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This article applies to selling in: United Kingdom

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

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-Fulfilment cancellation rate: < 2.5%
  • Late dispatch rate: < 4%

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

Note: Performance targets for Premium Delivery orders vary from the above. See Premium Shipping Options for more information.

Measure seller performance

The following customer metrics are used to measure seller performance:

Order Defect Rate (ODR)

This is the percentage of your orders that have 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. 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: For details about communication with buyers, see the Buyer-Seller Messaging Service.

Pre-fulfilment Cancellation Rate

This is the number of seller-fulfilled orders cancelled by a seller prior to dispatch-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 dispatch 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 dispatch-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 toAppeal 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. 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 metric and how to use the Customer Metric tool, read our Customer Metrics Overview and Customer Metrics Scorecard Help pages.

Sign in to use the tool and get personalised help (desktop browser required). Sign in

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