亚马逊账号安全与运营合规指南-24页

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提取的文档内容：1 账号安全培训文档 简介：Amazon 平台的宗旨是“顾客至上”，所以我们在整个平台销售过程中，一定要确保产 品的质量以及账号的安全。账号安全是我们销售的前提。 板块： 1. Amazon 前台和后台的区别以及后台展示 2. 账号健康指数 3. VPS 操作注意事项 4. 日常操作中需要注意事项 5. 账号关联相关 6. Case - 正确使用 amazon 后台 help 7. 亚马逊明信片验证 8. Amazon 官方 Notification 处理【Policy Warning-投诉—侵权】 一、Amazon 前台和后台的区别以及后台展示 A. Amazon 前台和后台的区别 首先虚机和本机是一个概念，相当于两个不同电脑， 就不能随意的复制粘贴。对于我们而 言，前台就是亚马逊的主页，后台也就是虚机就是卖家账户平台。 虚机常用的其他代称-VPS、后台、远程、 本机常用的其他代称-前台 前台：2 后台： B. Amazon 后台展示区域 关于账号安全我们主要需要查看下面的展示区域 有关账号的 Performance 标准以及表现，需要大家每天查看； 二、 账号健康指数 1. 账户状况（account health） 整体的一个账号安全展示，要在亚马逊上销售商品，我们必须达到以下绩效目标和政策要求， account health 部分如果有 Warning 之类的提示一定要及时的写申诉信进行 appeal 的操作如3 下图 2. 4 种性能指标 （具体 ） 所有亚马逊卖家均应努力达到并保持以下绩效指标。 未能达到这些指标不一定会使我们的 账户处于不利地位，但未能加以改善可能会给您的账户带来负面影响。绩效目标： 订单缺陷率：< 1% 取消率：< 2.5% 货品迟发率：< 4% 有效的跟踪率 - 全部类别： > 95% 这些是基本的卖家目标。 您的良好绩效会促进您的商品销量。大多数卖家都超过了这些目 标，因此如果您的绩效越好，也就越有可能获得更高的竞争力。 订单缺陷率（ODR） 订单缺陷率是指一段时间内，存在缺陷的订单数（如果某笔订单收到负面反馈、亚马逊商城 交易保障索赔（未被拒绝）或服务信用卡拒付，则该订单具有缺陷。）除以订单总数得出的 比率。订单缺陷率是衡量您提供良好买家体验能力的主要指标。 取消率和迟发率是针对自发货的衡量标准， FBA 的不牵扯 3. 买家反馈（feedback） 主要是对买家服务以及物流状况的一个反馈4 前台 后台 在过去 12 个月里面的买家评分以百分比显示，我们一般是不能低于 98%, 遇到差的 feedback （3 星及以下）要及时去处理。 三、VPS 操作注意事项 1.远程和本机相当于 2 台不同的电脑，请不要随意的复制粘贴，禁止链接复制到 VPS，尤其 不能将带有账号信息的链接直接复制到本机上操作，excel 表格加工可复制到本机上来操作 2.如桌面上有多个远程桌面，请不要一次性全都打开，用哪个打开那个，打开过多远程桌面， 一方面会影响其他同事使用远程，另一方面自己本机速度会较慢 3.每次登陆完 vps，请关掉之前自己所操作的网页，以及每次退出，请记得断开连接 4.在没有正式开始后台操作之前，坚决不允许在后台的任何板块，做任何实质性行为的操作 5.不要在远程桌面随意下载其他软件，下载完成后的东西记得删除，不要全部放在桌面 6.禁止后台 CASE 留自己的个人 email 邮箱 7.禁止后台 CASE 电话渠道多账号共用，固定好自己的电话号码，如需使用请询问其他账号 使用过电话 8.禁止 VPS ERP 查询客户端登录自己的 ERP 账号 9.禁止 VPS 浏览其他账号产品 10.禁止后台使用 JS 工具 11.禁止后台 BA 工具搜索非本账号但是本公司其他账号的 ASIN 12.禁止 Message 回复携带非本账号但是本公司其他账号的信息 13.禁止后台账号留评论这一行为，以及任何跟 RATING 相关的事宜 14.禁止违规捆绑，包括但不限于：使用僵尸链接，非同类产品捆绑 15.禁止 VPS 账号进行 test buy 除非站点负责人确认 16.禁止向外面透露公司品牌和产品信息 17.禁止 VPS 邮箱里面的邮件点击任何链接 18.禁止钻任何系统漏洞 四、日常操作中需要注意事项 实际性的维护账号安全，避免关联账户 1.日常维护账号安全：5 2.不在前后台直接复制带有账号信息的链接； 3.不同时打开两台或者多台 VPS； 4.回复邮件时不混淆账号； 5.在有自发货 FBM 订单的时候，及时填入正确的物流单号；不随意删除自发货订单； 及时移除差的 Feedback; 6.在 24 小时之内回复顾客的 Message； 7.在平时处理 message 和差评的时候不要触及亚马逊的规则，比如不要说 delete/ remove review 或者说免费给个产品，让顾客留一个 review 之类的语言；及时联系对退货不满意的 客户，解决问题； 8.禁止在开 case 的时候留任何私人电话和邮箱； 9.在 Message 中，但凡带有邮箱或者链接的会被自动屏蔽掉；如果我们需要顾客的私人联系 方式，可以让顾客用图片附件的方式发过来； 10.无论你带了几个账号 从 message 索要信 感谢信 或者主动找上门的测评人 都是在哪 个账号只能说哪个账号的产品 链接 等等; 日常操作中需要注意的有很多，我们必须谨慎的操作，不懂的操作及时问一下同事，不要 随意操作 五、 账号关联 亚马逊官方规定，一个卖家或一家公司只能拥有一个亚马逊账号，亚马逊会通过技术 手段 及对卖家各种数据的监测核对以判断账号是否存在关联，主要判断因素为卖家账户基本信 息、地址、IP、银行卡信息等，如果系统发现一个卖家主体在同一个站点拥有 2 个以 及 2 个以上亚马逊账号，那么卖家的账号就会被判定会关联账号，被暂停销售权限甚至关闭。 亚马逊强关联信息： IP 地址（电脑网卡的 IP 地址） 、注册账户地址 、法人姓名、注册电话、注册邮箱、注册 收款账户信息、注册信用卡。 注：这些信息是不能随便改的，如果被更改很容易被触发 KYC 二次审核。 弱关联注意点： a. 一个账号用一个干净的手机号进行客服电话咨询；注：切记不要用同样的手机号在多个 账号上进行客服联系，账号和手机号是一对一关系。 b. 回复客人邮件模板风格还有署名不同账号落款不一样形式； c. 开给客人的形式发票不同账号风格不一样； d.联系客服跟客服报自己账号的注册邮箱和信用卡后四位千万不能报错，否则也会引起判定 账号关联。6 其他关联因素需要注意的方面： a. 品牌备案关联：每个备案网站的联系信息要完全跟商标注册以及亚马逊后台店铺信息对 于，利于通过备案又能避免关联。(品牌授权除外)； b. FBA 发货信息关联：发货地址及联系电话，每个店铺都最好不要相同； c. cookies 关联：cookie 是当你浏览某网站时，web 服务器置于硬盘上的一个简单的文本文 件，它可以记录你的用户 ID、密码、浏览过的网页、停留的时间等信息； d.密码相同关联：亚马逊每个店铺的账号及密码不能相同； e.浏览器指纹：亚马逊可以通过 JS 收集有关你浏览器的无害数据，如插件、系统字体、操 作系统版本、打字方式、打字速度等等。些数据合在一起，就是一个数字指纹，可以判断是 不是同一个人操作，就如同我们可以通过一个指纹找到一个人。 六、Case - 正确使用 amazon 后台 help 我们在日常运营账号的过程中遇到问题的时候除了请教周边同事，浏览论坛等渠道之外，最 为直接有效的方式—后台开 case Help 询问 Amazon 直接的答案，同时还可以通过 seller university Sales Increase 等版块学习亚马逊的相关政策及运营方式。 但是在后台开 case 的过程中，我们既可以使用中文也可以使用英文 需要注意的事项如下： 1.可以直接使用中文聊天的方式进行；但是因为不同的客服水平也是不一样的，所以会导致 相同的问题开多个 case，多种回答，此时需要我们自己判断怎样最为有效；在线 chat 功能 基本在被取消，经常使用的是 email 以及电话方式。 2.对于疑难性问题，我们可以采用 e-mail 及 chat 同时沟通；如事情紧急，可以用加急功能。 3.在开完 case 最下方需要留联系方式的时候，请注意通常我们是不允许去留私人 e-mail 和 电话的。如果要开电话 case，可以留在前在此账号开过电话 case 的同事电话（可询问同事）， 不要一个电话号码多个账号使用，易引起关联。 4.一定不能滥用加急的渠道，要合理的应用此功能。 5.关于投诉渠道，我们不仅可以在通过 Help-Need more help---Get Support---Other issues---Report listing abuse,也可以直接在 account health 页面直接进入投诉渠道。7 七、亚马逊明信片验证 自从亚马逊实施新的验证方式，明信片和视频验证以来，亚马逊全面审核时代已经到来了亚 马逊之所以注册审核门槛越来越高是一方面为了控制账号的数量，同时，维护亚马逊平台正 常的运营规范和要求。 “请您确认下面的地址，我们将有机一张包含地址验证码的明信片到该地址。邮件预计需要 7 天送达” 很多人在问，明信片的地址可以随意填写吗？ 答案肯定是不行的，地址必须是营业执照地址，虽然，页面提示说可以更改地址，但是你更 改的地址不是营业执照的话，是审核不过的。 有些填写的邮件地址是办公地址，苦苦等了很久...结果没有收到明信片，如果，有些留的办 公地址无法收到快递，或者后台留的电话无人接听，这个地址审核基本就会失败。 所以，注意保证办公地址和营业执照上地址一致，手机号必须是真实有效的。这样基本百分 百通过。就是你在亚马逊平台注册时候的地址要和您营业执照上的地址一样，这样才能让这 个明信片妥善投递！ 邮寄地址是从美国华盛顿西雅图的仓库寄出的：Amazon 2646 Rainer Ave S Ste 1020 Seattle WA 981448 时间大约为一周左右 卖家收到明信片之后，将需要的验证码填写进去就可以完成注册了，如果，你收不到，那很 可能是某个环节出错了，比如邮编填错，或者地址有误，就会导致了明信片无法接收，我们 建议按照注册的地址来填写，很快就能够收到明信片了。 根据验证码输入一次性密码之后，验证成功，就可以进入后台，正式开启亚马逊开店的第一 步！希望各位卖家遇到明信片验证的时候，记得一定要填对地址，这样，您的明信片很快就 会到您手里。 八、Amazon 官方 Notification 的回复 通常情况下如果账号出现问题或者任何改动，Amazon 会给我们发邮件提醒或者警告类；一 般收到警告的时候我们是需要写申诉信的 收到警告要第一时间通知 team 负责人或者 Heidi，不能置之不理，或者自己处理9 警告信的类型和回复注意事项： 1. 差评率超标、ODR 超标导致 listing 下架 Edit 让 listing 恢复。 但是要回复申诉信，强调我们已经意识到这一问题，已和客户逐一联10 系，有问题的进行退换货或者退款。同时我们已经反馈给我们的生产厂商了，在出厂前要严 格管理产品的质量问题，要求质检部门加大产品检查比例。 做好售后服务，尽我们最大的 努力让顾客满意 2.自发货订单未在规定时间内处理导致账号处于危险中 解释快递已经发出但是未及时 mark 单号，强调是新卖家，第一次打开自发货，不知道这一 规定，已经认真学习了亚马逊关于自发货的规则，以后会严格遵守。 3. 我们 misuse review, 像刷单或者给 code 留 review，review 被删 这种我们不能正面的承认自己做过这些事情，解释自己是新手，不了解亚马逊的一些 review 的规则，没有想到会有这样的结果，要去仔细学习这方面的规定，表示自己以后要怎么办， 最后要感谢亚马逊给我们这样的平台和销售机会，之后要好好表现，表现出我们积极的态度。 4. 亚马逊审查产品真实性，遭到客户的质量投诉 这种警告一般情况下亚马逊会提出需要的资料，我们需要提供相关信息 重点分析账户的表现，Feedback 数量，是否收到 A to Z, 然后分析 listing 的表现，上架时间， 销量，目前 FBA 库存指数，Review, 星级；我们也将会和供应商反馈，要求提高产品质量， 和公司质检部门联系，提高产品质量的检测率；同时表示已经和投诉的顾客进行的联系；提 供供应商以及卖家的真实有效信息。 5. 图片不符合规则 这种要积极承认错误，表示自己已经更新了图片，也学习了有关图片方面的规则，感谢亚马 逊对自己账号的关心，以后会严格遵守亚马逊的规定，感谢亚马逊提供的平台，如果我们提 交的资料有问题的话，可以和我们随时沟通，希望能尽快得到亚马逊的回复。 6. 侵权（商标侵权，专利侵权， 图片侵权 和知识产权等等） 像商标和专利都是比价严重的警告。一方面我们要和拥有商标权的卖家联系，需要如何解决。 另一方面，对于侵权这件事，表明我们是先前不知道的，现在我们已经和被侵权方取得了联 系，必要时可以在附件中附上和对方的邮件往来的截图，最后在着重写一下账号的表现， Feedback, review, 上架时间，销量，生产厂商等，最后感谢亚马逊提供的平台，并询问是否11 还需要提供一些额外的信息，表现出我们积极的态度。 7. 卖假货 对于此类侵权，我们是持承认的态度，表示我们已经将产品下架，移除了剩余库存，同时在 附件中附上移除订单，并且坚定地表明，再也不会出售此商品。然后着重写一下账号的表现， Feedback, review, 是否有收到 A to Z, 以及其他产品的具体情况，比如产品供应商的真实有 效信息，力保其他的产品，保住账号，最后感谢亚马逊提供的平台，并询问是否还需要提供 一些额外的信息，表现出我们积极的态度。 8.父子变体捆绑解绑问题 我们不知道这样捆绑不合理， 表示歉意，我们会学习并遵守亚马逊关于创建父子体的有关 规定。 谢谢亚马逊对账号的关心， 后面会好好学习亚马逊的规则。 9. 账户关联，移除销售权限问题 这种问题是比较严重的，我们不能承认，表示收到亚马逊的警告很震惊也很疑惑， 在上架 之前我们就详细学习过了亚马逊的规则，并且一直遵守规则进行售卖。 然后再说一下账号 的表现，从上架到现在的 review，feedback 等等。最后表达急切的心情，希望亚马逊能把 我们的销售权限还给我们。 10. 产品安全警告 安全性问题。这种我们要在文案页面描述里面提醒顾客正确的使用方式，正确的安装步骤。 不要承认是我们的产品问题。 第一时间联系顾客询问具体的原因，告诉亚马逊我们积极的 联系了顾客并询问原因，也已经给顾客退款了。 表明我们有专业供货商及产品测试，严格 的质检部门以及运输途中产品的保护措施，我们也一直致力于为顾客提供优质产品与服务。 一直遵守并认真学习亚马逊规则，做一名优秀的卖家。提供相关的质量报告，最后写一下我 们后面的计划，不断改善产品质量，提供最好的产品；为我们的产品提供终身保修。为顾客 提供最佳购物体验；严格保证我们的产品质量和检测；遵守并认真学习亚马逊规则，做一名 优秀的卖家。 11. 通知类的 notification12 像银行账户变更，产品价格过高，这种类型的通知是不需要回复的。 附件： A.账号安全指数和相关政策，以及如何提高卖家绩效 Performance Targets All Amazon sellers should work toward achieving and maintaining a level of customer service that meets the following performance targets. Failure to meet these targets does not necessarily put your account in negative standing, but failure to improve may negatively affect your account. Sellers should work to maintain the following performance targets for all products they sell:  Order defect rate: < 1%  Pre-fulfillment cancel rate: < 2.5%  Late shipment rate: < 4%  Valid tracking rate - all categories: > 95% These are baseline goals. Sellers with exemplary performance have the opportunity to distinguish themselves to buyers through the feedback rating that appears next to each of their listings. Most sellers are exceeding these targets, so the stronger your performance, the better your chance of building a stronger, more competitive business. Seller rating 亚马逊卖家评分 Amazon Seller Rating is a data-driven measure of the customer experience you provide, with each of your orders counting towards your overall rating. Your Seller Rating information is intended to help you identify customer service improvements that could lead to more satisfied buyers and a better rating for you. The rating is scored on a scale of 0 to 100 (Example: 95.00/100). This rating is based on factors including how quickly you respond to buyers and whether you ship on time, cancel orders, or have credit card chargebacks, A-to-z Guarantee claims, or negative feedback. You may discover you are "Not Yet Rated". This means that you have had zero (0) orders in the last 365 days. As your business grows and you receive orders, the system will automatically calculate a rating for you. Amazon Seller Rating does not replace other performance metrics, including metrics displayed on your Account Health page. Instead, it gives you an overall view of your performance while also providing insight into problems with specific orders.13 亚马逊卖家评分以数据为导向的方式衡量您提供的买家体验，您的每个订单都会计入您的整 体评分中。您的卖家评分信息旨在帮助您识别可施行的客户服务改善，以帮助打造更满意的 买家体验并提高您的评分。此评分采用 0 至 100（例如：95.00/100）的记分形式。 此评分基于几个因素，包括您回复买家的速度、是否按时配送订单、取消订单，或是否存在 信用卡拒付、亚马逊商城交易保障索赔或负面反馈。 您可能会发现您 ［ 尚未获得评分 ］ 。这意味着，您在过去 365 天内拥有零 (0) 个订单。 随着您的业务不断增长和您不断收到订单，系统会自动为您计算评分。 亚马逊卖家评分不会取代其他绩效指标，包括您【账户状况】页面上显示的指标。它会为您 提供绩效概览，而且还会让您深入了解特定订单存在的问题。 How is your seller rating calculated? 如何计算您的卖家评分？ Each of your orders in the last 365 days is assigned a score, called an Order Quality Score. If an order is fulfilled without any problems, it receives 100 points. Orders with associated problems lose points. Your Order Quality Score takes the following events into consideration:  Order-related buyer messages that do not receive a response within 24 hours  Orders where the actual ship date is later than the promised ship date  Cancelled orders (does not include buyer-requested order cancellations)  Orders that are not confirmed shipped within the required time period  Seller-faulted credit card chargebacks on an order  Seller-faulted A-to-z Guarantee claims on an order  Negative feedback on an order 您在过去 365 天内的每个订单都会被分配一个“订单质量分数”。如果订单在配送时未发生 任何问题，它将获得 100 分。存在相关问题的订单将被扣分。 您的订单质量分数会考虑以下情况： 在 24 小时内未收到回复的、与订单相关的买家消息 实际发货日期迟于承诺发货日期的订单 取消的订单（不包含买家请求的订单取消） 在要求的时间段内未确认发货的订单 订单因卖家过错发生的信用卡拒付14 订单因卖家过错发生的亚马逊商城交易保障索赔 订单收到的负面反馈 Scoring scale 记分表 Some problems are considered more significant than others, and consequently you lose more points for them. For example, an order receives 0 points if it was shipped late, but it receives -500 (negative five hundred) points if it resulted in an A-to-z Guarantee claim. If an order has multiple problems, only the most significant problem is counted toward your score. When you provide truly exceptional service on an order, you may receive a bonus 10 points for a total score of 110. To qualify for bonus points, an order must meet all of the following criteria:  No events listed for the Order Quality Score  Order shipped with a valid tracking number  Order delivered within three working days after it is placed  Order delivered by the minimum promised arrival date  Order does not result in refunds or concessions The score for all your orders over the previous 365 days is totaled and an average score is computed by dividing the total points by the number of orders. Because performance on recent orders is more important than those in the past, a time-weighted average is applied to determine your final score. This means that your most recent mature orders count the most, and will have the greatest impact on your final score. 有些问题会被视为比其他问题更重要，您会因它们丢失更多分数。例如，如果订单延迟发货， 则会获得 0 分，但如果订单导致亚马逊商城交易保障索赔，则会获得 -500（负五百）分。 如果订单存在多个问题，仅将最重要的问题纳入计分中。 当您为订单提供真正出色的服务时，您可以获得 10 分奖励，即总分为 110 分。 要符合加分条件，订单必须满足以下所有条件： 没有列出有关“订单质量分数”的任何事件 订单在配送时使用有效的追踪编码 订单在下单后三个工作日内送达 订单在承诺的最晚送达日期之前送达15 订单未导致退款或减免 您在过去 365 天内所有订单的得分会被汇总，平均分等于总分除以订单总数。 由于近期订单的绩效比过去订单的绩效更重要，因此我们会应用时间加权平均值来确定您的 最终得分。这意味着，您近期的已完成订单最为重要，而且对您的最终得分影响最大。 Improve your seller rating 提高您的亚马逊卖家评分 You can identify problem areas and work to improve your Seller Rating by looking at the Order Quality Report or by focusing on the suggestions on the Seller Rating page. For a list of suggestions, seeImproving Your Amazon Seller Rating. 您可以通过查看“订单质量报告”或关注“卖家评分”页面上的建议来确定问题领域并努 力提高您的卖家评分。有关建议列表，请参阅提高您的亚马逊卖家评分。 Give us your feedback 向我们提供您的反馈 Your feedback helps us improve our seller tools. To provide feedback on the Seller Rating feature, go to the Seller Rating page and click the Tell us what you think link. We look forward to hearing from you. Improve your performance Claims and chargebacks In this page you will find some suggestions for improving your seller performance. If claims and chargebacks are affecting your seller performance, here are some suggestions to help you avoid them:  Answer all e-mail messages from buyers within 24 hours.  Refund orders proactively. Promptly respond to return requests, and refund buyers when appropriate.  List your products with accurate descriptions and images. All offers must be matched against the correct ASIN and must be classified in accordance with our condition guidelines.  Monitor your listings to ensure that they remain accurate.  Never use condition notes as a method to describe omissions or differences from the product listed on the detail page (such as, "Like new but missing lens cap"). All listings must match the product detail page exactly.  Ship only to the address provided to you by Amazon.  Use high-quality product images.16  Ship with care. Use careful packaging, traceable shipping methods, and signature-required methods for high-cost items.  Update your inventory regularly to avoid running out of stock.  Cancel orders promptly if you receive an order for a product you cannot ship.  Monitor the progress of your orders while they are in transit.  Notify buyers immediately of any delay.  Be proactive in resolving any delivery problems related to the delivery method you use.  Never solicit or accept payments outside of Amazon Marketplace. Your seller performance can be negatively affected by A-to-z Guarantee claims and chargebacks. Make sure you respond to notifications from Amazon about claims and chargebacks within 3 calendar days of the email notification date. If you do not respond to notifications within that time frame, you may be faulted for the transaction. If we write to you a second time, asking for additional information, make sure you reply within the time frame given. Learn more about A-to-z Guarantee Claims and Chargebacks. Expired orders Avoid letting orders expire. An expired order is one that has been cancelled by Amazon because you have not fulfilled or confirmed shipment for an extended period of time after the order date. When you let an order expire, the result is an extremely poor buyer experience. If expired orders are negatively affecting your seller performance, here are some steps you can take to help avoid them:  Do not rely on order confirmation emails. These can be accidentally deleted or blocked by your spam filter. Instead, check your orders in Manage Orders.  Fine-tune your fulfillment processes to ensure you do not lose track of orders.  Always cancel an order as soon as you know you will be unable to fulfill it. Buyers may be more forgiving if you cancel immediately rather than after the expected ship date. Follow up the cancellation with an apology to the buyer.  Set your listing status to inactive if you are going on vacation or are temporarily unable to manage your account for any reason.  Be prepared for an increase in order volume during key sales periods, such as the run-up to the holiday season. Learn more about managing orders. Negative feedback Your seller performance is negatively affected when you receive 1-star or 2-star feedback comments. The most frequent causes of negative feedback are problems with your product listing or order fulfillment process. Here are a few things you can do to help prevent negative feedback:  Maintain a minimum stock level.17  Synchronize your back-end systems to make sure you can match stock availability to ship times.  Provide accurate product descriptions and include images with your listings. It's important that buyers receive the product as described on the product detail page.  Make sure your customer service phone number and email address are correct in your online Amazon Help pages.  Ensure that every communication with buyers is courteous, relevant, and appropriate. Learn more about negative feedback. Seller cancellations Avoid cancelling orders unless requested to do so by buyers. Orders that are cancelled for any reason other than by buyer request will negatively affect your rating. Some percentage of stock-outs may be unavoidable in normal business practice. However, we expect you to minimize such issues. If cancelled orders are affecting your overall seller performance, here are some steps you can take to improve:  Update your Amazon inventory regularly to avoid receiving orders for items that you cannot ship by the expected date (stock-outs). You may want to update your inventory multiple times per day if you are selling through other channels.  Check and re-check price submissions. Errors in price submissions can lead to increased order cancellations. If you are using a third-party integrator to update your listings, take appropriate measures to prevent the integrator from making a mistake.  If you think your listing may be eligible for the Buy Box, make sure you have enough stock on hand to meet potential increases in order volumes.  If you must cancel an order, do so as soon as you know you cannot fulfill it. Buyers may be more forgiving if you cancel an order immediately, rather than after the expected ship date. Always follow up the cancellation with an apology to the buyer. Late shipments It is important to confirm the shipment of your orders by the expected ship date so that buyers can see the status of their shipped orders online. An order is considered to have been shipped late when confirmation occurs after the expected ship date. If late shipments are affecting your overall seller performance, here are some steps you can take to help you ship on time:  List only those items you will be able to ship by or before the expected ship date.  Ship orders and confirm with Amazon by the expected ship date provided in the order details.18  Confirm a shipment promptly to notify Amazon and the buyer of the shipment. The longer you delay confirming shipment, the greater the risk that you'll forget. Unconfirmed shipments will be cancelled, and even if you did ship the order, you will not be paid. Learn how to confirm shipments.  Review your order fulfillment processes to identify and resolve any deficiencies that can result in late shipments.  Adjust your handling times when necessary to provide buyers with realistic delivery times. Learn more about handling and delivery times.  Use Amazon's shipping and label services to buy shipping and print packing labels.  Be prepared for an increase in order volume during key sales periods, such as the run-up to the holiday season. Learn more about managing orders.  If you think your listing may be eligible for the Buy Box, make sure you have enough stock on hand to meet potential increases in order volumes. Respond to messages Respond to buyer messages within 24 hours, including on weekends and holidays. Auto-responders are not considered a valid response. If your message response time is affecting your overall seller performance, the following suggestions may help ensure that you respond to buyer messages within 24 hours:  Review the Contact Response Time table on your customer metrics page to monitor your list of open responses.  Make sure that buyer messages are not being blocked by your email program's spam filter.  Even if you can't resolve a buyer's concern immediately, you still need to respond to their email within 24 hours to let them know you are investigating their request. Provide a date by which they can expect a resolution.  If a message does not require a response (for example, a "thank you" message), then make sure you mark it as "No Response Required." What can I do about incorrect negative feedback? As a general rule, Amazon does not remove buyer feedback even if it is unwarranted or the issue has been resolved. For more information about resolving and responding to buyer feedback, see Use the Feedback Manager. Amazon will remove feedback only in the following cases:  The feedback includes words commonly understood to be obscene or profane.  The feedback includes seller-specific, personally identifiable information, including e-mail addresses, full names, or telephone numbers.  The entire feedback comment is a product review. For example:19 The Acme Super-Widget lacks the sharpness and speed of the Acme Ultra Widget. However, if the feedback comment is only partly a product review but also contains feedback about the seller’s service, this feedback would not be removed: Seller’s shipping service was very slow, and the Acme Super-Widget lacks the sharpness and speed of the Acme Ultra Widget.  The entire feedback comment is regarding fulfillment or customer service for an order fulfilled by Amazon. Feedback reviewed and determined to be relating explicitly to fulfillment and customer service for an order fulfilled by Amazon will not be removed, but a line will appear through the rating with the following statement: This item was fulfilled by Amazon, and we take responsibility for this fulfillment experience. We strongly suggest that you work with buyers to resolve negative feedback. Buyers can update their feedback on a seller transaction at any time within 60 calendar days from the date they originally left the feedback. They can do this one time for every seller transaction. To learn more, see Use the Feedback Manager. If you believe that the feedback you received meets any of the criteria above for removal, contact us. Select Selling on Amazon from the left-hand menu, Customers and orders, and then provide the Order ID and reason for requesting removal. We will evaluate the feedback and make a decision whether to remove it. B.禁止卖家销售的行为活动 Prohibited seller activities and actions These Pr ohibited Seller Activities and Actions are established to maintain a selling service that is safe for buyers and fair for sellers of both products and services. Failure to comply with the terms of this policy can result in cancellation of listings, suspension from use of Amazon tools and reports, and/or the removal of selling privileges. Note: This policy is in addition to, and in no way limits, your other obligations pursuant to your seller agreement or otherwise. General Guidelines The following guidelines apply to both sellers of products and services. For guidelines specific to products see the information following this section. For guidelines specific to services, see Selling Services on Amazon policies.20 Attempts to divert transactions or buyers: Any attempt to circumvent the established Amazon sales process or to divert Amazon users to another website or sales process is prohibited. Specifically, any advertisements, marketing messages (special offers) or "calls to action" that lead, prompt, or encourage Amazon users to leave the Amazon website are prohibited. This may include the use of email or the inclusion of hyperlinks, URLs or web addresses within any seller-generated confirmation email messages or any product/listing description fields. Unauthorized and improper business names: The Business Name (identifying your business entity on Amazon) must be a name that: accurately identifies you; is not misleading; and that you have the right to use (that is, the name cannot include the trademark of, or otherwise infringe on, any trademark or other intellectual property right of any person). Furthermore, you can't use a business name that contains an email suffix such as .com, .net, .biz, and so on. Inappropriate email communications: Unsolicited emails to Amazon customers (other than as necessary for order fulfillment and related customer service) and emails related to marketing communications of any kind are prohibited. Appropriate treatment of customer phone numbers: Amazon provides Professional sellers who fulfill their own orders access to customer phone numbers so that they can comply with carrier label requirements. If you receive this customer information, you are required to adhere to Amazon’s customer personal information policy, which can be found in our Seller Agreement. Please review the policy there and the guidance below to make sure that you are using your customers' phone numbers correctly.  Proper treatment of customer phone numbers: o Print on labels to comply with carrier requirements. o Dispose of any customer phone number data that you retain after you have processed your customers’ orders. o Monitor who in your organization has access to customer phone numbers—protecting this data is your responsibility.  Improper treatment of customer phone numbers: o Never contact a customer using their phone number. To contact a customer about their order, only use Buyer-Seller Messaging. Please see our Buyer Seller Messaging FAQ for more information.21 o Never share customer phone information with an external party. o Never pass along customer information of any kind, including phone numbers, outside of Buyer Seller Messaging. Direct email addresses: Buyers and sellers may communicate with one another via the Buyer-Seller Messaging Service. Multiple seller accounts: Operating and maintaining multiple Seller Central accounts is prohibited. If you have a legitimate business need for a second account, you can apply for an exception to this policy: 1. Go to Contact us. 2. Click Selling on Amazon, then select Your account, and then select Other account issues. In your request, please provide an explanation of the legitimate business need for a second account. To be considered for approval: 1. You must have a separate bank account for each Seller Central account. We will not approve multiple Seller Central accounts that use the same bank account within the same region. If you sell across regions (for example in North America and Europe), you may use the same bank account for your Seller Central accounts as long as your accounts are linked though Amazon Global Selling. 2. Each account must have a separate email address. 3. The products and services sold in each account must be different. 4. Your Performance Metrics must be in good standing. We will respond to your request within 2 to 3 business days. Failure to comply with these requirements may result in account termination. Misuse of the Amazon selling service: If you upload excessive amounts of data repeatedly, or otherwise use the service in an excessive or unreasonable way, Amazon may in its sole discretion restrict or block your access to product feeds or any other functions that are being misused until you stop its misuse. Misuse of ratings, feedback, or reviews: Any attempt to manipulate ratings, feedback, or reviews is prohibited.22  Ratings and feedback: The rating and feedback features allow buyers to evaluate the overall performance of a seller, helping sellers to develop a reputation within the Amazon Marketplace. You may not post abusive or inappropriate feedback or include personal information about a transaction partner. This also includes posting ratings or feedback to your own account. You may request feedback from a buyer, however you may not pay or offer any incentive to a buyer for either providing or removing feedback.  Reviews: Reviews are important to the Amazon Marketplace, providing a forum for feedback about product and service details and reviewers' experiences with products and services—positive or negative. You may not write reviews for products or services that you have a financial interest in, including reviews for products or services that you or your competitors sell. Additionally, you may not provide compensation (including free or discounted products) for a review. Review solicitations that ask for only positive reviews or that offer compensation are prohibited. You may not ask buyers to modify or remove reviews. Misuse of sales rank: The best seller rank feature allows buyers to evaluate the popularity of a product. Any attempt to manipulate sales rank is prohibited. You may not solicit or knowingly accept fake or fraudulent orders, including placing orders for your own products. You may not provide compensation to buyers for purchasing your products or provide claim codes to buyers for the purpose of inflating sales rank. In addition, you may not make claims regarding a product's best seller rank in the product detail page information, including the title and description. Misuse of the Amazon A-to-z Guarantee: Any misuse of the Amazon A-to-z Guarantee claims process is prohibited. Sellers who have an excessive number or dollar amount of A-to-z Guarantee claims are subject to termination. In cases where a buyer is dissatisfied with a product or service, buyers can contact the seller to make arrangements for a refund, return, or exchange, as appropriate. Amazon reserves the right to seek reimbursement from the seller if we reimburse a buyer under the terms of the Amazon A-to-z Guarantee. Misuse of Search and Browse: When customers use Amazon's search engine and browse structure, they expect to find relevant and accurate results. All product-related information, including keywords and search terms, must comply with the guidelines provided under Optimize Listings for Search and Browse. Any attempt to manipulate the search and browse experience is prohibited.23 Additional guidelines for sellers The following guidelines apply to sellers of products:  Shipping BMVD Products: Books, Music, Video, and DVD products offered through Amazon must be shipped within 2 business days of the date the order confirmation is made available to you.  Post-transaction price manipulation and excessive shipping fees: Any attempt to increase the sale price of an item after a transaction has been completed is prohibited. Additionally, sellers cannot set excessive order fulfillment and shipping costs.  Matching product offerings inaccurately: When listing items for sale using an existing product detail page, the product being offered must be listed on a product detail page that accurately describes the product in all respects, including (but not limited to) the following attributes: manufacturer, edition, binding, version, format, or player compatibility. Sellers may not match their item to a detail page with a different ISBN, UPC, EAN, or other external identifier. Sellers may not match their item to a detail page with a different ISBN, UPC, EAN, or other external identifier. o Exception: Club editions of audio CDs and rental editions of DVD and Blu-ray discs should be listed against the detail page for the standard edition of the CD, DVD, or Blu-ray, even if the UPCs of the two editions are different, if the following criteria are met:  The club or rental edition is listed in Used condition;  The content on both editions is identical; and  A page with the UPC for the club or rental edition does not already exist in our catalog. Use the listing comments to indicate that the item is a club edition. Format of the products (CD, DVD, Blu-ray) must be identical.  Use the listing comments to indicate that the item is a club or rental edition.  Duplicate product detail pages: Creating a product detail page for a product already in the Amazon catalog is prohibited.  Separate listings: Sellers may not create separate listings for identical copies of the same item.  Pre-sells of BMVD Products: Sellers should not list or match against Books, Music, Video, or DVD products that Amazon designates as pre-orderable. BMVD Products offered through Amazon must be shipped within 2 business days of the date the order confirmation is made available to you. General guidelines Operating multiple seller accounts Operating and maintaining multiple Seller Central accounts is prohibited. If you have a legitimate business need for a second account, you can apply for an exception to this policy.24 1. Go to Contact us. 2. Click Selling on Amazon, then select Your account, and then select Other account issues. In your request, please provide an explanation of the legitimate business need for a second account. To be considered for approval: 1. You must have a separate bank account for each Seller Central account. We will not approve multiple Seller Central accounts that use the same bank account within the same region. If you sell across regions (for example in North America and Europe), you may use the same bank account for your Seller Central accounts as long as your accounts are linked though Amazon Global Selling. 2. Each account must have a separate email address. 3. The products and services sold in each account must be different. 4. Your Performance Metrics must be in good standing. You’ll receive a response to your request within 2 to 3 business days. Additional guidelines for service providers The following guidelines apply to service providers:  Upselling: The service provider must perform the service as outlined in the scope of work on the service detail page on the date the service was purchased. The service provider may not solicit additional product, parts or service orders before, during or after the service call. If the buyer requests services, parts, or products outside of the defined scope of work, then the service provider may fulfill that request and charge the buyer directly.  Unapproved technicians: For in-home services, if you send a non-approved technician to fulfill a service order, your selling privileges may be removed.

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适用平台：Amazon

数据用途：账号风控与绩效优化