Amazon has significantly changed how sellers open cases with Seller Support, adding new AI-driven filters, automated responses, and additional steps before reaching a human representative. While Amazon claims this update will streamline case management, many sellers worry it will create more friction, delays, and misclassifications of urgent issues.

In this blog, we will break down what has changed, how it affects sellers, and how you can navigate these updates effectively.
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How Amazon’s new case system works

Previously, opening a case with Seller Support was a straightforward process. You would select a category, provide details, and a representative would handle your request. Now, Amazon has added multiple layers of automation before you can reach an actual support agent.
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The New Case Process

1️⃣ Pre-Set Issue Selection: When opening a case, Amazon first requires sellers to select from a predefined list of issues before allowing them to proceed.

2️⃣ AI-Powered Suggestions: If the issue is not listed, sellers must describe it in a text box. Amazon’s AI will then analyze the message and suggest solutions based on its problem interpretation.

3️⃣ Automated Case Handling: In some situations, Amazon’s AI will attempt to resolve the issue without escalating it to a support agent. If the system decides that no further action is required, sellers may not get direct human assistance.

4️⃣ Routing to the "Right" Department: If the AI determines the case requires further review, it will send it to a department that may not interact directly with sellers.
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What this means for Amazon sellers

1. More Automation, Less Human Interaction

Amazon’s increased use of AI means that many cases will be handled without a human representative. While automation can improve efficiency, it also increases the risk of misclassified issues, delayed resolutions, and AI-generated responses that do not fully address seller concerns.

2. Increased Friction in Getting Support

Instead of quickly opening a case and speaking with a support rep, sellers must now navigate through AI filters, hoping that their issue is classified correctly. If the AI fails to understand the problem, sellers may waste valuable time trying to correct or escalate the issue.

3. Higher Risk of Delays in Critical Cases

For time-sensitive problems such as account suspensions, suppressed listings, or incorrect FBA shipments, the new system could cause costly delays if cases are not appropriately routed. Sellers who rely on fast support to prevent disruptions may now face longer wait times and unresolved issues.

4. Potential for Future Limitations on Case Openings

While Amazon still allows sellers to contact support, this change suggests a long-term trend toward restricting direct access to human agents. If AI-driven case resolution becomes the standard, sellers may have fewer opportunities to escalate complex cases.
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How sellers can adapt to the new system

✔️ Be Precise with Issue Descriptions: Since AI is now analyzing your case request, use clear and specific language to ensure it is classified correctly. Avoid vague or overly complex descriptions.

✔️ Track Responses and Follow-Up: If AI-generated suggestions do not resolve the issue, document everything and follow up consistently. Be persistent if the case is not moving forward.

✔️ Consider External Support Solutions: Agencies and service providers with experience navigating Amazon’s internal systems can help sellers escalate critical cases effectively.

The Bigger Picture: Is This a Step Forward or a Barrier?

Amazon’s new case management system reflects its continued push toward automation, reducing human intervention in seller interactions. While the goal may be to increase efficiency, the reality is that many sellers will experience frustration, delays, and more hoops to jump through before getting real help.

For now, sellers must adjust to the new process, refine their approach to case submissions, and stay proactive in managing their account health.

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