近期，亞馬遜對因翻新/Merge融合操作的警告和封店措施逐漸加重，很多賣家都收到了績效警告的通知。我分享一個以“誤判角度”成功申訴的案例，供大家借鑒參考。

本文分為三大模塊

一.? 申訴背景與問題概述

2024年11月7日，我們一個店鋪因翻新問題收到亞馬遜績效警告，警告內(nèi)容為：“我們之所以采取此措施，是因為發(fā)現(xiàn)您或代表您行事的某人請求將某個ASIN更改為與當(dāng)前ASIN對應(yīng)的商品不符的其他ASIN?！?收到警告后，我們當(dāng)天即以誤判角度提交POA（Plan of Action），并于11月11日成功申訴通過。以下是申訴過程的詳細(xì)步驟及經(jīng)驗總結(jié)。

警告截圖



后臺賬戶狀況頁面截圖-賣家行為準(zhǔn)則（準(zhǔn)確信息）


二. 申訴POA原文

Dear Amazon Seller Support Team,

I am writing to appeal the warning my store received regarding an ASIN modification issue. I sincerely apologize for any inconvenience caused to Amazon by this matter. I would like to explain the circumstances of the issue in detail to reiterate my respect and commitment to Amazon’s policies.

Root Cause of the Issue

While managing our product listings, one of our team members mistakenly deleted an important ASIN: 老產(chǎn)品 (SKU: 老SKU). To urgently recover the product, my colleague re-uploaded the product using the same SKU but with a new UPC, which generated a new ASIN 老產(chǎn)品 instead of restoring the original ASIN. Later, after reviewing Amazon's [ASIN creation policies](https://sellercentral.amazon.c ... 844590), I confirmed that our recovery method did not comply with Amazon's policy; we should have restored the original ASIN without creating a new one.

This mistake was unintentional and not an attempt to misuse Amazon's services. It was solely due to a lack of understanding of the correct ASIN recovery procedures. We take full responsibility for this oversight.

Immediate Actions Taken

Upon receiving the warning, we immediately took the following corrective actions:

1. Deleted the Newly Generated ASIN: We deleted the mistakenly generated ASIN 老產(chǎn)品 and restored the product using the original ASIN 老產(chǎn)品 to ensure alignment of product information.

2. Internal Investigation and Review: We conducted a thorough internal review of this incident, examining each step in the process to fully understand the nature of the violation.

3. Policy Training: Our team members immediately studied Amazon's ASIN creation and management policies to ensure a clearer understanding of the relevant guidelines.

Preventive Measures for the Future

To prevent similar issues from occurring, we have implemented and will enforce the following preventive measures:

1. Enhanced Team Training: Regular policy training sessions will be conducted to ensure all team members understand and adhere to Amazon’s policies, especially regarding ASIN management and product listing.

2. Internal Review Mechanism: A multi-level internal review process will be implemented for any product changes to ensure accuracy and policy compliance.

3. Regular Policy Reviews: We will stay updated with Amazon’s policy changes and ensure the team has timely access to any new guidelines or updates.

I would like to once again extend my sincere apologies to Amazon and the relevant teams and commit to adhering strictly to Amazon’s policies in the future. Compliance is our utmost priority, and I respectfully request that Amazon consider?reinstating my store.

Thank you for your understanding and support.

Sincerely,

XXX

申訴通過截圖


三. 對亞馬遜政策的理解

1.? 在亞馬遜的政策中，翻新/Mege融合屬于違規(guī)行為，違反ASIN創(chuàng)建政策。在申訴過程中，明確引用亞馬遜的相關(guān)政策條款是非常重要的，通過展現(xiàn)對政策的理解，能夠加強(qiáng)申訴的說服力。

2.? 在POA的內(nèi)容中，我首先詳細(xì)解釋了具體的操作流程，從“合規(guī)”的角度對事件進(jìn)行了說明。避免直接提及因“映射”操作引起的問題或創(chuàng)建新ASIN是為映射而做的行為（詳見POA內(nèi)容）。這樣的措辭更符合亞馬遜關(guān)于ASIN創(chuàng)建的政策，增強(qiáng)了申訴的合規(guī)性。

3.? 10月底，亞馬遜更新了 “重復(fù)違規(guī)” 政策（AHR-Repeat Violation），該政策加重了對重復(fù)違規(guī)行為的懲罰力度，甚至在部分政策中將違規(guī)次數(shù)的上限降至兩次。因此，在出現(xiàn)政策警告時，我們需及時申訴，否則可能面臨更嚴(yán)重的懲罰（封店）。結(jié)合過往的變體政策申訴案例來看，申訴優(yōu)先級應(yīng)為：誤判申訴成功 > 承認(rèn)問題消除績效 > 放任賬號績效不管。以誤判角度申訴成功是最為穩(wěn)妥的策略。

4.? 針對大多數(shù)的賬戶狀況類似的問題，可以考慮加入“賬戶狀況保障計劃”，關(guān)鍵時候可能真能保命。

在亞馬遜平臺銷售，道路千萬條，合規(guī)運營第一條。打造產(chǎn)品固然不易，但確保店鋪安全、穩(wěn)定地運營同樣值得我們每一個人的高度關(guān)注。特別是在亞馬遜風(fēng)控不斷升級的當(dāng)下，建議大家始終保持對政策變化的敏銳度，及時優(yōu)化運營策略，以確保長久發(fā)展。
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