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Amazon rolls out Seller Challenge for second appeals

Posted on by SellerBites

Amazon just learned the hard way that words matter. 🫣

After a CBC probe got “wife beater” tank tops pulled, sellers are on notice, watch your listings, because one bad keyword can hit harder than any policy violation.

AMAZON NEWS

Amazon just handed sellers something they almost never get—a do-over. 

According to PPC Land, the retail giant launched Seller Challenge, a new way for Account Health Assurance (AHA) members to fight back (politely, of course) enforcement decisions.

The best part? Amazon’s promising a 48-hour turnaround. ⏱️

🧩 A second layer of due process

Sellers have long hit a wall once Amazon made up its mind, whether over a policy flag, listing deactivation, or compliance issue.

Now, with Seller Challenge, they get an “appeal of the appeal.” 

Here’s how it works:

  • Eligibility matters. Only AHA sellers can use it, lose AHA, lose access.
  • Three shots. You get three challenges every six months, refreshed once each one wraps.
  • Where to file. Go to the Product Policy Compliance page and look for the “Seller Challenge” tag.
  • One and done. No repeat challenges, choose your battles wisely. ⚔️
  • Still deactivated. Listings stay down during review, so timing matters.
  • Fast track. Amazon promises a 48-hour decision, light speed compared to the usual wait.

🦮 Who watches the watchdog?

The Seller Challenge doesn’t fix every fairness issue, but it’s a clear sign Amazon knows the old system needed balance.

It gives sellers one more shot at justice, and a rare dose of transparency in a world where “case closed” used to mean exactly that.

TOGETHER WITH SELLER ALLIANCE

Run Your Amazon Brand Like a Pro—Without the Overhead

Seller Alliance gives you the tools, templates, and strategies Amazon agencies use to grow brands—without locking you into an expensive contract.

Whether you’re just getting started or looking to grow faster, you’ll get the exact resources used to optimize, scale, and win on Amazon.

Built by the team behind Seller Interactive, this membership gives you access to:

  • ✔️ High-impact SOPs and checklists that streamline operations
  • ✔️ Expert video trainings that show you how to actually implement
  • ✔️ Live calls and updates on what’s working now (and what’s not)
  • ✔️ Real-world insights from the people who do this for a living

If you’re tired of guessing, Googling, or wasting time on outdated advice—this is your shortcut to doing it right.

You run the business. We hand you the playbook.

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BITES OF THE WEEK

BIG IDEA

Shoppers can now ask ChatGPT to do their Walmart run

Walmart just made chatting the new shopping. CNBC reported that the retail giant is tapping into OpenAI’s new Instant Checkout feature. 

Walmart says shoppers already ask AI for gift ideas and meal plans, so why not let them buy straight from the chat?

🧠 Just ask ChatGPT

Here’s how Walmart’s leap into what it calls “agentic commerce” works:

  • Conversational shopping. ChatGPT helps users find, compare, and buy products, all without leaving the chat.
  • Instant checkout. OpenAI’s backend lets users purchase directly in ChatGPT, starting with Walmart and expanding to Etsy and Shopify stores like Skims and Glossier.
  • Meal planning & restocking. The AI can suggest grocery lists or refill staples before you even notice you’re low.
  • Smart AI agents. Walmart’s in-house bot, Sparky, already handles reorders and support, this just takes it up a level.

💰 What’s in it for Walmart (and sellers)?

Well, Walmart’s stock jumped nearly 5% after the announcement, hitting a 52-week high.

For sellers, this marks the next big shift in ecommerce:

  • Discovery over search. Getting found now depends on AI recommendations, not just SEO.
  • Data goldmine. Every chat reveals what customers actually want, fueling smarter targeting. 💎
  • AI-powered shelf space. As chat-driven shopping grows, visibility inside conversations could become the next premium ad real estate.

And you can bet Amazon, Shopify, and TikTok Shop are watching. When AI starts shopping for customers, sellers will need to optimize for algorithms that talk, not just rank.

TACTIC TALKS

Amazon cleans up branded search tracking

Amazon’s cleaning up its data act, and this time, it’s in your favor. Starting October 1, 2025, the platform is rolling out smarter branded search tracking that finally gives brands credit when shoppers can’t spell.

If someone types “Addiddas,” “Leggos,” or “Starbux,” Amazon Ads will now recognize who they meant.

🧠 Smarter searches, sharper insights

Basically, you’ll finally see the traffic you’ve been earning all along.

  • Smarter brand matching. Amazon can now recognize branded searches, even with typos, abbreviations, or nicknames.
  • Better attribution. The upgraded insights roll out first in Amazon Marketing Cloud (AMC) standard reports, with custom analyses to follow.
  • Clearer visibility. Expect shifts in branded search metrics as Amazon captures a more accurate view of shopper behavior.

Bonus: The update goes global, launching across key Amazon marketplaces. 

💼 Winners in the data game

This update closes the gap between how shoppers search and how Amazon tracks. Typos, slang, or shortcuts, your brand now gets the recognition it deserves, and your analytics finally catch up to reality.

In short: if you’re running ads, your brand data just got smarter, cleaner, and fairer.