Customer satisfaction is one of the most important performance measures we use to determine how well you are doing as a seller on Amazon. The Account Health Dashboard can provide you with greater insight into how you are doing with respect to customer satisfaction.
We calculate and display the following metrics by fulfillment channel (seller fulfilled and Amazon fulfilled, or FBA).
ODR (represented as a percentage) is the key measure of your ability to provide a
good customer experience. It's the number of orders with a defect divided by the
total number of orders. There are three components within ODR:
The Cancelation Rate is the number of seller-fulfilled orders canceled by the seller prior to ship-confirmation divided by the total number of seller-fulfilled orders in the relevant time period.
The Late Dispatch Rate is the number of seller-fulfilled orders with a ship confirmation that is completed after the expected ship date divided by the total number of seller-fulfilled orders.
Valid Tracking Rate is a performance metric that measures how often you provide valid tracking numbers for your orders. This metric reflects Amazon customers’ expectations that they should be able to find out where their orders are and when they will receive them.
Your On-Time Delivery score shows the percentage of seller-fulfilled packages that buyers received by the estimated delivery date.
RDR is the percentage of valid return requests that were not answered within 48
hours, were incorrectly rejected, or received negative customer feedback. There
are three parts to RDR:
CSDR is the percentage of customers who are not satisfied with your responses in Buyer-Seller Messaging Service.
An order is defective if we have received a negative feedback, an A-to-z Guarantee claim, or a service credit card chargeback on that order.
The Order Defect Rate (represented as a percentage) is defined as the number of orders with a defect divided by the number of orders in the time period of interest.
The ODR can be calculated over any historical order period. Since many defects are reported several weeks after orders are placed or received, we typically only compute them for periods ending no earlier than 30 days from the present.
No, an order can only be defective once. Having negative feedback and a claim on the same order will only count as a single defect.
No, not all claims are counted as defects. Resolved claims that are denied, including buyer-withdrawn claims that are denied, don't affect your ODR.
The Negative Feedback Rate is the number of orders that have received a negative feedback divided by the number of orders in the relevant period. This metric is order-correlated, meaning we look at the date of the order (not the date on which the feedback was received) when computing the rate. It is one of the three components of the ODR metric.
When a buyer disputes a purchase charged to their credit card with their bank, it's referred to as a chargeback request. These chargebacks are broadly categorized as either fraud or service.
A fraud chargeback means the buyer claims not to have made the purchase at all. These are typically related to stolen credit cards used by fraudulent buyers. Amazon protects you 100% from fraudulent transaction chargebacks.
A service chargeback means the buyer acknowledges a purchase but indicates to their credit card issuer that they experienced a problem.
Such problems may include:
The service chargeback rate is the number of orders that have received a service credit card chargeback divided by the number of orders in the time period of interest. The metric is order-correlated and is represented as a percentage. It is one of the three components of the Order Defect Rate metric.
The A-to-z Guarantee claim rate is the number of orders that have received an A-to-z Guarantee claim divided by the number of orders in the time period of interest. It's one of the three components of the ODR metric. When computing the A-to-z Guarantee claim rate, we consider all claims—in any status—filed by buyers.
No. If a buyer withdraws negative feedback, it's not counted as part of your defect rate calculation. You may see such feedback in your metrics up to 48 hours after a buyer has removed it.
The Late Delivery Rate is the number of orders with a shipping confirmation completed after the expected delivery date divided by the number of orders within that time period. It's important to confirm the shipment of orders no later than the expected delivery date so buyers can see the status of their shipped orders online -- before they arrive. Orders with a late delivery confirmation late may lead to increased claims, negative feedback, and possibly more buyer contacts. We require that no more than 4% of your orders have a late delivery confirmation.
The Cancelation Rate is the number of orders canceled by a seller prior to delivery-confirmation, divided by the number of orders within that time period.
Cancelation Rate = (CanceledOrders) / (TotalOrders)
When computing this metric, we consider all order cancelations initiated by the seller, with the exception of those that are requested by the buyer using the order-cancelation options in their Amazon account. Pending orders that are canceled by the buyer directly on Amazon are also not included.
When an order comes in, it's very important that the item is in stock and available to deliver. Pre-fulfillment order cancelations that are not in response to buyer requests can point to areas of improvement in your inventory management. We suggest that you work toward achieving and maintaining a pre-fulfillment cancel rate of less than 2.5%. We also need you to cancel no more than 2.5% of your orders.
It's important to ensure that items you have listed on Amazon are in stock and available to ship. When a seller cancels an order placed by a buyer prior to fulfillment, we have found this is mainly due to the item being out of stock. Some percentage of stock-outs may be unavoidable in normal business practice. However, we expect sellers to minimize such issues. High cancelled order rates are a problem that can impact your selling account. In the short term, it also negatively affects your bottom line because an unfulfilled order is lost revenue to your company.
A decision not to fulfill an order prior to ship-confirmation is treated as a canceled order. Once an order is ship-confirmed, a decision to accept a return or not ship an item is treated as a refund. Refunds are not always negative events but a high Refund Rate can often be a sign of an underlying issue worthy of review.
Negative feedback, A-to-z Guarantee claims, and service credit card chargebacks are submitted, on average, at least several weeks from the date of an order. Until that average time has passed, a seller's defect rate will always be artificially low. Waiting an extended period (90 days) gives the most accurate view of actual performance. However, in the interest of providing earlier information on your performance, we may report information on orders as early as 30 days post-purchase.
All Amazon sellers should be working toward achieving and maintaining a level of customer service that meets the following performance targets for every product they sell:
Failure to meet these targets may result in the removal or restriction of your selling privileges. Learn about how to Appeal the Removal of Selling Privileges.
We hope you'll be able to utilize both recent and historical information to minimize your canceled and defective orders while maximizing your on-time ship percentages. Taken together, these practices will increase positive customer experiences, which will be reflected in better feedback and happier customers. Both tend to drive increased sales.
Your selling account can be in one of the following statuses:
You can see your account status on the Performance Notifications page.
Sellers who ship their own orders and also use FBA should understand the quality of the fulfillment experience they provide to buyers in both cases. For example, a seller may have an overall Late Dispatch Rate that meets Amazon's performance targets, but not meet the late shipment performance target for orders they ship themselves. Viewing performance metrics by fulfillment channel may help sellers identify a problem faster and work to correct it earlier.
From time to time sellers will provide better buyer experiences on some types of items than others. For example, a seller may have proven performance selling Office products but have problems when expanding into a new product line such as Consumer Electronics. Separating defective orders and cancellation rates by product type may help you identify a problem faster and work to correct it earlier.
Today there are multiple views of seller performance. The metrics reported in this page are order-correlated and focus primarily on the customer experience. Metrics reported elsewhere in the account are not order-correlated and are linked to financial data.
The Negative Feedback Rate published on the Performance Metrics page is order-correlated and is one of the three components of the ODR metric. In an order-correlated view, the Negative Feedback Rate is calculated as the percentage of orders with a negative feedback rating in a specific time period, regardless of when the feedback was received. This differs from the feedback ratings displayed to buyers in that buyer feedback ratings are calculated based on when the feedback was received instead of when the order was placed.
The Refund Rate published in the Performance Metrics pages is order-correlated. In an order-correlated view, the Refund Rate is calculated as the percentage of orders in a specific time period with a refund, regardless of when the refund was issued. This differs from Refund Rates that are calculated based on when the refund was issued instead of when the order was placed.
When a measure is order-correlated, we are reviewing the results for a specific order time period. This differs, for example, from positive feedback ratings currently displayed to buyers. Buyer feedback is calculated based on when the information is received instead of when the order was placed. An order-correlated view would present the number of positive feedback ratings received on orders placed in a specific time period regardless of when the feedback was received.
We do not have plans to publish the ODR for buyers in the near future.