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I think Word is finally getting around
that you can’t just use generic templates

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to appeal that you can’t
use chat GPT to appeal.

3
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I think Amazon’s catching AI use in
appeals and they just throw them away.

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00:00:26,380 –> 00:00:29,970
Hey there. Thanks for tuning in to
the E-Commerce Evolution podcast.

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00:00:29,970 –> 00:00:33,480
We want to take just a minute and tell
you a little bit about my agency OMG

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00:00:33,720 –> 00:00:34,170
Commerce.

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00:00:34,170 –> 00:00:38,280
Now we work with some of your favorite
eight and nine figure D two C and

8
00:00:39,180 –> 00:00:40,560
omnichannel brands.

9
00:00:40,860 –> 00:00:44,940
And our specialty is profitable scale.

10
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We love taking great brands and
amplifying their growth profitably.

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We’ve helped a number of brands go from
zero on YouTube to spending as much as a

12
00:00:54,870 –> 00:00:59,310
million dollars in 90 days
while hitting a CAC or

13
00:00:59,310 –> 00:01:00,750
CPA target.

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We’ve also helped multiple brands
launch on Amazon or just add

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scale to Amazon.

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00:01:07,410 –> 00:01:12,180
We took Boom Beauty from zero to
almost $6 million in sales their

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00:01:12,180 –> 00:01:14,430
first 12 months on Amazon.

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So if you’re not satisfied with
your current level of growth,

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if you’re looking to diversify channels,

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maybe you’re a little too dependent
on meta and you want to add YouTube or

21
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you’re not pleased with
your Amazon growth,

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then we need to chat.
So visit

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00:01:29,370 –> 00:01:34,050
us at omgcommerce.com,
click the Let’s Talk button.

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00:01:34,140 –> 00:01:38,940
We’d love to schedule a complimentary
strategy session with you and with that

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00:01:39,180 –> 00:01:40,410
back to the show. Well,

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hello and welcome to another edition
of the E-Commerce Evolution podcast.

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I’m your host, Brett
Curry, CEO of OMG Commerce.

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And today we are talking
about an absolutely critical

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topic,

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Amazon enforcement and how
to keep your listings live

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and available for shoppers to purchase
your goods and how to avoid suspensions,

32
00:02:03,510 –> 00:02:06,360
how to navigate if you do get suspended.

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And I probably need to tell
you if you’re an Amazon seller,

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but it is gnarly out there,
and even the best sellers,

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even eight and nine figure sellers
are not immune to having issues

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impacting the visibility
of their listings. And hey,
we got to think about this,

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like the retail shelf, right?

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You can’t sell anything and Walmart if
your products are all yanked off the

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shelf. And while that may not be a reality
in the physical world all that much,

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it absolutely is on Amazon. And so
today I’ve got a returning guest.

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He’s a superstar. He’s all over.
If you’re in the Amazon world,

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you probably know him. He
has e-commerce in his name.

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00:02:47,280 –> 00:02:50,640
Chris. Chris McCabe is
joining the show again.

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00:02:50,640 –> 00:02:54,270
We caught up at Prosper Show in
Vegas, I guess months ago now, Chris,

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00:02:54,270 –> 00:02:56,100
but you’ve been traveling the
world. I’ve been speaking at events,

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00:02:56,100 –> 00:02:58,650
and we just now are able to record.

47
00:02:58,650 –> 00:03:02,530
But welcome back to the show and thanks
for coming on and how’s it going?

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00:03:03,460 –> 00:03:04,293
Yeah, no,

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00:03:04,780 –> 00:03:08,560
I always enjoy speaking to you
about these types of topics,

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and we always have good feedback
and comments from people

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that hear it and see it and who
are concerned about these things.

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Things are good. This is
a hectic, busy summer.

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Sometimes summer gets a little quiet,

54
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but prime day coming early. Everything
I think is different this year. Yeah.

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00:03:30,040 –> 00:03:33,250
Yeah. Yes, we just finished Prime Day,

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but I know you’d mentioned to me
sometimes right after Prime Day, there’s

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an increase in suspensions and listing
takedowns and things like that.

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Amazon’s maybe a little cautious about
doing that during prime day or right

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before it, but afterwards they’re
looking at it. And then of course,

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we’re prepping for Q4 basically right
now and for the next several months. And

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so ai, I mean, Amazon’s going to be
enforcing things sometimes with ai.

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And so yeah, we need to understand
what are our risk factors?

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What are the things that
could take down our listings?

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What do we need to be aware of,

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and then how can we mitigate
things if we do get suspended?

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And so you had shared with me several
hot topics that I want to dive into

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because these are mission critical for
all Amazon sellers or brands that are on

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Amazon. And the first one
is review manipulation,

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and then this is one that we all
understand from, hey, our competitors,

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especially we’ve got overseas competitors,

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we we’re probably confident that they’re
doing some shady things as far as

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reviews go,

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but it’s something that really Amazon’s
trying to crack down on getting rid of

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spammy manipulative reviews and ratings.

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And so walk us through what are
the things we need to be aware of?

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What is Amazon looking for and what
could get us into trouble in terms of

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review manipulation? So.

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It’s kind of classic, good news,
bad news. The bad news being,

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I’ll start with the bad news
first. Penalties are harsher.

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Reoffenders are generally speaking,

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not considered as eligible
for reinstatements.

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So if they’ve been warned or suspended
for review manipulation in the past,

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they should not be experimenting,
dabbling, grabbing a gimmicks,

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looking at hacks.

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They found out about at some event
somewhere they should be super

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compliant, extra compliant,

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00:05:26,950 –> 00:05:30,820
extraordinarily compliant because they
should consider themselves on their last

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go. Don’t.

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Tow that line, avoid that line.
Just be above board. Yeah.

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Yeah. There’s very little
wiggle room left anyway,

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whether you’re a offender or not,
and I can get into that in a second.

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This is still kind of the
bad news answer. I mean,

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the good news in terms of abusive
competitors is it’s 10 times better now

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reporting them for abuse
if you do it correctly,

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which is not support cases, not
random calls to account health,

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00:05:59,750 –> 00:06:02,840
not waiting for your SAS core
manager to report them for you.

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00:06:03,170 –> 00:06:04,760
That might be part of it, but I mean,

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00:06:05,210 –> 00:06:10,010
reporting abuse and seeing action
is higher now than anytime I can

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remember. Wow. Yeah.

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00:06:11,960 –> 00:06:14,960
So maybe we can double click on
that because I’m confident. I mean,

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this is the thing that I hear
so much. Of course, at OMG,

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we help clients grow on Amazon, and
so as we have new brands coming to us,

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they all complain about those Chinese
sellers with fake reviews and stuff like

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that. So what’s the proper way
to notify Amazon that, hey,

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these sellers are manipulating reviews.

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Take action. And there’s more
than one way. Historically,

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it was emailing escalations to senior
management or executives at Amazon or

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their staff, their support, their direct.

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Reports. I just texted Jeff.
I just texted like, Hey, Jeff,

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hope you’re not on the yacht,
but take a note of this.

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Jeff started.

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That’s why Amazon execs can’t really
ever complain if they get direct emails

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from people. Jeff himself was the one who
began that trend, or isn’t that crazy?

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Yeah.

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Practice of the,

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Jeff had Amazon email and Jeff had
eight or nine back when I was working at

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Amazon, and we got the so-called
Bezos escalations. Of course,

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you don’t hear about
Bezos escalations anymore.

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Jeff had eight or nine assistance
and he had eight or nine email

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addresses, right? Wow. And
most people didn’t know those.

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They mostly knew Jeff B at
Amazon or Jeff at Amazon,

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which of course now has morphed into a
generic email queue just like writing the

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seller performance.

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But Jeff kind of began the
trend of emailing directly to S

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team execs,

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or let’s just say senior management
because there’s only three dozen s team

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executives,

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and getting them to delegate
directly to mid-level management or

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higher direct reports that they work
with to have a senior level senior

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quality review as opposed to
doing abuse reports to seller

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support cases 90 something
percent of the time,

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that’s useless.
No follow-up, no proper review.

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That’s just marking something like it’s
been worked on, but it hasn’t. Yep. Yep.

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So we don’t do email cues. We
don’t used to do that a lot.

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There used to be multiple abuse reporting
email cues, and they were hit or miss.

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It was worth doing because
sometimes you would hit,

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maybe other times you would miss and
you’d end up escalating it anyway.

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But if you do it properly,

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there’s been no time that
I can recall. I mean,

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actionable step number one right
here is report abuse early and often,

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but do it the right way.

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Don’t send volumes of attachments or
info or don’t write three page emails

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unless it’s very fact and data-driven,

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something that they can use to decide if
they’re going to enforce or if they’re

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going to ignore it or if
they’re going to transfer it.

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But usable value add info.

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If it’s just mushy comments
and complaints, and I mean,

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you can complain a little bit
in the first sentence or two,

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but the rest has to be factual.

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This is not prose or emotional
or this is not an essay. No,

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00:09:03,200 –> 00:09:05,850
this is let’s get right to the
facts and make it easy for you to.

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Make a decision. As time has gone
on, people have had some success,

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lesser success,

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00:09:10,230 –> 00:09:14,520
but some success with Twitter
posts tagging certain people.

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LinkedIn has kind of been the dark horse,

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00:09:18,660 –> 00:09:22,590
which is kind of coming up
on the rail on the leaders.

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LinkedIn’s been used a lot more in
the last 18 months, I would say.

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So reaching out to select team
members at Amazon on LinkedIn,

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is that what you mean? Just.

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00:09:31,080 –> 00:09:34,560
LinkedIn. LinkedIn. Post LinkedIn.
You’re publicly complaining.

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00:09:34,560 –> 00:09:37,890
But also the great thing about
LinkedIn is first of all,

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there’s a lot of high level Amazonians
and high level people like us on LinkedIn

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who are watching this stuff, but you
can ask for help describe a problem.

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You can be factual.

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You can tag people who are relevant
both inside the company and maybe X

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00:09:52,860 –> 00:09:56,580
Amazon like me, but you get
a lot of eyeballs on it.

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You get a lot of people who care about it,

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maybe people who don’t
have an exact answer,

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00:10:01,500 –> 00:10:06,030
but people who are resharing it elsewhere
where other people might see it that

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00:10:06,030 –> 00:10:08,580
the original post didn’t get to. So,

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00:10:08,580 –> 00:10:12,570
and LinkedIn’s the only real
proper channel for professional

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00:10:13,500 –> 00:10:18,210
posts of anything business related or
work related, but also Amazon related.

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I spent a lot of time on LinkedIn too,

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so people are tagging us about
posts I do and about their problems.

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00:10:25,830 –> 00:10:28,320
So it’s changed. I mean, as time goes on,

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people are sharing more
things publicly anyway.

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00:10:32,070 –> 00:10:37,050
Maybe this time next year people will
be doing YouTube shorts and doing it

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00:10:37,560 –> 00:10:39,840
and tagging people. Got it.

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00:10:39,930 –> 00:10:43,740
So we’re going to keep a factual,
we’re going to keep it fairly brief.

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00:10:43,740 –> 00:10:44,760
No long prose.

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00:10:44,760 –> 00:10:49,260
We’re going to consider posting even
on Twitter slash x posting on LinkedIn

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00:10:50,280 –> 00:10:52,860
and tagging appropriate people, even
former Amazonians like yourself.

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00:10:52,860 –> 00:10:55,800
But what else are we looking at
doing? Who do we reach out to?

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00:10:56,310 –> 00:11:00,810
Who do we notify to support
to report nefarious review

185
00:11:00,810 –> 00:11:01,330
manipulation?

186
00:11:01,330 –> 00:11:04,770
Yeah. The abuse prevention teams
at Amazon for obvious reasons,

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are largely behind the curtain.

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00:11:07,050 –> 00:11:11,820
So essentially you’re reaching
above them to somebody who’s high

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00:11:11,820 –> 00:11:16,680
enough that they probably report to
them or report to somebody who reports

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00:11:16,980 –> 00:11:17,813
to them,

191
00:11:18,330 –> 00:11:22,320
and their skip level would be
somebody who would get eyes on it.

192
00:11:22,830 –> 00:11:27,030
But you’re generating attention for
something that’s not just impacting you.

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00:11:27,030 –> 00:11:30,420
That could be happening to
other sellers, to other brands.

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00:11:31,350 –> 00:11:33,240
Creating bad seller experiences,

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00:11:33,570 –> 00:11:37,350
creating less faith in the
marketplace. I mean, Amazon.

196
00:11:37,410 –> 00:11:39,210
Yeah, bad customer experiences. Exactly.

197
00:11:39,540 –> 00:11:40,470
Ultimately the biggest risk.

198
00:11:40,470 –> 00:11:40,950
Here. Yeah.

199
00:11:40,950 –> 00:11:43,230
Ultimately it results in, well,

200
00:11:43,230 –> 00:11:48,210
whether it’s fake reviews or just listing
content that’s been misrepresented

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00:11:48,270 –> 00:11:49,560
category abuse,

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00:11:50,700 –> 00:11:54,100
it results in buyers not being able
to find things want to pay for.

203
00:11:54,550 –> 00:11:58,180
It involves buyers being
misled, misinformation,

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00:11:58,180 –> 00:12:02,140
taking them down the wrong
path. It’s bad buyer experience,

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00:12:02,140 –> 00:12:05,110
which Amazon exists to provide
the best buyer experience.

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00:12:05,770 –> 00:12:07,240
And on top of that,

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00:12:07,780 –> 00:12:12,460
legitimate honest sellers get
punished when abuse goes unreported or

208
00:12:12,790 –> 00:12:13,660
enacted upon.

209
00:12:14,170 –> 00:12:19,090
So Amazon has their own interests
in protecting everyone’s

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00:12:19,090 –> 00:12:19,923
experience,

211
00:12:21,010 –> 00:12:24,520
and it’s not just their own financial
interests because sales would be hurt,

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00:12:25,000 –> 00:12:29,200
their own reputational interest and
their own integrity of the marketplace at

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00:12:29,200 –> 00:12:30,033
stake,

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00:12:31,240 –> 00:12:34,600
and also it just makes it harder
for them to pitch you services, Hey,

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00:12:35,050 –> 00:12:39,310
pay us 5,000 bucks for an account manager
who’s going to help you expand your

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00:12:39,310 –> 00:12:42,610
selection and create accessories
for your product. Well,

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00:12:42,610 –> 00:12:45,880
you’re less likely to do that if you’re
fighting a two or three front war all

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00:12:45,880 –> 00:12:50,680
day with competitors with bad reviews
that don’t belong there with listing

219
00:12:50,680 –> 00:12:51,670
sabotage,

220
00:12:52,930 –> 00:12:56,080
especially coming out of a peak
sales period like Prime Day. Well,

221
00:12:56,080 –> 00:12:58,390
what happened during Prime Day,

222
00:12:58,480 –> 00:13:01,360
I did a lot of posts on
LinkedIn about category abuses.

223
00:13:01,360 –> 00:13:03,670
People were showing up
randomly in the wrong category.

224
00:13:04,150 –> 00:13:05,440
People’s listings were vanishing.

225
00:13:05,440 –> 00:13:06,370
Intentionally meaning?

226
00:13:06,610 –> 00:13:10,330
Meaning people found that one of their
competitors sneaking into or someone

227
00:13:10,330 –> 00:13:14,470
sneaking into the wrong category
on purpose to try to get sales or.

228
00:13:15,790 –> 00:13:18,850
Or competitors pushing you an
example into the wrong category.

229
00:13:19,450 –> 00:13:19,750
Oh, got.

230
00:13:19,750 –> 00:13:23,050
That. The famous example is your
products wind up in the adult category,

231
00:13:23,080 –> 00:13:25,360
which is like what I call search Siberia.

232
00:13:25,360 –> 00:13:28,750
Very hard to find your products, and
that’s maybe a competitor saying, Hey,

233
00:13:28,750 –> 00:13:30,160
I know what to do with my.

234
00:13:30,640 –> 00:13:31,330
Competitor.

235
00:13:31,330 –> 00:13:34,550
I’m going to put them in
the adult category. No one’s
going to find it. Got it.

236
00:13:34,550 –> 00:13:34,630
Right.

237
00:13:34,630 –> 00:13:38,110
Elicit as in contributions sometimes
through a vendor central account,

238
00:13:38,110 –> 00:13:41,800
sometimes through other means,
but there’s a variety of ways.

239
00:13:41,800 –> 00:13:42,850
This is a well-known,

240
00:13:42,910 –> 00:13:47,200
extremely understood problem
that crops up every prime day.

241
00:13:47,200 –> 00:13:50,590
It’s just a little bit disheartening
that it happened this prime day too,

242
00:13:51,040 –> 00:13:52,600
but it’ll come back in Q4,

243
00:13:54,730 –> 00:13:57,700
so you have to be on your
toes and aware of that.

244
00:13:57,700 –> 00:14:02,320
I like how you started this off by
saying there are peak enforcement periods

245
00:14:02,320 –> 00:14:04,900
like a month and a half before prime day,

246
00:14:05,230 –> 00:14:09,220
and then as soon as prime day ends or
Q4, like Black Friday, cyber Monday,

247
00:14:09,790 –> 00:14:12,130
all of a sudden the enforcement
teams pounce with, well,

248
00:14:12,130 –> 00:14:14,260
we waited until this period passed.

249
00:14:14,530 –> 00:14:17,770
Now we’re going to start enforcing
all this stuff. That’s true.

250
00:14:18,430 –> 00:14:21,520
Bad ASIN merges always a hot topic.

251
00:14:21,520 –> 00:14:26,170
People are constantly getting busted
for merging ASINs inappropriately or

252
00:14:26,470 –> 00:14:28,510
reporting their competitors for doing it.

253
00:14:29,440 –> 00:14:33,760
They ease off on the pedal with the
enforcement right before Prime Day or Q4,

254
00:14:33,760 –> 00:14:37,690
and then they dive right back into it
because they want to clean catalog.

255
00:14:37,690 –> 00:14:39,700
They want to stop these
types of practices.

256
00:14:40,110 –> 00:14:42,880
Yeah, yeah. Totally makes
sense. Just to circle back,

257
00:14:43,060 –> 00:14:45,910
I want to make sure we close the loop.
I don’t think we ever fully landed that.

258
00:14:46,300 –> 00:14:49,120
So we can post on LinkedIn,
we can post on Twitter.

259
00:14:49,120 –> 00:14:52,850
A lot of the enforcement team is
hidden behind the curtain, so to speak.

260
00:14:53,360 –> 00:14:55,820
How do we reach out to them
or who do we reach out to,

261
00:14:55,820 –> 00:14:59,060
or is that a little more elaborate
than a podcast lends itself to.

262
00:14:59,330 –> 00:14:59,810
I mean,

263
00:14:59,810 –> 00:15:04,460
there’s too many names to count in
terms of s team executives or senior

264
00:15:04,460 –> 00:15:08,030
management, but that’s what you’re
wanting to reach out to an S team member.

265
00:15:08,030 –> 00:15:09,890
Those are emails. Those are direct emails.

266
00:15:11,270 –> 00:15:11,720
Got it, got it, got it, got it. Yeah.

267
00:15:11,720 –> 00:15:15,170
Yeah. I’d love to rattle them off
right now, but that would take a while.

268
00:15:16,550 –> 00:15:17,810
And that might not be the best.

269
00:15:18,590 –> 00:15:20,930
Approach. You have some good
clicks on the podcast for that.

270
00:15:20,930 –> 00:15:23,540
That’s true though. Yeah.
Want all the to Amazon st.

271
00:15:24,710 –> 00:15:28,610
You can’t send the same
thing to 15 people.

272
00:15:28,910 –> 00:15:31,160
That’s what sellers, that’s
their number one mistake.

273
00:15:31,760 –> 00:15:32,450
Customized.

274
00:15:32,450 –> 00:15:35,210
Content. Depending on your audience,
depending on where it goes,

275
00:15:35,480 –> 00:15:38,540
you’re probably contacting the people
who do different things at the company

276
00:15:39,080 –> 00:15:41,510
that have different types
of staff supporting them.

277
00:15:43,460 –> 00:15:45,110
So you don’t just say,
well, they’re high level,

278
00:15:45,110 –> 00:15:47,150
so we’re going to send the
same thing to these 15 people.

279
00:15:47,360 –> 00:15:50,450
That’s not going to produce a good result.

280
00:15:50,720 –> 00:15:54,650
And they’re also going to see annotations
on your account that show you’ve sent

281
00:15:54,650 –> 00:15:57,770
the same exact thing to other people,
so they can just say, oh, great.

282
00:15:57,770 –> 00:16:00,170
I don’t have to do anything here.
Somebody else got the same email.

283
00:16:00,170 –> 00:16:01,700
They’ll take care of it. Yeah.

284
00:16:01,700 –> 00:16:05,090
Yeah. So that’s a major
mistake people do. Got it.

285
00:16:05,240 –> 00:16:06,073
But in terms of,

286
00:16:06,890 –> 00:16:09,950
I know you want to circle back on
the review manipulation mistakes.

287
00:16:09,980 –> 00:16:12,230
Yeah, yeah. Well, and I think
what’s interesting here too,

288
00:16:12,230 –> 00:16:15,710
so as we look at the review
manipulation mistakes, one,

289
00:16:15,710 –> 00:16:17,450
these are things for us to avoid, but two,

290
00:16:17,450 –> 00:16:20,900
these are things that we could be looking
at for our competitors to be able to

291
00:16:20,900 –> 00:16:24,680
mention or potential, so
kind of dual angle here,

292
00:16:24,680 –> 00:16:27,830
what should we avoid and what should we
be looking at that our competitors might

293
00:16:27,830 –> 00:16:28,190
be doing?

294
00:16:28,190 –> 00:16:31,040
Yeah, and if you see
anything I’m about to say,

295
00:16:31,700 –> 00:16:36,260
if you capture screenshot,
collect evidence, live links,

296
00:16:36,260 –> 00:16:39,200
whatever it is, of any of the
things we’re about to talk about,

297
00:16:39,800 –> 00:16:42,650
that’s abuse reporting. That’s
exactly what I was just talking about,

298
00:16:43,370 –> 00:16:47,270
and no better time than the
present to report these things.

299
00:16:47,270 –> 00:16:49,460
They take it very seriously.

300
00:16:50,120 –> 00:16:53,810
I cannot recall any other prior period.
I’ve been doing this for 11 years,

301
00:16:53,870 –> 00:16:54,703
by the way.

302
00:16:55,190 –> 00:16:59,390
I can’t remember any other period
where 11 years and former Amazonian.

303
00:17:00,020 –> 00:17:00,960
Which we failed to mention at the
beginning of the podcast, but you.

304
00:17:01,520 –> 00:17:04,970
And a half, yeah, five and a half
years at Amazon, six years before that,

305
00:17:04,970 –> 00:17:07,700
so 17 out of the last eight,
I did take a year off.

306
00:17:10,140 –> 00:17:11,900
Understandable. 17 out
of the last 18 years,

307
00:17:11,990 –> 00:17:16,700
but I don’t remember any period
that’s been this long of one

308
00:17:16,700 –> 00:17:20,420
particular suspension type,
continually enforced week in,

309
00:17:20,420 –> 00:17:25,100
week out for these many months. Prosper
is when I last saw you in person.

310
00:17:25,730 –> 00:17:27,470
I would say this started in March,

311
00:17:28,220 –> 00:17:30,890
and I mean there’s been a
little bit of an ebb and flow.

312
00:17:30,890 –> 00:17:34,910
Not every single week is as heavy as
the week before to the week after,

313
00:17:35,210 –> 00:17:38,030
but we’ve been consistently
getting suspended.

314
00:17:38,030 –> 00:17:41,390
Sellers or the threat of suspension,
as you’ve probably heard,

315
00:17:41,720 –> 00:17:44,480
many sellers are in the account
health assurance program,

316
00:17:44,480 –> 00:17:48,500
so they make you appeal. It’s the
same process. They make you appeal,

317
00:17:48,680 –> 00:17:52,500
but to keep your privileges active,
they don’t suspend you upfront.

318
00:17:53,010 –> 00:17:56,370
But this topic’s been hot since
March. I mean, that’s four months.

319
00:17:56,370 –> 00:17:59,340
That’s a long time for
one suspension type.

320
00:17:59,340 –> 00:18:04,260
Usually it’s like four weeks of the
peak. It’s kind of the bell curve.

321
00:18:04,290 –> 00:18:06,600
People kind of clean their
act up for the most part,

322
00:18:06,600 –> 00:18:08,910
and then in the Amazon
eases off a little bit.

323
00:18:09,390 –> 00:18:12,690
Most suspension types follow
the traditional bell curve
where there’s a little

324
00:18:12,690 –> 00:18:14,760
tail in the beginning where
they’re sort of ramping it up.

325
00:18:15,120 –> 00:18:19,410
There’s the big bump in the
middle, and then as word gets out,

326
00:18:19,950 –> 00:18:23,730
people get suspended, reinstated,
some get suspended, not reinstated.

327
00:18:23,730 –> 00:18:28,110
Then it kind of tails off over the
course of a few weeks. Not this time,

328
00:18:28,530 –> 00:18:29,610
not this year. Yeah.

329
00:18:30,660 –> 00:18:32,580
Well, I mean, this has got to
be the biggest issue though.

330
00:18:32,760 –> 00:18:35,520
I know this is something that all the
soldiers talk about or complaint about

331
00:18:35,520 –> 00:18:38,730
this, but even as a shopper, I’m like,
I want to be able to trust the reviews,

332
00:18:38,730 –> 00:18:41,040
and if I start to get the hint that
these reviews have been manipulated,

333
00:18:41,550 –> 00:18:43,820
now what am I trusting? I’m not
trusting the whole experience,

334
00:18:43,820 –> 00:18:46,410
and so totally makes sense. So yeah,

335
00:18:46,410 –> 00:18:49,410
what are some of the things we’re
looking for here or trying to avoid.

336
00:18:49,410 –> 00:18:50,280
And unfortunately,

337
00:18:50,280 –> 00:18:54,000
several people are still doing most
of the things I’m about to say.

338
00:18:54,690 –> 00:18:58,410
Now I realize a lot of the tricks
and techniques are in a cycle.

339
00:18:58,680 –> 00:19:01,680
They get trendy and then they
go away. Remember, years ago,

340
00:19:01,740 –> 00:19:03,900
rebates were a big hot thing,

341
00:19:03,900 –> 00:19:06,750
and then those completely went away
once a bunch of people got suspended,

342
00:19:07,080 –> 00:19:09,720
a couple of people are trying to
weave rebates back into it now.

343
00:19:11,340 –> 00:19:13,800
Inserts hot topic, then it goes cold for
a while. Maybe there’s thing you were.

344
00:19:13,800 –> 00:19:15,990
At the tail end of that bell
curve, and so it’s like, Hey,

345
00:19:15,990 –> 00:19:17,190
we can maybe fly into the radar, but.

346
00:19:17,190 –> 00:19:20,610
I would argue that it’s no longer
trendy or cyclical anymore.

347
00:19:20,610 –> 00:19:24,180
I think now you cannot
recycle these old tactics,

348
00:19:24,180 –> 00:19:28,890
which sending postcards like
physical mail to people is just

349
00:19:28,950 –> 00:19:32,580
dead. No one should be
doing this. I’ve seen,

350
00:19:32,580 –> 00:19:36,510
I don’t know how many messages I’ve been
on calls with Amazon enforcement teams

351
00:19:36,900 –> 00:19:40,350
calls sometimes of my own calls
with other sellers on the call.

352
00:19:41,010 –> 00:19:45,810
They are not interested in
any mail going to buyers.

353
00:19:46,830 –> 00:19:48,600
The messaging’s been extremely clear,

354
00:19:48,600 –> 00:19:52,620
and all the suspension notifications
don’t use residential addresses.

355
00:19:52,620 –> 00:19:56,580
Don’t send physical mail for anything
that’s not essential to the order.

356
00:19:57,420 –> 00:20:01,740
They don’t want people harvesting
emails through QR codes on inserts.

357
00:20:02,310 –> 00:20:04,200
I’ve had a lot of arguments
with people about, well,

358
00:20:04,200 –> 00:20:09,120
what if the QR code takes you somewhere
where they don’t ask for a review or

359
00:20:09,120 –> 00:20:11,580
where they don’t give any
product away? First of all,

360
00:20:11,850 –> 00:20:14,130
tons of sellers are still
giving product away,

361
00:20:14,520 –> 00:20:16,110
and all you have to do
is scan the QR code.

362
00:20:16,110 –> 00:20:20,970
It takes you straight to a page
where there’s giveaways and I’m

363
00:20:20,970 –> 00:20:24,480
kind of amazed and shocked. I’m still
having conversations about, well,

364
00:20:24,480 –> 00:20:27,570
what if I give product away,
but I don’t ask for a review?

365
00:20:28,500 –> 00:20:32,850
That question has not been relevant for

366
00:20:33,900 –> 00:20:37,230
way over a year. I don’t know.

367
00:20:37,350 –> 00:20:39,750
Countless suspensions
have been for people.

368
00:20:40,140 –> 00:20:44,280
It doesn’t matter if you asked
for a review or not anymore.

369
00:20:44,340 –> 00:20:47,860
That’s completely not relevant
if you’re giving product away.

370
00:20:48,310 –> 00:20:50,360
Yeah, no giving products away. No.

371
00:20:50,500 –> 00:20:51,250
No giveaways.

372
00:20:51,250 –> 00:20:52,120
No physical mail.

373
00:20:52,120 –> 00:20:52,960
Period.

374
00:20:53,800 –> 00:20:57,520
Amazon assumes you’re going to harvest
good reviews from giving product away,

375
00:20:59,290 –> 00:21:04,090
so I still see people doing the, if
you’re not happy, contact us directly.

376
00:21:04,090 –> 00:21:07,720
Here’s our email. Here’s our phone.
If you’re happy with the product,

377
00:21:07,720 –> 00:21:10,390
please leave us a review. People
are still doing that on inserts.

378
00:21:10,390 –> 00:21:14,830
I thought that was dead two years
ago. Still happening. Still.

379
00:21:14,830 –> 00:21:17,140
Happening. Now, I’m assuming
one exception could be,

380
00:21:17,140 –> 00:21:21,700
I’m assuming on the postcard
thing is if you’re using Buy with

381
00:21:21,700 –> 00:21:25,450
Prime, right? We got a few
sellers that also sell D two C,

382
00:21:25,450 –> 00:21:29,620
so on my Shopify store, if I’m doing Buy
with Prime, I get all that information,

383
00:21:29,620 –> 00:21:31,750
right? Amazon’s fine with me
having all that information.

384
00:21:31,870 –> 00:21:33,280
It happened on my site,

385
00:21:33,760 –> 00:21:37,420
but Amazon’s fulfilling it and
doing the merchant fee with that.

386
00:21:37,420 –> 00:21:40,690
I’m assuming we get all the data so we
could mail to those customers, correct.

387
00:21:40,960 –> 00:21:41,470
They’re our customers.

388
00:21:41,470 –> 00:21:43,420
That’s a different deal.

389
00:21:44,560 –> 00:21:48,070
What they don’t like is that you’re using

390
00:21:49,690 –> 00:21:54,640
private info data about
buyers for your own purposes

391
00:21:55,450 –> 00:21:57,430
and a lot of pure Amazon.

392
00:21:57,430 –> 00:21:58,263
Buyer.

393
00:21:58,510 –> 00:22:03,160
And then like email
harvesting QR code here,

394
00:22:03,160 –> 00:22:07,390
enter your email. We’ll send you a,
we’ll subscribe you to our newsletter.

395
00:22:07,390 –> 00:22:10,180
That’s what a lot of people
do. We’ll send you a product,

396
00:22:10,180 –> 00:22:14,860
we’ll send you information about new
products. Somewhere in that funnel,

397
00:22:14,860 –> 00:22:19,390
you’re eventually giving them something,
maybe later asking for a review.

398
00:22:19,390 –> 00:22:20,770
Somebody told me the other day,

399
00:22:21,910 –> 00:22:26,770
they’re only asking for a review way down
the road after they send three or four

400
00:22:27,100 –> 00:22:29,020
emails that have nothing
to do with anything.

401
00:22:29,590 –> 00:22:32,290
Your competitors can see all of this.

402
00:22:32,800 –> 00:22:36,730
The reason why none of these marketing
tricks that are ancient already anyway,

403
00:22:37,090 –> 00:22:40,240
the reason they don’t work anymore is
because your competitors are getting that

404
00:22:40,240 –> 00:22:42,820
information. All they have
to do is buy from you.

405
00:22:43,420 –> 00:22:47,440
So unless you’re somehow lifting out
and picking out those particular people,

406
00:22:47,440 –> 00:22:49,570
which I know you can’t
do no way to do it. Yep.

407
00:22:50,320 –> 00:22:53,320
All they’re going to do is take
screenshots of it and report it to Amazon,

408
00:22:53,320 –> 00:22:57,970
because I can’t tell you how many
sellers have told us Amazon can’t see our

409
00:22:57,970 –> 00:23:00,700
funnel. Amazon can’t see this.

410
00:23:01,150 –> 00:23:05,470
It’s like Amazon can see anything your
competitors can see and take pictures of.

411
00:23:05,800 –> 00:23:06,190
Yep.

412
00:23:06,190 –> 00:23:07,720
That’s why this stuff doesn’t work.

413
00:23:08,440 –> 00:23:10,420
Yeah, totally makes sense.

414
00:23:10,450 –> 00:23:11,050
Yep.

415
00:23:11,050 –> 00:23:14,740
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416
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417
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418
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419
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420
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421
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422
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423
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424
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425
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426
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427
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428
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429
00:24:09,380 –> 00:24:14,150
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430
00:24:14,660 –> 00:24:17,360
Okay, cool. So that all makes
sense. Avoid all those things.

431
00:24:17,360 –> 00:24:21,650
What else are we avoiding from a
review manipulation standpoint?

432
00:24:21,650 –> 00:24:24,380
What are we looking at our competitors
to maybe catch them in the act?

433
00:24:25,010 –> 00:24:26,960
People are, I mean,

434
00:24:26,960 –> 00:24:31,070
some of this is they’re hiring a third
party service and they don’t vet them for

435
00:24:31,070 –> 00:24:31,903
compliance.

436
00:24:32,420 –> 00:24:37,040
People are hiring marketing agencies or
services who handle their messaging with

437
00:24:37,040 –> 00:24:39,110
buyers like customer service for them,

438
00:24:39,680 –> 00:24:42,680
and there’s been things even
appearing in buyer seller messaging,

439
00:24:42,890 –> 00:24:46,730
not even an email right there
in the messaging that says,

440
00:24:47,330 –> 00:24:51,170
if we help you with a refund or
we help improve your experience,

441
00:24:51,170 –> 00:24:52,790
can you change your review.

442
00:24:53,330 –> 00:24:53,540
From.

443
00:24:53,540 –> 00:24:57,020
A three to a five? You can’t do that.
You can’t ask people to change. Can’t.

444
00:24:57,020 –> 00:24:57,853
Make that request.

445
00:24:58,190 –> 00:25:00,650
Nope. You can refund people all you want.

446
00:25:01,070 –> 00:25:04,550
You do not ask them to change their
feedback, their review, their rating.

447
00:25:04,550 –> 00:25:07,100
Some people might do that on their
own, but you can’t make that request.

448
00:25:07,130 –> 00:25:08,750
People are still making that mistake. Now,

449
00:25:08,750 –> 00:25:11,450
I understand some of them are newer and
they don’t understand that that’s been

450
00:25:11,450 –> 00:25:15,980
banned for a long time. Whether you’re
new or old, doesn’t matter to Amazon.

451
00:25:15,980 –> 00:25:20,300
They’re supposed to treat everyone the
same when it comes to policy enforcement,

452
00:25:21,710 –> 00:25:26,090
and then again, I kind of mentioned
this a minute ago, but do not re-offend.

453
00:25:26,390 –> 00:25:28,880
Don’t be guilty of one of these things,

454
00:25:29,210 –> 00:25:33,380
and then you’re guilty of another type
of review manipulation, and you think,

455
00:25:33,710 –> 00:25:35,750
well, we weren’t doing
the postcards this time.

456
00:25:36,020 –> 00:25:41,000
We were doing illicit
language on inserts. I mean,

457
00:25:41,000 –> 00:25:43,880
that’s, you’re playing
with so much fire there.

458
00:25:43,880 –> 00:25:46,580
That you have to repeat offender,
just like the court system, right?

459
00:25:46,700 –> 00:25:49,100
Okay. I didn’t rob,
but I sold drugs. It’s.

460
00:25:49,100 –> 00:25:49,700
Fine.

461
00:25:49,700 –> 00:25:53,660
Well, that’s the court system is
typically three strikes and you’re out.

462
00:25:53,660 –> 00:25:54,860
This is two strikes.

463
00:25:55,040 –> 00:25:57,800
Yeah. Got it. Got it.
It is court of Bezos.

464
00:25:57,800 –> 00:26:02,060
Much less common now, chassis, I
guess. I mean in 20 17, 20 18, yeah.

465
00:26:02,060 –> 00:26:05,750
There were people who got busted two
three times, wrote a plan of action,

466
00:26:05,750 –> 00:26:09,170
got reinstated. They almost never
ask for a plan of action anymore.

467
00:26:09,260 –> 00:26:13,010
I’m sure most sellers know that because
they don’t want to read them anymore.

468
00:26:13,640 –> 00:26:15,260
They don’t care. Yeah. Yeah. Not reading.

469
00:26:15,260 –> 00:26:19,010
That they want troublemakers off the
site. If they mark you as a troublemaker,

470
00:26:19,010 –> 00:26:22,100
it probably means that they
think whatever you’re selling,

471
00:26:22,370 –> 00:26:27,140
someone else can sell it in your place.
Yeah, it’s true. Yeah, it’s very true.

472
00:26:27,320 –> 00:26:31,250
Who don’t give them administrative
headaches and problems. Yeah,

473
00:26:31,340 –> 00:26:33,050
that’s how they view it.
That’s how they view.

474
00:26:33,050 –> 00:26:36,770
It, and if you think you’re too big
to mess with, no you’re not. I mean,

475
00:26:37,280 –> 00:26:41,330
unless you’re Nike or something, but
obviously know there’s issues there, but.

476
00:26:42,140 –> 00:26:42,830
Yeah.

477
00:26:42,830 –> 00:26:42,920
You’re.

478
00:26:42,920 –> 00:26:46,560
Not too big. You’re not too big. You
mentioned eight, nine figure sellers.

479
00:26:46,830 –> 00:26:48,630
The second you said that a minute ago,

480
00:26:48,630 –> 00:26:53,460
I thought of some nine figure sellers
we’ve worked with on these issues and we

481
00:26:53,460 –> 00:26:58,020
were able to help them. Amazon kind of
told them right before reinstating them,

482
00:26:59,160 –> 00:27:02,910
we’re giving you an extra shot
out of the kindness of our hearts,

483
00:27:03,390 –> 00:27:05,070
but you probably shouldn’t be.

484
00:27:06,300 –> 00:27:09,270
Reading between the lines was We
probably shouldn’t be doing this.

485
00:27:09,720 –> 00:27:14,520
We will give you one more shot,
but this is an exceptional case.

486
00:27:14,880 –> 00:27:16,920
It’s not just because
you’re a nine figure seller.

487
00:27:17,340 –> 00:27:22,230
It’s because we’ve
decided that you presented

488
00:27:22,230 –> 00:27:26,190
us a strong enough appeal
and you sound sincere and

489
00:27:28,230 –> 00:27:29,700
we’re just tired of talking about this.

490
00:27:29,800 –> 00:27:33,030
But they take another strike. No way.
They’re getting that back in way.

491
00:27:33,620 –> 00:27:36,210
And there are nine figure sellers
that have lost their accounts. I mean.

492
00:27:38,070 –> 00:27:41,100
It’s crazy. It’s crazy. Interesting. Cool.

493
00:27:41,100 –> 00:27:44,580
What else should we be avoiding on
the review manipulation side and or be

494
00:27:44,580 –> 00:27:45,413
watching for?

495
00:27:46,170 –> 00:27:50,910
Yeah, no, just be careful
with hiring a group that says,

496
00:27:50,910 –> 00:27:55,200
we have a bunch of influencers who are
going to buy your product and promote it

497
00:27:55,200 –> 00:27:59,670
and talk about it. Some influencers
have been trying too many products,

498
00:27:59,670 –> 00:28:04,110
leaving too many five star reviews and
the influencer themselves themself is

499
00:28:04,110 –> 00:28:05,070
probably a problem,

500
00:28:05,490 –> 00:28:09,360
and if you’re just paying a service who
has a group of them and works with a

501
00:28:09,360 –> 00:28:10,500
bunch of them over and over,

502
00:28:10,920 –> 00:28:15,630
you might not even know that
that particular influencer
has been a problem, And

503
00:28:15,630 –> 00:28:17,490
Amazon in the past,

504
00:28:17,490 –> 00:28:21,000
Amazon would just delete all the
reviews that that influencer left,

505
00:28:21,600 –> 00:28:22,860
but they’re doing more now.

506
00:28:22,920 –> 00:28:26,190
Now they’re harshly punishing the people
that hired the service that used the

507
00:28:26,190 –> 00:28:27,023
influencer,

508
00:28:27,180 –> 00:28:31,650
so be very careful and vet those
services and talk to them about their

509
00:28:32,250 –> 00:28:35,640
influencers or talk to them about
their methodology and tactics,

510
00:28:35,640 –> 00:28:40,110
because a lot of times Amazon suspends
the seller account and they’re not even

511
00:28:40,110 –> 00:28:42,570
that interested in you as the seller.

512
00:28:42,840 –> 00:28:47,640
They’re trying to get the guy or the
woman behind the screen who’s helping

513
00:28:47,640 –> 00:28:52,470
you because they know that that service
is working with a lot of sellers and

514
00:28:52,470 –> 00:28:56,250
they want you to name names. They
wanted, where did you find these people?

515
00:28:56,610 –> 00:29:00,960
What’s their methodology? And I
saw some sellers appeal saying, oh,

516
00:29:00,960 –> 00:29:03,630
this was our methodology.
We hired the service,

517
00:29:04,200 –> 00:29:06,810
and Amazon declined the appeal and
wrote back and said, no, no, no, no.

518
00:29:07,560 –> 00:29:12,360
We know what your methodology was
already. We want to know what they do.

519
00:29:12,960 –> 00:29:16,500
We want to hear what you
paid them to do because.

520
00:29:16,620 –> 00:29:19,290
We can going after the
service providers and the.

521
00:29:19,290 –> 00:29:20,123
Influencers.

522
00:29:20,370 –> 00:29:21,180
Interesting.

523
00:29:21,180 –> 00:29:25,200
Why they’ve been prompting
all these sellers to name
names and they see the same

524
00:29:25,200 –> 00:29:29,370
service named over and over and over,
and they start circling them. Okay,

525
00:29:29,370 –> 00:29:31,440
so these people the problem. Yeah.

526
00:29:31,590 –> 00:29:35,370
Yep, yep. It’s finding the
drug dealers, right? It’s like.

527
00:29:35,370 –> 00:29:36,150
Okay.

528
00:29:36,150 –> 00:29:39,690
I can find that, but I want to find the
drug lords here and then go after that.

529
00:29:39,690 –> 00:29:42,610
I mean, maybe the last word on
this be just document everything.

530
00:29:42,880 –> 00:29:46,660
They more or less guide you
into terminating the service,

531
00:29:47,110 –> 00:29:49,390
so have it in writing, have a contract,

532
00:29:49,810 –> 00:29:54,640
terminate them with a dated
signed letter and keep

533
00:29:54,640 –> 00:29:57,850
track of that stuff because it ends
up being attached to your appeal. So.

534
00:29:58,240 –> 00:29:58,780
Interesting. It’s.

535
00:29:58,780 –> 00:30:02,410
A much harsher landscape. This is not
two years ago where you just apologize,

536
00:30:03,100 –> 00:30:06,400
say, I’m sorry, take responsibility.
That’s ancient history with this.

537
00:30:06,680 –> 00:30:09,220
Yeah, yeah. It’s like the teacher
that’s fed up with the students.

538
00:30:09,610 –> 00:30:13,150
These folks names are like, I’ve had
enough two strikes, and you’re dead.

539
00:30:13,150 –> 00:30:15,790
You’re dead to me, so totally makes sense.

540
00:30:15,790 –> 00:30:19,360
Anything else on the review side
or should we transition to ai?

541
00:30:19,970 –> 00:30:21,760
Yeah, I think we should
go to the AI takedowns.

542
00:30:21,760 –> 00:30:26,500
The last part about the reviews is
just Amazon has their own selfish

543
00:30:26,650 –> 00:30:29,470
needs and reasons for
wanting this to go away.

544
00:30:29,740 –> 00:30:33,340
People have bashed them for not having
reliable reviews on the site, so

545
00:30:34,990 –> 00:30:35,950
it makes them look good
to say they’re finally.

546
00:30:35,950 –> 00:30:37,540
Taking action, which
is actually good. Yeah.

547
00:30:37,600 –> 00:30:40,690
It makes them look good to say
they’re punishing wrongdoers, so.

548
00:30:41,110 –> 00:30:41,800
Don’t play.

549
00:30:41,800 –> 00:30:42,633
Into their hands.

550
00:30:43,240 –> 00:30:45,190
Exactly. So AI takedowns,

551
00:30:45,190 –> 00:30:48,910
what are those and what do we need
to know about them to avoid them?

552
00:30:49,720 –> 00:30:54,280
Some people are just getting Amazon
bots to take their listings down because

553
00:30:54,280 –> 00:30:59,050
they’ve got improper wording in a title
like you’re using trademark keywords

554
00:30:59,350 –> 00:31:03,970
or if it’s a consumable product, they’re
using disease claims, health claims,

555
00:31:04,270 –> 00:31:07,390
unsupported claims. Those are just,

556
00:31:08,740 –> 00:31:12,610
those people are trying to
rank by inserting certain
keywords or certain terms

557
00:31:13,510 –> 00:31:17,560
without thinking about how they might
be triggering Amazon’s AI to take their

558
00:31:17,560 –> 00:31:21,280
listings down until they can prove
that they have products that have those

559
00:31:21,280 –> 00:31:24,460
qualities or just might be
they’re being triggered.

560
00:31:24,640 –> 00:31:26,470
They’re triggering
restricted product bots,

561
00:31:26,800 –> 00:31:30,400
so some of that’s just low hanging
fruit. Keep an eye on compliance.

562
00:31:30,400 –> 00:31:33,850
Don’t just be going for sales and throwing
whatever words you can think of in

563
00:31:33,850 –> 00:31:34,683
there.

564
00:31:35,410 –> 00:31:40,060
Then there are AI type problems
where you are either improperly

565
00:31:40,060 –> 00:31:43,510
classified by Amazon in terms
of what category you belong in,

566
00:31:43,930 –> 00:31:47,860
or you suddenly wake up and you’re
in a totally different category.

567
00:31:48,670 –> 00:31:53,560
I was talking to somebody recently who
they moved from the home category to the

568
00:31:53,560 –> 00:31:56,620
media category, and they didn’t
belong in there at all. Well,

569
00:31:56,860 –> 00:32:01,570
somebody had made some illicit ASIN
contributions and triggered what

570
00:32:01,930 –> 00:32:04,900
maybe in the old days would’ve
been a manual review by a person.

571
00:32:05,230 –> 00:32:09,460
It’s more likely to be an AI review now
by Amazon, and Amazon started asking.

572
00:32:09,460 –> 00:32:11,500
Them for, explain that, what
is it? What is an elicit ASIN.

573
00:32:13,320 –> 00:32:13,580
In there?

574
00:32:13,580 –> 00:32:16,210
I’m putting in terms which make it look
like you’re selling a certain type of

575
00:32:16,210 –> 00:32:20,200
product, which you’re not. Got it.
Amazon starts asking you for, I mean,

576
00:32:20,200 –> 00:32:24,760
there are people who were
selling Tupperware or books
or other types of products

577
00:32:24,760 –> 00:32:29,020
who were suddenly being asked for things
typical of consumable products like

578
00:32:29,020 –> 00:32:33,670
compliance documentation and
testing from ISO certified labs,

579
00:32:34,090 –> 00:32:37,090
and that was all because
an abusive attack.

580
00:32:37,390 –> 00:32:40,130
Somebody tried to make it look like
your product belonged in a different

581
00:32:40,130 –> 00:32:43,790
category. Got it. There are all
kinds of ASIN contributions.

582
00:32:44,900 –> 00:32:48,290
You should have the strongest level
of contributions on your own ASINs,

583
00:32:48,290 –> 00:32:49,123
of course,

584
00:32:50,180 –> 00:32:54,530
people make illicit contributions and
try to update product pages with certain

585
00:32:54,530 –> 00:32:58,430
types of information. I mean, there’s
a lot of different ways they do it.

586
00:32:58,430 –> 00:33:00,170
There are a lot of
illicit tactics out there.

587
00:33:00,170 –> 00:33:04,340
Sometimes it’s social engineering
where they get somebody at Amazon to do

588
00:33:04,340 –> 00:33:05,660
something that shouldn’t happen,

589
00:33:06,650 –> 00:33:10,400
but you have to kind of have the right
tools and software in place to catch this

590
00:33:10,730 –> 00:33:14,060
so that you’re not completely oblivious
when people are tampering with your

591
00:33:14,060 –> 00:33:14,893
detail pages,

592
00:33:15,320 –> 00:33:18,950
but also you have to understand what’s
happening to you instead of just calling

593
00:33:18,950 –> 00:33:23,000
account health or calling support and
complaining and saying, this is all wrong.

594
00:33:23,000 –> 00:33:23,870
Amazon screwed up.

595
00:33:23,870 –> 00:33:28,250
A lot of people spend time blaming Amazon
for something that a competitor did.

596
00:33:28,850 –> 00:33:30,320
Got it. Got it. Yeah,

597
00:33:31,220 –> 00:33:35,060
and when you start an
interaction in complain mode,

598
00:33:35,090 –> 00:33:37,460
you’re potentially less
likely to get help.

599
00:33:39,080 –> 00:33:42,170
What about improper ASIN merges?

600
00:33:42,170 –> 00:33:44,120
I know that’s something
you mentioned to me before.

601
00:33:44,300 –> 00:33:48,140
That’s something that some of
our clients, we help merge ASINs.

602
00:33:48,150 –> 00:33:49,490
There’s some valid reasons to do it,

603
00:33:50,870 –> 00:33:53,570
but what is an impro ASIN merger?

604
00:33:54,050 –> 00:33:57,770
Maybe contrast that with what a proper
AON merger is and why you would do it,

605
00:33:57,770 –> 00:33:59,120
but why should we avoid the improper?

606
00:33:59,120 –> 00:34:01,220
Oh, no. There’s plenty of
reasons to merge ASINs.

607
00:34:01,670 –> 00:34:06,260
This is mostly for people who
want to harvest reviews to

608
00:34:06,290 –> 00:34:07,070
boost. I mean,

609
00:34:07,070 –> 00:34:11,360
maybe you’ve got a bunch of unsold
inventory for a particular ASIN and you’ve

610
00:34:11,360 –> 00:34:14,150
got another ASIN out there with better
reviews and you’re trying to boost the

611
00:34:14,150 –> 00:34:18,650
visibility by putting them together.
Maybe you sold out of one asin,

612
00:34:18,650 –> 00:34:23,240
which has all the reviews
and the ASIN with very few

613
00:34:23,240 –> 00:34:25,520
reviews. You’ve got a bunch
of unsold product, right?

614
00:34:25,520 –> 00:34:28,370
You’re trying to take advantage of all
the reviews on the other ace. Got it.

615
00:34:28,790 –> 00:34:32,990
By pretending like it’s the
same product when it’s not asin,

616
00:34:33,140 –> 00:34:38,090
separation is a lot more common now
where Amazon sees what you’re doing and

617
00:34:38,090 –> 00:34:40,370
they go in there and
they re separate them.

618
00:34:41,330 –> 00:34:45,020
Does Amazon improperly separate
asin? Sometimes? Of course they do,

619
00:34:45,500 –> 00:34:50,270
but a lot of the separations are valid
because sellers are trying to merge them

620
00:34:50,300 –> 00:34:53,360
for their own sales rank. It’s a form of.

621
00:34:53,550 –> 00:34:55,410
Review manipulation. In
some cases. It’s a form of.

622
00:34:56,300 –> 00:35:00,470
Most commonly review manipulation. I
mean, the other merges are, of course,

623
00:35:00,470 –> 00:35:02,330
people are taking over zombie listings,

624
00:35:02,930 –> 00:35:06,920
some other listing out there that has
a bunch of reviews where it’s kind of

625
00:35:07,280 –> 00:35:10,280
floating free and disembodied
from whatever it was,

626
00:35:10,610 –> 00:35:15,320
and people go in there and
get Amazonians or using other

627
00:35:15,320 –> 00:35:16,070
tricks,

628
00:35:16,070 –> 00:35:19,460
merge their product with that listing
because that listing has all the reviews.

629
00:35:20,030 –> 00:35:22,070
That’s why you have a lot
of buyers complaining.

630
00:35:22,490 –> 00:35:25,850
I went to the older reviews
and they’re all about shoes,

631
00:35:26,720 –> 00:35:31,640
and your product is a salad spinner. Why
are the product types different? Well,

632
00:35:31,640 –> 00:35:35,780
because two listings that did not belong
together at all were merged together,

633
00:35:37,080 –> 00:35:39,390
so people are still, I mean,

634
00:35:39,390 –> 00:35:43,170
I think these are just hacks and
gimmicks and they belong to a mastermind.

635
00:35:43,170 –> 00:35:45,960
They go to an event. I understand
where these ideas come from,

636
00:35:46,980 –> 00:35:50,430
marketers and services and agencies
and lots of people out there are always

637
00:35:50,430 –> 00:35:54,210
trying to come up with the next fad.

638
00:35:54,210 –> 00:35:54,450
Yeah,

639
00:35:54,450 –> 00:35:59,190
it’s the fun thing to talk about that
gets people coming back to a mastermind.

640
00:35:59,190 –> 00:36:04,170
It makes your service appear more
valuable if you’re an agency, but yeah,

641
00:36:04,170 –> 00:36:08,400
these hacks, tricks manipulations.

642
00:36:08,580 –> 00:36:12,570
It just isn’t going to work. And one
of the other things you mentioned,

643
00:36:12,600 –> 00:36:13,230
you alluded to it earlier,

644
00:36:13,230 –> 00:36:18,120
but you talked to me about offline
is no real gray areas anymore,

645
00:36:18,120 –> 00:36:21,840
right? It’s very black and
white with Amazon right now.

646
00:36:21,960 –> 00:36:23,190
Do you want to unpack that a little bit?

647
00:36:23,970 –> 00:36:26,850
Well, certainly with the review
manipulation, there are no gray areas,

648
00:36:26,850 –> 00:36:28,080
and if you look at the policy,

649
00:36:28,080 –> 00:36:30,540
which hopefully you can
put in the show notes here,

650
00:36:31,380 –> 00:36:32,940
totally pretty black and white.

651
00:36:33,480 –> 00:36:36,930
There isn’t a lot of people try
to talk themselves into that.

652
00:36:36,930 –> 00:36:38,040
There is a gray area,

653
00:36:38,550 –> 00:36:43,170
but my main word of advice there is
don’t talk yourself into how you think

654
00:36:43,170 –> 00:36:44,940
Amazon’s policy should be interpreted.

655
00:36:44,940 –> 00:36:48,840
Focus all your energy on how does
Amazon interpret this policy?

656
00:36:48,840 –> 00:36:51,660
Yes, yes. How are they interpreting
it? How are they enforcing it?

657
00:36:51,930 –> 00:36:55,140
That’s all that matters. Understand
that and plan accordingly.

658
00:36:55,140 –> 00:36:56,940
And if you aren’t sure,

659
00:36:56,940 –> 00:36:59,670
you can talk to me because we
do this stuff all the time.

660
00:36:59,910 –> 00:37:02,160
You can talk to some people
at Amazon. Now, granted,

661
00:37:02,160 –> 00:37:06,210
some people at Amazon don’t know.
Well, obviously don’t ask support.

662
00:37:06,210 –> 00:37:07,350
Don’t ask account help.

663
00:37:07,830 –> 00:37:11,490
Don’t ask any lower tier staff if you
have an account manager who can run some

664
00:37:11,490 –> 00:37:16,290
stuff down for you. If you go to events
like Amazon Accelerate in Seattle,

665
00:37:16,620 –> 00:37:21,600
you can probably bump into or meet up
with some people who work for Amazon

666
00:37:21,600 –> 00:37:24,990
who can explain some of these
things to you at seller cafe,

667
00:37:25,440 –> 00:37:27,210
but don’t make assumptions.

668
00:37:27,210 –> 00:37:31,890
I still see a lot of people assuming
that their interpretation is gold or

669
00:37:31,890 –> 00:37:34,890
they’re just looking for
more wiggle room. Well,

670
00:37:34,890 –> 00:37:38,310
isn’t it kind of different
if you offer them a warranty?

671
00:37:38,310 –> 00:37:39,990
That’s a big one with
the inserts, right? Well,

672
00:37:39,990 –> 00:37:43,800
what if the insert just talks about
warranties? I don’t know down the road.

673
00:37:43,800 –> 00:37:47,370
Do you ask them to leave a review because
that’s not about the warranty anymore.

674
00:37:48,150 –> 00:37:52,020
That’s why say there aren’t any real
gray areas and when you’re suspended for

675
00:37:52,020 –> 00:37:55,440
this stuff, which is kind of
a little bit late to learn it,

676
00:37:55,650 –> 00:37:58,380
but if you’re suspended and you start
talking to those teams yourself,

677
00:37:58,890 –> 00:38:03,630
you start realizing very quickly, oh,
okay, we can’t do that stuff anymore. Oh,

678
00:38:03,630 –> 00:38:08,520
okay, whatever I heard at this event or
in the mastermind or post it on YouTube,

679
00:38:08,970 –> 00:38:12,330
I used to be in the dark
myself to an extent.

680
00:38:12,480 –> 00:38:14,340
Where are these ideas coming from?

681
00:38:14,340 –> 00:38:17,550
I don’t understand why so many
people are making these mistakes.

682
00:38:17,790 –> 00:38:20,370
That’s the two or three
years ago version of me.

683
00:38:21,780 –> 00:38:25,800
Now that I’ve been to some of these
events where I’ve seen people on stage

684
00:38:25,800 –> 00:38:30,300
talking about this stuff
or I see it on YouTube or

685
00:38:30,300 –> 00:38:31,980
Instagram or wherever.

686
00:38:33,120 –> 00:38:37,960
Now I know that it’s just sellers
who are looking to boost sales or

687
00:38:37,960 –> 00:38:42,370
sales rank or boost their visibility are

688
00:38:42,580 –> 00:38:46,330
consuming this stuff and not questioning
it. I mean, now I kind of understand.

689
00:38:47,110 –> 00:38:50,380
Totally. Totally makes sense. Awesome.

690
00:38:50,440 –> 00:38:54,100
Any final rapid fire
tips before we talk about

691
00:38:55,240 –> 00:38:56,740
how people can work with you?

692
00:38:57,040 –> 00:39:00,640
Because obviously you’re the one we
recommend if they’re wanting to prevent

693
00:39:00,640 –> 00:39:03,730
issues, but certainly if there are
issues and how to get reinstated,

694
00:39:05,200 –> 00:39:07,180
you are the guy and your team is the team,

695
00:39:07,810 –> 00:39:10,540
but any other rapid fire tips before we
talk about how people can work with you?

696
00:39:10,630 –> 00:39:13,960
I have so many with appeals.

697
00:39:14,350 –> 00:39:18,880
I think word is finally getting around
that you can’t just use generic templates

698
00:39:18,880 –> 00:39:23,380
to appeal that you can’t use chat GPT to

699
00:39:23,380 –> 00:39:24,213
appeal.

700
00:39:25,630 –> 00:39:30,400
I think Amazon’s catching AI use in
appeals and they just throw them away.

701
00:39:31,480 –> 00:39:34,690
You can’t appeal over and over and over
and expect them to read an infinite

702
00:39:34,690 –> 00:39:39,430
number of appeals and you have
to show them that you take it

703
00:39:39,430 –> 00:39:43,930
seriously because they think you don’t
care about your suspension or your brand

704
00:39:43,930 –> 00:39:48,790
or your business if you send
in appeals that your VA did

705
00:39:48,790 –> 00:39:51,130
for you or whatever.

706
00:39:51,130 –> 00:39:55,480
I’m not saying every business owner or
CEO is the best communicator or writer,

707
00:39:56,590 –> 00:40:00,220
but it’s not just about communication.
It’s about having a strategy.

708
00:40:01,120 –> 00:40:04,480
You want this to feel human and to
have the right strategy, but yeah,

709
00:40:04,480 –> 00:40:09,400
you want them to believe that your earnest
and you are going to make a change.

710
00:40:09,400 –> 00:40:11,530
You’re not going to be a repeat
offender, that type of thing.

711
00:40:11,560 –> 00:40:14,770
Yeah. I quiz people all the time when
they say, well, if this doesn’t work,

712
00:40:14,770 –> 00:40:17,620
we’re going to try escalating it,
and then if the escalation fails,

713
00:40:17,620 –> 00:40:21,610
then we’ll call you back and I say, okay,
so when you use the word escalation,

714
00:40:21,610 –> 00:40:24,970
that means something very specific
in the Amazon appeal space.

715
00:40:24,970 –> 00:40:27,880
What do you mean by escalation?
Nine times out of 10,

716
00:40:28,480 –> 00:40:33,400
it’s their kind of muddled hazy idea
of basically using the word escalation

717
00:40:33,820 –> 00:40:37,990
on a phone call with account health or
putting the word escalation in a Dear

718
00:40:37,990 –> 00:40:42,220
Jeff email, really outdated, not useful,

719
00:40:43,330 –> 00:40:46,540
and that worries and scares me
because you only get so many cracks at

720
00:40:46,540 –> 00:40:50,860
escalations and similar to
what we said a few minutes ago,

721
00:40:51,400 –> 00:40:55,510
if somebody opens an email from you that
you send straight to them or their team

722
00:40:55,990 –> 00:40:59,290
and it says, escalating blank
reinstatement of our account,

723
00:40:59,560 –> 00:41:02,440
and they go in your account annotations
and they see that you’ve done prior

724
00:41:02,440 –> 00:41:06,940
escalations, probably not that
well, then they’ll say, well,

725
00:41:06,940 –> 00:41:08,620
this has already been escalated.

726
00:41:08,620 –> 00:41:11,430
So I don been escalated and got
rejected, so why would I do any.

727
00:41:11,430 –> 00:41:15,010
Different? I got rejected, so either A,
why do I need to read this at all? Or B,

728
00:41:15,370 –> 00:41:19,000
they’re biased against reinstating you
because they can see how many people

729
00:41:19,000 –> 00:41:20,770
rejected you previously. So.

730
00:41:21,490 –> 00:41:21,730
No.

731
00:41:21,730 –> 00:41:24,550
Has see appeals, no, shoot
first ask questions later.

732
00:41:24,880 –> 00:41:29,440
I don’t blame people for thinking two
or three moves ahead and thinking about

733
00:41:30,340 –> 00:41:34,970
let’s start filling in some
notes or a potential escalation

734
00:41:35,330 –> 00:41:38,120
if today’s appeal fails.
I don’t begrudge you that,

735
00:41:38,780 –> 00:41:40,550
but that’s at least a strategy.

736
00:41:41,390 –> 00:41:41,570
Be.

737
00:41:41,570 –> 00:41:44,990
Willing to change your customize or
modify that escalation. Don’t just say,

738
00:41:44,990 –> 00:41:48,320
we wrote this three days ago
and now we have new information,

739
00:41:48,320 –> 00:41:50,420
but we’re going to send the
same thing in as an escalation.

740
00:41:50,420 –> 00:41:52,740
That’s not how this works. Totally.

741
00:41:52,740 –> 00:41:55,880
Makes sense. Totally makes
sense. Awesome. So Chris,

742
00:41:55,880 –> 00:42:00,530
when should someone reach out to you and
what services do you provide and then

743
00:42:00,710 –> 00:42:01,970
how can someone reach out to you?

744
00:42:02,000 –> 00:42:05,540
Yeah, I mean our, first of
all, how do people reach us?

745
00:42:05,540 –> 00:42:07,220
Support at eCommerce?

746
00:42:07,220 –> 00:42:12,140
chris.com is a good place to email
us summary info include messaging

747
00:42:12,140 –> 00:42:14,060
from Amazon. You don’t have
to send us the phone book,

748
00:42:14,390 –> 00:42:15,980
just the suspension notification.

749
00:42:15,980 –> 00:42:19,850
Maybe your most recent appeal and
background or summary info is usually what

750
00:42:19,850 –> 00:42:23,480
people do. Reach out to
us early in the process,

751
00:42:23,480 –> 00:42:27,860
do not appeal five or 10 times and then
show us a bunch of failed appeals and

752
00:42:27,860 –> 00:42:32,150
then show us a bunch of generic canned
messages from Amazon rejecting you.

753
00:42:33,380 –> 00:42:36,440
I assume those people are doing it
because they don’t want to pay the cost

754
00:42:36,440 –> 00:42:37,730
associated with hiring us,

755
00:42:38,180 –> 00:42:41,930
but think in advance about the
time lost and the money lost.

756
00:42:41,930 –> 00:42:45,740
If you appeal that many times,
that means you’ve, I mean,

757
00:42:45,740 –> 00:42:48,140
I assume you’re not sending
in five appeals in five hours.

758
00:42:49,520 –> 00:42:51,320
It’s probably five appeals in five days.
Well,

759
00:42:51,320 –> 00:42:54,920
how much do you lose in five days?
How much do you lose in five weeks?

760
00:42:55,430 –> 00:43:00,050
People are still coming to us in
week six after they’ve lost six

761
00:43:00,050 –> 00:43:00,883
figures,

762
00:43:01,340 –> 00:43:05,900
and all I can say is I don’t understand
that thinking come to us a lot

763
00:43:05,900 –> 00:43:09,770
sooner. Even if you don’t hire us
right off the first phone call,

764
00:43:10,220 –> 00:43:13,760
we can evaluate and we can
at least level with you.

765
00:43:13,790 –> 00:43:16,700
We’re known for being direct
and blunt on this stuff.

766
00:43:17,300 –> 00:43:21,650
We can at least level with you,
waste time with sales pitches.

767
00:43:21,650 –> 00:43:23,180
We level with you on what you think,

768
00:43:23,810 –> 00:43:28,400
think your current status is before we
even talk about what we would do to fix

769
00:43:28,400 –> 00:43:32,420
it. So reach out to us early and yeah,

770
00:43:32,420 –> 00:43:36,320
it helps to make a higher or not higher
decision early in the process too,

771
00:43:36,770 –> 00:43:38,810
but it depends on the
particulars of course.

772
00:43:39,710 –> 00:43:43,400
Got it. Got it. Awesome.
So e-commerce chris.com,

773
00:43:43,460 –> 00:43:47,990
email support@ecommercechris.com. Also
sounds like you’re on LinkedIn. LinkedIn,

774
00:43:47,990 –> 00:43:51,080
so people should follow you on
LinkedIn also X as well, I assume.

775
00:43:51,260 –> 00:43:52,430
Yeah, LinkedIn.

776
00:43:52,880 –> 00:43:57,860
I’m on there every day and
all the usual social channels

777
00:43:59,300 –> 00:44:01,130
at amz. And Chris,

778
00:44:01,790 –> 00:44:06,050
C-H-R-I-S is social, so Instagram awesome.

779
00:44:06,050 –> 00:44:07,130
Yeah, check it out.

780
00:44:07,130 –> 00:44:10,070
We’ll link to that in the show notes
and then Twitter also will link to that.

781
00:44:10,130 –> 00:44:12,980
Yeah, I sent Twitter earlier
policies. I meant X, sorry.

782
00:44:13,370 –> 00:44:18,110
Yeah, it’s all the same. Sort of think
that people will call it Twitter forever.

783
00:44:18,110 –> 00:44:22,670
Twitter slash x. I dunno. I finally got
in the habit of sort of saying X first,

784
00:44:22,670 –> 00:44:24,200
but I didn’t like it in the
beginning, that’s for sure.

785
00:44:24,260 –> 00:44:24,530
Yeah.

786
00:44:24,530 –> 00:44:28,250
It’s tough, so it’s tough,
man. It’s tough. Well, Chris,

787
00:44:28,400 –> 00:44:29,570
thanks again for coming on.

788
00:44:29,570 –> 00:44:32,940
Thanks for helping people keep their
products live and their accounts in good

789
00:44:32,940 –> 00:44:37,170
standing with Amazon so we
can keep making money there,

790
00:44:37,170 –> 00:44:38,550
keep our products on the shelf.

791
00:44:38,550 –> 00:44:43,110
That is the first step in the name of
the game of trying to dominate on Amazon,

792
00:44:43,110 –> 00:44:47,100
and so I’ll link to everything. Also,
if you share that links to the policy,

793
00:44:47,100 –> 00:44:48,180
I’ll put that in the show notes as well,

794
00:44:48,360 –> 00:44:52,500
the review manipulation policy.

795
00:44:52,500 –> 00:44:56,370
And so with that, Chris, thanks,
man, A ton of fun as always,

796
00:44:56,370 –> 00:44:58,890
and look forward to seeing
you at the next Amazon event.

797
00:44:58,890 –> 00:44:59,790
We run into each other at.

798
00:44:59,850 –> 00:45:00,683
Exactly.

799
00:45:00,750 –> 00:45:01,230
Yep.

800
00:45:01,230 –> 00:45:01,560
Thank you.

801
00:45:01,560 –> 00:45:04,920
Again. Awesome, and as always,
thank you for tuning in.

802
00:45:04,920 –> 00:45:08,370
We’d love to hear more from you
if you found this show helpful.

803
00:45:08,370 –> 00:45:13,050
If you know someone who is in
Amazon purgatory or Amazon,

804
00:45:13,050 –> 00:45:16,590
hell send ’em this episode. Let
’em know about e-commerce, Chris.

805
00:45:17,190 –> 00:45:20,370
If anyone can help, they can.
And with that, until next time,

806
00:45:20,550 –> 00:45:21,510
thank you for listening.

807
00:45:22,170 –> 00:45:25,710
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