Amazon guide
How to write an Amazon appeal (plan of action) that follows Amazon's own guidelines
By the GetBackMyShop editorial team · Sources checked
Short answer
Amazon's US help page on appeal questionnaires asks for four things: be clear, concise and factual; explain every issue by finding the root causes; describe the specific actions you have taken, with dates and documents; and include supporting evidence for every product (ASIN) under review, highlighting the parts that matter. Many sellers call this a plan of action. There is no wording that guarantees reinstatement, and a copied template usually fails the “specific” test.
What this guide covers
This guide is about writing the appeal itself, after you have read your notice. If you haven't yet worked out what Amazon is asking about, start with the guide on the first steps after a deactivation. The guidance quoted here is from Amazon's US Seller Central help pages, checked on 11 November 2026; other marketplaces have their own pages, and the instructions in your Account Health page come first.
Where the appeal goes
- In Seller Central, open Account Health. An appeal can be found by selecting the violation on the Account Health dashboard.
- For a deactivated account, select “Reactivate your account” at the top of Account Health and follow the instructions. You may be asked to complete a questionnaire, acknowledge a violation, complete a quiz or provide supporting documents.
- Select Submit, then watch your email. Amazon's US page says to expect a reply within two days.
- If Amazon asks for more information, use “View Appeal” in Account Health to add it to your next submission.
If you believe the deactivation was an error, Amazon's page says to follow the instructions on the Account Health page for providing an explanation instead.
Source: sellercentral.amazon.comAmazon's four writing guidelines
| Guideline | What Amazon says | What it means in practice |
|---|---|---|
| Be clear and concise | Be factual and direct. Focus on the facts and events that led to the issue rather than introducing your product, business or customer. Remove other questions or references to ongoing support cases. Avoid emotive language. | No company history, no sales figures, no frustration. Start with what went wrong. |
| Explain all issues | Some deactivations result from a combination of issues; look for the root causes, for example unverifiable suppliers, inventory management or quality control. | Name the cause behind each violation listed, not only the symptom. |
| Show specific actions | Provide specific actions you have taken to address the root causes, including specific actions, dates of changes or documentation. | “On 4 November we stopped buying from supplier X” beats “we improved our processes”. |
| Evidence for every item | Submit supporting evidence for all products or ASINs under review (listed at the bottom of the original notification). Check the timeframe requested; some products require invoices from the last 365 days. Highlight the important parts, such as ASINs, supplier name or supplier clauses. | One document set per ASIN, in the requested date range, with the relevant lines marked. |
These are Amazon's own guidelines. Your notice may list extra requirements for your case; those always come first.
Source: sellercentral.amazon.comAn outline that follows those guidelines
This is an illustrative structure, not a template to copy. Every line has to be true for your account and supported by your own documents.
- The violation: name it exactly as Account Health shows it, with the affected ASINs.
- Root cause: what actually caused it (for example, a supplier whose invoices couldn't be verified, or listings created without checking a restricted category). One clear cause per issue.
- Actions already taken: each change with its date, and the document that proves it (new supplier agreement, corrected listing, removed inventory).
- How you will keep it from happening again: the check or process you now run, who runs it and how often. Amazon's page doesn't use this heading, but showing the fix is lasting makes the root cause and actions easier to believe.
- Evidence list: every attachment named by ASIN, with the highlighted lines described in one sentence each.
Getting the evidence right
- Cover every ASIN listed at the bottom of the notification, not only the ones you think matter.
- Match the timeframe Amazon asks for. Some products require invoices from the last 365 days.
- Make sure names, addresses and quantities on invoices are consistent with your account and listings.
- Mark the important parts (ASIN, supplier name, quantities, supplier terms) so a reviewer finds them quickly.
- Never edit, recreate or “improve” a document. Altered documents make an appeal fail and can make things worse.
If the problem is your performance metrics
When a deactivation comes from order performance (for example defect, cancellation or late shipment rates), Amazon's questionnaire page also mentions that you may be able to reactivate offers by enrolling for a minimum period in Fulfilled by Merchant support tools. Check what your Account Health page offers before writing a long appeal.
Account Health Rating is a separate score from 0 to 1,000. See the guide that explains the bands and what “At Risk” means.
Source: sellercentral.amazon.comCommon mistakes
- Pasting a template that names root causes you don't actually have.
- Opening with your company story, sales volume or how unfair the decision feels.
- Listing many vague causes instead of the real one behind each violation.
- Describing actions without dates or proof (“we improved quality control”).
- Sending evidence for some ASINs but not all of them, or invoices outside the requested timeframe.
- Mentioning other support cases or asking unrelated questions inside the appeal.
- Submitting edited or recreated documents.
Official support and appeal routes
- Appeal from Account Health
Select the violation, or “Reactivate your account” for a deactivation, and follow the on-screen steps.
- Amazon's writing guidelines
The appeal questionnaire page with Amazon's four guidelines.
- Account Health Rating
How the rating and its bands work.
Need help with your own Amazon case?
We help Amazon sellers whose selling account has been deactivated, whose listings were removed or whose funds are held understand what their Account Health notice actually asks for. We then help you organise verifiable evidence and prepare an appeal that fits that specific violation, which you submit through Seller Central. Amazon decides on reinstatement.
Amazon seller account reinstatement supportOfficial sources
- Appeal an account deactivation or listing removal (US)Amazon Seller Central Help
- Complete an appeal questionnaire to reinstate selling privileges (US)Amazon Seller Central Help
- Account health rating (US)Amazon Seller Central Help
Sources checked on: . Platforms update their help pages; check the current version before you act.