Why is Dealing with Amazon Seller Support so Hard?

[et_bloom_inline optin_id=optin_3]
Liran Hirschkorn joins us again to rant about dealing with Amazon Seller Support

  • Seller Support reps abroad sometimes don’t work for Amazon but are contracted out
  • They have limited knowledge andexperience
  • As experienced sellers you must give them pushback on poor information
  • They can tell you wrong information so you need to be on top of it
  • Getting canned responses is a regular frustration from Seller Support
  • There’s a lot that can be improved there
  • It’s okay to pushback
  • Okay to ask for escalation to the Leadership and Captive team
  • Call at another time to get a US representative which are better trained employees than some of the other countries

Horror stories with Seller Support

  • Liran is in the Amazon Exclusives programme
  • A benefit of being in is thast they ‘gate’ your brand to stop hi-jackers
  • Rep asked for all the ASINs on a Friday
  • He sent them over to Seller Support and they said they’d get it done over the weekend
  • Liran checked his account on the Saturday morning and he had ZERO sales
  • Turned out Seller Support had ‘gated’ him out of his own product!
  • Didn’t get onto his listings until Monday
  • He left the Exclusives Programme after this

Another example

  • Another example was where Liran raised an infringement case against a competitor that had his brand name in the backend of their product
  • Seller Support immediately sent back a canned response that they saw no infringement in the “listing”
  • This frustrated Liran and he went straight back in ALL CAPS pointing out that the infringement was in the  BACKEND and not the  LISTING and was a clear break of ToS by that competitor
  • In this case Liran emailed the Seller and they took it out themselves
  • Seller Support were just reading an instruction sheet on what to look for and don’t have the knowledge themselves

Closing your cases

  • They also close your case without it being fixed and just send you some cut and paste email response

Danny’s example

  • Had an issue with Merchant Fulfilled in Japan
  • He had weak information from Seller Support and ended up in a huge email chain with Seller Support
  • He forensically broke down the inaccuracies in their responses
  • Due to the time difference the email ping-pong took weeks when dealing with Amazon seller support
  • He even ended up trying to find people in the Amazon offices over there on Linkedin
  • They ended up telling Danny he cannot raise another case on this topic for support ever again

Amazon pilot dedicated support

  • Liran heard of a pilot programme where Amazon was looking at a paid for Seller Support dedicated representative
  • This doesn’t appear to have taken flight though

Don’t take No for an answer

  • There is a way to get things done if you don’t accept the first answer in dealing with amazon seller support front-line people
  • Liran never accepts Seller Support’s answer when they say NO he can’t do something
  • Don’t accept that exceptions can’t be made in dealing with Amazon seller support
  • Liran has managed to get his over-size stock holding limit raised by pushing to escalate to a manager
  • You can always escalate
  • Ask for them to please put you through to someone with more experience in the area of your problem

Which Amazon Team

  • In dealing with Amazon seller support, the first layer of support is the canned response screen reader staff
  • You can get past these by asking for someone in the NEXT Layer with more specialist skills to help with this problem
  • The 1st Layer don’t want to pass you through as it hurts their rating and metrics – they cling on to the call and won’t pass it on
  • Liran was told by an Amazon Rep that he should ask to be transferred to the ‘Captive’ team
  • Liran has highlighted the ‘Captive’ and the ‘Leadership’ teams
  • He’s found these teams have been more able to help with his problems than the front-line support team have been able to


  • There was a Boost event held in NY where Amazon setup this event so Sellers could hear from and meet Amazon Support people
  • You could book a 1-2-1 with some of their reps at this event
  • Liran found the quality of information available from these reps was inadequate
  • In many cases Liran knew more about Amazon and the systems than they did
  • He and others that attended this event gave Amazon this feedback

Liran has a Dedicated Amazon Rep

  • Liran is in the Exclusives programme and has a dedicated Rep
  • Marketing and advertising help is their core role
  • But he has used them for Support issues recently for a Lightning Deal that wasn’t working
  • emailed fba-deals@amazon.com and had a false-positive issue
  • They were able to help and get it fixed
  • Any chance you have to go to an Amazon event and pick up business cards from them it’s worth doing it

Amazon high churn rate

  • Good people are quickly identified and moved up into more senior roles from Support
  • Two years in Amazon is a long time according to people working in Amazon
  • If you’re good at support then you are earmarked and moved up quickly
  • Amazon is a big company with lots of opportunity

Have persistence in dealing with Amazon Seller Support

  • It’s just like any other aspect of your business
  • Keep you persistence and overcome the frustrations

Reviews Removal episode

  • Liran has a bad review on his product that he could prove was a competitor
  • Screenshots and evidence that it was a competitor leaving a bad review on his product
  • He wrote a letter and pushed and pushed but could not get it removed
  • Liran won’t generally go to Amazon to get reviews removed
  • Amazon really don’t want to remove reviews as it damages their integrity
  • Amazon will not remove reviews, even when the terms of service say it would be allowed to

Competitor Leaves 5 Star review for you

  • A competitor has left 5 star reviews on a Seller’s product saying he’s received the product for free in return for the 5 star review
  • Then this competitor reports you to Amazon!
  • Liran has heard something similar
  • Where a Seller received 1 Star reviews on his product that said ‘go buy this other product instead’
  • This Seller contacted the seller of this other product
  • And it turned out that there was a 3rd Seller who was placing the 1 star reviews but pointing to this other product to hide the fact he was the competitor!
  • It can get this crazy it seems
  • These things Liran would fight hard to resolve

Seller Feedback upgrade

  • Liran has heard that Amazon is looking at Seller Feedback to make changes to it
  • Frustrating for Sellers who get constant product reviews in Seller Feedback
  • It’s often shipping related issues that come through
  • Merchant Fulfilled and FBA should not be the same system
  • Rather than Amazon send out ‘seller feedback’ it should be ‘product reviews’ instead

The Captive Team

  • There is also the “Jeff Bomb” if it’s all not working
  • Danny has found these to be very helpful
  • If you’re going to make a telephone call to support do it in US daytime hours to get the US Support people who are generally better
  • The routing of your call is down to luck
  • Don’t let Seller Support dictate your business – think like Jeff Bezos and push the envelope at every turn

Contact Liran


Unlocking Click Bias Secrets Seller Sessions A9
Colin Raja Seller Sessions Podcast (1)
Shopping queries dataset Seller Sessions
Seller Sessions Podcast Elizabeth Greene
Multi objective ranking
seller sessions the complete guide to autocomplete on amazon
A9 Bot How To Get The Most Out Of Your Listing Optimisation (1)
1 2 3 98
databrill logo

Looking for a Better Agency?

Are you a 7 or 8-figure Amazon seller who is…

Databrill Logo

Looking for a Better Agency?

Are you a 7 or 8-figure Amazon seller who is…