- Brandon Checketts
- On February 11, 2016
- 0 Comments
The past month we focused on product reviews, who should ask, when to ask, and how to ask. The next three posts will carry that similar theme, but with the focus on seller feedback. Amazon uses seller feedback to measure the customer service experience a seller provides. A feedback score is given to each seller and is rated on a 0 to 100 scale with 100/100 being the best possible score, and 0/100 being the worst possible score. This score is based off of the number of orders completed in the past 365 days. Read more about the seller score here.
Who Should Be Concerned?
- Sellers who recently started selling on Amazon
- Sellers who compete with other sellers selling a similar product
- Private label sellers who want insurance against ASIN piggybackers
- Sellers who want to win the buy box
Why Seller Feedback Matters
The Amazon Seller Performance Team will suspend your account if any of the Seller Performance Targets fall below what Amazon deems permissible (more on this below). If your account gets suspended, you as a seller, will have to submit a plan to Amazon with how you intend to remedy the situation. If the plan is rejected or not executed with any real improvement, you could be closing up shop. And nobody wants to deal with a headache of that magnitude.
Understanding Seller Performance Targets
Amazon measures a seller’s performance based on four criteria: order defect rate, pre-fulfillment cancellation rate, late shipping rate, and refund rate.
- Order defect rate (ODR)
- This is used to determine the percentage of orders in the past 365 days that have received negative feedback, A-to-Z Guarantee claim, or credit card chargeback. If your ODR is greater than 1% then you risk getting your account suspended. The best way to avoid the metric from dipping is by maintaining a low negative feedback rating and working with customers to resolve issues.
- Pre-fulfillment cancellation rate
- Amazon defines this as “the number of orders canceled by a seller prior to shipment confirmation divided by the number of orders in the time period of interest.” If your pre-fulfillment cancellation rate is greater than 2.5% then you could face account suspension.
- Late shipping rate
- Amazon defines this as “the number of orders with shipments that are not confirmed by the expected ship date divided by the number of orders in the time period of interest.” If your late shipping rate is greater than 4% then you could face account suspension.
- Refund rate
- Amazon defines this as “the number of orders refunded by a seller divided by the number of orders in the time period of interest.”
Seller Feedback is important for maintaining your Amazon Seller Account’s health to allow you to keep running your business. With Feedback Genius, you can help increase or maintain your Seller Feedback score by proactively requesting Seller Feedback requests as well as maintaining high customer service standards. These are things you do have control over in the order process, and you will want to make sure you address customers who did have a good experience. Feedback Genius also has a number of tools to help prevent negative Seller Feedback so you can be confident in who you are requesting feedback from to help prevent potential negative experiences from affecting your Seller Feedback score.
Now that we have established who should be requesting Seller Feedback and why Seller Feedback matters, our next post will discuss when is the best time to request Seller Feedback from your customers using Feedback Genius.