The Amazon Valid Tracking Rate (VTR) ensures customers experience a seamless journey from purchase to delivery, providing clear visibility into each stage of the shipping process.
By providing real-time updates on shipping status, delivery times, and even unexpected delays, Amazon aims to foster a transparent relationship with its customers.
In an era where instant gratification can make or break a sale, timely and accurate shipping information is vital. But what if your VTR plummets due to circumstances out of your control? Or worse, what if your Amazon seller account is suspended due to a low VTR?
Learn everything you need to know about Amazon’s valid tracking rate policy, what constitutes a low VTR, how to improve your VTR, and what to do if your account experiences a VTR suspension.
The Amazon Valid Tracking Rate explained
Amazon’s Valid Tracking Rate (VTR) is a performance metric that measures the percentage of orders for which valid tracking information is provided within the specified timeframe on seller-fulfilled orders.
Here are the steps to view your Amazon Valid Tracking Rate:
- Sign in to Amazon Seller Central using your seller account credentials.
- Navigate to the “Performance” tab. Click on it to reveal a dropdown menu.
- Choose “Account Health” from the dropdown menu to monitor various performance metrics.
- On the Account Health dashboard, select “Performance Metrics.” Within this tab, you’ll find your Amazon Valid Tracking Rate.
Your VTR is calculated by dividing the number of packages shipped with valid tracking numbers by the total number of shipped and confirmed packages. Valid tracking information includes carrier-provided tracking numbers and shipping updates, allowing customers to accurately monitor their orders’ progress.
You must promptly upload tracking information for each order to maintain a high Amazon Valid Tracking Rate. Failure to meet these requirements can result in a low VTR, potentially impacting your seller performance and customer satisfaction. Unlike some metrics that may be susceptible to manipulation, VTR cannot be falsified, as each tracking ID must be confirmed beforehand through carrier scans.
Amazon tracking rate requirements
Amazon revised its VTR policy to improve the precision of tracking information. It now requires verified details such as carrier name and tracking ID. In cases where tracking details are invalid, Amazon will issue warnings, emphasizing the importance of providing accurate information.
Here is an overview of the policy requirements:
Minimum requirements
Amazon requires you to upload valid tracking information for at least 95% of your orders. This means that only 5% of orders can lack valid tracking information without negatively impacting your VTR.
Timeframe
Upload valid tracking information within the specified timeframe, which typically ranges from 30 minutes to 72 hours, depending on the shipping method and service level selected by the customer.
Valid tracking information
To be considered valid, tracking information must include the carrier-provided tracking number, shipping date, and delivery status. You must ensure that this information is accurate and up-to-date to avoid penalties.
Carrier requirements
Amazon accepts tracking information from various carriers, including USPS, UPS, FedEx, and DHL. To ensure accurate tracking updates, verify that your chosen carrier is compatible with Amazon’s tracking system.
Consequences of non-compliance
Failure to maintain a high Amazon Valid Tracking Rate can result in penalties, including an Amazon seller account suspension. Consistently low VTRs may experience decreased listing visibility and reduced customer trust.
Understanding and complying with Amazon’s VTR policy is essential to enhance customer satisfaction and improve seller performance.
What was the Amazon Valid Tracking Rate controversy in Canada?
In 2021, Amazon Canada made headlines by suspending thousands of small FBS (Fulfilled by Seller) sellers for failing to meet VTR requirements. Even items with a value below CAD 10, including shipping charges, were factored into sellers’ VTRs as defects, leading to Amazon seller account suspensions.
This strict approach aimed to incentivize sellers to prioritize accurate tracking information and uphold quality standards across all transactions. Here’s the thing: Tracked shipping in Canada can cost upwards of $15-20 per unit.
Amazon reinstated these accounts, but this example highlights the need for more transparency and fairness in how VTR calculations are applied, especially concerning the inclusion of low-value items in the assessment process in Canada.
The importance of VTR in shaping seller performance and customer satisfaction highlights the need for ongoing dialogue and collaboration with the e-commerce giant.
Benefits of providing valid tracking information
Providing tracking information offers customers peace of mind regarding the status of their orders.
- Enhanced customer experience: Tracking details eliminates uncertainties about delivery timelines and allows customers to plan accordingly, leading to a more positive experience.
- Reduced customer inquiries: Offering tracking information reduces the need for customers to reach out to you for order updates.
- Mitigation of disputes and returns: Clear tracking information helps prevent disputes and misunderstandings regarding delivery status. In delayed or missing packages, tracking details indicate shipment and facilitate resolution, reducing the likelihood of returns or negative feedback.
- Improved seller metrics: Maintaining a high valid tracking rate positively impacts seller performance. Consistently providing tracking information can boost your ratings and rankings, potentially attracting more customers and sales.
- Streamlined operations: Efficient tracking processes facilitate smoother order fulfillment and logistics management. You can use tracking data to identify bottlenecks, optimize shipping routes, and streamline your supply chain operations. Offering tracking information can also decrease the incidence of lost shipments, providing a clear record of the package’s whereabouts throughout the shipping process.
- Decreased order defects: According to Amazon, shipments without tracking have a 1.7 times higher order defect rate than those with valid tracking. You can significantly reduce the likelihood of order defects, such as delivery discrepancies or customer disputes, by providing tracking information.
- Competitive advantage: Offering tracking information can set you apart from competitors who may not provide the same level of visibility.
How to improve your Amazon Valid Tracking Rate
Here are some strategies to help you enhance your VTR and optimize your selling experience on the platform:
- Utilize reliable shipping carriers: Choose reputable shipping carriers that offer reliable tracking services. Opting for trusted carriers can minimize the risk of lost or delayed shipments and ensure that you can provide accurate tracking information to customers.
- Fulfill orders promptly: Ship orders promptly after they are confirmed to minimize the time between shipment and delivery. Timely fulfillment improves customer satisfaction and reduces the likelihood of outdated or incomplete tracking information.
- Invest in tracking services: Consider investing in tracking services that offer real-time updates and detailed shipment information. Advanced tracking services can give customers precise delivery estimates and enhance their shopping experience.
- Update tracking information regularly: Ensure that tracking information is confirmed and updated within 24 hours. Promptly inputting tracking numbers and updating order statuses can help prevent discrepancies and maintain a high VTR.
- Optimize packaging and labeling: Properly package and label shipments to minimize the risk of errors or issues during transit. The best method is to use labels through Amazon’s ‘Buy Shipping’ services. Clearly labeled packages are less likely to encounter tracking problems.
- Leverage carrier scans: You need at least one carrier scan to ensure your tracking IDs are valid on Amazon. A carrier scan confirms the package is with the carrier and en route for delivery. Without it, tracking IDs remain inactive, affecting customer tracking and your valid tracking rate.
- Monitor performance metrics: Regularly monitor your VTR and other performance metrics on Amazon’s seller dashboard. Implement strategies to address VTR issues and discrepancies.
Implementing these strategies will help improve customer satisfaction and strengthen your overall performance on the platform.
How to navigate account suspension due to a low Amazon Valid Tracking Rate
If your selling privileges are suspended due to a low valid tracking rate, there are steps you can take to regain eligibility and resume selling in the affected category.
Step 1 Assess the situation: Analyze the reasons behind the low VTR and identify areas for improvement. This could include issues with tracking information accuracy, carrier selection, or fulfillment processes.
Step 2 Explore the VTR policy: Dive into Amazon’s VTR policy to better understand the violations that led to your account suspension. Adhering to Amazon’s rules will strengthen your appeal and increase the likelihood of reinstatement.
Step 3 Write an Amazon POA: Craft a detailed plan of action outlining the steps taken to address the issues leading to the low VTR. Be specific and proactive, detailing how to ensure timely and accurate tracking information for future orders.
Step 4 Submit your plan of action: Submit your plan of action according to the instructions Amazon provides, which may involve filing it in Seller Central or using a specific email. Clearly articulate the measures taken to improve your VTR and prevent similar issues from occurring in the future.
Step 5 Await a response: Once you’ve submitted your Amazon POA, allow Amazon time to review and assess its effectiveness. Be patient during this process, as thorough evaluation may take some time.
Step 6 Restore seller-fulfilled listings: If your POA is approved, Amazon will restore your seller-fulfilled listings in your affected product category. You can then confidently resume selling in that category, knowing you’ve taken proactive steps to address the VTR issue.
Step 7 Enact preventative strategies: Following reinstatement, proactively implement measures to forestall future issues. Regularly monitor the health of your account, promptly address customer inquiries or complaints, and stay abreast of policy alterations.
Monitor your VTR and implement best practices to ensure compliance with Amazon’s policies and standards.
Why was my Amazon seller account suspended due to a category-specific VTR?
VTR suspensions are enforced at a category level, meaning selling privileges may be simultaneously impacted in one or more categories. A category-level VTR Amazon seller account suspension occurs when your VTR dips below 95% over a continuous 30-day period.
A category-specific approach ensures that you uphold consistent standards of service and reliability across all product categories, maintaining customer trust and satisfaction.
Appeal your Amazon Valid Tracking Rate suspension with Riverbend Consulting
In a landscape where the rules of engagement constantly shift to favor the online giant, having a trusted partner like Riverbend Consulting by your side makes all the difference.
If you’re a seller with a low Amazon Valid Tracking Rate or experiencing a VTR account suspension, reach out to Riverbend Consulting. We can help. We’ve helped thousands of sellers overcome VTR suspensions, even in Canada.
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