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Metrics type: Key Metrics • Category: Marketplace

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At a glance

Real-time alert listing every ASIN that became newly suppressed by Amazon in the last 24 hours. The earliest signal that a catalogue policy change, attribute audit, or compliance flag has hit your store; usually fixable in minutes if caught the same day.

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Calculation

Calculated automatically from your Amazon (Selling Partner) data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

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Worked example

A FBA seller running a 540-ASIN home fragrance and candle book on amazon.co.uk + amazon.de + amazon.fr. Settlement currency GBP. The alert fired at 03:42 BST on 09 May 26 reporting 6 newly-suppressed ASINs in the prior 24 hours. The drill-down: (All 6 entries in the alert collapse to 3 unique SKUs because each SKU is suppressed on 3 marketplaces simultaneously.) Five things to notice that are specific to Amazon:
  1. Buy Box loss = sales loss, instantly, but suppression is even more brutal. A non-Buy-Box ASIN still appears in search and the offer carousel; a suppressed ASIN is fully invisible. The 6 newly-suppressed ASINs went from 100% Buy Box win to 0% revenue overnight. The card translates this to an immediate £340/day burn rate against the trailing 30D average.
  2. Three SKUs, one root cause: a category-wide policy change. All three were suppressed simultaneously because Amazon rolled out tighter hazmat documentation requirements for candles in the Europe marketplaces overnight. The fix isn’t per-SKU; it’s uploading SDS documentation once via the Compliance Portal, which then propagates to all three SKUs across all three marketplaces. Always check for a common root cause before treating each suppression as a separate ticket.
  3. Commission erodes 12 to 15% of headline, but suppression erodes 100% until cleared. Fees are commercial; suppression is existential for the affected ASINs. Always clear suppressions before any other catalogue work; the cost of inaction is total.
  4. Amazon-first buyers don’t migrate to your DTC site. The brand pushed a Klaviyo email promoting the affected products on their Shopify store while the suppression was live. Click-through 1.3%, conversion 0.3%. Same pattern as on other Amazon revenue-loss events. Don’t try to substitute one channel for the other on short notice.
  5. Out-of-stock punishes you for weeks, and so does suppression. The 5-day SDS upload + Amazon review window meant the 3 ASINs were invisible for 5 days. Once unsuppressed, organic search rank took another 7 to 10 days to fully recover (Amazon’s algorithm de-prioritises recently-recovered listings). Total revenue impact, including the recovery curve, was about 12 to 15 days of compromised performance against a 5-day actual outage.

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Sibling cards merchants should reference together

This alert is the same-day fix queue. Pair it with these to triage:

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Reconciling against the vendor’s own dashboard

Where to look in Amazon Seller Central:
  1. Inventory → Manage Inventory → Suppressed shows every currently-suppressed listing. Sort by date-added to see today’s transitions at the top.
  2. Catalogue → Listing Quality and Help groups suppressions by issue type for bulk-fixing.
  3. Performance → Notifications emails you on suppression events for some categories (compliance, IP, hazmat) but does NOT email on most catalogue-attribute suppressions (missing GTIN, image policy). This card is the only reliable signal for the latter.
Why our number may legitimately differ from Seller Central: Cross-connector reconciliation:

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Known limitations / merchant FAQs

The alert just fired with 8 ASINs. What do I do in the next hour? Look for a common reason code first. In nearly every burst, 80%+ of the entries share the same root cause: a category-wide policy rollout, a supplier feed update that broke GTIN matching, or an image-policy enforcement wave. If they share a reason, the fix is one workflow, not 8. If reasons are mixed, prioritise by trailing 30D revenue (the column on the right of the drill-down) and act on the top 3 first. Why does Amazon suppress my listing without emailing me? Amazon emails on compliance and IP-related suppressions (hazmat, restricted items, brand registry). Amazon does NOT email on routine catalogue-attribute suppressions (missing GTIN, image policy, listing length, missing required attributes). The lack of an email is the failure mode this alert is designed to fix; without this card, attribute suppressions can sit unnoticed for days or weeks. Commission, fees, do they affect this alert? Not directly. Suppression is a catalogue state, unrelated to fees. But suppressed FBA inventory continues to accrue storage fees while it can’t sell, so suppression is more costly on FBA than on FBM. Pair with Storage Fees and Long-Term Storage Risk if the burst is FBA-heavy. ACOS, what should my Amazon Ads team do during a suppression burst? Pause campaigns on every newly-suppressed ASIN immediately. Ads on a suppressed ASIN are fully wasted (the listing isn’t visible to shoppers; the click goes to a “currently unavailable” page). Once unsuppressed, restart the campaigns. Cross-check on Ad Spend on Out-of-Stock ASINs, which treats suppression and OOS the same way for ad-waste purposes. FBA vs FBM, do suppressions land differently? Suppression mechanics are identical. The cost of inaction differs. FBA-suppressed inventory: storage fees keep accruing, working capital is tied up in unsellable stock. FBM-suppressed inventory: just sits on your shelves. Always prioritise FBA suppressions; the storage clock is running. Multi-marketplace, how does the alert handle the same SKU suppressed on multiple marketplaces? Each ASIN-marketplace pair is one entry. If a single SKU is suppressed on UK + DE + FR simultaneously (common with category-wide policy rollouts), the alert lists 3 entries. The drill-down deduplicates by SKU when there’s a shared reason code, so you see the underlying issue once with a “3 marketplaces” badge. The total count in the headline reflects the per-marketplace number for severity-sorting. Settlement timing, does suppression affect when I get paid? Yes, indirectly. Settlements already in the pipeline continue to clear on the standard 14-day cycle. But suppressed ASINs generate zero new orders until cleared, so future settlements are smaller. The cash impact lags the revenue impact by 14 days both on the way down and on the way back up. Pair with Pending Settlement. Return-window confusion, do return-window issues cause suppressions? Sometimes. High return rates on a specific ASIN can trigger Amazon to flag it as defective and auto-suppress under the “Customer-reported defect” reason. Once the ASIN crosses Amazon’s internal defect-rate threshold (typically 2 to 5%) the suppression triggers. Fix: address the defect, submit a Plan of Action through Seller Central. Pair with ODR and Return Rate. Why isn’t the Shopify-Amazon channel app a useful tool here? Because the channel app is publishing-only; it pushes Shopify product data to Amazon at intervals. It has no signal on Amazon’s suppression state. The SP-API is the source of truth; treat the channel app as a publishing tool only, not a monitoring tool. If your channel app sync is incomplete (e.g. it pushes price but not GTIN), this alert can fire because Amazon’s GTIN validation has updated faster than your channel app catches. Why does today’s alert sometimes mention an ASIN that I cleared yesterday? Two reasons. (1) Amazon can re-suppress the same ASIN multiple times in a week if the underlying issue is structural (a supplier feed that keeps regenerating with a bad GTIN, an image hosting failure that intermittently serves a corrupted file). The alert is right; the recurrence is real. (2) An SP-API outage during the prior 24h may have caused the connector to miss the suppress-then-clear cycle, so the alert is reporting yesterday’s suppression as if it’s new today. If you see the same ASIN on the alert two days running, drill into the per-ASIN detail to confirm whether it’s a true recurrence or a connector-side artefact.

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Tracked live in Vortex IQ Nerve Centre

New Suppressions (24h) is one of hundreds of KPI pulses Vortex IQ tracks across Amazon (Selling Partner) and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. Start for free or book a demo to see this metric running on your own data.