Amazon Seller Performance

Seller Performance Amazon

Amazon, one of the largest e-marketplaces in the world, has taken the world of online selling and shopping by storm. Becoming a seller on a platform that has a reach of millions of customers is nothing less than an overwhelming experience for new sellers. Every seller is awarded an equal opportunity to showcase their brands as a catalog. Customers visit the platform, choose your product, and you rejoice as you become a successful seller on Amazon. Your business takes a new flight.

Isn’t this what the dreams of Amazon sellers constitute? Well, it is a disappointment that the reality is far from it. Amazon sellers seldom enjoy the benefits of their seller rights. This is because the rules of the Amazon platform are unpredictable. Your one move can lead you into a suspension state, or worse, an account ban.

Over recent years, many sellers have complained about random account suspension. The sellers feel like they are engulfed in the world of suspensions. A part of the suspension notices is because of the bad sellers trying to take advantage of the good ones. However, suspension notices are a recurring event even for popular brands. Most of the top sellers complain of having dealt with untrue notices of ASIN suspension or poor account health. Such incidents make one thing very clear and evident – Amazon makes mistakes that send innocent sellers in a whirlwind of suspensions. Due to the algorithm or ignorance of Amazon, sellers get falsely caught in the crossfire of intellectual property battles.

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While you can hope that Amazon makes changes to its algorithm, you also need to be prepared for how to deal if your account is hit by Amazon account suspension. Your only answer is Amazon Seller Performance. However, the situation gets more complicated as you learn there is no concrete way to contact them. Amazon Appeal Pro, a leading e-commerce appeal consulting firm, knows how to set your situation right. With our assistance, you can reach out to the Amazon Seller Performance team and maximize your chances to redeem your account.

If you need immediate help to get your Amazon account reinstated, reach out to us right away and get your account back in 24-72 hours.

What is Amazon Seller Performance?

Amazon Seller Performance is a team of Amazon that is responsible for policing the behavior of Amazon sellers. It acts as the customer service department for the sellers. Whenever you are stuck in a mess within your selling privileges, you can contact Amazon Seller Performance and resolve your queries.

Amazon Seller Performance also monitors your selling activities. As you might know, Amazon keeps its customers on a pedestal. Therefore, it constantly keeps a tab on all your selling activities and the way you deal with your customers. Since Amazon cares about its audience the most, it behaves very strictly with the sellers. Hence, if it finds suspicious, wrong, or ill-mannered activity from a seller, it wastes no time to suspend its account. Amazon Seller Performance has the authority to block your account.

The same team of Amazon Seller Performance is also responsible for deciding your suspension matters. Therefore, if you want to reinstate your listings or account, you need to contact Amazon Seller Performance. Not just account reinstatement, but every concern, request, or issue of yours is solved by this team only. They can answer questions about listing, selling, and other aspects of your account including the information about internal annotations on your account.

How does Amazon Seller Performance Work?

Amazon Seller Performance is the authority to not just block or suspend your account or listings but also to approve multiple accounts, reinstate listings, and reactivate your account. To decide the fate of your account, it keeps track of the performance of your seller account.

The Amazon Seller Performance considers your ranking while monitoring your account. The following are the metrics that define your ranking –

  • Order Defect Rate (ODR)

Your ODR is among the most important ranking factor metrics. It defines the number of customers that have had a negative experience with you. Even the slightest fluctuation in this rate can cost you your selling privileges.

The factors that determine ODR are –

  1. Number of A-to-Z claims made by the customers
  2. Number of chargebacks
  3. Number of negative reviews made by customers

If the number of the above factors keeps increasing, your reputation will worsen. Fewer customers will trust you and your sales will diminish. On top of that, if your ODR becomes more than 1%, you come within the observation radar of the Amazon Seller Performance.

  • Pre – Fulfillment Cancellation Rate

Pre-fulfillment cancellation rate is the number of orders the seller has canceled after confirming the order but before the shipment. According to the Seller Performance at Amazon, it is the seller’s responsibility to keep inventory stock of the products they are advertising.

If you confirm the order but later cancel it due to the stock shortage, the customer faces the consequences for no fault of theirs. If this keeps happening, you are at risk.

The pre-fulfillment cancellation rate is calculated by dividing the number of cancellations by the number of orders in the same period. If the rate goes above 2.5%, Amazon considers it a wrong sign.

  • Late Shipment Rate

One of the biggest turn-offs for customers is the late delivery of the products. If you want to keep your customer and Seller Performance at Amazon satisfied, you need to ensure on-time delivery. If you ship late more than two days, your delivery is considered late. It reflects that your business is disorganized and pays no attention to the convenience of the customers.

The late shipment rate is calculated by the Amazon Seller Performance every 7-30 days. If it is found to be nearing 4%, Amazon takes action against you and sends you an alert regarding the same.

  • Unit Session Percentage Rate (Conversion) Rate

The Unit Session Percentage Rate indicates your conversion metrics. The higher the conversion rate, the more the sales. Hence, you get in the good books of Seller Performance of the Amazon team.

If your conversion rate is declining, take steps to make it better by pricing your products better and effectively improving the customer experience.

  • Valid Tracking Rate (VTR)

The VTS rate comes along the same lines as the shipment rate. You need to ensure that your orders have a valid tracking number entered before the expected delivery date.

Your Valid Tracking rate should stay below the parameter of 5%. Your tracking number becomes valid after it is scanned by the courier. As long as you are dispatching your order on time, you are safe.

  • Buyer – Seller Contact Response Time (CRT)

The Seller Performance at Amazon also keeps a tab on the relationship the sellers maintain with their buyers. If you are leaving the queries of your customers unattended, you better start focusing on them since Amazon may take action against you.

The CRT metric focuses on how you respond to your customers. It measures the number of customer messages you have replied to within 24 hours. It also counts the weekend days.

If you are replying to a customer within 24 hours, you are good. If you are not, your metrics are affected.

  • Negligible Refund Rate

If the customers are initiating the process of refund, you are in trouble. The team at Seller Performance of Amazon does not care about the reason why the customer demands a refund. If they are, it is held against the Amazon seller.

If your overall number of orders for a given time reaches a negligible refund rate, you need to pay attention to it.

How to Appeal for Amazon Seller Suspension?

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If your seller account fails to meet the metrics set by the Amazon Seller Performance, it is at high risk. The team of Seller Performance of Amazon can suspend your account.

In the case of Amazon account suspension, time is of crucial essence. The first thing you need to do is understand the reason behind suspension. More often than not, Amazon is not clear about the reason. To understand it, reach out to a specialist like Amazon Appeal Pro who can guide you through the reinstatement process.

To appeal the suspension, you can email the seller performance of Amazon. The email should include an Amazon Plan of Action (POA). It includes –

  • The description of your issue
  • Your action steps for present and future
  • Closing statement

You may receive a response from Amazon within 24-48 hours.

How to Appeal to Amazon Seller Accounts?

The only way to directly appeal to Amazon Seller Accounts is by reaching out to them via email. Another option is to file an appeal on the Seller Central page. You can do so by taking the following steps –

  1. Go to Performance and then click Account Health.
  2. Select the issue within the Product Policy Compliance column.
  3. Follow the instructions within the page to submit your appeal or modify the details on your listing to comply with the selling policies of Amazon.
  4. After submitting your request, monitor your email for a decision from Amazon.

Contact Amazon Appeal Pro

Amazon Appeal Pro is the best-in-class platform for Amazon sellers to get back their selling privileges. Our experts assist you in a strategic and execution manner to excel at your Amazon growth journey.

If you need help to get your account reinstated, do not hesitate to reach out to us right now. You can email us at or call us at (954) 302-0900.

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How do I contact Amazon Sellers?

You can contact Amazon sellers at Amazon seller performance email id at You can also call the Amazon seller performance team phone number at 1-866-216-1072.

Can I complain to Amazon about a Seller?

Yes, you can complain to Amazon about a seller if they violate any of the policies of Amazon, seller rights, or any other law. To report it, go to Amazon Seller Central, select Report a violation, and provide all the relevant information.

What does the average Amazon Seller make?

The majority of Amazon sellers make at least $1,000/month in sales. Some super-sellers even make $250,000/month in sales. 44% of Amazon sellers make between $1,000-$25,000/month, which could mean annual sales between $12,000-$300,000.

What is a good seller rating on Amazon?

The higher the seller rating on Amazon, the better your performance. The seller rating ranges between 0 to 100, where 100 is the highest and 0 is the lowest. Anything between 90-100 is considered good.

Does Amazon refund third-party Sellers?

Yes, Amazon refunds third-party sellers. If you purchased physical goods or eligible services from a third-party seller on Amazon, you can request an A-to-Z Guarantee refund in the Orders section of Your Account.

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