Last updated on July 20th, 2023
Written by Mohamed Aden
Picture this: Everything is operating smoothly in your Amazon business until, one day, you receive a dreaded email about account suspension. Panic sets in, and you wonder what went wrong. One possible answer may be attributed to poor Amazon seller metrics.
These scorecards are vital indicators of your performance and reputation as an online seller. It can directly and directly impact the fate of your Amazon business, so let's learn how to keep them in optimal condition.
This blog post delves into poor Seller Performance metrics and their connection with account suspension. We’ll uncover the reasons behind these metrics slipping below par, discuss the consequences of account suspension, and offer valuable insights to help you improve your performance.
The Account Health page in your Seller Central account is your gateway to understanding how you’re doing as an Amazon seller. It's like a school report card, providing a complete performance summary.
Just as a report card consists of different subjects, the Account Health page contains various Amazon performance metrics, each playing a pivotal role in analyzing your overall accomplishment.
But why do these Amazon seller metrics matter? It’s simple: compliance.
Having understood the significance of monitoring Amazon metrics, let’s dive into the five key metrics on Amazon that demand your utmost attention. By diligently tracking these metrics, you can make informed, data-driven decisions while expertly complying with Amazon’s requirements.
The ODR measures how good you are in terms of customer experience. Amazon sets a target ODR below 1% for sellers to maintain. This metric comprises three types of defects:
The CR refers to the percentage of transactions sellers cancel before shipping or fulfillment, often due to item unavailability or issues during delivery.
Below are other things to note about the pre-fulfillment cancellation rate.
As the name suggests, LSR is the number of orders not shipped by the expected ship date promised to the customer. This Amazon seller metric evaluates your ability to fulfill orders promptly and meet the agreed-upon delivery timelines.
Amazon sellers need to remember the following:
The VTR reflects the number of shipments for which valid tracking numbers are correctly provided to customers. It indicates the seller's ability to offer transparency and visibility throughout the shipping and delivery.
Consider the following information to strengthen your valid tracking rate:
What if you’re not hitting the target of each seller performance metric? Then, you must understand the specific risk involved.
Failing to meet the performance standards set by Amazon puts your account at risk of suspension. This means your selling privileges are temporarily or, worse, permanently revoked. You can’t conduct business on the platform, your product listings become inactive, and you can no longer process new orders or access seller tools and services.
Amazon account suspension can have consequences for your business, including loss of revenue, damage to your reputation, and potential challenges in reinstating your account. Thus, taking immediate action is important.
But in what ways, to be precise?
You can start by writing an Amazon suspension appeal. Here are the steps you should take to reinstate your Amazon account.
Don't do the following:
When calm and composed enough to take the next step, thoroughly read the Amazon seller account suspension notification.
Once you read the notification, find out the root cause of the suspension. Amazon gives you a limited timeframe of 17 days to gain clarity and take appropriate action. Here’s what you can do:
These tips will help you address the specific issues in your appeal and present a well-structured case to Amazon within the given time.
Resolve all issues you see on your Account Health page and try to bring back the metrics to "green." These issues could be related to your order defect rate, late shipment rate, cancellation rate, inventory performance index, or other indicators.
Do address them before sending an Amazon suspension appeal to show Amazon how serious you are about getting your Seller account back.
The next step is to create a well-crafted Plan of Action (POA). Your letter should be clear, factual, direct, and concise. It should demonstrate your understanding of the situation, outline corrective and preventive measures, and provide supporting evidence.
Show this by:
Proofread your POA before submitting it. Focus on the following:
Understand that the review process takes time. It may require several days or even weeks to receive a response from Amazon. Always remain patient and mentally prepared for any outcome.
Don't ask for status updates. It can delay the review process and hinder your chances of a timely reinstatement. Trust that Amazon will thoroughly assess your appeal and provide a response in due course.
While waiting for Amazon's reply, continue to focus on improving your business operations and addressing any areas that led to the suspension. Implement the measurements outlined in your POA to show your dedication to long-term compliance and customer satisfaction.
If you wish to prevent reaching the point of having to write an Amazon suspension appeal, proactively work on improving your Seller Performance Metrics. By enhancing your performance, you can maintain compliance with Amazon's standards and minimize the risk of account suspension.
Consider the following tips:
Unfortunately, chargeback claims are increasing at record levels, and not all are made in good faith. Sometimes, customers intentionally try to defraud merchants, which may be a practice called chargeback fraud (similar to digital shoplifting). Thus, learning about chargeback fraud and how to protect your brand against it is essential.
Amazon is a customer-centric company with rigid marketplace rules and policies in place. As a seller, you must follow each policy and ensure your Seller Performance metrics meet their strict standards.
When met with the unfortunate event of a suspension, don’t panic. Simply follow the outlined steps above to navigate your path toward a successful reinstatement process.
But if decoding Amazon’s suspension notification leaves you uncertain, don’t worry! You can always get an Amazon reinstatement service to help you with your appeal and thrive in meeting all the required seller metrics. Reach out to Seller Interactive for professional support.
Our dedicated team is committed to helping you explore the challenging landscape of Amazon selling and achieve your goals. Book a call now to get started on your path to reinstatement and metric success.
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