Instructions for Amazon sellers: Detailed explanation of A-to-Z claims and buyer evaluation strategies

Sellers doing business on the Amazon platform need to understand two important aspects: the A-to-Z claims mechanism and the importance of buyer reviews. This article aims to combine these two topics and help sellers better manage their online stores.

A-to-Z Claims: Process and Impact

When a buyer is dissatisfied with an order, they can file a complaint with Amazon through the A-to-Z Guarantee claims process. Once such a complaint is filed, Amazon will investigate and make a ruling. The outcome of the ruling may affect the seller’s Order Defect Rate (ODR), which in turn affects its performance on the platform. Here are two possible outcomes and their impact on sellers:

• Seller Wins: If Amazon determines that the seller was not at fault, the claim will be denied and the order defect rate will not be affected.
• The buyer wins: In this case, Amazon will deduct the corresponding amount from the seller’s account to compensate the buyer, and this event will be recorded in the seller’s order defect rate.

In order to reduce the occurrence of A-to-Z claims, sellers should take a series of preventive measures, including but not limited to:

• Respond promptly to buyers’ inquiries and needs;
• Make sure product descriptions are accurate;
• Provide appropriate packaging services;
• Track shipping information and provide updates to buyers.

In addition, there are some special circumstances that need attention:

• If the buyer claims that he has not received the goods delivered by FBA but has a tracking record, Amazon will bear the responsibility and will not be included in the seller’s defect rate;
• For orders with tracking information that indicates delivery is imminent, Amazon recommends waiting for actual delivery before processing any claim requests.

Buyer reviews: the key to improving credibility

Positive buyer reviews are critical to increasing product sales. However, obtaining these reviews is not always easy. Amazon allows two types of reviews – direct reviews and VP reviews (Verified Purchase).

Risks of direct evaluation

Although anyone can leave a direct review for a product, such reviews can easily be deleted due to increased regulatory oversight on the platform. The main reasons include but are not limited to:

• The number of reviews is not proportional to sales;
• The comment account does not comply with the platform regulations;
• The same IP address frequently leaves comments, etc.

The value of VP evaluation

Compared with direct reviews, VP reviews are more credible because they come from customers who have actually purchased the product. Methods to obtain VP ratings include placing ads, seeking cooperation from social media influencers, etc. However, Amazon prohibits any form of soliciting reviews and stipulates:

• No compensation in any form may be provided in exchange for reviews;
• Buyers cannot be asked to change or delete published reviews.

In order to collect VP reviews safely and effectively, sellers should:

• Guide buyers to find products by searching for keywords instead of direct links;
• Control the proportion of reviews in the store (recommended 20%-30%).

In summary, it is crucial for Amazon sellers to understand and use the A-to-Z claim mechanism and buyer evaluation strategy. Correctly handling these issues can not only protect your own interests, but also effectively enhance your store’s reputation, thereby attracting more customers.