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Monitor your account health

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).

Order Defect Rate (ODR)

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:

  1. A-to-z Guarantee claim rate
  2. Negative Feedback Rate
  3. Service Chargeback Rate

Cancelation Rate

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.

Late Dispatch Rate

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 (VTR)

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.

On-Time Delivery

Your On-Time Delivery score shows the percentage of seller-fulfilled packages that buyers received by the estimated delivery date.

Return Dissatisfaction Rate (RDR)

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:

  1. Negative Return Feedback Rate
  2. Late Response Rate
  3. Invalid Rejection Rate

Customer Service Dissatisfaction Rate (CSDR)

CSDR is the percentage of customers who are not satisfied with your responses in Buyer-Seller Messaging Service.

Frequently asked questions

What is an order defect?

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.

What is the Order Defect Rate (ODR)?

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.

Over what time period is the ODR calculated?

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.

If I have an A-to-z Guarantee claim and a negative feedback rating on an order, does it count twice?

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.

Do all claims count as defects?

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.

What is the Negative Feedback Rate?

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.

What is a service credit card chargeback?

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 buyer claims the item was not received.
  • The item was returned but no refund was given.
  • The buyer received a damaged or defective product.
A service chargeback is similar to an A-to-z Guarantee claim except that the processing and decision is made by the credit card issuer, not Amazon.

What is the service chargeback rate?

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.

What is the filed A-to-z Guarantee claim rate?

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.

Is buyer-removed negative feedback included?

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.

What is the Late Delivery Rate?

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.

What is the Cancelation Rate?

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.

Why are seller-canceled orders bad?

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.

What is the difference between a refunded and a cancelled order?

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.

Why can't you provide data on recent orders?

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.

What are the performance targets?

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:

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

What happens if my account's performance does not meet the performance targets?

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.

How can I use this information to improve my business?

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.

What is the Account Status?

Your selling account can be in one of the following statuses:

  • Active: Your selling account is able to sell on Amazon and funds (payments) may be disbursed as per the normal schedule.
  • Under Review: Your selling account is able to sell on Amazon, but is currently under review by Amazon and funds are temporarily withheld until the review is completed.
  • Suspended: Your selling account is not able to sell on Amazon and funds are temporarily withheld.

You can see your account status on the Performance Notifications page.

Why are my performance metrics displayed by fulfillment channel?

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.

How should I use the metrics based on product line?

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.

Why don't the numbers in the report match details otherwise in my account?

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.

Why doesn't the Negative Feedback Rate match what is displayed to buyers on the website?

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.

Why doesn't the Refund Rate match what is displayed elsewhere in my account?

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.

What is an order-correlated metric?

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.

Will you publish Order Defect Rate for buyers on Amazon?

We do not have plans to publish the ODR for buyers in the near future.

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