TRAINING DAY 8

Refund Management Introduction

Sometimes the cost of return shipping is the responsibility of

the seller. For example
if you ship the wrong product, or if the buyer receives the
product with parts or accessories missing.
In these cases, you cannot deduct the cost of original shipping
or the return shipping, and a full refund must be provided to
the customer
 Refund Management Introduction
For customer-fault returns, for example,
accidental order or better price available, you can deduct the
cost of return shipping from the refund.
In the Return Instructions section of the Returns Settings page,
you can provide the following information to buyers: "In some
situations, buyers could be responsible for return shipping and
any restocking fees that might be applicable. This amount can
be deducted from their refund."
Returns Management Introduction

If a buyer requests a return, Amazon will send you an email that

includes the reason for the return. We recommend that you
respond to return requests within 24 hours.
If the buyer's request doesn't comply with our return policies,
we will tell you in the email.
Returns Management Introduction

Return process :
To process the return request, go to your Manage Returns page,
where you can review, authorize, or decline requests. You can
also access Manage Returns page by clicking the Orders drop-
down menu.
Returns Management Introduction
Refund options :
If you authorize a return request or a buyer has requested a tax
only refund and you want to refund the order, you can choose
from several options mentioned in this Refund options page.
We encourage you to wait until you receive the item back from
the buyer, so you can evaluate its return condition or any tax
related documents for tax only refunds before issuing a refund.
You can issue a concession in addition to or instead of refunding
order amounts for any order.
Returns Management Introduction
Note:
All FBA order refunds and tax only refunds for orders shipped
to a state where Amazon manages tax collection automatically
will be processed by Amazon Customer Service.
Return labels:
When you approve a buyer's return request, Amazon sends the
buyer a return label with an address. By default, the return
label is not prepaid. However, you can upload a custom pre-
paid return label if you choose to pay for return shipping.
Returns Management Introduction
Cancelled returns :
If a buyer contacts you directly to cancel a return request, ask
them to cancel it through their Amazon account. You'll get an
email when buyers cancel pending requests.
 Amazon Brand Registry

The Amazon Brand Registry helps you protect your registered

trademarks on Amazon and create an accurate and trusted
experience for customers. Currently, brands must have a
registered trademark to be eligible for enrollment. Amazon
Brand Registry helps you protect your intellectual property and
create an accurate and trusted experience for customers on
Amazon.
 Amazon Brand Registry
Benefits :
Amazon Brand Registry gives you access to tools that enable
you to more accurately represent your brand, find and report
violations, and share information that can help us proactively
prevent violations.
Accurate brand representation :
Brand Registry gives you more control over Amazon product
pages that use your brand name, so customers are more likely
to see the correct information associated with your brand.
 Amazon Brand Registry
Powerful search and report tools :
Simplify the process of finding cases of potential infringement with
our custom features designed specifically for brands:
• Global search: search for content in different Amazon stores from
the same screen without ever having to navigate away
• Image search: find product listings on Amazon that match your
product(s) or logo(s) using images
• Bulk ASIN search: search for a list of ASINs or product URLs in bulk
to explore and report potentially infringing content fast
After you complete your search, Brand Registry provides you with
simple and guided workflows to submit a report of potential
infringement that we can review and take appropriate action on.
 Amazon Brand Registry
Additional proactive brand protections
• In addition to our standard proactive measures to protect customers,
Brand Registry uses information that you provide about your brand to
implement additional predictive protections that attempt to identify
and remove potentially bad listings. The more you tell us in Brand
Registry about your brand and its intellectual property, the more we can
help you protect your brand, for example:
• Product listings that aren’t for your brand and incorrectly use your
trademarked terms in their titles.
• Images that contain your logo, but are for products that don’t carry
your brand name.
• Sellers shipping products from countries in which you do not
manufacture or distribute your brand.
• Product listings being created with your brand name when you have
already listed your full product catalog on Amazon
 Amazon Brand Registry
Review eligibility requirements :
To be eligible for Amazon Brand Registry, your brand must have
an active registered trademark in each country where you wish
to enroll. The trademark for your brand must be in the form of
a text-based mark or an image-based mark with words, letters,
or numbers. Depending on where your trademark is registered,
eligible trademarks can have different classifications based on
their issuing trademark office.
 Amazon Brand Registry

Examples of trademarks that we currently accept for

enrollment are included below:
 Amazon Brand Registry

Sign in to Amazon Brand Registry :

If you meet the eligibility requirements, the next step is to sign
into Brand Registry. If you are a Vendor or Seller on Amazon,
use your Vendor or Seller Central credentials to sign in. Using
the same username and password will enable you to access
Brand Registry features and benefits that are linked to Vendor
and Seller services. If you don’t yet have an Amazon account,
you can create one for free.
 Amazon Brand Registry
Enroll your brand(s)
• To enroll a brand, you will need to provide the following
information:
• Your brand name that has an active registered trademark.
• The associated government-registered trademark
number.
• Images of your brand’s logo.
• A list of product categories (e.g., apparel, sporting goods,
electronics) in which your brand should be listed.
• A list of countries where your brand’s products are
manufactured and distributed.
 Amazon Brand Registry
After you submit this information, we will contact the
trademark correspondent who is associated with your
trademark and can verify your identity. This person will receive
a verification code, which you will need to complete the
enrollment process.

Once we have verified the provided information, you will get

access to the full suite of Amazon Brand Registry’s benefits and
features that help you protect your brand.
 Enhanced Brand Content
The Enhanced Brand Content (EBC) feature (commonly referred
to as the A+ tool) enables brand owners to change the product
descriptions of branded ASINs. Using this tool, you can describe
your product features in a different way by including a unique
brand story, enhanced images, and text placements. Adding
EBC to your product detail pages can result in higher conversion
rates, increased traffic, and increased sales when used
effectively.
 Enhanced Brand Content
Eligibility requirements:
This feature is only available to Professional sellers who have
been approved as brand owners through the Amazon Brand
Registry process, as well as emerging brand owners who are
part of certain managed selling programs such as Launch pad
and Amazon Exclusives. After you’ve been approved, you’ll be
able to add EBC only to products that are part of your approved
brand catalog
 Enhanced Brand Content
Creating Enhanced Brand Content
• To create Enhanced Brand Content (EBC) for your product,
follow the steps below:
• Note: You must be a Professional seller and meet the
eligibility requirements to use this feature. If you don’t see
Enhanced Brand Content on the drop-down, you’re not a
brand owner. Learn more about becoming a brand owner.
 Enhanced Brand Content
• 1. Select Enhanced Brand Content from the Advertising menu.
• 2. To add the content, enter the SKU (case-sensitive) representing the ASIN
you want to use and follow the onscreen prompts to select your desired
template. You can create EBC using one of five prebuilt templates or by
selecting the custom template and using individual modules to create the
style you desire.
• 3. Populate the text and image slots.
You are required to submit image keywords, also known as alt-text, while
uploading images. Image keywords should consist of a simple sentence
describing the image (e.g., “Blender on kitchen counter next to fruit, yogurt,
orange juice, and a smoothie glass.”). Image keywords do not appear on the
product detail page, but are available on screen reader applications used by
customers with visual impairments to learn more about your products. They
also help your product appear in search.
 Enhanced Brand Content
4. Save your changes or click Submit to send the
content for validation and approval.
• Note: Review can take up to 7 days or longer (during
periods of high volume), and the status will reflect
in the EBC home page. If the EBC status is Not
Approved, view the rejection reasons by clicking
Edit for a specific SKU and make the changes. After
the EBC is Published, it can take up to 24 hours to
appear on the detail page.
 Enhanced Brand Content
Content types
You can include the following type of content through EBC:
• More details on product features and uses to augment
the bullet points and images in the main product detail
page. These help customers make purchase decisions by
proactively answering their questions.
• A description of your brand’s unique story. If you
choose to add this content, use this as an opportunity to
help your customers see the value your brand provides.
Brand Story content must be combined with product
description content in your EBC submission.
 Enhanced Brand Content
Choose a template for preparing content
Enhanced Brand Content
Enhanced Brand Content
Enhanced Brand Content
Enhanced Brand Content
 Enhanced Brand Content
Restrictions
Amazon has specific terms and policies regarding types of content that may not be
allowed, so please review the following list carefully. Not following these guidelines could
result in violations and may lead to a rejection by our system:

• Referencing your company as a seller or distributor (e.g. “buy from us for authentic
products”, “LLC or equivalents”).
• Mention of seller authorization such as "product only sold by authorized resellers”.
• Any warranty or guarantee, satisfaction claims, or references to off-Amazon return or
refund references.
• Pricing or promotion references such as “affordable”, “cheap”, “bonus”, “free”, as well
as language directing customers to purchase such as "buy now", "add to cart", "get
yours now", or "shop with us".
• Information about shipping details such as "free shipping” or "shipping timelines".
 Enhanced Brand Content
• Use of copyright, trademark, or registered symbols anywhere in your
text.
• Boastful comments such as "top selling product," "hottest product," or
"#1 selling product". Time-sensitive product information, such as "on
sale now," "best new product of the year," or references to holidays.
 Enhanced Brand Content
• Adding more than two editorial or third-party quotes. Quotes must be from well-known
publications or public figures. Product award information must be presented with
disclaimer.
• Blurry or low-quality images.
• Images containing watermarks or unreadable text. Font size must be 16 or larger and
readable against its background.
• Lifestyle images not showing the product. Brand images used to tell the "Brand Story" are
not required to contain the product.
• Content that duplicates many of the images from the main image block on the detail page.
• Images or text that attempt to mimic Amazon logos, detail page headings, or details.
• Web links or language attempting to redirect to other sites inside or outside of Amazon
(including your other products).
• Grammatical errors, punctuation errors, misspellings, strings of all-caps text, abusing font
features, or unnecessary or repeated information. Bold and italic formatting are only
intended to be used to highlight headings or a few select words.
• Any mention of products being used for criminal activity.
.
 Enhanced Brand Content

• Unverified claims: safety claims; energy saving claims; claims regarding drugs, beverages,
food and health products. Health category products such as health drinks, organic
supplements and other related products that do not carry any certified disclaimers must
have an FDA disclaimer present. (FDA Disclaimer: These statements have not been
evaluated by the Food and Drug Administration. This product is not intended to diagnose,
treat, cure, or prevent any disease.) For more information, see Prohibited Product Claims.
• Comparing products on Amazon other than products from leading national brands or from
within your own brand. For comparison tables, you are only allowed to compare products
within your own brand.
• Subjective language: anything that is subject to your own opinion and/or used excessively;
a limited degree of subjective language is allowed.
• Content on adult products that violate any of Amazon Adult products policies and
guidelines.
• References to off-Amazon customer service, or contact information (e.g. "contact us if you
have problems", phone numbers, contact email, etc.).
 Enhanced Brand Content

• Content written in languages other than the one

spoken in the marketplace you are selling, including
HTML tags.
• Images submitted without image keywords are not
accessible to customers with visual impairments.
• Any violations to category requirements or Selling on
Amazon policies.
 Early Reviewer Program
The Early Reviewer Program encourages buyers who have
already purchased a product to share their authentic
experience through reviews. The program's goal is to help
brand owners acquire early reviews, which helps customers
make smarter buying decisions and can lead to an increase in
page views and ultimately sales. The Early Reviewer Program
helps you get up to 5 reviews by offering customers who
purchased your enrolled items a small reward ($3 Gift Card) in
exchange for providing feedback on your product.
 Early Reviewer Program
You aren't charged until you receive a review through the
program, and enrollments cover an entire SKU variation family.
Amazon will offer rewards to customers on your enrolled
product for up to a year, or until you've received 5 reviews
through the program. Each enrollment costs $60 plus any
applicable taxes. An enrollment covers all SKUs in a Parent SKU
family or stand-alone SKU. You do not have to enroll children
SKUs individually. You are charged the $60 fee once you receive
your first review through the program. That is the only time a
fee is charged for that SKU, whether you receive one review or
five reviews. If you receive no reviews, you will not be charged
Thanks