In the process of Amazon account operation, the core indicators that affect account performance mainly include the following four: order defect rate, late delivery rate, pre-delivery cancellation rate, effective tracking rate, etc. Amazon has given specific indicator values for these indicators. Once the seller’s account performance exceeds the indicator value, it may lead to account security, account weight reduction or direct restriction. Next, explain in detail the matters that need to be paid attention to in achieving these indicators.
The order defect rate indicator does not exceed 1%. The order defect rate indicator covers three aspects:
1. Feedback negative reviews. Feedback negative reviews are very common. When a customer places an order, if he is not satisfied with the delivery, timeliness and customer service, etc., the customer may leave a negative feedback for the order, but the negative feedback will only affect the performance of the store and will not have a negative impact on the performance of the listing itself. For the negative comments of Feedback, the seller should conduct a specific analysis. If the situation described by the buyer is not related to delivery, timeliness, customer service, etc., or the product shipped by FBA is not received or arrives too slowly in the evaluation, you can directly apply for deletion.
2. A-to-Z disputes. A-to-Z dispute refers to the communication with the seller after the customer places an order about the product dissatisfaction. If the buyer is not satisfied after the communication, the buyer can initiate a dispute with the platform. When a buyer opens an A-to-Z dispute for an order, as a seller, we should analyze it carefully. If it is the seller’s responsibility, we can apologize to the customer and refund the money. If the dispute is an unreasonable request of the buyer, the seller can also refuse and apply for platform intervention. Amazon customer service will analyze the dispute and responsibility. After the platform customer service confirms, if it is the seller’s responsibility, it will naturally be borne by the seller. If it is the buyer’s responsibility, Amazon customer service will also close the dispute. If it is the platform’s responsibility, Amazon customer service will also include the dispute in the platform’s responsibility.
3. Credit card refusal. Credit card refusal to pay is an uncommon dispute, which mainly occurs when the consumer’s credit card is stolen. In this case, sellers rarely encounter it and can ignore it. If it is encountered, it is not the seller’s responsibility. You can directly apply for the platform customer service to intervene.
The late delivery rate is less than 4%, only for spontaneous orders. If the seller has spontaneous orders in operation, it should choose a suitable logistics method and ship the goods in time after the buyer places an order. According to the requirements of the platform, all orders must be delivered within 72 hours after the customer’s payment is completed. Of course, occasionally an order is temporarily out of stock, and it is also recommended that the seller confirm the order as a delivery status and communicate and negotiate with the buyer. If the customer agrees to a refund, the refund will be made to the customer to avoid delays caused by untimely customer responses.
The pre-delivery cancellation rate refers to the situation where the customer cancels the order after placing an order because the customer bought the wrong item or the seller is out of stock or the seller’s promotion settings are wrong. According to the platform standards, the pre-delivery cancellation rate should be lower than 2.5%.
According to platform requirements, the effective tracking rate of self-delivery orders should be greater than 95%. If the effective tracking rate is lower than this indicator, the platform may restrict the seller’s self-delivery authority. Therefore, for self-delivery operators, timely delivery must be made and the tracking order number must be accurately filled in.
For the safety of the store, in addition to the above indicators, there are some other indicators, such as infringement and violation of sales policies. Amazon does not give a specific percentage, but as a seller, it is also necessary to avoid these situations as much as possible, otherwise, it is also easy to lead to limited accounts. In short, only by complying with platform rules and striving to improve performance can long-term stable operations and development be guaranteed. Accounts are the basis of operations, and performance indicator requirements are red lines and bottom lines. Sellers must be cautious in operations.