干货 | 搭配实战案例，教你如何撰写优质广告文案！

申诉信的套路分以下5步走：

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道歉承认过失表明诚意

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将问题逐条清楚列出分析

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依照问题顺序提出改进方式

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以加强语气强调改进的决心

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表达想要收到回信的迫切

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想了解关于申诉实操步骤分解

点击阅读《销售权被移除怎么办》

卖假货被移除销售权

Example 1

分享自cora-xiao

尊敬的亚马逊卖家绩效团队：我收到亚马逊的通知，说因为出售假冒产品而取消了我的销售权，我立即查询了亚马逊列出的几个产品。

首先作为一名刚在亚马逊上销售没多久的卖家（该账户正式开始销售于2016年6月份），我们缺乏对亚马逊规则的认知，没有认真去了解亚马逊的规则和违禁品。

其次，在亚马逊提出的几个XX产品里，我们销售团队在中国市场的中国天猫/淘宝电商平台上均进行了销售，并且已经取得了XX公司的授权。

由于我们海外销售时间短，缺乏经验，没有很清楚的去了解亚马逊的规则，对于这一点我们团队感到很抱歉，我已经删除了亚马逊提出的几个产品，并保证永久不会再次销售。

我们团队第一次入驻亚马逊欧洲站进行销售，在中国市场我们有很好的销售业绩和口碑，希望亚马逊卖家团队能考虑我们希望在亚马逊欧洲站继续销售的真诚，恢复我们账号销售权。（我们团队可以保证，已经销售和发运的XX产品均是正品行货，如后期有客户投诉说产品是假货，我们愿意无理由赔偿）

如果恢复我们团队的销售权，我们后期销售计划如下：

1：首先我们会很认真去阅读学习和了解亚马逊的详细销售规则以及销售产品范围。

2：认真检查核实库存以及我销售的产品是否存在不符合亚马逊要求的产品，一旦发现将立即删除，并永久不会再次出售。

3：检查账号所有卖出的产品，如果客户反映任何不满意或者产品问题，我们将在12小时内为他们解决问题。

4：对于后期出售的新产品，如果有不确定的信息，我会立即咨询亚马逊，不会盲目任意的去销售。附件中我提供了我们向xx公司的采购合同及发票（2016年4月）

中国天猫店铺网站：xxxxxxxxx

以上是我们团队对这次亚马逊取消我销售权作出的应答。我希望亚马逊能够再次提供给我们一个改过的机会。我们将以最大的努力和最认真的态度去从事以后再亚马逊上的销售工作

Example 2

原创Jason

中文版

亲爱的卖家支持

今天我收到亚马逊的通知，说因为出售假冒产品而取消了我的销售权，我立即查询了亚马逊说的几个产品。

首先作为一名刚在亚马逊上销售没多久的卖家，我们缺乏对亚马逊规则的认知，没有认真去了解亚马逊的规则和违禁品。

其次，在亚马逊提出的几个产品里，我并不知道这个是一个品牌产品，对于这一点我感到很抱歉，我已经删除了亚马逊提出的几个产品，并永久不会再次销售。

通过对我的店铺指标以及客户反馈，我认为亚马逊应该能够认识到我们是一家服务良好，产品质量也很好的卖家。我们没有收到客户的投诉以及差评。我希望亚马逊能够考虑到这一点。如果恢复我的销售权，我后期销售计划如下：

1：首先我会很认真去阅读和了解亚马逊的详细销售规则以及销售产品范围。

2：我会认真检查核实库存以及我销售的产品是否存在不符合亚马逊要求的产品，一旦发现将立即删除，并永久不会再次出售。

3：我会检查我所有卖出的产品，如果客户反映任何不满意或者产品问题，我将在12小时内为他们解决问题。

4：对于后期出售的新产品，如果有不确定的信息，我会立即咨询亚马逊，不会盲目任意的去销售。

以上是我对这次亚马逊取消我销售权作出的应答。

我希望亚马逊能够再次提供给我们一个改过的机会。我们将以最大的努力和最认真的态度去从事以后再亚马逊上的销售工作。

期待你的回复最真挚的问候杰森

英文版

Dear Amazon seller support,

Thank you for your concern of our account.

We received a notification today that our selling privilege has been removed cause we sold counterfeit products. 

We immediately check the listings. 

Firstly we are very sorry about our ignorance, we are new to Amazon selling, we are lacking of the rules and policies when sell on your platform.

 Secondly, as the items of Amazon seller performance stated, we did not know this product is with its own brand, to this point we acknowledge it is our fault.

 We had removed the listings and promise we won't sell it again on Amazon if we do not get the warrant. 

Would you please consider the account seller rating and customers feedback to us? We provided customer both good products and customer service. We never got a claim or negative feedback.

 Hope Amazon can look through to it.

If you can give us a chance, we will do as follows:

1. Absolutely, we will see through all the policies and rules about selling on your platform.

2. We will check the listings in our account to see if there has some which do not meet your requirements, if it does, we will fix it immediately.

3. We will check all the products we've been sold, any complaints or product issues we will solve them in proper way within 12h in favor of the customer's right.

4. If any selling questions, we will consult Amazon for help.

Sincerely, we write this. We will try our best to provide our sales on Amazon.

We believe Amazon will give this issue a serious consideration, and to us, there is a hope, a new chance for us!

Look forward to receive your reply.Best regards店铺名

新店上LISTING时因图片侵权被禁售

分享自FreyaWan

Dear Seller Performance Team，  Thank you for your notification on the policy violation on the......, we would like to sincerely apologize for the terrible mistake we made.We are a small company in China focusing on foreign trade and selling on Amazon US has been one of our ultimate dreams. 

We did a lot of preparation in order to launch our store in Amazon and worked with the Amazon sales manager Mr. .... on a lot of details including the can do's and can'ts. He informed us beforehand that image and character violation is a very serious issue in Amazon and we have taken that very very seriously. 

 However, one of our sales staff ,who is new to the company, accidentally put this product onto the list because we would like to start our sales with 50 skus ( We had 49 skus ready at that time.) He uploaded the product without everyone's else's knowledge and I would in person would like to apologize again for my carelessness in staff management. 

Here are the things our company has done to prevent such issue from happening again.1. We just organized a training again on the can's and can't the sales manager Henry sent us,especially emphasizing on the policy violation including image violation of products and wording violation on product and checked all the product that we have already listed. 

2. We deleted  all the products that we think that could potentially violate the policies.

3. We have setup rules in the company that all of our inventory must be carefully reviewed and would not violate any Amazon policies before adding to our inventory and listing on Amazon.I would like to apologize for a third time for my carelessness in management ，and please do let us know what else can we do to reinstate our account and we will do everything we can to meet the target.Looking forward to hearing from you.

your name

Example 2

自己拍摄设计的图片被告侵权

Dear Amazon Team,

We received a policy warning stated that Amazon has removed some images form our site because of a rights owner complaint about image(s) that infringe its intellectual property rights.

ASIN:

Complaint ID:

The picture that Amazon has removed:

图片链接：

图片链接：

We always work hard to assure we are meeting the standards set by Amazon and our own standards of quality customer service, it is hard for us to believe that our images infringe others' intellectual property rights. All the photos of this item (ASIN: B01DKFMSEW) was taken and designed by our designer.

Firstly, we contact the rights owner directly to resolve this dispute. We asked the right owner review the pictures,finally, he found that the picture is from us, below is the screenshoot of our e-mail.(Have attached)

Email 1: 邮件链接

Email 2: 邮件链接

Secondly, We have advised the rights owner to contact Amazon at notice@amazon.co.uk to withdraw the complaint.(I have mentioned it in e-mail)

Thirdly, we can provide all the photo and source file as an evidence.(Please see the attachment)

1. Photo

Taken From:

Shooting Time:

Shooting Location:

2. Source File: You can see how we processing the picutre in Photoshop.

Please review this case, and we are looing for a fair and just reply.If you need additional details, please kindly contact us, we will reply you in the first time.

Best Regards

Lucy

因账户表现差被移除销售权

Example 1

因迟发货被移除销售权

分享自hank4170

【邮件内容】

首先由于我们的疏忽，深表歉意，总结了一下主要有两个原因造成：

1、混乱的管理模式， 缺货，通过ERP发货，与客户沟通不足，还有选择错误的物流方式才导致迟发率高于4%。

2、由于现在中国是物流旺季，导致爆仓严重，才导致先收货没有及时发货的情况。

如果恢复我们的销售权，我们会做以下几点：

1、为了避免这种情况在发生，我们后续将会100%选择FBA， 不会选择其他渠道，我们已经有一名员工专门负责FBA。

2、实现我们的目标不到4%准时购物，我们有准备FBA货物雇佣更多的员工。此外，我们将更积极地监控我们的性能指标，以确保我们达到亚马逊和我们自己设定的标准标准的客户服务质量和维护我们的网站。

3、最重要的是，如果我们FBA出售货物,不会有货物迟交。而且，客户将获得一个完美的购物体验。所以，出于这个原因，请给我们一个机会,活跃我们的帐户。因为我们已经发现FBA是最好的方法来解决这个问题(货物迟交)。

4、严格遵守亚马逊规则&政策。

真诚地，我们写这篇文章。我们将尽力提供我们的销售在亚马逊。

我们只是在等待出售权的释放，我有足够的信心，我们在未来会做得更好，我们承诺它不会再次发生，请给我们一个机会。

真诚期待回复！

......

Example 2

因迟发货被移除销售权

BQool原创

EX：

To whom it may concern,

We are contacting you regarding our seller account suspension. We realize the delays in shipping orders has not complied with Amazon's performance target of less than 4%, nor our target of less than 2%.

We have reviewed our fulfillment procedures and have determined the two areas that need to be addressed:Shipment Creation and Inventory Availability.

We realize we needed additional support for managing fulfillment for our Amazon orders. To achieve our goal of more than 98% on-time shipping， we have added additional staff to support the sales person in our retail store who handles Amazon fulfillment. This will allow us to have packages prepared and ready to ship more efficiently.

To address inventory availability issues we have consolidated our Amazon inventory into one location to speed shipment creation. Having all Amazon inventory at one location will eliminate delays in getting product out by the Expected Ship Date.

Thank you for considering this appeal.

Example 3

迟发货+缺货+回复客户慢收到A-Z

BQool原创

I understand that recently our performance as a seller on Amazon.com has fallen below both Amazon's and our own standards of quality.

 I believe there are two main reasons this has happened:

Disorganization in our inventory management has resulted in late shipments and, even worse, unavailable items.

When late shipments and unavailable items have occurred our response to has been too slow and communication with customers has not been adequate.

I believe it is mainly because of our inadequate communication that we have recently seen an increase in customer A-z guarantee claims which has resulted in our order defect rate exceeding the performance target of <1%.

Plan of Action:

 We are taking the following steps to improve our performance:

Improve inventory control by reducing the number of items offered until we have systems in place to more adequately handle the number of orders we are receiving.

Most importantly, we will respond more quickly and proactively to any problems with customer orders to keep our customers more informed and help prevent A-z guarantee claims.

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.

In evaluating our selling practices, we found a mistake in our inventory upload file.

Our Plan of Action:

Our inventory file has been reviewed. All misclassified condition items have been re-categorized to follow Amazon's Condition Guidelines. Entire inventory has been deleted from Marketplace to reflect all changes. 

All of our vendors' inventory will be reviewed before adding to our inventory. Please let us know what should be done to reinstate our account, we are looking forward to hearing from you.

Example 4

回复买家不及时+产品损坏

+加退换货时间太长

收到A-Z，被冻结账户

分享自jasonl

Dear Seller Performance Team,

Thank you for your concern of our account. Before receiving the performance review notification, we were exactly working with the customers to resolve their problem.

We firmly believe that we're not only providing the product but also the customer service.

 Firstly, we're very sorry about our negligence of packaging, and the incaution of carrying and transporting by logistics company which result in defective working condition of one item, we had to ship the replacement but had the customer waiting more time for delivery, they are kind but we are sorry. （讲清楚没包装运输过程中导致产品损坏，退换货时间长让顾客等很久，自己很抱歉）

Secondly, the incaution of testing and checking up by the tester in factory result in missing indicator light covers of one item, which in normal working condition but give customer defective impression of the product, we had contact with the customer and shipped the missing element, and sorry to bring him inconvenience. （发货前的出厂检查不够细致收到的产品缺零部件）

These are our faults due to lack of strict management of the product and service providers. 

Thirdly, we're new to Amazon selling and lack of familiarity with the rules and message system using, which result in missing timely response to 4 messages from the buyers on our months ago arranged long holiday, it was supposed the messages would notice timely on mobile phone email system to us but it didn't work, we promise this would never ever happen again to the customers.（没有及时回复顾客信息）

We would like to earnestly beg your consideration about the feedback of other items received by other buyers, some of them had left positive feedbacks and reviews to the product and admired our customer service. We promise to provide customers both good products and good customer service.

 If we have the chance to continue selling on Amazon, we will do as follows: 

1. We will ask the factory to execute stricter checking up and testing process for our products, and request every confirmation and signature of testing result for every product from the tester in factory. We self will execute sampling check for different production batch and regular visit to production line of the factory every week. Make sure we ship out every item in integral and good working condition.

2. We will ask the factory to package with stronger crash proof and shockproof measure, like filling in the blanks with proof foam and wrapping up with hard carton. Change the logistics service provider with better transporting service. 

3. We will keep login in the Amazon seller center on PC and check out buyer message at least three times a day, to ensure promptly response to the customer with 12 hours. And passionately handle any queries or complaints or product issues from every customer, will keep notice customer forwardly for the tracking information of the transporting package. To improve the customer experience by pre-sale, in-sale, after-sale process.

We write this sincerely and will try our best to provide good products and customer service on Amazon. Meanwhile, we sincerely hope Amazon team will give serious consideration and give us a new chance. This is not only chance but also hope to us, we eagerly hope we can further develop our undertaking here. Look forward to hearing from your reply. Thank you very much.Best Regards,XXX

Example 5

产品图片与描述和实物不符

客服未及时解决问题收到A-Z

或被移除销售权

BQool原创

Dear Amazon Seller Performance Team,

We understand that recently our performance as a seller on Amazon.com has fallen below both Amazon's and our own standards of quality.

I believe it is mainly because of our inadequate communication that we have recently seen two A-z guarantee claims which have resulted in our ODR exceeding the performance target of <1%.

Unfortunately, we changed the Listings Status to be Inactive from 23/01/2014 to 06/02/2014 because of a long vacation, obviously,the two complaints are nightmare during the period without order.

Plan of Action: We are taking the following steps to improve our performance:

1. Review all of products to make sure that the pictures and descriptions are accurately match with our products.

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 A-z 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.