How to Create an Amazon Suspension Appeal That Actually Works

By Nate McCallister

Anyone who sells on Amazon runs the risk of having their accounts suspended for violating the seller guidelines and terms of service of the Amazon platform. Everyone should know what to expect if and when Amazon suspends their account. This article will explain what happens when your account is suspended, answer some common questions about Amazon account suspensions and provide some actionable tips that can help you get back up and running as quickly as possible.

Anyone who has sold on Amazon knows the sheer terror that the words "account suspension" evoke. 

You've heard the horror stories about people getting their accounts suspended for minor offenses and it taking weeks, sometimes months, for them to get their accounts back. 

Well, in this article, I am going to answer some of the most common questions people have about Amazon account suspensions.

If you've gotten your account suspended I recommend that you read through this article completely. It's going to give you a better understanding of what to expect. 

It also might give you a little bit more peace of mind along with some insights into how to best prepare your plans of action and supporting documents.

Why Listen to Me?

Everyone has an opinion on why suspensions happen.

People who were suspended think, “It’s just a matter of time until everyone is suspended!” People who haven’t either think these people are full of it or live in constant fear that they are next to get the axe from Amazon.

Well, these aren’t the people you should be taking advice from. Their experience and opinion is based on one thing...their experience.

These sorts of people comment in threads like this one (don't use the seller central forum for advice on suspensions). 

My experience is much deeper...

Nate McCallister

In 2015, I had my selling account suspended for having too many user permissions open at one time. After the process of appeals, I realized a few things:

  1. The process was a nightmare.
  2. Other people could benefit from knowing what I learned.

Word traveled that I had been through this process and I began writing appeals. In late 2015, I joined Cynthia Stine at (at that time it was

Since then, I have handled over 100 Amazon seller account suspensions and many more ASIN suspensions.


Things at Amazon seller performance are volatile and always in flux. What I am sharing in this post may not be an accurate reflection of how Amazon is handling suspensions at the time you are reading it. I will do my best to update this article as new information presents itself. 

All of these questions are from real sellers and my answers are based on my 2+ years of experience. Please feel free to share your own opinions in the comments below or in the thread that inspired this post on my FBA Today Facebook group.

Why Do People Get Their Amazon Accounts Suspended

An account suspension can happen for a number of reasons. It can be for any one or a combination of the following.

  • Late shipments
  • Used sold as new
  • Not as described
  • Inauthentic
  • Intellectual Property Complaints
  • Linked accounts (multiple accounts)
  • Product review manipulation
  • Business identity fraud.
  • Whatever Amazon decides.

Yes, Amazon has the final say in what can lead to a suspension and if they will allow you to sell again.

What Are the Chances That a Seller Will Have His or Her Seller Account Suspended?

I believe approximately 1.5-2% of sellers per year will have their accounts suspended.

This is my estimate and not backed by any quantifiable research beyond my own observations. If you held a gun to my head and I had to get close, this would be my guess. 

Yes, I know it seems like everyone has their account suspended, but the fact is, that isn’t what is happening.

Can I Sue Amazon?

You are welcome to try but they have enough attorneys to keep your case in court until you die.

I have heard of sellers having success taking Amazon to arbitration. I am not an attorney and have never even played one on TV.

Your best bet is to get your account reinstated by going through the standard process of appeals. Suing them is going to be a monumental task, although I am excited to see when it finally happens.

How Many Appeals Does It Take to Get Reinstated?

The answer varies, but there are a few constants…

First, Amazon will almost never reinstate you on your first appeal.

No matter how complete your first appeal is, Amazon will almost never reinstate you. Don't panic. You could write a seven page, perfect letter, and they will most likely not reinstate you on the first attempt.

Amazon Seller Performance

Next, Amazon will not reinstate your account until you answer all of their questions completely. If they want invoices and buyer information, you need to provide it. If you can’t, you need to explain why and essentially, beg for forgiveness.

Can I Get my Amazon Account Reinstated without Invoices?

This isn’t ideal, but it can happen.

If you have absolutely no invoices, you need to “fall on the sword” and explain to Amazon why you are such a crappy seller.

Seriously, you should be keeping invoices! If you get suspended and you don’t have them, don’t fake them, just explain clearly to Amazon your situation and hopefully they don’t close you forever for a one time mistake.

I wrote an article that will show you in detail how to get Amazon to accept your invoices

How Do I Upload My Invoices When Appealing? 

Amazon Appeal

Why Did Amazon Send Me a Random Email Saying “You Haven’t Sent Us a Plan of Action,” When I Definitely Did?

If you don't use the appeal decision button in seller central, in 17 days, you will get an email saying that your account is closed and that they will not return your information.

This is a default thing. It does not mean that your account's actually closed. This is why it's important to submit your first appeal through the appeal button, even though like I said in point three, they don't give you an option to actually attach invoices.

How Do I Submit My Second Appeal? There Isn’t a Button Anymore!

How to Appeal Amazon suspension

After your first appeal letter attempt, you have to email Amazon from the email associated with your seller account.

If you email them from a different email, it will screw up the case. You get the performance notifications to the email. You'll get them in the notifications center and to the email that is on file with Amazon. You can use that email and reply to it with your new plan of action.

What Is the Seller Performance Phone Number?

Amazon seller performance doesn't have a phone number that you can call to discuss your cases.

I can’t tell you how many times I have been asked, “Can you call seller-performance?” Or “what is the number for Amazon seller performance?

If you know someone who works there that will answer, for the love of all that is good and holy, email me!

You can call seller support all day, but that won't do you much good...but more on that in the next question.

Can Seller Support Help with My Suspension?

Seller support does not know anything about your account.

If you talk to someone in seller support and they think that they can help you and you think that they're going to help you, you are sorely mistaken. If anything, they will slow the process down and make things worse. I wish that it wasn't true, but you just cannot get help from seller support.

Why Is Seller Performance Sending Me Canned Responses?

Amazon is going to send you canned responses with little information.

Canned reply from Amazon

Canned reply from Amazon

Don't panic, this is totally normal.

Annoying as hell, but normal.

I Was Reinstated, but they Say My Account Is “Still Under Review.” Is This Normal? Should I Be Worried?

When Amazon Says, “You can continue selling while we complete your review,” It Almost Always Means You Are Good to Go.

Most sellers don’t gasp in relief until about 15 days after their appeal was “accepted.” 9/10, when your account is reinstated and they are “still reviewing it,” you are fine.

Here is an example of what one of these "pending review" reinstatements looks like.

Amazon Suspension Email

How Long Does an Amazon Suspension Last?

Suspension cases can take as long as several months to complete

The questions I am often asked:

  • “How long does an Amazon suspension last?”
  • “How long does it take Amazon seller performance to respond to my appeal?"
  • “How many times can I reply before Amazon suspends me permanently?”

Sometimes the key to reinstatements is perseverance.

Can I Open a Second Account if I Can’t Reinstate My Suspended One?

Yes, but it is a nightmare.

Amazon makes it extremely difficult to open a second account (or as many call it, a “ghost account.”)

Amazon links things like…

  • IP Address
  • Mailing address
  • Billing address
  • Credit Card/Bank Account Info
  • Mac Address (computer)

So, this is to be avoided at all costs. I have met sellers with as many as 7 storefronts!

Amazon new account set up is possible, but not ideal, risky and difficult.

How Many Times Can I Have My Amazon Seller’s Account Suspended and Still Get Back?

You Can Be Suspended More Than Once and Still Get Back.

The difficult part is when you are making the same mistakes.

For example, if you were suspended for late shipment rates (merchant sellers only) and fixed that problem, but 4 months later were suspended for “used item sold as new,” you could likely still get the account back almost as easily.

What Categories Are Most Likely to Receive Inauthentic Complaints

This is something that can change of course, but this has been my experience (as of April, 2017).

  1. Shoes.
  2. Handbags.
  3. Clothing.
  4. Beauty (make-up in particular).

In addition to these, any item that has a great deal of “intrinsic value” (value that is perceived rather than part of the cost of the good) is at risk for counterfeit claims.

For example, a Burberry scarf would be easy to counterfeit because the materials cost far less than the price that people are willing to pay just because of the Burberry name.

If I Was Suspended a Long Time Ago, Can I Still Reinstate My Account?

If you are at the point where Amazon has already shipped your inventory back to you, you are not looking good. 

That being said, yes, there is a chance that you could possibly reinstate a "cold" suspension. Some sellers report having reinstated accounts that had been closed for over a year.

Does Amazon Accept Retail and Online Arbitrage Receipts?

If your account was suspended and Amazon wants you to reveal your sources and proofs of purchase (this is a requirement in authenticity suspensions and can be requested in other cases as well) you CAN slide by with retail receipts or online invoices. 

This isn't ideal, but I have seen these documents work time and time again.

About the author

Nate is the founder and main contributor of and author of Evergreen Affiliate Marketing. He is a lifestyle entrepreneur who spends his time building businesses and raising his four kids Sawyer, Brooks, Van and Lua with his beautiful wife Emily. His main interests include copywriting, economics and piano.

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  1. Hi Nate,
    I see that you help with ASIN suspensions so I have a question. I had a product called a derma roller
    that sold over 100 in the first 30 days. Then Amazon claimed it was deemed a medical device. There are a TON of sellers for similar items but they wouldn’t allow me to put my listing on. I contacted the FDA but they just give you generic info. Any ideas or should I just try to sell the 200 I had just purchased for inventory some other way? I’m sitting on $1000 in inventory. So frustrating after the listing was fine for a month.

    Thanks for any advice.

  2. I was suspended this past Saturday night without any explanation. My queries to [email protected] got unanswered. Is this common?

    My performance metrics are very good, so it must have to do with a compromise (hacking) of my seller account in early March. Some bad metrics came from the fake listings, but it had seemed like we were on the same page about that. Very frustrating that Seller Performance will not even tell me what is the issue.

  3. Before starting up your own business online it is important that you know what to sell by determining your audience. It is a must to that you have to follow proper procedures in setting up your account. This will help you minimize in having problems and successfully sell your products online.

  4. I tried getting my account reinstated using those appeal services with no success after a buyer took advantage and tried to scam me. Amazon sided with them and my account got dinged and closed. Sucks when support doesn’t respond to you or simply ignores you.

    I was wondering if anyone has been successful on creating a new account? I found this guide: which seems more for eBay, but I don’t know if it could also be used to create a new Amazon account?

  5. Is your seller account suspended? you don’t know how to appeal on amazon for reinstate it? Then contact us – 4167233529. We have successfully reinstated several hundreds account of our client. We can also help you!

  6. Hey Nate,
    Thanks for guide because my application has been suspended several times and now i am looking for a how, why and other guides.
 While finding informations related to that i got your guide and this one is very helpful for me.

    Thanks for sharing such useful information to the world.
    Pradeep Dixit

  7. My amazon acc is suspended and they are asking for invoices.

    Since i was dropshipping what is the way out from this ? i need to re instate my account.

  8. Hi Nate,
    Thanks for Writing good stuff. I’m facing many of these issues as well.

    I have a very bad suspension service myself that I spam other people’s content with. You can’t see it because Nate deleted it.

  9. Hi Nate,

    I appreciate your article – I can so relate to the issues raised! It saddens me deeply that a company that I once held in high regard has such horrible customer service for their ‘internal customers’ – the sellers who work so hard. My sob story is, as most are, long and full of frustration. At this point, I have no interest in being an Amazon Seller any longer, I just want them to release my money that is being held in reserve.

    Every time I get in touch with someone (which is pretty much never if you don’t count canned or automatically generated responses, whether in writing or on the phone) I “learn” something different. Round and round and round.. Today is August 8. My last payment from Amazon was June 11. I was told this morning that it would be October 30 or later before my funds would be released. Seems…unreasonable…unethical…unbelievable.

    I have written to a bunch of different email address including seller performance, payments, support, and about 10 others but have never had any semblance of personal response. If you or any of others on this thread have any advice on how to get to a decision maker or at the very least, someone who could actually tell me what is going on – I would very much appreciate it. Thanks!

  10. Hey Chris, thanks for reading and I’m really sorry to hear you’re in the group of internal customers harmed by Amazon’s sweeping policies 🙁

    One email address you can try (it’s a shot in the dark) is [email protected]

    It has worked in the past.

    If you REALLY want it back, you should check with one of the attorneys who specialize in Amazon suspensions. They have done some things that I can’t do myself as an appeal writer.

    I’ve seen cases go on for literally close to a year though and the person somehow eventually got back. Don’t give up until you’re totally fed up!


    PS: You can buy another account if you really REALLY want back in the game. It’s not white hat but Amazon can suck it lol

  11. For Amazon seller, we provide Amazon Appeal services. We can help the Amazon seller to bring it back. We are available 24×7 to appeal and restore your Amazon account.

  12. I was wondering to read your blog that is really good information about Account Suspensions and more. We can also modify issues and protect your Amazon business instant.

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