Performance indicators are codes of conduct set by Amazon for third-party sellers to distinguish between good and bad sellers, better protect consumer rights, and ensure the long-term healthy operation of the platform. They are conducive to regulating the operation and service of sellers’ stores and allowing consumers to obtain a better cross-border e-commerce experience.
Order defect rate, order cancellation rate, and delayed shipment rate are hard indicators for Amazon to judge seller accounts, and are often the main reasons for seller accounts to be blocked.
Solve the problem of order defect rate (ODR):
The Amazon platform attaches great importance to the order defect rate (ODR) and uses it as the main reference standard when closing seller stores. If a store’s ODR exceeds 1%, it will be considered too high and will face the risk of being closed; and those stores that have been closed, the ODR is mostly over 1.19%.
Amazon sellers must also fully realize the huge impact of A-to-Z claim ODR (even if the claim is withdrawn, it will have a certain impact on the store); at the same time, even if the return order and chargeback issue has no direct impact on ODR, the seller must negotiate with the bank in a timely manner to resolve it.
Before appealing to Amazon for a long-term solution to reduce ODR, sellers can optimize their own store’s ODR status from the following two points: first, actively communicate with consumers or Amazon to persuade them to actively eliminate negative feedback about the store; second, communicate and coordinate with suppliers to have them deliver replacement products to customers in a timely manner to effectively avoid A-to-Z claims and negative comments about the store.
In the appeal email, sellers can explain how to solve the problem of order defect rate from the following points:
Based on customer feedback, especially negative feedback information, improve product packaging, strictly control quality, optimize delivery services, and even replace existing product suppliers if necessary.
Set up special personnel to supervise, inspect and check product status, delivery process, etc. to reduce order defect rate.
With the help of relevant application software, timely and comprehensive attention and understanding of customer feedback information can be obtained to better grasp customer consumption pain points and make targeted improvements and optimizations.
Get timely warnings before your store’s ODR reaches the Amazon platform limit through a safer performance tracking system.