Responding to Amazon Suspensions, Account Under Review & Black Hat Competitors - Episode 123

INTERVIEW WITH CHRIS MCCABE

 

DESCRIPTION

Today, Chris McCabe joins us on the show! Chris is an authority when it comes to Amazon and the way it operates, and he assists people with tricky account issues that require in-depth background knowledge and expertise. In today's episode, he explains how he responds to the issues that people experience with their Amazon accounts, and he discusses what brands can do to avoid having these problems.

Chris worked for Amazon for many years before, evaluating seller account performance, and enforcing Amazon's policies. When he left Amazon, he started ecommerceChris, where he now teaches sellers to think like Amazon so that they can protect their businesses from competitors and appeal campaign account suspensions.

Tune in today to find out what Chris has to share.

“A lot of companies and brands out there are struggling to understand the best ways to defend themselves, and to report things to Amazon teams, where they can see some action, and get some responses.”
— Chris McCabe

KEY TAKEAWAYS

  • How brands can avoid getting into trouble with their Amazon accounts.

  • The kinds of problems that brands have experienced.

  • Opening, and managing cases with Amazon.

  • The best practices for brands to follow when having an issue and needing to engage with Amazon.

  • Chris talks about Amazon's Brand Registry.

  • Chris gives his recommendations for Amazon's escalations process, for sellers and brands.

  • Some of the things that Chris has seen brands and sellers do, that they shouldn't be doing.

  • Chris explains why spamming is not the way to do things with Amazon's escalation teams. 

  • Chris discusses the best practices for when Amazon requests a plan of action from you.

  • Chris talks about how to deal with an endless loop situation that many brands find themselves in, where they need to achieve a certain metric that is just not possible for them to achieve. 

  • Chris offers some advice for preventing the inadvertent mistakes that brands are making, which could be putting their Amazon accounts in jeopardy.

  • How brands can report the abuse if they are attacked and they don't understand what is happening.

  • Some very important things that brands need to consider when outsourcing or hiring a third-party service.

  • Talking about due diligence. 

  • Some of the tactics that are being used against sellers, how to report it, and which team to report it to.

  • How to defend your brand from fake complaints made by competitors.

  • Chris has a special offer for you, the listener, for his membership program.

MENTIONED IN THIS EPISODE

  • Win a copy of Kiri's book, Amazon for CMOs! All you need to do is write a review of this podcast in iTunes, Stitcher, or wherever you listen to this podcast, take a screenshot of the review that you wrote, and email it to Kiri at kiri@bobsledmarketing.com or send it to her on LinkedIn.

Season 3Kiri MastersComment