1. Order Defective Rate (ODR)
Customer service performance is mainly assessed against the Order Defective Rate (ODR). According to Amazon regulations, sellers need to ensure that the number of orders with one or more defects accounts for less than 1% of all orders within a given 60-day period. In actual operations, if the order defect rate is higher than 1%, Amazon will warn you; if the order defect rate is higher than 2% for two consecutive cycles, it is likely to result in account restrictions or loss of sales qualifications.
Amazon’s judgment on order defects is mainly based on three factors: whether negative feedback is generated, Amazon Mall transaction claims (AZ) and credit card chargeback claims. The calculation of the order defect rate includes both self-delivery and FBA orders.
Generally speaking, the order defect rate of FBA orders is almost never higher than 1%. Therefore, in order to control the order defect rate, it is necessary to focus on the customer service of self-delivery orders.
2. Negative feedback
Negative feedback refers to the 1-star and 2-star Feedback posted by buyers after the product is sold. According to Amazon’s rules, feedback can only involve issues such as logistics, service, and after-sales service. In the following four special cases, buyers can apply to Amazon to delete negative feedback:
1) The feedback contains obscene language, such as insults or racially discriminatory words;
2) The feedback includes seller-specific personal identification information, such as name, address, and contact information;
3) The entire feedback evaluation is a product review, and there is no content about delivery or after-sales service;
4) The feedback involves the delivery or customer service of Amazon logistics orders, such as FBA product delivery errors.
Generally speaking, most of the feedback that sellers can delete belongs to Rule 3. After deletion, the feedback will not be included in the calculation of the order defect rate, but it will still be displayed on the store page in the form of a deleted line.
When the negative feedback cannot be removed, the seller can also publish a public response in a timely manner, briefly emphasizing that the relevant issues are being resolved, and establish a favorable image in front of more buyers. At the same time, you can also send an in-site email to the buyer to remedy the specific reasons for the negative review and ask the buyer whether he is willing to accept compensation. In some cases, buyers will proactively modify the Feedback after resolving the issue.