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Hi sellers,

If you've noticed the Prime badge has disappeared from one or more of your FBA listings, you're not alone — and the good news is, it's usually fixable. The Prime badge is one of the most powerful trust signals on Amazon.com, directly influencing whether Prime members choose your offer. Let's walk through the five most common reasons it goes missing and exactly what you can do about it.

Save the Date: Have questions on FBA? Join our FBA Ask Amazon event on April 29th to get answers directly from FBA partner teams!

Fix #1: Confirm Your Listing Is Active in FBA

Before anything else, verify that your SKU is still enrolled in Fulfillment by Amazon. A listing can lose FBA status if inventory runs out, if there's a stranded inventory issue, or if the item was flagged during an inbound eligibility check.

What to do: Go to Seller Central > Manage Inventory > FBA Inventory and confirm your ASIN shows an active FBA status with available units.

Fix #2: Check for Inbound Eligibility Blocks

Amazon evaluates every item for FBA inbound eligibility — including product category restrictions, hazmat classification, and barcode requirements. If your item was flagged, it may have been removed from FBA fulfillment without a clear notification.

What to do: Navigate to Seller Central > Fix Stranded Inventory or review any performance notifications in your Account Health dashboard. Address any flagged issues before re-sending inventory.

Fix #3: Review Your Seller Performance Metrics (SFP Sellers)

For Seller Fulfilled Prime (SFP) sellers, the Prime badge is tied directly to your performance. In the US marketplace, you must consistently meet:

  • On-time delivery rate: ≥ 93.5%
  • Valid tracking rate: ≥ 99%
  • Cancellation rate: ≤ 0.5%

If you've dipped below any of these thresholds, your Prime badge may have been temporarily removed. Performance is reviewed weekly.

What to do: Check your SFP dashboard at Seller Central > Seller Fulfilled Prime > Performance to see where you stand.

Fix #4: Ensure Sufficient Inventory Is Available

The Prime badge won't display if your FBA inventory is at zero or if your listing is suppressed due to a stock-out. Amazon's systems require active, available inventory at a fulfillment center to show Prime delivery promises to customers.

What to do: Create a new inbound shipment to replenish stock. Make sure your shipment is received and checked in before expecting the badge to reappear.

Fix #5: Look for Listing Suppression or Policy Flags

Sometimes a listing gets suppressed due to a policy violation, a detail page issue, or a product compliance flag — all of which can cause the Prime badge to disappear even if your FBA enrollment is intact.

What to do: Go to Seller Central > Manage Inventory and look for any yellow or red status indicators. Review your Account Health page for any active policy warnings.

📚 Helpful Resources

💬 Join the Conversation

🔹 Which of these fixes worked for your listing?

🔹 Have you found another cause we didn't mention here?

🔹 How long did it take for your Prime badge to come back after resolving the issue?

Drop your experience in the comments below — your insight could save another seller hours of troubleshooting. Let's help each other keep those Prime badges shining! ⭐

1 vote
2 votes
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1 reply
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Wow, what a shakedown - DD7
by Seller_SMAWOyGuJ1xbb
Amazon replied

Been selling on here since the beginning so they have all the data they need to know that I do not have a lot of refunds and ZERO chargebacks. Can't remember when I ever had a customer escalate against me.

Numbers:

Sales: $122K+

Refunds: $2K+

Expenses: 34k

EVERYTHING ELSE >> RESERVE

Just a money grab for the huge interest amazon will make on our money.

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27 votes
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The cost of literally everything is increasing. Amazon obviously acknowledges this as they have just raised their rates.

Yet the fair pricing bots are still using outdated reference prices to deactivate listings.

You have to let us adjust our prices to reflect inflation and current market conditions. Please. We cannot sell things at the same price they sold for pre-2020.

I'm not talking about selling toilet paper for $150. I'm talking about items that used to be $30 that need to be more like $40 to make sense now.

It's only reasonable. It is completely unreasonable to hold us to pricing from years ago - my cost of goods is more now. My inbound freight is more now. My outbound shipping is more now. My labor is more now. My rent is more now. My utilities are more now. My insurance is more now. Everything is more now.

How crazy is it that we even have a "pricing health" page? An entire section of Seller Central was created to help Amazon tell us what our prices should be.

And the language that Amazon uses like "potential error" for prices that "seem" or "appear" to be too high is insulting. Amazon is dictating prices to us while using vague wishy-washy language. It suggests that Amazon knows this is wrong and is deliberately using milder language to obscure their intent - which at this point is obviously price fixing.

Part of the pricing appeal process has Seller Support asking for your invoices so they can use them to "evaluate" your prices. I'd like to know eaxctly what that means and how that plays out. Amazon is going to judge our purchase cost and tell us what our profit should be? How much profit are we "allowed" to make on an item? This would be useful information to know up front.

23 votes
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50 replies
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DD7 complaint.
by Seller_OAAf0BtMbrP5Y

I think it is crap that Amazon is taking current days shipping cost out of my balance available for disbursement. If you are holding funds for the transaction then you take it from the hold for shipping, not from the orders I already earned a payment on with dd7. There is no reason to do that other than to keep our money longer.

13 votes
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12 replies
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Hi Sellers,

We heard you — you want to keep your advertising running smoothly and avoid disruptions. Here are the key steps you can take today to protect your account and maintain compliance. Small, proactive steps can help you avoid issues and keep your campaigns live.

Let's walk through some practical steps you can take right now:

1. Review and optimize your campaigns regularly: Start by checking your Campaign Manager to ensure everything aligns with Amazon's advertising policies.

  • Use each keyword only once throughout all campaigns
  • Avoid having the same products across more than two campaigns (one automatic and one manual)
  • Avoid close variations of keywords (e.g., "boys shoe" and "boys shoes")
  • Don't launch multiple campaigns for the same ASINs using identical keywords or bids

By maintaining clean campaign structures, you can help ensure your ads stay active and compliant.

2. Stay informed about advertising policies: Amazon's advertising policies exist to create a fair and trusted experience for shoppers. Here's why staying updated on Amazon Ads Guidelines and Acceptance Policies matter:

  • Policies may evolve to reflect new standards
  • Proactive compliance helps you avoid warnings
  • Understanding guidelines helps you create better campaigns

You can find the latest policies in your advertising account under Campaign Manager.

3. Respond promptly if you receive a warning: If you receive a warning, you must take action within 30 days to avoid suspension.

4. Contact an Amazon Account Health Specialist: All Professional sellers can contact an Account Health Specialist through the Contact Us button on the Account Health page.

Need more guidance?

For campaign creation best practices, optimization strategies, and product-specific guidance, refer to the comprehensive guides available for Getting Started with Amazon Ads and Sponsored Products Best Practices.

🤝 We'd love to hear from you!

  • Have you implemented any of these best practices?
  • What strategies have helped you maintain compliant campaigns?

Share your experience below — your insights could help fellow sellers in our community 👇

1 vote
3 votes
239 views
5 replies
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Hi Sellers,

A return arrives damaged. A refund goes out for an item that came back as something completely different. These situations cost you money and the SAFE-T program is your protection. But two major policy changes in early 2026 have tightened the filing windows significantly. Miss them, and you lose reimbursement eligibility entirely. Here's what changed and how to file successfully.

📢 What Changed in 2026

Two updates are already in effect and directly affect your ability to file.

Change 1 — You have 4 calendar days to make a decision on the return. As of January 26, 2026, you have 4 calendar days from the return delivery scan to inspect the item and make a decision using the Guided Refund Workflow in Seller Central. This replaced the previous 2-business-day window. The upside: more time to assess condition and apply restocking fees where appropriate. The critical catch: if Amazon issues an automatic refund after that 4-day window closes, you lose SAFE-T claim eligibility for that order — with one exception for items lost in transit.

Change 2 — Your claim filing window is now 30 days. Effective February 16, 2026, the window to file a SAFE-T claim was reduced from 60 days to 30 days. That clock starts from the return delivery scan at your warehouse or the refund date, whichever comes later. For lost shipments, it starts from the last tracking scan event. Miss that window and your claim will be denied, no exceptions.

The bottom line: act faster, document sooner, and always make your return decision within 4 days to stay eligible.

✅ When You Can File a SAFE-T Claim

SAFE-T is available to US sellers fulfilling orders through the Merchant Fulfilled Network (MFN), including Seller Fulfilled Prime (SFP). You're eligible to file when you received a damaged item back in a return, received the wrong item entirely, had a return arrive with missing parts or accessories or had a refund issued through Refund at First Scan (RFS) this program remains eligible regardless of the 4-day window.

📋 How to File — Step by Step

Step 1 — Inspect the return within 4 calendar days. As soon as a return is delivered to your warehouse, start your clock. Open the item, document its condition with photos, and compare it to what you originally shipped.

Step 2 — Make a decision within 4 calendar days using the Guided Refund Workflow. In Seller Central, navigate to Orders → Manage Returns and use the Guided Refund Workflow to review the return and decide how to proceed. You can issue a full refund, apply a restocking fee if the item was returned in a different condition, or dispute the return. Do not award a refund before fully assessing the item's condition — once a refund is issued, you lose your right to file a SAFE-T claim for that order. Making the decision yourself — rather than letting Amazon auto-refund — is what keeps your claim window open.

Step 3 — Gather your evidence. Strong documentation is the difference between a granted and denied claim. You'll want clear photos of the returned item showing damage or discrepancy, a photo of the return package with the mailing label and tracking ID visible, screenshots of the original order and the return request, and any buyer communication related to the return.

Step 4 — Navigate to Manage SAFE-T Claims. Log in to Seller Central and go to Orders → Manage SAFE-T Claims. Select "File a New SAFE-T Claim," enter the Order ID for the affected order, and confirm eligibility. If the order is ineligible, the reason will be displayed — most commonly because the claim window has passed or an automatic refund was already issued.

Step 5 — Select your reason code, upload evidence, and submit. Choose the reason code that best matches your situation (damaged return, wrong item, missing parts, lost in transit), upload your photos and supporting documentation, and write a clear, factual description of what happened. Once submitted, your claim will move to Under Investigation status. You can monitor progress on the Manage SAFE-T Claims page, statuses include Granted, Denied, Under Investigation, and Awaiting Seller Response.

⚠️ Common Reasons Claims Get Denied

Understanding what gets claims denied is just as important as knowing how to file. Most denials happen because:

  • The claim was filed outside the 30-day window
  • Amazon issued an automatic refund after the 4-day decision window (and the item wasn't lost in transit)
  • The evidence submitted was insufficient, blurry photos, missing tracking labels, or no documentation of the discrepancy
  • Additional information was requested by the investigator and the seller didn't respond within 3 business days

If your claim is denied and you disagree with the outcome, you can appeal directly through the Manage SAFE-T Claims communication center.

💡 Pro Tips for Filing Successfully

  • Set a daily return check routine. With only 4 calendar days to inspect and decide, checking returns daily not weekly is now essential. High-value returns should be prioritized.
  • Never wait on Amazon to auto-refund. If you let the 4-day window pass without making a decision yourself, you forfeit your SAFE-T eligibility. Use the Guided Refund Workflow every time.
  • Document before you restock. Take photos of every return before moving it back into inventory. Once it's restocked, you lose the visual evidence you need.

📚 Resources

💬 Share Your Experience

If you've found a way to streamline return inspections and claim decisions under the tighter timelines, share your workflow your experience could save another seller!

2 votes
7 votes
485 views
18 replies
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Hello Sellers,

We've heard your questions about who we are and how we can help, so we wanted to take a moment to introduce ourselves and clarify our role in the Seller Forums.

👥Who We Are

We're a global team of Community Managers dedicated to supporting sellers like

you across all Amazon marketplaces. You'll see us responding to threads, sharing helpful resources, and working behind the scenes to make your selling experience better.

🔧 What We Do

Think of us as a bridge between you and Amazon's business teams. Here's how we support the community:

  • Track and moderate discussions across the forums to keep conversations helpful and on-topic
  • Respond to seller-created threads with guidance, resources, and clarification
  • Observe trends in seller feedback and share insights with internal Amazon teams
  • Escalate stuck issues when standard support channels haven't resolved your problem

Important to know: While we can help escalate issues, we don't always have direct access to unblock every problem. We work with the appropriate teams to get you the help you need.

🎯How to get Category Expert Help

You've probably noticed certain Community Managers showing up in specific categories—and you're right to notice! Our CMs have specialized expertise, which is why it's so important to post your question in the right category. You can hover over the categories to see examples of topics.

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No need to tag or mention a Community Manager directly. Once you post in the correct category, the category expert will review your thread.

🤝 How You Can Help Us Help You

If you're posting about a specific account issue, please include your case ID in your thread. This allows us to investigate quickly and accurately, and connect with the right teams on your behalf.

💬 We'd Love to Hear From You

We're curious about your experience with our team:

  • Have you noticed that some Community Managers specialize in certain categories? Which CMs have you seen more active in specific areas like FBA, Account Health, or Listings?
  • Do you follow any of our Community Manager profiles? If so, have they helped you with a specific issue? What category did you post in?

We're here to support you and make the Seller Forums a valuable resource for your business. Thank you for being part o this community! 🙌

13 votes
4 votes
490 views
20 replies
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Hi Sellers! 👋

We all know that a well-optimized listing is one of the most powerful tools in your Amazon selling toolkit — it directly impacts how customers find your products, how they evaluate them, and ultimately whether they hit "Add to Cart." But let's be honest: getting every element just right takes real time and effort.

That's why we want to hear from you. We're running a quick community poll to find out which listing element US sellers find most time-consuming to optimize — and we'll be sharing tips and resources based on your responses!

🗳️ Cast Your Vote!

Which listing element takes you the longest to optimize?

* 🚀 Product Title — Crafting a keyword-rich, customer-friendly title under 200 characters

* ✨ Bullet Points — Writing 3–5 compelling, benefit-focused feature highlights

* 📝 Product Description / A+ Content — Building a detailed, conversion-driving narrative

* 📸 Product Images — Sourcing, editing, and uploading high-quality photos that meet Amazon's standards (white background, 1,000px+ for zoom)

* 🧐 Search Terms — Researching and entering up to 250 bytes of relevant keywords

Drop your answer in the comments below — and tell us why that element is your biggest time investment!

💡 Why Listing Optimization Matters for Your Business

The way you present your products directly influences a customer's decision to buy. Complete, accurate product information improves discoverability in search, increases conversion rates, and helps you avoid listing suppression. Whether you're a new seller or a seasoned pro, investing time in your listings pays off in real sales results.

Here are some quick wins for each element:

* Titles: Lead with your brand name; keep it under 200 characters; include your top keywords naturally

* Bullet Points: Start each with a capital letter; focus on benefits, not just features; aim for 3–5 strong points

* Images: Use a pure white background; minimum 1,000px to enable zoom; show the product from multiple angles

* Search Terms: Use synonyms and spelling variations; avoid repeating words already in your title; stay within 250 bytes

* Product Descriptions/A+ Content: Tell your product's story; highlight use cases; avoid promotional language

📚 Helpful Resources for Sellers

* ASIN creation policy

* Prepare Your Product Images

* Suggest changes to your product detail page

* Search Terms & Keywords Guide

* Listing Quality Guidelines

* Suppressed Listings

🔥 Engagement Tactic — Share Your Story!

1. What's your #1 tip for optimizing the listing element you voted for?

2. How long does it typically take you to fully optimize a new listing from scratch?

3. Have you used any tools or workflows (like bulk upload or A+ Content Manager) that saved you time? Share what worked!

Drop your answers below — your experience could help a fellow seller save hours of work! 👇

Note: If you have a case specific issue, please create a new discussion and provide your case ID. We will get to your post as quickly as possible and get back to you.

1 vote
1 vote
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21 replies
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