For sellers, Amazon’s consumer service and account risk control are both very important links, and they are also interconnected and mutually influential. Amazon is an e-commerce platform that truly focuses on consumer service. Once a seller’s consumer service has problems, violates Amazon’s regulations or generates a large number of complaints, Amazon will take action against the seller’s account, ranging from warnings to account closures. Therefore, it is a compulsory course for Amazon sellers to provide good consumer service, know where Amazon’s “red line” is, and do a good job of account risk control.
The so-called Amazon consumer service is essentially a process in which sellers communicate with buyers, solve various problems of buyers, and make buyers satisfied with products and services. As of now, the only communication channel between Amazon sellers and buyers is Amazon’s internal letter. Because Amazon hides the buyer’s email, phone number and key address information, sellers have no other channel to communicate with buyers except Amazon’s internal letter.
The biggest problem with the internal letter communication model is that all communications are conducted under the close monitoring of Amazon robots. Once some sensitive words or suspected illegal terms appear in the email, Amazon will take action against the seller’s account. So what should we pay attention to when using Amazon’s internal letter to communicate with buyers?
First of all, in addition to passively replying to the internal letter sent by the buyer, Amazon does not allow sellers to contact buyers in principle unless the seller has a reason to contact the buyer. This is also easy to understand. On the one hand, Amazon believes that the buyers on the platform are its own customers, and any behavior of bypassing the platform to contact buyers privately is unacceptable; on the other hand, Amazon takes the interests of buyers as the first principle and does not want too much irrelevant information to flood the buyer’s mailbox. Therefore, when sellers want to send internal letters to buyers, they will be asked to choose a specific reason for contacting the buyer.
If the content of your email does not correspond to the reasons on the above page, it is recommended not to contact the buyer actively. Someone here may say, isn’t there an “other” option? This “other” option is also pre-set, and it must be content related to completing the order. If you want to send buyers through internal letters, for example, invitations to evaluate emails, new product release push notifications, discounted product information, or evaluation requirements, which are completely unrelated to completing orders, then your seller account will be in a very dangerous situation. In addition, let me say one more thing about the invitation review email. If you want to make an invitation review, you can directly use the “Request a Review” function. There is no need to leave the official legal and compliant invitation review function unused, but instead send an invitation review email yourself. This will not be effective and there are certain risks.
In general, consumer service work is very lightweight for Amazon FBA sellers. As long as you don’t think about actively contacting buyers, it is basically difficult to receive a few buyer emails a month, because under the FBA system, Amazon has helped you complete most of the customer service work, and only a very small number of problems that Amazon cannot handle will be fed back to the seller. In this regard, it is recommended that in addition to using the seller’s backend “Request a Review” function to make regular invitation reviews, seller friends should try not to actively contact buyers through internal messages unless there is a reason to contact buyers.