January 5, 2024
8 min

UK Amazon Suspension Appeal: Let’s Get Your Account Back

Looking to learn about Amazon's suspension appeal? Here's what it is and how to regain your selling privileges on Amazon.
UK Amazon Suspension Appeal: Let’s Get Your Account Back
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Drafting a UK Amazon suspension appeal can help reinstate your account within a reasonable timeframe. Still, you must know how to structure it and what to say to evoke empathy and demonstrate you’re the type of seller Amazon wants on its platform.

This blog post guides you through the often misunderstood waters of Amazon suspension and reinstatement, ensuring you're equipped to sail smoothly and regain your course.

Read on to learn how to craft an appeal that addresses Amazon's concerns and positions your business for a stronger return.

Key Takeaways from this Post

Crafting a well-structured UK Amazon suspension appeal is crucial for reinstatement. Understand the violation, gather data, and draft a persuasive appeal letter following Amazon's guidelines.
Develop a comprehensive Plan of Action (POA) addressing the root cause, outlining corrective steps, and demonstrating a commitment to future compliance. Personalize the appeal, acknowledge issues, and provide evidence of positive changes.
Appealing a suspension is not just about reinstatement but an opportunity to reassess and improve business practices. Successful appeals preserve reputation, reinstate selling privileges, and ensure long-term viability on the Amazon platform.
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What is an Amazon Suspension?

An Amazon suspension occurs when Amazon temporarily revokes a seller’s privileges. Suspensions can range from listing removals to full account suspensions. While sellers have their Amazon account deactivated, they can’t sell items, access funds, or use the platform.

How Long Does an Amazon Suspension Last?

The duration of an Amazon suspension may vary from a few days to indefinite, depending on the violation's severity. Factors influencing the length include:

  • The violation's nature
  • The seller's history
  • The effectiveness of the seller’s appeal

In severe cases, suspensions can become permanent, leading to account termination.

Why is my Amazon seller account deactivated?

The most common causes for Amazon seller account deactivation include policy violations and not meeting Amazon’s performance metrics, reflected in the following:

  • Selling prohibited items 
  • Intellectual property infringements
  • Poor customer feedback
  • High-order defect rates
  • Late shipments
  • Fraudulent activities like fake reviews

Maintaining account health and compliance is crucial to avoid deactivation.

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Plan of Action to Appeal Amazon Suspension

To navigate a suspension and obtain your Amazon account reinstatement, a well-crafted Plan of Action (POA) is essential. This plan is a reinstatement letter you write and send to Amazon, and it should demonstrate that:

  • You understand what you did wrong.
  • You’re committed to fixing your mistake.
  • You’re determined to avoid repeating the mistake in the future.

A successful POA should also be a roadmap for future improved business practices and compliance with Amazon's standards. Below, we detail the steps you need to take.

1. Follow Amazon's suspension notification guidelines

Understanding Amazon's suspension notification is critical. It's important to thoroughly review the notice, understand the specifics of your non-compliance, and adhere to Amazon's guidelines for submitting an appeal.

2. Gather and analyse suspension-related data and metrics

Conduct a detailed analysis of your account's data and metrics to identify the root causes of your suspension and:

  • Collect data related to the issues highlighted in the notice.
  • Analyse your performance metrics, customer feedback, and return rates.
  • Prepare detailed documentation of your findings.

3. Draft a persuasive Amazon Appeal Letter

Your appeal letter should prove your dedication to resolving the issues. You’ll want to structure it clearly and maintain a professional tone, but also to:

  • Acknowledge the problems.
  • Outline specific corrective steps.
  • Reaffirm your commitment to Amazon's policies and customer satisfaction.

4. Submit the appeal to Amazon

Any Amazon suspension appeal letter for the UK market should be submitted through your Seller Central Account.

If you need Amazon suspension appeal help, start with the steps provided by Amazon in the suspension notice, ensuring you include all information about the suspension and evidence of correction.

How to reactivate an Amazon Seller account

Reactivating an Amazon UK Seller account requires effective communication and demonstrating that the suspended seller is committed to comply. The process involves:

  • Understanding the suspension
  • Developing a detailed Plan of Action
  • Submitting the appeal through Amazon Seller Central
  • Monitoring for any follow-up communication from Amazon.

How long does an Amazon appeal take?

While the duration varies for an Amazon appeal answer varies, most are reviewed within a week. The process's length can be influenced by:

  • The clarity and completeness of your POA
  • The suspension's severity
  • Amazon's internal processes

To expedite the process, make your appeal clear and concise, address all concerns, and follow up as needed without overcommunicating.

Looking for more Amazon content? You might enjoy:

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How to Draft an Amazon Suspension Appeal Letter

Drafting an effective Amazon Suspension Appeal Letter involves demonstrating that you understand the issues related to your Amazon account health and are determined to resolve them. Take the steps below to draft your appeal letter.

1. Personalise the appeal letter

Personalising your appeal letter establishes a human connection with the Amazon review team, making your case more than just a transactional interaction. This personal touch can influence how your appeal is perceived, so try to:

  • Use a direct address: Begin with a personal address to the Amazon Seller Performance Team. Instead of the impersonal and generic “To whom it may concern,” try the respectful but warmer “Dear Amazon Seller Performance Team."
  • Write a heartfelt business presentation: Briefly introduce your business, highlighting its significance to you. This approach can evoke empathy and turn your case from another entity on Amazon’s platform to something with a personal story and value.

2. Address the root cause of the suspension

You cannot fix what you don’t understand. So, demonstrating that you understand and address the root cause of your suspension shows your commitment and makes it more likely that your appeal will be considered. Ensure that you:

  • Acknowledge the issue: Clearly state the specific reasons for your suspension as provided by Amazon.
  • Detail the cause: Honestly explain how and why these issues occurred, accepting responsibility.

3. Present a comprehensive plan of action

The Plan of Action (POA) should show that you have a proactive approach. Rather than writing a general plan, do your best to tailor it to the specific problems that led to your suspension. The tailoring requires that you:

  • Outline remedial steps: Describe specific actions you planned to address the suspension causes.
  • Future preventative measures: Explain how your plan will prevent similar issues.

4. Demonstrate corrective actions

If you already implemented action steps, use them in your favor. Make sure that your suspension appeal letter will:

  • Provide evidence of change: Include proof of changes, such as revised policies or training records.
  • Reflect on learnings: Discuss your learning and how it has transformed your approach, proving to the performance team that you’re accountable, proactive, and, therefore, more trustworthy.

5. Highlight performance improvement measures

Highlighting performance improvement measures reassures Amazon of your ongoing commitment to its standards.

This section of your appeal letter should illustrate a future where your business exceeds Amazon's standards but also draw back to previous instances (if applicable) where you’ve taken measures to improve your service.

  • Showcase positive changes: Mention improvements in performance metrics or customer feedback.
  • Commit to high standards: Reiterate your dedication to maintaining high performance and ensuring customer satisfaction.
A person in glasses sitting in front of a laptop with boxes around them.

Why Do Sellers Get Suspended on Amazon?

Suspensions often reflect Amazon's commitment to maintaining a trustworthy, customer-centric marketplace, and they typically involve:

  • Policy violations: Infringement of Amazon's selling policies or terms of service, such as counterfeit products, intellectual property violations, or safety issues, fall in this category.
  • Performance metrics: The failure to meet Amazon's performance standards ties into high order defect rates, late shipments, or poor customer feedback.
  • Account-related issues: Problems such as inaccurate account information or issues with payment methods can also lead to suspension.

You can proactively safeguard your businesses against pitfalls by grasping the common reasons for suspension. You’ll also ensure compliance with Amazon's policies and sustain your Amazon account health.

Consequences of Amazon Suspension

The consequences of an Amazon suspension ripple through various aspects of a seller's business, leading to:

  • Loss of sales and revenue: The suspension results in an immediate and potentially prolonged halt in sales, directly affecting revenue.
  • Reputation damage: The negative impact on seller reputation, both with Amazon and customers, can be hard to recover from.
  • Operational disruptions: Suspension leads to logistical and inventory challenges, complicating business operations.

Understanding these repercussions is a powerful reminder of why and how important it is to maintain account compliance.

Importance of appealing a suspension

Appealing an Amazon suspension is not just a step towards reinstatement; it's an opportunity to reassess and improve your business practices. Think about this process as a:

  • Chance for reinstatement: A well-crafted appeal can reinstate selling privileges, allowing you to resume business on Amazon.
  • Opportunity for improvement: The appeal process encourages you to identify and correct underlying business operations problems.
  • Step to maintaining business viability: Successful appeals help preserve your reputation and ensure the long-term viability of your business on the platform.
A person holding a cell phone with red hair.

Frequently Asked Questions (FAQs)

These questions and answers aim to clarify common queries related to the UK Amazon suspension appeal process:

What is the timeline for Amazon suspension appeals?

Amazon aims to respond to appeals within 48 hours, but more complex cases may require additional time. In rare cases, it may take up to 60 days to receive a decision.

What if an Amazon appeal is unsuccessful?

If your Amazon appeal is unsuccessful, you can submit a revised appeal. The new appeal should address Amazon's concerns more effectively, providing additional information or clarification as requested.

How do I contact the Amazon appeal team?

You can contact the Amazon appeal team through your Seller Central account. Navigate to the Performance section, locate the Suspension Notice, and use the Appeal option to submit your communication.


The journey from suspension to reinstatement is a learning experience and a chance to refine your e-commerce business. Still, reinstatement is just one piece of the puzzle.

Your financial house always needs to be in order, and Link My Books can help streamline your accounting. We automate hard data collection, saving you precious time and money.

If you’re an Amazon UK seller or an accountant serving e-commerce businesses, save your precious time and money and start a 14-day free trial with Link My Books.

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