Rill Pet Co.Pet
Getting a suppressed catalogue back online
A compliance documentation lapse took a third of Rill's catalogue offline. Recovery was a case-management problem, not a marketing one.
Engagement: Account support and customer service · 7 months
Headline results
31%
Catalogue restored
Suppressed ASINs returned to active
-64%
Response time
Buyer messages, median
0
Open policy notices
At month seven
Illustrative figures. This case study is demonstration content. Replace the brand, quote and every number here with verified, client-approved data before publishing — see src/content/case-studies.ts.
The challenge
What was actually wrong.
Expired category compliance documentation suppressed 31% of Rill's ASINs over a three-week period.
Three Seller Support cases had been open for over a month without resolution, and buyer message response times were outside Amazon's window on weekends.
Background
Pet consumables require category-specific documentation with expiry dates that Amazon does not proactively remind sellers about.
Customer messages were handled by an operations manager alongside three other responsibilities, with no weekend coverage.
Strategy
What we decided to do — and in what order.
Triage by revenue at risk
Suppressed ASINs were ordered by trailing revenue so the highest-value listings were resolved first.
One case, escalated properly
Duplicate cases were consolidated; each remaining case was escalated on a fixed schedule rather than re-opened from scratch.
Build the expiry calendar
Every compliance document was catalogued with its expiry date and a renewal reminder set 90 days ahead.
Cover the weekend
Message handling moved to a schedule that matched Amazon's response window rather than office hours.
Execution
The work, week by week.
- Catalogued every compliance document and its expiry date across the full catalogue.
- Resolved suppressions in revenue order, restoring the highest-value ASINs within the first three weeks.
- Consolidated and escalated the three stalled support cases to resolution.
- Implemented a daily account health checklist covering notices, suppressions and stranded inventory.
- Moved buyer messaging to seven-day coverage with an agreed escalation matrix.
Before vs after
The movement.
| Metric | Before | After | Note |
|---|---|---|---|
| Suppressed ASINs | 31% | 0% | Of live catalogue |
| Median message response time | 19 hours | 7 hours | Including weekends |
| Open support cases over 14 days | 3 | 0 | Tracked weekly |
| Documents tracked to expiry | 0 | All | With 90-day reminders |
View the underlying data as a table
| Period | Indexed value |
|---|---|
| W1 | 31 |
| W2 | 18 |
| W3 | 7 |
| W5 | 2 |
| W8 | 0 |
Timeline
How it unfolded.
Weeks 1–3
Triage
Suppressions resolved in revenue order; highest-value ASINs restored first.
Weeks 4–8
Case resolution
Stalled cases consolidated and escalated to closure.
Months 3–5
Prevention
Compliance calendar and daily monitoring routine established.
Months 5–7
Service
Seven-day message coverage and escalation matrix embedded.
Key learnings
What we'd tell the next brand.
Compliance document expiry is one of the most common avoidable causes of lost revenue, and one of the easiest to prevent.
Opening a second case about the same issue slows resolution. Escalate the existing one.
Response windows do not pause at the weekend, so neither can coverage.
A third of our catalogue was offline and we found out from a sales report.
Placeholder attribution. Client names and quotes are published only with written permission.
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