Episode Number:

42

September 15, 2025

https://www.youtube.com/watch?v=j2fc6yghyNM

In this episode of The eCom Growth Show, host Danan Coleman sits down with Chris McCabe—better known as ecommerceChris—to dive into the realities of Amazon suspensions, the rise of zero tolerance enforcement, and what sellers must know to survive today’s Amazon ecosystem. A former Amazon insider, Chris brings unmatched insights into how the retail giant handles appeals, reinstatements, and policy enforcement.

Meet Chris: The Seller’s Lifeline After Amazon

Chris McCabe spent years on Amazon’s Seller Performance team, where he enforced policies, shut down accounts, and handled appeals firsthand. In 2015, he launched ecommerceChris to help sellers navigate the increasingly complex world of Amazon enforcement. Today, Chris specializes in helping brands protect their accounts, dispute suspensions, and escalate cases to ensure fair treatment.

Why Getting Reinstated Is Harder Than Ever

Chris explains why reinstatement today is significantly more difficult than in the past:

  • Amazon investigators now default to denial when reviewing appeals.
  • Sellers are rarely told why their appeal is rejected, creating a cycle of frustration.
  • Zero tolerance means reinstatement often requires proving Amazon made a mistake—apologies or improvement plans aren’t enough anymore.
  • Investigators face no consequences for wrongful denials, but risk penalties for reinstating the wrong seller, incentivizing rejections.
Big Idea: The system is rigged to reject—you need evidence, not apologies.

The Big Mistakes Sellers Make in Appeals

Chris highlights the common mistakes that sabotage appeals:

  • Submitting outdated plans of action when Amazon now wants hard evidence and compliance data.
  • Failing to attach proof, like invoices or records, and instead relying only on written explanations.
  • Using cookie-cutter templates or ChatGPT-generated appeals that Amazon systems can easily detect and dismiss.
  • Not doing proper fact-finding before reaching out to consultants, which delays effective strategy building.
Pro Tip: Don’t give Amazon an excuse to ignore your appeal—back up every word with proof.

AI and Amazon Seller Support: Hope or Hype?

Chris shares his perspective on Amazon’s move toward AI-driven seller support:

  • AI could streamline simple issues and reduce repetitive support tasks.
  • Complex or unique cases may still fall through the cracks without human oversight.
  • AI might eventually route cases more intelligently, but sellers shouldn’t expect miracles in the short term.
Smart Play: Use AI where it helps, but don’t rely on it to save your account.

Top Policy Violations Sellers Must Avoid

Chris stresses the policies sellers must take seriously to avoid instant suspensions:

  • Review manipulation is Amazon’s #1 enforcement target, with zero tolerance sweeps wiping out accounts.
  • Diverting buyers outside Amazon’s sales process—via QR codes, email collection, or freebies—can trigger immediate suspensions.
  • Abuse of product detail pages, ASIN merges, and variation manipulation are increasingly punished.
Actionable Insight: Treat Amazon’s code of conduct like gospel—violations will cost you your business.

Chris’s Key Advice for Sellers

Chris outlines practical advice for navigating Amazon enforcement:

  • Don’t keep submitting the same appeal after repeated denials—change your strategy.
  • Provide clear, fact-based evidence in your appeals to remove easy rejection excuses.
  • Avoid shortcuts like template services; Amazon can spot recycled content instantly.
  • If you hit a wall, escalate strategically rather than sending appeals blindly.
Key Move: When stuck, don’t push harder—pivot smarter.

Stay Ahead of Amazon Enforcement

Chris warns sellers of what’s coming, especially during Q4:

  • Expect increased chaos as Amazon tightens its enforcement measures.
  • Document everything early to avoid scrambling during emergencies.
  • Invest in compliance now to save on costly reinstatements later.
Prime Positioning: Prevention is cheaper than reinstatement—invest in compliance before the crackdown.

Connect with Chris McCabe

Final Thoughts

Amazon enforcement is tougher than ever, but survival isn’t about shortcuts—it’s about strategy, documentation, and compliance. Chris McCabe’s journey proves that sellers can protect and even grow their businesses when they understand Amazon’s mindset and build appeals on evidence, not assumptions.

For more insights like these, subscribe to The eCom Growth Show, where we uncover the hidden realities of selling on Amazon and equip brands with the strategies they need to thrive.