer's message in time and stop the buyer from waiting for our reply. We provide 24*7 online customer service.

II. When the buyer thinks the *** are not suitable, we will refund them immediately (no return required).

3. 您为避免将来出现此问题而采取的步骤

We will take the following steps to improve our performance:

I. We have one Customer Service Representative and she is responsible for responding to the buyer's message. But unfortunately, she is an irresponsible person. We have not let her take charge of Amazon's business and warned her not to do this anymore. We have hired two new Customer Service Representative. They will receive strict pre-job training.

II. We have communicated with the factory and tried to modify the size of the *** , which makes this *** more suitable for American.

III. Prior to this, our work focused on other websites, such as eBay and Wish, but we think that Amazon is more suitable for our development, which is a website worthy of long-term development. So we will be doing more business in Amazon and we will invest more time and money in Amazon.

IV. We will avoid direct shipping and try to ship all shipments through Amazon Logistics, which will reduce our work and give buyers the best customer experience.

（亚马逊回复1）第二天收到回复：

We received your submission but do not have enough information to reactivate your account at this time. To reactivate your account, please send the following:

-- Greater detail on the root cause(s) of customer complaints of unresponsive or poor customer service.

-- Greater detail on the actions you have taken to resolve customer complaints of unresponsive or poor customer service.

-- Greater detail on the steps you have taken to prevent complaints of unresponsive or poor customer service going forward.

-- Greater detail on evidence or examples that demonstrate that your account has complied with our policy.

（申诉2）当天申诉：（第二次已经不知道怎么写，参考其他人的申诉找找灵感，拼凑出了一篇）

Dear Amazon Seller Performance Team,

Thank you so much for your kind attention to our Amazon seller account. We do appreciate your hard work on the reinstatement of our selling privileges. And we’d like to express our gratitude for your further investigation in advance.

We received the notification of Amazon and told me that recently, there have been some customer complaints of unresponsive or poor customer service.

I think there are three reasons for this:

I. Our Customer Service Representative did not respond to the buyer’s message in a timely manner, which caused the buyer to have a poor customer experience.

II. Prior to this, we did not have strict pre-job training, which made our customer service representatives not do her full duties.

III. We do not have an effective monitoring system. We should check the status of the account every day, which will allow us to find our mistakes in time.

We will take the following steps to resolve customer complaints of unresponsive or poor customer service.

We reviewed the account and replied to all non-response messages within the last 30 days.

The detailed order is:

*****

(这里省略了12个订单号)

*****

We replied to these messages, solved their problems, and expressed our apologies.

Fortunately, there are 6 orders, although our customer service representative did not reply, but has completed the refund (no need to return) when the buyer sent a message.

The detailed order is:

*****

(这里省略了6个订单号)

*****

We found that two orders opened A-to-z Claims and we have sent a message to apologize again.

Detailed order:

*****

(这里省略了2个订单号)

*****

In order to take to prevent complaints of unresponsive or poor customer service going forward, We have hired two new Customer Service Representative, They will receive strict pre-job training, and provide 7*24 hours support service.

We will surely reply to the buyers by message in shorter time, we'll help our customers solve the problems first ,we'll also collect their feedbacks about our products and service for better products and service.

At the same time, we will check the account status regularly every day, check the work of the customer service representative, and will not let the same thing happen again.

In order to provide a better shopping experience. We'll send our inventory directly to Amazon. When orders are received, Amazon will professionally pick, pack and ship the product directly to our customer. In addition, Amazon customer service team will manage customer inquiries , refunds, And returns for our FBA orders.

Looking forward to hearing you soon

Best regards

Yours sincerely

（亚马逊回复2）隔天收到回复：

We appreciate the information you have provided. However, a review of your account indicates you have listed against detail pages that do not accurately describe your items or are not in accordance with our Condition Guidelines. Before we can consider reinstatement of your selling privileges, please provide us with a detailed account of the steps you will take to ensure your listings comply with our policies. 

All sellers are responsible for listing items on a product detail page that accurately describes the item in all respects. This includes, among other aspects, brand, manufacturer, UPC, model number, edition, quantity, packaging, and color. Sellers are also responsible for listing their items in accordance with our Condition Guidelines. We developed these guidelines to help set the same expectation of an item and its condition between a buyer and a seller.

What you can do

Respond to this message with a plan of action that includes the following:

1. Description of the issues that caused the complaints.

2. Explanation of the steps you have taken to resolve the issues and ensure that similar complaints won’t happen again.

3. Any additional details you would like us to know.

（申诉3）当天申诉：

Dear Amazon Seller Performance Team,

We do appreciate your hard work on the reinstatement of our selling privileges. We checked our account again and we found the issues that caused the complaints.

Order ID: *************, The buyer said: "the *** came dirty as if they have been used before "

We have sent an explanation to this buyer and apologize again.

We learned about the Amazon Policy on the "Condition Guidelines."

"Item is not clean, including signs of mold, heavy staining, or corrosion." These are Unacceptable and prohibited items, which are unacceptable for listing on Amazon. We are deeply introspective. We did not double check before the item were shipped that caused the complaints.

We guarantee that all products are brand new, but there will always be some different quality items in a large quantity inventory. In order to guarantee that similar complaints won’t happen again, we held an emergency meeting and added two new work content.

We will check each item when we purchase from the factory.

We will check each order before they are ship.

At the same time, we will add multiple surveillance cameras to ensure that packagers are not lazy.

We will continue to learn from Amazon's policies to provide buyers with the best customer experience and ensure that similar complaints won’t happen again.

We hope to continue to do business in Amazon.

Looking forward to hearing you soon

Best regards

Yours sincerely

（亚马逊回复3）-（申诉4）隔天收到和（亚马逊回复2）一模一样的回复，就不再贴了，当天继续申诉

Dear Amazon Seller Performance Team,

We are all grateful for your patience reply. We reviewed all A-Z, reviews and buyer comments. We found that some buyers said "Different from what I ordered" and "it is in a smaller size"

We will surely contact our clients who have bought the items and complained, we promise that we will refund them or resend the packages depends on the buyers' request. We'll never find any excuses , we'll help our customers solve the problems first , we'll also collect their feedbacks about our products and service for better shopping experience in our store at Amazon.

We'll review all of our items online and make sure that all of the products offered by us must be listed on a product detail page that accurately describes the product in all respects. This includes, among other aspects, brand, manufacturer, UPC, Edition, binding, quantity, version, color and condition. And make sure no used Item sold as New or Incomplete item or Wrong item or Not as Advertised .

We'll also classify our items in accordance with our Condition Guidelines. We won't list an item that does not match the detail page. If an appropriate detail page is not available for our item, we'll create a page for It using Your Create A Detail Page service.

Therefore the complaints from the clients such as ‘Different from what I ordered' will NEVER happen again.

In addition, we want to let you know that We must use Fulfillment by Amazon (FBA) service for all of our offers on Amazon.com for better shopping experience!!! We'll send our inventory directly to Amazon. When orders Are received, Amazon will professionally pick, pack and ship the product directly to our customer. In addition, Amazon customer service team will manage customer inquiries, refunds, and returns for our FBA orders.

Could you reinstate our Amazon seller account now ? Thank you.

Looking forward to hearing you soon

Best regards

Yours sincerely

接着4天没收到回复，有点焦急，刚好收到一封钓鱼邮件，要求在邮件里的链接登录自己账号那种，我就装不知道，给亚马逊发了一封邮件问清楚这是否真的顺便催催：

We applied to reactivate our account a few days ago, is there any reply? We sent this email to you because we just received a new email.

His email address is: noreply@amazon-noreply00.com

He claims that we need to update account information through their links. We want to know if this is true?

Looking forward to hearing you soon

Best regards

Yours sincerely

（亚马逊回复4）接着第二天就收到回复

We received your submission but do not have enough information to reactivate your account at this time. To reactivate your account, please send the following:

-- Greater detail on evidence or examples that demonstrate that your account has complied with our policy.

（申诉5）当天申诉：

Dear Amazon Seller Performance Team,

Thank you for giving us the opportunity to reactivate our account.

1. We have reviewed all of products to make sure that the pictures and descriptions are accurately match with our products. And we have removed some unaccurately lists. Most of the lists are now fulfilled by Amazon.

2. Most importantly, we will complete the investigation more quickly and proactively(within12 hours) to any problems with customer orders to keep our customers more informed and help prevent Az guarantee claims as much as possible, then replacement or a full refund will be done Within 24 hours

3. In addition, we will more aggressively monitor our performance metrics to assure we are meeting the standards set by Amazon and our own standards of quality customer service.

4. We have updated the account information and added an emergency contact number.

We hope the above actions can meet Amazon requirements.

（亚马逊回复5）接着第二天亚马逊回复

Your Amazon account is now reactivated while still under review. A reserve equal to your gross sales amount for the preceding 14 days will apply while your account is under review.

根据这位卖家的经验有两点很重要：

原因说错不用怕：账号出事基本是那几个原因，第一次第二次申诉没说中要点，亚马逊很可能会再给机会，总能找到你冻结的主要原因。

坚持坚持再坚持：申诉一次没过，再申诉，发挥锲而不舍的精神，很多卖家申诉一两次就想要放弃，认为这就是命，很多时候是没有尽力而为罢了。

虽然上述的邮件内容并非原创，但有需要的卖家还是可以收藏起来，以便不时之需！要根据自己的实际情况调整哦~

（内容来源：知无不言论坛）