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This article applies to selling in: United States

Contact Response Time

The Late Response Rate is the percentage of messages you didn't respond to within 24 hours. We calculate response time based on the amount of time elapsed between when a buyer message is received and when your response is sent through Buyer-Seller Messaging, including weekends and holidays. For this metric, we display the following subcategories:

  • Response times over 24 hours: The percentage of messages you responded to after 24 hours.
  • No response: The percentage of messages that you received more than 24 hours ago to which you didn't respond.

Providing timely, high-quality responses to buyer inquiries is an important factor in buyer satisfaction. Our research shows that when sellers respond to buyers about their orders within 24 hours, they receive 50% less negative feedback compared to when sellers responded after that time period.

To better help you track your response times, we also display your Average Response Time in your Account Health Dashboard on the Buyer-Seller Contact Metrics page.

We calculate both Late Response Rate and Average Response Time for the preceding 7, 30, and 90 day periods.

View messages awaiting responses

To view and respond to buyer messages that are awaiting responses, visit your Buyer-Seller Messages page. By default, it displays messages that need a response.

Measure response time

To measure Contact Response Time, we look at all messages sent between you and a buyer both before and after the buyer placed an order.

Note: You can flag a message as not requiring a response by checking the Mark as no response needed box in the Reply area of the communication thread. This will exclude the message from Contact Response Time calculations.

We calculate Contact Response Time when a message is received and sent through the Amazon messaging system, and we calculate the following for the preceding 7, 30, and 90 day periods:

  • Average response time: Of buyer messages that receive a response from you, this is the amount of time elapsed between the transmission of a buyer message and the transmission of your response, including weekends and holidays.
  • Response times under 24 hours: The percentage of messages you responded to within 24 hours, including weekends and holidays.
  • Late responses: The percentage of messages you didn't respond to within 24 hours, including weekends and holidays. For this category, we have the following subcategories:
    • Response times over 24 hours: The percentage of messages you responded to after 24 hours
    • No response: The percentage of messages that you received more than 24 hours ago to which you didn't respond

View messages awaiting responses

To view a report of all recent messages that are awaiting responses, follow these steps.

  1. Click the Performance Metrics tab.
  2. Under Performance Metrics, scroll down to the Buyer-Seller Contact Metrics section.
  3. Click the link embedded in the number of messages. The number denotes the messages you have not responded to in the past [number] days.
Note: We don't advise that you use this report as the primary source to identify which messages to respond to. We provide this report only as a way to double check that you haven’t overlooked any buyer messages.

FAQ Contact Response Time metric

Here are some of the most frequently asked questions about contact response time metrics.

What messages are included in Contact Response Time calculations?

All messages from buyers are included, whether sent before or after placing an order. Customer replies to your messages are also included.

What if a message doesn't need a response?

You can flag a message as not requiring a response by checking the "Mark as no response needed" box in the Reply area of the communication thread. This will exclude the message from response-time calculations.

Does my email's auto-responder for new messages count as a response?

No. If your email service automatically sends an acknowledgement upon receiving a message, we do not count that auto-reply as a response.

Are buyers able to view my response time metrics?

Contact Response Time metrics are currently not displayed to buyers, with the exception of Average response time, which is shown on your Seller profile page as Response time. Note that this information is shown only to registered Amazon Business customers. All other customers who do not have an Amazon Business account do not see it. All other Contact Response Time metrics (for example, Late responses) are not displayed to any buyer. They are visible only to you through your seller account.

Learn more about Amazon Business and the Amazon Business Seller Program.

What happens if my response time is "Fair" or "Poor"?

Timely, high-quality responses to customer inquiries are an important factor in customer satisfaction and can help prevent negative feedback or other order defects and claims. While scores that do not meet our standards generally do not result in the suspension of your selling privileges, slow response times can lead to negative feedback and claims, which can impact your selling privileges.

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