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This article applies to selling in: United States

Seller performance measurement

Amazon places high importance on maintaining the trust of our millions of satisfied buyers. We have established performance targets for sellers so that buyers can shop with a sense of safety and security about their third-party marketplace transactions.

Seller performance targets

Watch this short video: Intro to Seller Performance

All sellers should be working toward achieving and maintaining a level of customer service that meets the following seller performance targets for every product they sell:

  • Order defect rate: < 1%
  • Pre-fulfillment cancel rate: < 2.5%
  • Late shipment rate: < 4%

Failure to meet these targets may result in the removal of your selling privileges.

  • A seller who maintains a low percentage of negative feedback reflects our customer-centric philosophy. One- and two-star ratings are considered negative.
  • A seller who works proactively with customers to resolve order problems will avoid most A-to-z Guarantee claims. We measure your claims rate using the percentage of all orders, of any status, that involved a claim.
  • When a buyer disputes a purchase charged to their credit card with their bank, it's referred to as a service chargeback request.

Note: Performance targets for Premium Shipping orders vary from the above. See Premium Shipping Options for more information.
Note: Sellers are required to provide valid tracking numbers for 95% of shipments. Failure to meet the required tracking rate can result in the loss of seller-fulfilled selling privileges within the respective category. This may also affect your eligibility to participate in Premium Shipping Options. For more information, see Valid Tracking Rate.

Measure seller performance

The following customer metrics are used to measure seller performance:

Order defect rate (ODR)

ODR is the percentage of your orders for which you received a negative feedback, an A-to-z Guarantee claim, or a service credit card chargeback. It allows us to measure overall performance with a single metric.

  • A seller who maintains a low percentage of negative feedback reflects our customer-centric philosophy. We consider one- and two-star ratings as negative.
  • A seller who works proactively with customers to resolve order problems will avoid most A-to-z Guarantee claims. We measure your claims rate using the percentage of all orders, of any status, that involved a claim.
  • When a buyer disputes a purchase charged to their credit card with their bank, it is referred to as a service chargeback request.
Note: For details about communication with buyers, see Communicate with buyers using the Buyer-Seller Messaging Service.

Pre-fulfillment cancellation rate

This is the number of seller-fulfilled orders cancelled by a seller prior to ship-confirmation divided by the number of seller-fulfilled orders in the relevant time period. To calculate this metric, we consider all order cancellations initiated by the seller for any reason.

Late shipment rate

This is the number of seller-fulfilled orders with shipments that are not confirmed by the expected ship date divided by the number of seller-fulfilled orders in the relevant time period. Orders that are ship-confirmed late might lead to increased customer contacts and negatively impact customer experience.

Performance review and notification process

We regularly review the performance of all sellers and notify them when they are off-target. This review process is designed to give you time to improve your performance.

In most cases, we contact sellers with poor performance to ask for measurable improvement within 60 days of the first warning. Occasionally, sellers with very poor performance are immediately suspended or blocked.

If your seller account has been suspended, you may be eligible for reinstatement. You can appeal our decision by providing our Seller Performance team with a plan of action for correcting the problems that have contributed to this action. Learn how to Appeal the restriction or removal of selling privileges.

Monitor your performance with Customer Metrics

We strongly encourage all sellers to monitor their performance regularly using the customer metrics tool in their seller account. For more information, see Account Health on Seller Central. This tool provides data on all of the performance metrics so you can easily see if you are meeting our targets.

For detailed information about each performance metrics and how to use the Customer Metric tool, see Monitor your performance metrics and Account Health Dashboard FAQ.

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