Amazon Seller Performance Requirements – Customer Metrics
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If you are considering selling on Amazon and are curious how you will be “graded” by Amazon, below is some helpful information that will enlighten you on Amazon’s seller expectations.
In an Amazon Seller’s Customer Metrics information page, the following performance metrics are included in the report:
- Order defect rate (ODR): This is the percentage of Amazon orders that have received a negative feedback, an A-to-Z Guarantee claim or a service credit card chargeback. It allows Amazon to measure overall performance with a single metric.
- Pre-fulfillment cancellation rate: This measures your in-stock rate for items sold with Amazon.com.
- Late ship rate: On-time shipment is a promise Amazon makes to customers. Orders ship-confirmed three or more days beyond the expected ship date are considered to be late.
- Percentage of orders refunded: High refund rates may be an indicator of item stock-outs.
Amazon has certain performance targets for its sellers:
All Amazon merchants are expected to work toward achieving and maintaining a level of customer service that meets the performance targets listed below. Note that failure to meet these targets does not necessarily put your Amazon seller account in negative standing, but failure to improve may negatively affect your account.
- Order defect rate: < 1%
- Pre-fulfillment cancel rate: < 2.5%
- Late shipment rate: < 5%
Above are the baseline goals but for all Amazon Toy Sellers there is a requirement that in order to sell from November 17th through the holiday season that the seller has no greater than a 1% defect rate. Order defects will be evaluated for orders placed between 07/06/08 and 10/04/08.
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September 19, 2008
I have sent about 50 emails enumerating
what I would do to be reinstated, but all I
get are “do not reply to emails” with a new
case #. No one responds, so how do I get\
reinstated?I had 3 out of 3 negatives but past
performance have received great feed back. I
don’t think I am being treated fairly.
Ruth Fried
November 1, 2010