Shilpi Dudani | AVA INC

I fix Amazon Seller Central problems at the root. Suppressed listings, account health, catalog errors, PPC bleeders. Every account gets my personal attention.

[Shilpi Dudani | AVA INC @shilpidudani]

Walmart just gave late shipments teeth.

At the end of July, Late Shipment Rate became an accountable seller performance standard. 5% or less to stay in good standing. 👇

If you have been treating Walmart as the relaxed channel because Amazon is the strict one, that gap has narrowed.

The number itself is not the interesting part. How it is measured is.

1️⃣ The first carrier scan is what confirms you handed the order off on time. Not your dispatch note. Not your system marking it shipped. The scan.
2️⃣ Which means a parcel that leaves your unit on time and gets scanned late counts against you, and you will not find that out from your own records.
3️⃣ Ship by the expected delivery date and make sure tracking actually updates. Those are two separate jobs and sellers usually only do the first.
4️⃣ If you self-fulfil, the Performance dashboard is where you watch it. Weekly, not when something goes wrong.

📌 Amazon sellers already know this pattern from valid tracking rate, and it catches people the same way. You are being graded partly on a carrier's behaviour, and your only real lever is which carrier and service you buy.

⚠️ 5% is not generous. On 200 orders a month that is ten late shipments before you are out of good standing, and a single bad week at a depot can do that on its own.

✅ Worth checking your current rate today rather than discovering it during Q4, when the volume is highest and the tolerance is lowest.

If your late rate is drifting and you cannot tell whether it is your handling time or your carrier, that is a fixable diagnosis and one I run on the Amazon side constantly. The logic is the same here.

Have you checked your Walmart late shipment rate since the end of July? Comment with roughly where it sits, I suspect a few people are about to get a surprise.

#WalmartMarketplace #WalmartSeller #Ecommerce #AmazonSellers #Fulfillment

[Shilpi Dudani | AVA INC @shilpidudani]

A haircare brand came to me with 12 SKUs to launch. Three sizes, four formulas, US and UK. Conversion went 8% to 17%. 👇

Nothing clever in it. It was built in the right order.

1. One variation family, not 12 separate listings. Twelve standalone listings split your reviews and ranking history twelve ways.
2. Keyword research before the flat file, so attributes get written once instead of patched after Amazon has indexed them.
3. Spanish keywords in the backend, which most listings in that category skip.
4. Compliance documents at build time. MSDS and packaging went in with the listing, so nothing sat suppressed waiting on paperwork.
5. A+ content through Brand Registry on day one, not as a later project.

Indexed for 25+ keywords in two weeks. Amazon's Choice on two variants. ✅

Launching a range soon? DM me before you build it, not after. 📩

[Shilpi Dudani | AVA INC @shilpidudani]

If an agency, a VA or a tool has access to your Seller Central account, that access can expire on 3 September.

You have eleven days and almost nobody has been told. 👇

Amazon changed how sellers delegate Seller Central access on 10 August. The old multi-step invite process is being replaced with a new authorisation flow, and access is now scoped to specific approved roles rather than handed over in a lump.

⚠️ The consequence is the bit that matters. If reauthorisation does not happen before the deadline, existing access to your account expires. Not degrades. Expires.

Picture that landing on a Thursday in September while somebody is mid-appeal on your behalf.

What to do this week:

1️⃣ List everyone who currently has access. Agencies, freelancers, your VA, PPC tools, repricers, analytics. The list is always longer than people expect.
2️⃣ Ask each of them whether they have verified their role coverage. That obligation sits on the provider, and plenty have not looked yet.
3️⃣ Reauthorise the ones you still use, through the new flow.
4️⃣ Use this as the excuse to remove the ones you do not. Old access from a service you stopped paying for two years ago is a real risk sitting in your account right now.

📌 Point four is the quiet win here. Most sellers have never audited who can reach their account, and a forced reauthorisation is the cleanest opportunity you will get.

✅ Scoped roles are genuinely better than the old all-or-nothing delegation. This is a good change with a bad deadline.

If you want a hand working out who currently has access and which of them still needs it, that is a short piece of work and a sensible thing to do before September regardless.

Go and look at your user permissions now, then tell me in the comments how many people still have access that you had forgotten about. I will start: it is almost never zero.

#AmazonSellers #SellerCentral #AccountHealth #AmazonFBA #Ecommerce

[Shilpi Dudani | AVA INC @shilpidudani]

An apparel seller was short $1,784.36 of inventory. Sent to Amazon, signed for, never credited. He had no idea it was claimable. 👇

Most sellers do not. That money sits there until somebody goes looking.

1. Start with the reconciliation report and shipment summary, not a support ticket. You need to know which SKUs are short and by how many units first.
2. File per discrepancy, not per shipment. One case saying your shipment was short gets closed. Twelve cases naming a SKU, a quantity and a date get paid.
3. Attach before and after screenshots from Seller Central, so the reviewer sees received against shipped without looking for it.
4. Watch the claim window. Eligibility expires, and most sellers find a discrepancy long after it happened.

$1,784.36 recovered. ✅

Then we set up a weekly shipment audit, because the reason it reached that number is that nobody was checking.

Want yours checked? DM me. 📩

[Shilpi Dudani | AVA INC @shilpidudani]

From tomorrow, pledging your Amazon payouts as collateral stops being allowed.

If you have financing secured against future disbursements, read this before you sign anything else. 👇

Amazon's Business Solutions Agreement updates on 24 August. Two things change, and the second one is the one nobody is talking about.

1️⃣ The restriction on transfers now covers your rights and obligations under the agreement, not just the agreement document itself.
2️⃣ It expressly prohibits pledging those rights as collateral.

⚠️ Read that second one again if you fund inventory with revenue-based financing or a merchant cash advance secured against your Amazon payouts. That structure is exactly what the new wording names.

The timing is not kind either. This lands in the middle of Q4 inventory buying, which is precisely when sellers reach for that kind of money. 💸

Three groups are most exposed:

3️⃣ Anyone with revenue-based financing or an advance secured on Amazon disbursements. The urgent group.
4️⃣ Anyone buying or selling an account on an informal handshake rather than Amazon's documented ownership-change process.
5️⃣ Aggregators and roll-ups where the original seller stays on the agreement while the economics flow somewhere else.

📌 What to actually do this week: open your financing paperwork and find out whether it pledges Amazon receivables. If it does, talk to your lender now rather than after something breaks. New Q4 funding is safer structured against inventory or general business assets.

✅ And if you are buying or selling an account, do it through Amazon's formal process. An informal transfer was always risky. It is now expressly named.

If you are not sure whether your financing touches this, that is worth checking properly rather than hoping, and I am happy to go through the account side of it with you.

Do you fund inventory against Amazon payouts? Tell me in the comments whether your lender has said anything about this yet, because most have gone quiet.

#AmazonSellers #AmazonFBA #Ecommerce #SellerFinance #AmazonBusiness

[Shilpi Dudani | AVA INC @shilpidudani]

Most listings get written from the product outwards. I start from the reviews. 👇

Before I write anything, I read what buyers are already saying. Not scanning for keywords. Reading for the story.

1. What are people really using it for? Often not what the brand assumed.
2. What does it actually do for them?
3. What brought them here in the first place?
4. What do they keep praising?
5. What do they keep complaining about?

Point 3 is the one almost everybody skips, and it is the most useful. Somebody searching for your product arrived in a particular state, and it is not always a problem to solve.

Somebody buying sports cones is excited about a session they have planned. Somebody buying roof sealant has a leak. Same research, completely different listing.

And the complaints tell you exactly what to address on the page before a buyer has to ask.

Then I go through it use case by use case, on a personal level, and build the listing strategy from there. The images, the copy and the A+ all come out of that strategy. ✅

Not the other way round. Keywords go where they fit. They were never the plan.

If your sessions are fine and your conversion is not, this is usually why. DM me. 📩

[Shilpi Dudani | AVA INC @shilpidudani]

The thing about Amazon Support that still gets to me: they do not read what you send. 👇

You write 400 words with dates, ASINs and screenshots. Back comes a template quoting the policy you just quoted.

I understand, it is frustrating. Here is what I have learned from it.

1. The person reading has a queue, a script and no authority to make an exception. They are not being lazy, they are being measured on volume.
2. So reopening with the same information gets the same result. You need different evidence, not more urgency.
3. And the irony: a template Plan of Action gets rejected for exactly the same reason. Amazon's reviewers recognise the structure instantly.

Both sides end up sending templates at each other and nothing moves. 🙃

The way out is specificity. Your account, your dates, your evidence, attached rather than described.

Stuck in that loop? DM me. 📩

[Shilpi Dudani | AVA INC @shilpidudani]

A toy brand came to me with 22 ASINs flagged as pesticides. All 22 down and Account Health at risk. 👇

I understand how that feels. You did nothing wrong and the whole catalogue is offline.

Here is what reversed it.

1. Explaining that it is a mistake almost never works. The reviewer is not deciding whether you are honest, they are checking whether the listing still trips the rule.
2. So each appeal proved the product is not what the classifier thought it was, with documents attached.
3. Then it showed what changed in the listing so it does not get caught again.
4. Evidence attached, not described. A reviewer working a queue will not go hunting for something you referenced.
5. Filed as 22 separate cases. A blanket appeal reads as a complaint. Individual ones read as compliance.

All 22 back in 7 days. Account Health recovered. ✅

Sitting on a false flag right now? DM me. 📩

[Shilpi Dudani | AVA INC @shilpidudani]

Amazon is rewriting seller titles with AI right now. Whether you get to review the rewrite depends on one thing. 👇

Brand Registry.

1. Titles are capped at 75 characters including spaces, every category except media. Announced 10 June, effective 27 July.
2. Titles still over the limit get replaced with Amazon's own AI recommendation, gradually.
3. Brand owners get 14 days in Review Listing Changes to review, modify and approve it before it publishes.
4. Sellers without Brand Registry get no review window. The change is simply applied.

So the highest-weighted field on your listing gets rewritten by a model and you find out afterwards. ⚠️

That is the real argument for Brand Registry, and it is a better one than the counterfeit protection everybody leads with.

If your titles run long and you are not enrolled, DM me. Worth sorting before it gets decided for you. 📩

[Shilpi Dudani | AVA INC @shilpidudani]

Amazon capped titles at 75 characters in July, and I have lost count of the clients who assumed their keywords were simply gone. 👇

They are not gone. They moved.

Amazon's own words: "Item name and Item highlights are both inputs for search, and one isn't prioritized over the other."

You still have 200 characters. Amazon split them, 75 for the title and 125 for Item Highlights, and both feed search equally.

Where it lives and what belongs in it:

1. Open Manage All Inventory, find the listing, click Edit. Item Highlights sits with the other listing fields.
2. The keywords you cut when trimming to 75 characters go here. That is what the field is for.
3. Material first, then compatibility, then use case, then sizing. Roughly the order a buyer checks things in.
4. Worth resisting the urge to repeat the title. You have 200 characters, not 75 twice.
5. Since 10 August it shows under your title on desktop and mobile, so write it for a person.

Amazon says sellers have updated more than 984 million titles. If yours was one and that field is still blank, you cut those keywords for nothing. ⚠️

Bookmark this and do your top ten this week. Or DM me and I will look at yours. 📩

[Shilpi Dudani | AVA INC @shilpidudani]

Amazon is retiring the Variation Wizard at the end of August. 👇

If you add child ASINs to existing listings, your workflow changes in under two weeks. Here is the new one.

1. Go to Add Products and search by keyword or product ID.
2. Click View Variations on the product page.
3. Choose whether you are adding variants Amazon does not have yet, or adding your offer to one already in the family.
4. It hands you a spreadsheet pre-filled with the family's existing structure. ✅

That pre-fill is the part worth knowing about. Parentage level, parent SKU and variation theme are the three fields that break families, and having them arrive pre-populated takes most of the risk out.

It is still a flat file though, so the risk has not gone entirely.

The part that will actually annoy you is not the new flow. It is that any SOP or Loom you have showing the Wizard is now out of date.

I understand, it is frustrating. Amazon changes something every month and you usually find out when a tool you rely on quietly disappears. 🙃

If you have a variation build queued, run it through the new flow this week, while a mistake costs you an afternoon instead of Q4.

And if a family is already broken, DM me. Happy to take a look. 📩

[Shilpi Dudani | AVA INC @shilpidudani]

Protect your brand, protect your business!

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[Shilpi Dudani | AVA INC @shilpidudani]

@flips4miles OA

[Shilpi Dudani | AVA INC @shilpidudani]

@MrmRuje @eliza_reviews Hey..nice content...Keep them coming

[PPCNinja @ThePPCNinja]

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[Shilpi Dudani | AVA INC @shilpidudani]

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[Shilpi Dudani | AVA INC @shilpidudani]

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[Shilpi Dudani | AVA INC @shilpidudani]

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[Shilpi Dudani | AVA INC @shilpidudani]

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[The Verge @verge]

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