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How can third-party sellers deal with claims under the A-to-Z Guarantee?

Blog > How can third-party sellers deal with claims under the A-to-Z Guarantee?

How can third-party sellers deal with claims under the A-to-Z Guarantee?

The customer experience is at the heart of Amazon’s strategy and the A-to-Z Guarantee is a key component. If the customer is not satisfied with their purchase, whether due to an untimely delivery or the condition of the product, they can lodge a complaint that triggers an investigation by Amazon. The marketplace will decide if it should accept or reject the claim, based on the facts communicated by the two parties.

When a customer relies on the A-to-Z Guarantee and the claim is accepted, the seller will see an effect on their defective order rate. This will have repercussions on the visibility of their products and could even lead to their account being suspended if their rating drops below a certain level.

Responding to a claim under the A-to-Z Guarantee

A customer must first contact the seller before they can claim under this guarantee. If they make such a claim, it means that you have not been successful in finding an amicable solution and the customer has decided to escalate the issue to Amazon.
In the event of a claim:

You refund the customer

You can choose to refund the customer in full without awaiting the conclusion of Amazon’s enquiry. This closes the claim but it will still affect your defective order rate. You can ask the customer to return the product before or after the refund.

You await Amazon’s decision

To come to a decision, Amazon will ask the customer for all necessary information and ask you for any supporting documentation that defends your position. It is essential that you are as exhaustive as possible with the items requested by Amazon. You have 48 hours to respond to Amazon. If you do not respond by this deadline, Amazon will automatically accept the claim in favour of the customer, which will have an impact on your defective order rate.

The claim is automatically accepted

A claim is automatically accepted in favour of the customer where you have not given the customer the ability to track their order, you have not replied to the customer’s original claim within 48 hours, or the order was not shipped or was not delivered by the estimated date.

The customer cancels their claim

If an amicable solution is found, the customer can withdraw their claim before Amazon gives its decision. Logically, this does not have any effect on your defective order rate.

Appealing an A-to-Z Guarantee decision

If Amazon accepts a customer’s claim, you will have 30 calendar days to contest this decision.

Once you have sent your appeal, Amazon may again ask you for supporting evidence. Again, you have 48 hours to respond to such a request and, if you do not, Amazon may reject your appeal.

Avoiding A-to-Z Guarantee claims

Handling claims that come under the A-to-Z Guarantee costs both money and time. As a result, prevention is better than the cure and you should invest in making sure very few complaints arise.
What are the best practices in this regard?

Best practices in logistics

Order tracking

You really need to give customers the ability to track their orders. This will limit the number of claims arising from delivery times. Moreover, Amazon systematically accepts all customer claims where there is no proper tracking of the order.

Choice of carrier

For any claim under the A-to-Z Guarantee, it is essential you contact the carrier for all supporting documentation.
So, you need to choose a readily available, responsive transporter who will be able to send you the requested documents, including proof of delivery.

Signature on delivery

You should require a signature to complete delivery. In any dispute, Amazon tends to side with the customer; it is therefore important that a delivery be signed for.

Quickly dispatch and deliver

Dispatch and deliver orders before the estimated date. On a practical side, the best way to avoid complaints as to delivery times is to act in advance. It is better to dispatch the order well before the estimated delivery date.

Use listed carriers

If you choose a carrier offered by Amazon, you can buy tracking labels through your Seller Central account. This will help protect you against any claim based on late delivery. And if there is a claim, which is accepted by Amazon, there will be no impact on your defective order rate.

Best practices on products

Product listing

Your product listing must comply with Amazon’s standards and not be misleading or ambiguous. In other words, you should ensure the title of your product listings is well written, the description is clear and the photos shown are of the item being sold. Beyond avoiding claims on this aspect, it will also increase your conversion rate.


Inventory tracking and management can prevent any dispute on a product not being available.

Best practices for customer relations

Quick response

Answer enquiries within 48 hours, whether it is a claim under the A-to-Z Guarantee, a simple question or an enquiry from the marketplace. Your response time is a crucial factor in how the customer will perceive your service; a quick and complete response will limit the number of claims lodged.

Be accommodating

Find an amicable solution quickly with the customer. Sometimes, it is better to refund directly before any claim is filed. Your defective order rate will not be affected and the customer will be more inclined to leave a positive review.

Best practices for returns

A simple policy

Your returns policy should be clear and you should provide it to the customer when they first request it. If you refuse a return, you always need to give a reason. If you accept the return, you must provide a return address or a pre-paid returns label and specify whether the refund will be made before or after the product’s return.

Quick returns

You should authorise returns within 48 hours. After this deadline, the customer can opt to lodge a claim. To avoid a claim, you can permit the return of the product when contacted by the customer and refund the price before or after the product’s return.

Need help?

For merchants using the FBA service, Amazon takes care of the entire after-sales service, claims and returns.

Are you receiving a large number of claims under the A-to-Z Guarantee on the marketplace and struggling to reduce their number? Do you think you are the victim of abusive claims? Maybe you are not sure how to handle customer complaints?

Our agency specialized in guiding sellers on Amazon can assist you and save you time in managing complaints. We will also work with you on how you can prevent them in the first place.

Get in touch with us and let us know what problems you are having.

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