近期，亚马逊对因翻新/Merge融合操作的警告和封店措施逐渐加重，很多卖家都收到了绩效警告的通知。我分享一个以“误判角度”成功申诉的案例，供大家借鉴参考。

本文分为三大模块

一.  申诉背景与问题概述

2024年11月7日，我们一个店铺因翻新问题收到亚马逊绩效警告，警告内容为：“我们之所以采取此措施，是因为发现您或代表您行事的某人请求将某个ASIN更改为与当前ASIN对应的商品不符的其他ASIN。” 收到警告后，我们当天即以误判角度提交POA（Plan of Action），并于11月11日成功申诉通过。以下是申诉过程的详细步骤及经验总结。

警告截图



后台账户状况页面截图-卖家行为准则（准确信息）


二. 申诉POA原文

Dear Amazon Seller Support Team,

I am writing to appeal the warning my store received regarding an ASIN modification issue. I sincerely apologize for any inconvenience caused to Amazon by this matter. I would like to explain the circumstances of the issue in detail to reiterate my respect and commitment to Amazon’s policies.

Root Cause of the Issue

While managing our product listings, one of our team members mistakenly deleted an important ASIN: 老产品 (SKU: 老SKU). To urgently recover the product, my colleague re-uploaded the product using the same SKU but with a new UPC, which generated a new ASIN 老产品 instead of restoring the original ASIN. Later, after reviewing Amazon's [ASIN creation policies](https://sellercentral.amazon.c ... 844590), I confirmed that our recovery method did not comply with Amazon's policy; we should have restored the original ASIN without creating a new one.

This mistake was unintentional and not an attempt to misuse Amazon's services. It was solely due to a lack of understanding of the correct ASIN recovery procedures. We take full responsibility for this oversight.

Immediate Actions Taken

Upon receiving the warning, we immediately took the following corrective actions:

1. Deleted the Newly Generated ASIN: We deleted the mistakenly generated ASIN 老产品 and restored the product using the original ASIN 老产品 to ensure alignment of product information.

2. Internal Investigation and Review: We conducted a thorough internal review of this incident, examining each step in the process to fully understand the nature of the violation.

3. Policy Training: Our team members immediately studied Amazon's ASIN creation and management policies to ensure a clearer understanding of the relevant guidelines.

Preventive Measures for the Future

To prevent similar issues from occurring, we have implemented and will enforce the following preventive measures:

1. Enhanced Team Training: Regular policy training sessions will be conducted to ensure all team members understand and adhere to Amazon’s policies, especially regarding ASIN management and product listing.

2. Internal Review Mechanism: A multi-level internal review process will be implemented for any product changes to ensure accuracy and policy compliance.

3. Regular Policy Reviews: We will stay updated with Amazon’s policy changes and ensure the team has timely access to any new guidelines or updates.

I would like to once again extend my sincere apologies to Amazon and the relevant teams and commit to adhering strictly to Amazon’s policies in the future. Compliance is our utmost priority, and I respectfully request that Amazon consider reinstating my store.

Thank you for your understanding and support.

Sincerely,

XXX

申诉通过截图


三. 对亚马逊政策的理解

1.  在亚马逊的政策中，翻新/Mege融合属于违规行为，违反ASIN创建政策。在申诉过程中，明确引用亚马逊的相关政策条款是非常重要的，通过展现对政策的理解，能够加强申诉的说服力。

2.  在POA的内容中，我首先详细解释了具体的操作流程，从“合规”的角度对事件进行了说明。避免直接提及因“映射”操作引起的问题或创建新ASIN是为映射而做的行为（详见POA内容）。这样的措辞更符合亚马逊关于ASIN创建的政策，增强了申诉的合规性。

3.  10月底，亚马逊更新了 “重复违规” 政策（AHR-Repeat Violation），该政策加重了对重复违规行为的惩罚力度，甚至在部分政策中将违规次数的上限降至两次。因此，在出现政策警告时，我们需及时申诉，否则可能面临更严重的惩罚（封店）。结合过往的变体政策申诉案例来看，申诉优先级应为：误判申诉成功 > 承认问题消除绩效 > 放任账号绩效不管。以误判角度申诉成功是最为稳妥的策略。

4.  针对大多数的账户状况类似的问题，可以考虑加入“账户状况保障计划”，关键时候可能真能保命。

在亚马逊平台销售，道路千万条，合规运营第一条。打造产品固然不易，但确保店铺安全、稳定地运营同样值得我们每一个人的高度关注。特别是在亚马逊风控不断升级的当下，建议大家始终保持对政策变化的敏锐度，及时优化运营策略，以确保长久发展。