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