Amazon Sellers Call for Reform: ‘Item Not Received’ Claims Creating Risk Without Recourse
A recent Seller Forum thread sparked a wave of frustration from sellers regarding how Amazon handles “Item Not Received” (INR) claims. Despite using Buy Shipping and following every required step—tracking, delivery confirmation, even signatures—many sellers report losing claims without explanation or the ability to appeal effectively.
Key Seller Grievances:
- Burden of Proof Falls on Sellers: Even with full documentation, sellers are often left footing the bill if a buyer claims non-delivery.
- Amazon Policies Favor Buyers: Claims are frequently decided without clear justification, even when all safeguards are followed.
- No Accountability for Fraudulent Buyers: There’s no mechanism to flag repeat offenders, encouraging abuse of the system.
- SAFE-T Claims Lack Transparency: Many sellers find the process opaque, with appeals offering little chance of reversal.
- “Claims Protected” Isn’t Enforced: Amazon’s promise of protection through Buy Shipping is not consistently upheld.
One seller summed it up:
“A fair system should balance both sides, and right now, that balance does not exist.”
Actionable Seller Tip:
Community member nullandvoid shared a helpful tactic for USPS shipments when tracking shows delivery but the buyer claims otherwise:
Start by asking the buyer to check with their local USPS inspector. Then file a Missing Mail Inquiry on the USPS site. USPS often recognizes problematic addresses and can flag recurring abuse internally—sometimes even notifying sellers. If the buyer continues to push, advise them to file an A-to-Z claim (if Buy Shipping was used, you’re covered). This helps uncover bad-faith actors while keeping your bases covered.
Community Suggestions:
- Claims should be evidence-based, not biased toward buyers.
- More transparency and explanation in the SAFE-T process.
- Enforcement of protections for “Claims Protected” shipments.
- Review of buyer behavior to detect abuse patterns.
- Recognition of sellers as partners—not just risk-bearing vendors.
Amazon Response:
Amazon community manager TaylorR acknowledged the concerns, confirming that feedback was sent to the appropriate team. Taylor also reminded sellers of tools available—like the SAFE-T claim process and USPS investigations—but didn’t indicate any upcoming changes to policy enforcement.
Takeaway for Sellers:
If you’re using Buy Shipping and still losing claims, you’re not alone. Continue documenting every shipment thoroughly, appeal through SAFE-T when appropriate, and use USPS tools like Missing Mail Inquiries to surface bad actor patterns. Until Amazon addresses these issues at scale, sellers remain vulnerable.
Join the forum discussion to add your experience.
New Reminder: Proper Protocols for Contacting Buyers on Amazon
With Prime Day right around the corner, now’s the time to double-check your team is following Amazon’s Buyer-Seller Messages policy. Mishandling buyer communication—even unintentionally—can put your account or listings at risk of suppression.
Here’s what to keep in mind:
- Use Buyer-Seller Messages
You must use the built-in messaging system to respond to service questions or request information to complete an order. Go to Orders > Manage Orders, click the buyer’s name, and follow the prompts to select a contact reason. - Email Addresses Must Be Enabled
If your team has multiple people handling customer communication, ensure their email addresses are enabled in the Messaging Permissions page. Messages from unapproved addresses will be rejected. - Encrypted Emails Only
Even if you prefer to use your own email client, you must copy the encrypted email address from Amazon’s system. Your real email remains hidden, and you still must send it from an approved address. - Canceled Orders = No Contact
You cannot message buyers for canceled orders. Instead, buyers are expected to reach out to Amazon Customer Service directly for help.
Why This Matters:
Improper communication with buyers can lead to policy violations and potential restrictions on your account. Stick to Amazon’s rules for contacting buyers—especially during high-volume events like Prime Day. A small mistake could lead to a big disruption.
CAN NOT DO PROFIT? One Seller’s Ad Breakdown Goes Viral—And Why It Resonates
One of the most upvoted threads in recent weeks comes from a seller who spent over 18 months on Amazon without turning a profit. Their frustration? Paid ads were draining their budget—and without them, they couldn’t generate sales. Their bottom-line claim: “Amazon only works for Amazon’s wallet.”
But what really stood out was the top reply, a detailed breakdown by Guardian_World_Wide, that every seller—and strategist—should bookmark.
What We Loved in This Response:
- AI Ad Campaigns Aren’t Magic: The user explains how automated campaigns often bid on broad, irrelevant terms (e.g., “cup” instead of “stainless steel coffee mug”), burning budget on traffic that doesn’t convert.
- The Case for Manual Targeting: Instead of trusting Amazon’s suggested bids or algorithms, they suggest controlling your inputs—target exact and phrase match terms only, cut broad match until you have real sales data, and set your own bid range.
- Budgeting With Purpose: Instead of chasing impressions, the seller walks through a reverse-margin method—working backward from your price, profit goals, and cost of goods to find a breakeven ACoS before turning on ads.
“Ads take work. A lot of sellers spend less than an hour a month on their ads. This isn’t enough.”
BellaVix Take:
This is a masterclass in when to push budget versus when to focus on profitability. Amazon is a pay-to-play platform, but ads alone won’t save a weak offer. Before you scale:
- Make sure your listing is retail-ready
- Know your margin math and breakeven ACoS
- Don’t trust suggested bids without guardrails
We’re big fans of using affiliate and influencer marketing pre-launch to build awareness and sales velocity. Not only does this generate mid and upper-funnel traffic before firing ad spend, it makes your listings more competitive when you start bidding.
Bonus Insight:
Pull your own reports. Reverse-engineer which terms convert. Flag and remove broad matches bleeding budget. Let your data—not your gut—dictate where and when to spend.
Prime Day 2025: Your Full Prep Guide for Inventory, Ads, and Conversions
Prime Day 2024 was Amazon’s biggest ever—over 200 million items sold by independent sellers. And this year, Amazon is raising the stakes again. With the official Prime Day 2025 announcement confirmed, now’s the time to finalize inventory and advertising plans to maximize visibility and sales.
To help, we’ve pulled together Amazon’s official guidance and key takeaways from BellaVix Strategist CeCi’s recent Prime Day webinar recap.
CeCi’s 3-Phase Prime Day Strategy Framework:
- Lead-Up (4 Weeks Out)
Focus on awareness and consideration.- Launch Sponsored Display and TV ads to reach off-Amazon audiences.
- Deploy Sponsored Brands Video and Category Targeting to build branded search interest.
- Use product targeting on similar or competitor ASINs.
- Prime Week
Drive conversions.- Prioritize high-intent keywords.
- Activate Sponsored Products for bottom-funnel wins.
- Use budget rules to auto-scale top performers.
- Post-Prime Day (4 Weeks After)
Focus on remarketing and retention.- Leverage Amazon Marketing Cloud (AMC) to build retargeting campaigns.
- Encourage repeat purchases and collect post-event insights.
Advertising Best Practices to Maximize ROI:
- Start Small, Then Scale: Launch early with controlled budgets. Let data dictate scaling.
- Tiered Bidding: Go aggressive on exact match high-intent terms; bid conservatively on broad.
- Monitor Search Term Reports: Prune poor performers. Double down on converting queries.
- Retail-Ready Listings: Images, A+ Content, and keyword-optimized bullets must be dialed in before you spend.
- Budget Smart: Use budget rules to auto-adjust spend based on ROAS, not gut feel.
At BellaVix, we also recommend brands run affiliate or influencer campaigns 2–3 weeks out to prime the upper funnel. This builds mid-funnel awareness, warms up audiences, and drives sales velocity—before ad dollars come in heavy.
Inventory & Deal Timelines: What to Know
Key deadlines are already closing:
- FBA Shipment Cutoffs:
- June 9 (minimal splits)
- June 18 (Amazon-optimized splits)
- Deal Submission Cutoff:
- June 6 for Lightning/Best Deals
- Price Discounts still open until 12 hours before Prime Day ends
If you missed deal deadlines, Prime Exclusive Discounts and Coupons are still viable options. These offer visibility via badges, cart promotions, and discount callouts.
Tips to Avoid Inventory Pitfalls:
- Use Amazon Partnered Carriers to minimize delays.
- Consolidate deal inventory in separate cartons.
- Provide accurate box content to avoid manual fees and delays.
- Book off-peak delivery windows (nights/weekends) to speed up receiving.
- Monitor your Inventory Performance Index (IPI) and use AWD to stay in stock without maxing out your FBA capacity.
Final Word: Prime Day Is a Test of Preparation, Not Luck
Sellers who succeed on Prime Day are those who started early. It’s not just about turning on ads—it’s about creating visibility across the funnel, managing supply chain variables, and executing coordinated promotions that align with customer expectations.
Let CeCi’s 3-phase strategy and Amazon’s official playbook guide your execution. If you haven’t already, update listings, confirm inventory, and test ad creatives now—before the competition spikes.
Creating a Chain Reaction of Good Habits (and Why It Matters for eCommerce Sellers)
Running a business on Amazon or any eCommerce platform isn’t just about reacting to data—it’s about building systems that scale. This idea of habit stacking, originally popularized by James Clear (Atomic Habits), gets a smart upgrade in this article: the key to lasting performance is identifying “linchpin habits”—those that naturally trigger a chain reaction of other positive behaviors.
Here’s what that looks like for your Amazon or DTC business:
- Linchpin Habit 1: Reviewing Metrics Daily
→ Leads to optimizing campaigns sooner
→ Triggers listing clean-ups
→ Informs better inventory and budget planning - Linchpin Habit 2: Weekly Competitor Research
→ Sparks listing improvements
→ Keeps pricing competitive
→ Fuels your ad strategy with fresh insights - Linchpin Habit 3: Creating a 30-Minute Focus Block Daily
→ Reduces decision fatigue
→ Creates time for deep work (strategy, problem-solving)
→ Encourages a culture of proactive ownership
The article emphasizes: you don’t need to overhaul your life or workflow. You need one action that nudges you forward. That’s the beauty of linchpin habits—they lower friction and raise performance through momentum.
Our take at BellaVix:
Want better launches? Build a pre-launch SOP and follow it every time. Want better client outcomes? Start every Monday reviewing last week’s wins and losses as a team. Want to level up as an account manager? Turn learning (e.g., 1 ad tactic per week) into a habit, not a goal.
As a seller or strategist, don’t wait for clarity to act—act to get clarity.
Amazon Creator Connections: The Most Underused Revenue Lever You’re Probably Ignoring
Amazon’s Creator Connections program continues to fly under the radar for many brands—yet it might be the easiest way to drive incremental revenue, awareness, and content at scale without blowing through your ad budget. The model is simple: offer bonus commissions to Amazon Creators in exchange for performance-based sales, all managed inside your Ad Console or Seller Central account.
Here’s why smart operators are starting to take it seriously.
What It Is
Creator Connections connects your brand with Amazon-approved Creators—including influencers, publishers, bloggers, and deal sites. You choose the products, set a commission rate (starting at 10 percent), define your budget (minimum $5000), and launch a 30 to 365 day campaign. Creators opt in, post content using trackable links, and you only pay when a sale happens.
Why It Works
When structured correctly, Creator Connections becomes more than an affiliate tool—it functions as a retail awareness engine. Brands using this program have seen sharp boosts in top-of-funnel traffic and measurable increases in sales velocity, often in just a few weeks. What stands out isn’t just the performance—it’s the ability to generate sales before you start spending on ads.
Common themes from high-performing campaigns:
- Brands offered 20 to 30 percent commission to attract top Creators
- Product selections focused on high inventory or newly launched SKUs
- Campaigns ran for at least 60 days to allow traction and optimization
- Creators drove sustained traffic through off-Amazon content like TikTok, YouTube, and editorial placements
- Performance was monitored weekly to identify which SKUs and Creators were converting
BellaVix Take
This is one of the most underutilized levers in Amazon’s entire toolset. Creator Connections is a low-risk, high-upside way to prime your listings before turning on ads. It’s ideal for product launches, Prime Day prep, or moving through overstock without needing a lightning deal or coupon stack.
We recommend the following strategy:
- Pair Creator Connections with affiliate outreach and sampling to expand reach
- Launch 2 to 3 product-based campaigns with high commissions and clean, retail-ready listings
- Let campaigns run for 60 to 90 days to allow for compound visibility
- Monitor performance weekly and extend budget or timing based on sales data
Unlike PPC, you’re not paying for impressions or clicks—only purchases. And unlike influencer campaigns, you’re not negotiating usage rights or deliverables. It’s plug and play performance.
What to Watch For
- You cannot preview content or choose specific Creators
- Creators retain ownership of all content
- Sales are tracked via Amazon attribution links only
- No samples are automatically provided (you must coordinate directly)
Need help structuring a Creator Connections campaign that aligns with your launch calendar or seasonal goals? We’re happy to walk you through a strategy and performance forecast.
Walmart Expands Shipping Flexibility with Marketplace Custom Shipping (MCS)
Walmart is stepping up its fulfillment game. Their newly launched Marketplace Custom Shipping (MCS) program gives third-party sellers on Walmart Marketplace more flexibility to set their own transit speeds and shipping rates by region. For brands already selling—or considering expansion—on Walmart, this is a strategic shift worth paying attention to.
Here’s What’s New with MCS:
- Customizable Shipping Zones:
Sellers can now tailor transit speeds and rates across 6 defined U.S. regions. This lets you offer faster shipping where your warehouse footprint supports it and manage expectations in areas with slower transit. - Handling Time Buffers:
MCS lets you customize cut-off times and handling days, improving transparency and ensuring a more consistent delivery experience across zip codes. - Customer-Facing Accuracy:
You can fine-tune your delivery windows so what’s shown on the PDP is more accurate, improving trust and conversion at the point of sale. - Regional Rate Control:
MCS enables differentiated pricing by region, helping sellers manage margins and remain competitive without undercutting on cost or service.
Why This Matters for Sellers:
Shipping is still a conversion lever. With Amazon setting expectations around fast and free, Walmart sellers need to meet or beat customer delivery expectations without tanking profitability. MCS gives sellers more control—especially those not using WFS (Walmart Fulfillment Services)—to compete on speed without defaulting to one-size-fits-all pricing.
BellaVix Take:
For brands doing their own fulfillment or managing regional 3PLs, MCS is a big step forward. Use it to:
- Tighten delivery windows where you can meet 2-day or next-day speeds
- Protect your margins in high-cost zones
- Improve Buy Box eligibility through accurate shipping promises
Combined with Walmart’s push into AI-driven product discovery and performance marketing, these operational upgrades show they’re serious about supporting sellers—without forcing them into a single fulfillment solution.
Walmart Deals Returns: Seller Prep Guide for the 6-Day Sales Event
Walmart is relaunching Walmart Deals from July 8 through July 13, a six-day blitz positioned to overlap and outlast Amazon Prime Day. The event will drive both online and in-store traffic, giving Marketplace sellers a rare opportunity to tap into elevated purchase intent across multiple categories.
If you’re a seller on Walmart Marketplace, now is the time to get proactive—not reactive.
Key Seller Prep Steps
- Submit Promotions ASAP
- Deals should be submitted through Walmart Repricer, Promo Manager, or WFS Insights tools as early as possible
- While Walmart has not published a hard cutoff date, we recommend submitting by July 1 to ensure approval and promotion visibility
- Focus on products that align with Walmart’s highlighted categories: home, electronics, outdoor, toys, and back-to-school
- Optimize Listings for Visibility
- Ensure titles, images, and descriptions are polished and keyword-rich
- Use comparison tables or enhanced content modules (via Rich Media if eligible)
- Confirm inventory levels and shipping settings are aligned with your ability to meet delivery promises, especially if you are not using WFS
- Leverage Walmart Connect Ads
- Sponsored Search: Boost top-converting SKUs with keyword-driven Sponsored Products and Sponsored Brands
- Display Ads (offsite/onsite): Run retargeting or awareness campaigns to stay in front of shoppers throughout the full event window
- Omnichannel Advertising: If you’re in stores, ensure in-store ads or Smart Network displays are aligned with your Deals pricing
- Activate Marketing Outside of Walmart
- Use affiliate programs, email, and social retargeting to drive shoppers back to your Walmart listings during the event
- Update your website banners and social bios to reflect Walmart Deals visibility if you’re prioritizing the channel for this window
- Influencer partnerships can help warm up demand ahead of July 8
- Monitor and React in Real Time
- Keep a close eye on conversion rate, pricing competitiveness, and inventory health
- Adjust ad budgets as needed between July 8–13 to capitalize on traffic spikes or underperforming SKUs
- Be prepared to extend your promotions if Walmart pushes another Deals wave post-event
BellaVix Take
This is Walmart’s most aggressive positioning yet to own Prime Week share. Brands that act early—especially with sponsored search, pricing strategy, and WFS availability—will have a real opportunity to win. Think of this not as an alternative to Prime Day, but a complementary window to double your exposure across platforms.
Need help building a Walmart Deals ad and promo strategy? Let’s align your catalog, budget, and campaign assets before Walmart’s window opens wide.
Walmart Introduces ‘Sparky’—Its First Agentic AI for Shopping
Walmart is officially entering the Agentic AI race with Sparky, its new intelligent shopping assistant designed to guide customers through discovery, decision-making, and checkout. Sparky is currently live in Walmart’s internal app, helping associates with tasks—but the long-term goal is clear: a personalized AI-powered shopping concierge for customers.
What Is Agentic AI?
Unlike traditional AI chatbots that respond to single prompts, Agentic AI takes multi-step actions toward a goal. Think of it as the shopper saying “I need a birthday gift for my 12-year-old nephew who loves soccer” and the AI not only suggesting options, but adding it to cart, checking for delivery times, and applying coupons—without another input.
Why Sellers Should Pay Attention:
- Product Visibility Will Be AI-Mediated: Agentic AI will change how products are surfaced. Optimization for Sparky may involve metadata, reviews, availability, and content relevance—not just keyword rank.
- Intent Becomes the Entry Point: It’s no longer just about search terms. Shopping journeys will begin with goals or needs. This favors listings with clear use cases, benefit-forward copy, and high conversion history.
- Early Advantage for Structured Content: Sellers with complete, structured listings—clean titles, detailed specs, high quality images, and consistent reviews—are more likely to be recommended by AI assistants.
BellaVix Take:
This is a signal that AI-driven commerce is shifting from reactive search to proactive guidance. Walmart is playing a long game, and brands that futureproof their content, invest in quality reviews, and prioritize product-market fit will benefit most as the interface evolves.
Walmart Responds to Allegations of Price Discrimination
Walmart issued an official corporate statement addressing recent media reports and public questions regarding its pricing practices. The company firmly denied allegations of price discrimination, stating that no business or group of businesses has been charged higher prices than others for the same goods under the same conditions.
Key Points from the Statement:
- Walmart reiterated its commitment to low prices for all customers, emphasizing that pricing is driven by everyday value and market-based factors—not selective treatment of partners or categories.
- The company expressed concern about misinformation spreading publicly and clarified that they engage with their supplier and seller partners based on performance, category dynamics, and long-standing business terms.
- Walmart emphasized that its goal is to help customers save money and live better, and that trust—especially from marketplace partners—is central to that mission.
Why It Matters for Sellers:
If you’re selling on Walmart or considering expansion, this statement is a public recommitment to fairness, transparency, and partnership. While internal negotiations will always vary by category and vendor maturity, Walmart is proactively trying to dispel any notion of selective pricing practices that would hurt third-party sellers or smaller partners.
BellaVix Take:
This type of statement usually comes in response to legal or reputational pressure, so it’s worth keeping an eye on how Walmart evolves its seller support, pricing systems, and onboarding structure in the months ahead. It also highlights the importance of diversified channel strategies and partner relationships that prioritize long-term alignment.
Amazon’s Premium Beauty Push: A Strategic Hedge Against Rising Tariffs
As talk of renewed China tariffs heats up, Amazon is making a deeper push into premium beauty—and it might not be coincidence. According to a recent report, Amazon is actively expanding its catalog of luxury, high-margin beauty brands that are often manufactured in non-tariffed regions like Europe, South Korea, and Japan.
Why It Matters:
- Tariff-Proof Sourcing: Premium beauty products are more likely to be manufactured in markets not targeted by U.S. tariff policies. This gives Amazon more control over profit margins and supply continuity if tariffs on China-made goods expand.
- Higher Margins, Lower Volume Pressure: Premium beauty commands higher price points and margins, giving Amazon more pricing flexibility—especially if mass-market categories get squeezed by rising import costs.
- Curated Brand Experience: Amazon continues to invest in elevated storefronts, gated brand programs, and content-rich experiences to make premium brands feel exclusive, even on a mass platform.
BellaVix Take:
This is a strategic play by Amazon to protect its beauty business from cost volatility while moving upmarket. For brands, it’s a signal that Amazon is actively courting premium and luxury players—not just chasing volume.
If you’re in premium skincare, cosmetics, or haircare, now is the time to:
- Ensure your brand is retail-ready with strong A+ content and gated access
- Explore Amazon’s Premium Beauty program (invite-only) or build your case with performance and branding
- Monitor tariffs and consider manufacturing diversification to stay competitive
Shopify Advocates Tax Relief for Small Businesses Ahead of U.S. Election
Shopify has launched a public campaign calling on U.S. lawmakers to support federal tax relief for small businesses, citing rising operational costs and compliance burdens in today’s eCommerce environment.
What Shopify Is Proposing:
- Simplified Federal Tax Filing: Shopify is advocating for streamlined tax obligations for small online businesses, especially those operating across multiple states.
- Threshold Protections: The platform recommends establishing clear revenue and transaction thresholds before small businesses are required to collect and remit out-of-state sales tax.
- Regulatory Support: The call includes federal-level protections that prevent small business owners from being overwhelmed by state-by-state reporting requirements.
Why It Matters for Sellers:
As marketplaces grow more complex—between Amazon, Walmart, and DTC—sales tax compliance has become a real cost center. Shopify’s stance signals growing pressure to ease that burden at the policy level. It also reflects a broader trend: platforms stepping in as advocates for their sellers, not just service providers.
BellaVix Take:
Tax complexity disproportionately hurts smaller brands trying to scale. If your team is juggling filings across states or absorbing new compliance software costs, this initiative is worth tracking. It also underscores the importance of getting your tax house in order before Q4 or election-year changes.
Shopify Launches ‘Road to Retail’ Program to Help Brands Break Into Stores
Shopify has announced Road to Retail, a new initiative aimed at helping successful DTC brands expand into physical retail through major partnerships and mentorship.
What the Program Offers:
- Retail Placement Opportunities: Participating brands may get a chance to place their products in top retailers like Target, Urban Outfitters, and Market by Macy’s.
- Mentorship and Industry Access: Brands will receive support from retail executives, supply chain experts, and Shopify’s retail team.
- Consumer Discovery Acceleration: The program is designed to shorten the learning curve between online success and in-store sell-through, helping brands stand out on crowded shelves.
Why It Matters for Sellers:
Shopify is recognizing that digital-first brands need more than just DTC to scale long term. With paid traffic getting more expensive and acquisition costs rising, retail expansion offers margin relief, new customer acquisition channels, and additional brand credibility.
BellaVix Take:
This move reinforces what we’ve seen with several Amazon-native and Shopify-native brands: the future is omnichannel. Brands with strong supply chains, tight packaging, and clear brand stories should seriously consider how their products translate to the shelf—not just the feed.
If you’re looking to make the leap from online-only to omnichannel, this program could help shortcut the path.
Keep up with the latest Amazon and Walmart news updates and subscribe to our BellaVix newsletter 👇👇👇
AspiCon 2025 is now live, and if your listings aren’t converting like they should, this is where you start fixing the problem.
You’ll get access to:
- 40 expert-led sessions focused on creative strategy and conversion
- Real listing audits and examples of what works right now
- Data-backed tactics to reduce ACoS and increase profit
- Tips for standing out in a crowded market without racing to the bottom
All of this for just $8. Don’t let this opportunity pass you by. Time is running out.