Performance Report

Your performance as a seller on Amazon is a crucial factor in the success of your business. Amazon uses performance metrics to determine the level of customer satisfaction from your actions as a seller on Amazon, and if you don’t live up to Amazon’s high quality standards your selling privileges may be removed or revoked. To stay on top of your performance metrics and actively work to maintain the highest performance possible, you need to begin by clearly understanding what metrics Amazon tracks for your performance.

Performance Metrics

There are seven main metrics that Amazon uses to determine the health of your account as it relates to customer satisfaction.

  • Order Defect Rate (ODR)
    This is the key measure of how well you are doing at providing a good customer experience. Amazon presents this metric as a percentage, and calculates it as the number of orders with a defect divided by the total number of orders. Your ODR consists of your A-to-Z Guarantee claim rate, your negative feedback rate, and your service chargeback rate.
  • Cancellation Rate
    The number of seller-fulfilled orders cancelled by the seller prior to ship confirmation divided by the number of seller-fulfilled orders in a given time frame.
  • Late Shipment Rate
    The number of seller-fulfilled orders where the ship confirmation is completed after the expected ship date, divided by the total number of seller-fulfilled orders.
  • Valid Tracking Rate (VTR)
    North American sellers are required to provide valid tracking numbers for 95% of your US shipments.
  • Return Dissatisfaction Rate (RDR)
    The percentage of valid return requests that were not answered within 48 hours, or were incorrectly rejected or resulted in negative customer feedback.
  • Customer Service Dissatisfaction Rate (CSDR)
    The percentage of customers not satisfied with your response in Buyer Seller Messaging.

Account Health Dashboard

The Account Health Dashboard is the place to go to monitor your performance metrics and identify any areas of improvement. This helpful tool can be accessed by selecting Account Health from the Performance drop-down on the Seller Central homepage.

When you reach the Account Health Dashboard you will see a high level overview of your performance for customer service, product policy compliance, and shipping performance.

From here you can click on any listed metric, or the View Details link at the bottom of the screen, to drill into more specific and detailed information about the scores you’ve received for each of the performance metrics that Amazon tracks. Here is an example of the metrics tracking for Buyer-Seller Messaging. You’ll notice that the results are listed as well as the targets for each metric.