Understanding and Managing Your Performance Metrics on Amazon

March 23, 2023

Understanding and Managing Your Performance Metrics on Amazon

As one of the largest e-commerce platforms in the world, Amazon has become a crucial marketplace for businesses to sell their products. However, with a large number of sellers and products available on the platform, sellers need to understand and manage Amazon's performance metrics to succeed.

Understanding Amazon's Performance Metrics

Amazon uses a variety of performance metrics to measure seller performance and provide customers with the best possible experience. These metrics include the Order Defect Rate (ODR), Late Shipment Rate (LSR), Pre-Fulfillment Cancel Rate (PFCR), Valid Tracking Rate (VTR), and customer metrics such as customer feedback, product reviews, and response time.

Order Defect Rate (ODR)

Order defect

The Order Defect Rate (ODR) is a metric that calculates the percentage of orders that have received negative feedback, an A-to-Z Guarantee claim, or a credit card chargeback. A high ODR can lead to account suspension or even termination. To avoid this, it's important to provide excellent customer service, respond quickly to customer inquiries, and resolve any issues as quickly as possible.

Late Shipment Rate (LSR)

The Late Shipment Rate (LSR) calculates the proportion of orders that are dispatched after the anticipated shipping date. Late shipments can lead to negative customer feedback and impact your ODR. To avoid this, make sure to ship orders on time, keep track of delivery times, and provide accurate tracking information to customers.

Pre-Fulfillment Cancel Rate (PFCR)

The Pre-Fulfillment Cancel Rate (PFCR) calculates the percentage of orders that get canceled before their shipment. Canceling orders can negatively impact the customer experience and lead to a high PFCR. To avoid this, make sure to keep accurate inventory levels, update listings promptly, and communicate with customers if there are any issues with fulfilling their orders.

Valid Tracking Rate (VTR)

The Valid Tracking Rate (VTR) determines the percentage of orders that contain correct and valid tracking information. Providing accurate tracking information is crucial for customers to have a positive shopping experience and can also impact your LSR. To maintain a high VTR, make sure to use a reliable shipping carrier, provide accurate tracking information, and respond promptly to any customer inquiries about shipping status.

Customer Metrics

Customer metrics

Amazon also measures a variety of customer metrics, including customer feedback, product reviews, and customer response time. Providing excellent customer service and responding promptly to inquiries can help improve these metrics and lead to higher customer satisfaction.

Product Ranking

One of the most important metrics for sellers is product ranking. Amazon uses an algorithm to determine the best products for each customer based on various factors such as customer behavior, product reviews, and seller performance. Higher-ranked products are more likely to appear at the top of search results and attract more customers.

Seller Rating

In addition to product ranking, Amazon also measures seller performance with a seller rating system. This rating is based on customer feedback, order defect rate, late shipment rate, and pre-fulfillment cancel rate. Maintaining a high seller rating is crucial for success on the platform, as it can impact product visibility and customer trust.

The Importance of Amazon Metrics

Amazon's performance metrics are important for several reasons:

Maintaining a high level of customer satisfaction

Amazon's performance metrics help maintain a high level of customer satisfaction and trust in the platform. By measuring seller performance and providing feedback to sellers, Amazon can ensure that customers receive a quality experience from sellers. This, in turn, encourages customers to return to Amazon and purchase from sellers who provide excellent service.

Ensuring fair competition

Fair competition

Amazon's performance metrics help ensure fair competition among sellers. By measuring seller performance, Amazon can identify and address sellers who are not meeting customer expectations, providing a level playing field for all sellers to compete on the platform.

Improving product visibility

Amazon's product ranking algorithm takes into account various performance metrics, including seller ratings and customer reviews. Sellers with high-performance metrics are more likely to appear at the top of search results and attract more customers. This improves product visibility and increases the likelihood of sales.

Avoiding account suspension

Amazon has strict policies regarding seller performance, and sellers who do not meet performance standards may have their accounts suspended or even terminated. By monitoring performance metrics and taking steps to improve performance, sellers can avoid account suspension and continue selling on the platform.

Managing Amazon's Performance Metrics

Managing Amazon's performance metrics involves monitoring and optimizing several metrics to maintain a high level of customer satisfaction and seller performance. Here's a breakdown of each point mentioned:

Provide excellent customer service and respond promptly to customer inquiries

This involves responding to customer inquiries and addressing any concerns promptly. Providing excellent customer service can help increase positive customer feedback and reduce negative feedback, which can impact the seller's rating and product ranking.

Ship orders on time and provide accurate tracking information

Delivering orders on time and providing accurate tracking information is essential for maintaining a high Valid Tracking Rate. A high Valid Tracking Rate helps build customer trust and can improve product visibility, leading to more sales.

Maintain accurate inventory levels and update listings promptly

Keeping inventory levels up-to-date and promptly updating listings can help avoid negative feedback from customers who receive out-of-stock notifications or receive products that might be different from what you were expecting based on the item's description in the listing. This can also help increase customer satisfaction and reduce the Pre-Fulfillment Cancel Rate.

Use a reliable shipping carrier to improve the Valid Tracking Rate

Choosing a reliable shipping carrier can help ensure that orders are delivered on time and with accurate tracking information. This can improve the Valid Tracking Rate, leading to increased customer trust and improved product visibility.

Utilize tools and software designed to help manage and optimize performance metrics

Amazon provides sellers with various tools and software to help manage and optimize performance metrics. These tools can help automate tasks, monitor performance metrics, and provide insights and recommendations for improving seller performance.


Understanding and managing Amazon's performance metrics is essential for success on the platform. By maintaining high-performance metrics and providing excellent customer service, sellers can improve their product ranking, and seller rating, and ultimately increase their chances of success on Amazon. Remember, the Order Defect Rate is a critical metric to monitor and manage, so stay focused on providing an exceptional customer experience to avoid any issues.

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