难度升级！商品状况买家投诉-商品缺陷，如何申诉？
4
想系统掌握亚马逊广告的投放逻辑与底层闭环？
最近，不少朋友遇到【商品状况买家投诉-商品缺陷】政策警告，现在申诉难度已经升级了，必须提交详细资料进行申诉才可以消除绩效警告。
更重要的是，申诉的审核标准也更为严格：如果POA（行动计划）内容不清晰，逻辑不严密，或是提交的资料不够充分，很容易被直接驳回。
霏霏最近也遇到这类绩效，当天就一次性申诉成功了！霏霏也第一时间整理了这套申诉思路与资料清单，在此分享给大家，希望能大家在处理商品投诉绩效时提供一些参考和帮助。
1
重要提示
重要提示
首先，查看【绩效通知】，确认违规ASIN，原因和类型，以及申诉要求和方向。
然后，从【账户状况】进去查看具体的原因：
现在点击【提交按钮】之后，会有两个选项，一个是承认违规，一个是不承认违规。
可能有朋友会疑惑——申诉时到底是承认违规，还是坚持不承认违规（认为是亚马逊误判）？
这里结合我的实战经历，给大家分享一下。
我第一次遇到【商品状况买家投诉 - 商品缺陷】时，选择了“不承认违规”的申诉方向，坚持认为是亚马逊误判，结果整整申诉了4次才通过。
后面再遇到同类问题时，我直接选择承认违规，并附上改进措施和证据，基本1-2次就能顺利申诉成功。
2
如果选择承认违规，可以按这个思路去申诉：
第一步：找出根本原因
仔细阅读亚马逊绩效通知邮件，针对邮件中涉及的 ASIN 进行全面自查，重点了解买家投诉的具体内容。
同时在【账户状况】- 【商品状况买家投诉 】-【原因】-【商品状况投诉 - 有缺陷】 ，点击▶展开【买家投诉一览】，查看具体的投诉原因。
我们可以直接根据这个投诉原因去有针对性地分析问题根源，准备对应的申诉材料和改进方案，从而提高申诉的针对性和成功率。
如果没有【买家投诉一览】，不清楚买家投诉商品缺陷的具体原因，那就需要通过买家之声，反馈和退货报告，分析客户投诉的原因，找出导致投诉的核心问题。
查看路径：
反馈管理器：亚马逊后台> 左上角菜单 > 绩效 > 反馈管理器，查看最新反馈
买家之声：亚马逊后台 > 左上角菜单 > 绩效 > 买家之声-选择ASIN-查看详情，查看近期买家反馈
退货报告：亚马逊后台> 左上角菜单 >报告>配送>买家优惠>亚马逊物流买家退货>点击[下载]，下载最近60天退货报告。
第二步：准备完整申诉材料
依据绩效通知的要求，系统性准备申诉资料，包括但不限于：
*行动计划书（POA）
*采购发票
*采购合同
*产品说明书
*产品六面图
*产品包装图
*Lisitng更新前后截图
*VOC截图
*Feedback截图
*退货报告
*与买家积极沟通截图
以上资料可以按照实际情况提交，需要提交的是POA，说明书，产品图和包装图，Lisitng更新前后的截图等，提交的越详细通过率越高。
但是要注意的是所提交的资料要在POA反馈出来；所有资料不超过10MB，如果图片或者文档太大，可以提前进行压缩。
以下是我最近一次申诉成功提交的资料，大家可以作为参考：
行动计划书建议：
1. 问题产生的根本原因分析
结合VOC及客户反馈，从产品质量、发货质检、包装规范、详情页面描述准确度及说明书完整性等多角度进行原因总结。
2. 针对问题的具体整改措施
明确提出对应的改进方案，如加强质检流程、优化产品详情页、完善使用说明、主动联系客户协商解决等。
3. 防范未来同类问题的长效机制
包装升级、仓储与物流管理提升、团队培训及客服服务优化等预防措施，确保问题不再复发。
最后，务必在POA结尾表达诚恳的改进决心，恳请亚马逊尽快解除限制，恢复商品正常销售。
这个流程能帮大家理清申诉思路，准备更全面的材料，大大提升申诉通过率。一般来说，按照这个方法，1到2次申诉就能顺利消除绩效警告。
3
为了帮助大家更顺利地完成申诉，霏霏特意整理并附上了自己亲测成功的POA模板。希望这份模板能为你提供帮助，大家可以根据自己的实际情况修改。
简单版：
Dear Amazon Seller Performance Team,
Thank you for reaching out regarding the recent customer complaint related to ASIN XXXXX. We appreciate the opportunity to address this issue and sincerely apologize for any inconvenience caused. We take this matter seriously and are committed to providing the best possible experience for all Amazon customers.
1. Summary of the Complaint:
The customer reported that XXXXX（投诉原因）. After thorough investigation, we confirmed the item was shipped in perfect working condition and passed all internal quality control and packaging checks. Please refer to the attached images showing the intact product and packaging.
We understand that the issue stemmed from a misunderstanding of compatibility rather than a defect.
2. Root Cause:
The primary cause was insufficient emphasis on the importance of pre-purchase verification. Although compatibility notes were included in the listing, they may not have been sufficiently prominent to capture buyer attention.
Additionally, previous wording in the listing may have unintentionally suggested broader compatibility than actually supported. We acknowledge this oversight and are committed to improving listing clarity.
3. Corrective Actions Taken:
Title Updated
Removed wording that could imply universal compatibility to avoid misunderstandings.
Attachments: Title Before Update / Title After Update
Bullet Points Revised
Added clear cautionary notes about compatibility variability and encouraged submission of relevant verification information before purchase.
Attachments: Bullet Points Before Update / Bullet Points After Update
A+ Content Revised
Included explicit guidance for compatibility verification and disclaimers.
Attachments: A+ Before Update / A+ After Update
User Manual Updated
Uploaded an updated manual featuring FAQs, compatibility reminders, troubleshooting tips, and function limitation notices.
Attachments: User Manual Before Update / User Manual After Update
4. Preventive Measures:
Enhanced Customer Support
Retrained support team to provide clearer compatibility guidance with a 24-hour response commitment; proactively requesting necessary verification information pre-sale.
Listing Visibility Improvements
Added multiple clear compatibility notices across title, bullet points, and A+ content to reduce customer confusion.
Pre-Sale Inquiry Protocol
Implemented standardized response templates for consistent and prompt compatibility guidance.
Training and Monitoring
Ongoing staff training and quality monitoring focused on compatibility verification and communication.
We fully respect Amazon’s policies and customer trust. Since the product is not defective and the issue arose from a compatibility misunderstanding, we kindly request removal of this violation.
Thank you for your understanding and continued support. Please contact us for any further information or clarification.
Sincerely,
XXXXX
综合版：
Dear Amazon Performance Team,
I am writing to appeal the performance warning issued for ASIN: XXXXX, SKU: XXXXX, due to defective item complaints. We take customer feedback seriously and have conducted a thorough investigation to identify root causes, implement corrective actions, and establish long-term preventive measures to improve customer satisfaction and prevent future issues.
Customer Complaint & Investigation Findings:
The primary complaint reported is “XXX(投诉原因).” Through our Voice of Customer (VOC) analysis, we identified this feedback and proactively engaged affected buyers to understand their concerns and offer solutions. Please see the attached “Buyer Communication” document detailing our direct engagement.
Root Causes:
After reviewing customer feedback, return reports, and VOC data, we identified recent returns categorized as follows:
* XXX
* XXX
* XXX
Main issues raised include XXX,XXX,XXX—largely caused by unclear product descriptions and insufficient manual information, leading to customer confusion and complaints.
Actions Taken:
1. Listing & Compatibility Notices:
Updated product detail page and A+ content with clearer function limitations.
Added prompts encouraging verification prior to purchase.
(Attachments: Product description before/after update, compatibility notices before/after update)
2. Enhanced Troubleshooting & Support:
Revised user manual with troubleshooting guidance.
Technical team provides personalized support for connectivity and accuracy issues.
(Attachments: User manual and troubleshooting guides)
3. Proactive Customer Communication:
Reached out to affected buyers with solutions and guidance.
Updated automated responses to preempt compatibility concerns, reducing complaints.
(Attachments: Buyer communication records)
Preventive Measures:
Sourcing: Sourcing exclusively from reputable suppliers with attached purchase invoices.
Listing: Refined descriptions emphasizing compatibility limits and consultation necessity.
Labeling: Products undergo in-house labeling to ensure compliance and clarity.
Packaging: Ensuring delivery in original packaging with attached photos.
Shipping: Strict quality checks before shipment.
VOC Monitoring: Monthly VOC reviews and return reason tracking to refine listings and support materials.
We remain dedicated to continuous improvement in product quality and customer satisfaction. We respectfully request removal of the violation and appreciate your consideration. Please contact us for any further information.
Best regards,
XXXXX
文章最后，附上霏霏近期成功申诉的绩效通知截图，希望见者都能申诉成功，早日顺利解除绩效警告！
以上，今天文章就分享到这里了~
关注我，为你推送最新亚马逊运营技巧！
4
1.卖家精灵，亚马逊运营必备工具。汇集选品、关键词优化、产品监控、竞品分析、广告投放、跟卖监控等功能，帮助卖家高效调研与运营！
单人版，原价72折，【折扣码：YFF72】标准版，原价78折，【折扣码：YFF78】高级版，原价78折，【折扣码：YFF78】VIP版，原价78折，【折扣码：YFF78】
直达：https://www.sellersprite.com/cn/price
2.Sif，查询关键词来源和流量占比工具。购买sif套餐时,输入折扣码【feifei】即可享受优惠，购买途径：www.sif.com
广告合作伙伴持续招募中......
往期推荐
最近，不少朋友遇到【商品状况买家投诉-商品缺陷】政策警告，现在申诉难度已经升级了，必须提交详细资料进行申诉才可以消除绩效警告。
更重要的是，申诉的审核标准也更为严格：如果POA（行动计划）内容不清晰，逻辑不严密，或是提交的资料不够充分，很容易被直接驳回。
霏霏最近也遇到这类绩效，当天就一次性申诉成功了！霏霏也第一时间整理了这套申诉思路与资料清单，在此分享给大家，希望能大家在处理商品投诉绩效时提供一些参考和帮助。
1
重要提示
重要提示
首先，查看【绩效通知】，确认违规ASIN，原因和类型，以及申诉要求和方向。
然后，从【账户状况】进去查看具体的原因：
现在点击【提交按钮】之后，会有两个选项，一个是承认违规，一个是不承认违规。
可能有朋友会疑惑——申诉时到底是承认违规，还是坚持不承认违规（认为是亚马逊误判）？
这里结合我的实战经历，给大家分享一下。
我第一次遇到【商品状况买家投诉 - 商品缺陷】时，选择了“不承认违规”的申诉方向，坚持认为是亚马逊误判，结果整整申诉了4次才通过。
后面再遇到同类问题时，我直接选择承认违规，并附上改进措施和证据，基本1-2次就能顺利申诉成功。
2
如果选择承认违规，可以按这个思路去申诉：
第一步：找出根本原因
仔细阅读亚马逊绩效通知邮件，针对邮件中涉及的 ASIN 进行全面自查，重点了解买家投诉的具体内容。
同时在【账户状况】- 【商品状况买家投诉 】-【原因】-【商品状况投诉 - 有缺陷】 ，点击▶展开【买家投诉一览】，查看具体的投诉原因。
我们可以直接根据这个投诉原因去有针对性地分析问题根源，准备对应的申诉材料和改进方案，从而提高申诉的针对性和成功率。
如果没有【买家投诉一览】，不清楚买家投诉商品缺陷的具体原因，那就需要通过买家之声，反馈和退货报告，分析客户投诉的原因，找出导致投诉的核心问题。
查看路径：
反馈管理器：亚马逊后台> 左上角菜单 > 绩效 > 反馈管理器，查看最新反馈
买家之声：亚马逊后台 > 左上角菜单 > 绩效 > 买家之声-选择ASIN-查看详情，查看近期买家反馈
退货报告：亚马逊后台> 左上角菜单 >报告>配送>买家优惠>亚马逊物流买家退货>点击[下载]，下载最近60天退货报告。
第二步：准备完整申诉材料
依据绩效通知的要求，系统性准备申诉资料，包括但不限于：
*行动计划书（POA）
*采购发票
*采购合同
*产品说明书
*产品六面图
*产品包装图
*Lisitng更新前后截图
*VOC截图
*Feedback截图
*退货报告
*与买家积极沟通截图
以上资料可以按照实际情况提交，需要提交的是POA，说明书，产品图和包装图，Lisitng更新前后的截图等，提交的越详细通过率越高。
但是要注意的是所提交的资料要在POA反馈出来；所有资料不超过10MB，如果图片或者文档太大，可以提前进行压缩。
以下是我最近一次申诉成功提交的资料，大家可以作为参考：
行动计划书建议：
1. 问题产生的根本原因分析
结合VOC及客户反馈，从产品质量、发货质检、包装规范、详情页面描述准确度及说明书完整性等多角度进行原因总结。
2. 针对问题的具体整改措施
明确提出对应的改进方案，如加强质检流程、优化产品详情页、完善使用说明、主动联系客户协商解决等。
3. 防范未来同类问题的长效机制
包装升级、仓储与物流管理提升、团队培训及客服服务优化等预防措施，确保问题不再复发。
最后，务必在POA结尾表达诚恳的改进决心，恳请亚马逊尽快解除限制，恢复商品正常销售。
这个流程能帮大家理清申诉思路，准备更全面的材料，大大提升申诉通过率。一般来说，按照这个方法，1到2次申诉就能顺利消除绩效警告。
3
为了帮助大家更顺利地完成申诉，霏霏特意整理并附上了自己亲测成功的POA模板。希望这份模板能为你提供帮助，大家可以根据自己的实际情况修改。
简单版：
Dear Amazon Seller Performance Team,
Thank you for reaching out regarding the recent customer complaint related to ASIN XXXXX. We appreciate the opportunity to address this issue and sincerely apologize for any inconvenience caused. We take this matter seriously and are committed to providing the best possible experience for all Amazon customers.
1. Summary of the Complaint:
The customer reported that XXXXX（投诉原因）. After thorough investigation, we confirmed the item was shipped in perfect working condition and passed all internal quality control and packaging checks. Please refer to the attached images showing the intact product and packaging.
We understand that the issue stemmed from a misunderstanding of compatibility rather than a defect.
2. Root Cause:
The primary cause was insufficient emphasis on the importance of pre-purchase verification. Although compatibility notes were included in the listing, they may not have been sufficiently prominent to capture buyer attention.
Additionally, previous wording in the listing may have unintentionally suggested broader compatibility than actually supported. We acknowledge this oversight and are committed to improving listing clarity.
3. Corrective Actions Taken:
Title Updated
Removed wording that could imply universal compatibility to avoid misunderstandings.
Attachments: Title Before Update / Title After Update
Bullet Points Revised
Added clear cautionary notes about compatibility variability and encouraged submission of relevant verification information before purchase.
Attachments: Bullet Points Before Update / Bullet Points After Update
A+ Content Revised
Included explicit guidance for compatibility verification and disclaimers.
Attachments: A+ Before Update / A+ After Update
User Manual Updated
Uploaded an updated manual featuring FAQs, compatibility reminders, troubleshooting tips, and function limitation notices.
Attachments: User Manual Before Update / User Manual After Update
4. Preventive Measures:
Enhanced Customer Support
Retrained support team to provide clearer compatibility guidance with a 24-hour response commitment; proactively requesting necessary verification information pre-sale.
Listing Visibility Improvements
Added multiple clear compatibility notices across title, bullet points, and A+ content to reduce customer confusion.
Pre-Sale Inquiry Protocol
Implemented standardized response templates for consistent and prompt compatibility guidance.
Training and Monitoring
Ongoing staff training and quality monitoring focused on compatibility verification and communication.
We fully respect Amazon’s policies and customer trust. Since the product is not defective and the issue arose from a compatibility misunderstanding, we kindly request removal of this violation.
Thank you for your understanding and continued support. Please contact us for any further information or clarification.
Sincerely,
XXXXX
综合版：
Dear Amazon Performance Team,
I am writing to appeal the performance warning issued for ASIN: XXXXX, SKU: XXXXX, due to defective item complaints. We take customer feedback seriously and have conducted a thorough investigation to identify root causes, implement corrective actions, and establish long-term preventive measures to improve customer satisfaction and prevent future issues.
Customer Complaint & Investigation Findings:
The primary complaint reported is “XXX(投诉原因).” Through our Voice of Customer (VOC) analysis, we identified this feedback and proactively engaged affected buyers to understand their concerns and offer solutions. Please see the attached “Buyer Communication” document detailing our direct engagement.
Root Causes:
After reviewing customer feedback, return reports, and VOC data, we identified recent returns categorized as follows:
* XXX
* XXX
* XXX
Main issues raised include XXX,XXX,XXX—largely caused by unclear product descriptions and insufficient manual information, leading to customer confusion and complaints.
Actions Taken:
1. Listing & Compatibility Notices:
Updated product detail page and A+ content with clearer function limitations.
Added prompts encouraging verification prior to purchase.
(Attachments: Product description before/after update, compatibility notices before/after update)
2. Enhanced Troubleshooting & Support:
Revised user manual with troubleshooting guidance.
Technical team provides personalized support for connectivity and accuracy issues.
(Attachments: User manual and troubleshooting guides)
3. Proactive Customer Communication:
Reached out to affected buyers with solutions and guidance.
Updated automated responses to preempt compatibility concerns, reducing complaints.
(Attachments: Buyer communication records)
Preventive Measures:
Sourcing: Sourcing exclusively from reputable suppliers with attached purchase invoices.
Listing: Refined descriptions emphasizing compatibility limits and consultation necessity.
Labeling: Products undergo in-house labeling to ensure compliance and clarity.
Packaging: Ensuring delivery in original packaging with attached photos.
Shipping: Strict quality checks before shipment.
VOC Monitoring: Monthly VOC reviews and return reason tracking to refine listings and support materials.
We remain dedicated to continuous improvement in product quality and customer satisfaction. We respectfully request removal of the violation and appreciate your consideration. Please contact us for any further information.
Best regards,
XXXXX
文章最后，附上霏霏近期成功申诉的绩效通知截图，希望见者都能申诉成功，早日顺利解除绩效警告！
以上，今天文章就分享到这里了~
关注我，为你推送最新亚马逊运营技巧！
4
1.卖家精灵，亚马逊运营必备工具。汇集选品、关键词优化、产品监控、竞品分析、广告投放、跟卖监控等功能，帮助卖家高效调研与运营！单人版，原价72折，【折扣码：YFF72】标准版，原价78折，【折扣码：YFF78】高级版，原价78折，【折扣码：YFF78】VIP版，原价78折，【折扣码：YFF78】
直达：https://www.sellersprite.com/cn/price
2.Sif，查询关键词来源和流量占比工具。购买sif套餐时,输入折扣码【feifei】即可享受优惠，购买途径：www.sif.com
广告合作伙伴持续招募中......
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