Amazon store indicators mainly include: order defect rate, order cancellation rate, order delay rate, order effective tracking rate, return dissatisfaction rate, customer service dissatisfaction rate, etc. Operation personnel should pay comprehensive attention to store auxiliary sales, whether order delivery is timely, whether inventory is sufficient, whether repairs are properly handled, etc. Amazon platform focuses on buyers and sellers. To do business on Amazon platform, you must abide by the platform rules and meet the standards for various indicators.
① Order late shipment rate.
The indicator of late shipment rate (LSR) must be <4%.
Delayed confirmation of shipment of orders may have a negative impact on the buyer’s experience and lead to claims, etc., and an indicator of >4% may even lead to account deactivation.
Calculation method: Order late shipment rate = orders that are confirmed to be shipped 10 days or 30 days after the expected delivery date ÷ total number of orders.
② Order cancellation rate.
The indicator of order cancellation rate (CR) must be <25%.
Order cancellations are usually caused by out-of-stock. Sellers are advised to ensure that there is sufficient supply for delivery, so as to avoid sales being affected by non-compliance with the target, or even the account being deactivated.
Calculation method: Order cancellation rate = the number of all orders canceled by the seller within 7 days ÷ the total number of orders.
③ Effective tracking rate.
The index of effective tracking rate (valid tracking rate, VTR) must be >95%.
If the correct and valid tracking code is not uploaded to the package in time, the buyer will not be able to find the order logistics information. A VTR higher than 95% will help the store get better ratings and sales.
Calculation method: Effective tracking rate = the number of orders with valid tracking codes within 30 days ÷ the total number of self-delivery orders within 30 days.
④ On-time delivery rate.
The index of on-time delivery rate (OTDR) must be greater than 97%.
For sellers, receiving goods on time can improve consumer shopping satisfaction, help to bring buyers a better shopping experience, and thus increase sales.
Calculation method: On-time delivery rate = all shipments delivered within the estimated delivery time ÷ total shipments tracked.
⑤ Order defect rate.
The order defect rate (ODR) indicator must be <1%.
The order defect rate is affected by negative feedback, non-rejected transaction guarantee claims and credit card rejections.
Negative feedback from buyers, non-rejected Amazon Marketplace transaction guarantee claims, credit card rejections, etc. may cause the order defect rate indicator to rise. Negative feedback means that customers give bad reviews; non-rejected Amazon Marketplace transaction guarantee claims refer to claims initiated by buyers that have not been processed by the seller; credit card rejections refer to buyers who can apply to the bank to reject a transaction on the bill within a certain period of time without receiving the goods or making duplicate payments.
According to policy regulations, failure to meet this indicator may lead to account deactivation.
Calculation method: Order defect rate Orders with one or more defects within 60 days ÷ total number of orders.
⑥ Return dissatisfaction rate.
The return dissatisfaction rate (RDR) indicator must be <10%.
Negative buyer feedback, delayed responses (no response to returns within 48 hours), and wrongly rejected returns may cause the return dissatisfaction rate indicator to increase.
Calculation method: return dissatisfaction rate negative return requests ÷ total return requests.