“Maintaining a trusted marketplace for buyers and sellers is our top priority. We are constantly innovating on behalf of our customers to improve the services we offer and the ways we monitor our marketplace. When we identify a violation of our policies, we take appropriate action, which may include suspending or removing your selling privileges.” – Amazon Seller Central
Account health plays a very important role in being a successful Amazon seller. If you have bad seller scores and negative account health, you lose credibility as a trusted and reliable seller. This not only affects consumer confidence but also the trust of Amazon. As Amazon loses trust in you as a seller, you start to see rankings fall as well as your revenue and profit. Below are 3 key areas of Amazon Account Health we encourage all sellers to focus on to help maintain a successful seller account.
Customer Service Performance
When it comes to Customer Service, Amazon takes it pretty seriously. Amazon loves to put the consumer above the seller and this is very apparent in their Customer Service Performance policies. Under that section of Seller Central, Amazon states:
“Amazon policies maintain a marketplace that is safe for buyers and fair to sellers. Violations of these policies may result in content removal or account deactivation.”
Customer Service Performance consists of 2 parts, Order Defect Rate and Return Dissatisfaction Rate.
- Order Defect Rate (ODR): When an order has any negative feedback, an A-to-Z Guarantee Claim, or a credit card chargeback. The Amazon policy is that all sellers maintain an ODR of less than 1% on all orders.
- Return Dissatisfaction Rate (RDR): Measures the satisfaction of customers based on their experience with returning a product. Sellers get dinged for RDR when a return has one of the following: Negative Feedback, Late Response (Waiting longer than 48 hours) and/or incorrectly denying a return. The current policy is that sellers maintain an RDR of less than 10% in order to maintain quality account health.
Product Policy Compliance
This category consists of 5 different areas that are all pretty easy to understand but can quickly get your account in trouble. Those 5 areas are:
- Intellectual Property – It is not only against Amazon policy, but it is illegal to infringe on another brand’s intellectual property right. It is the responsibility of each seller to make sure their products do not conflict with a patent, trademark or other form of intellectual property.
- Product Authenticity – “It is your responsibility to source and sell only authentic products”. Make sure that what you are selling is not a knock off or counterfeit product because you will be penalized.
- Product Condition – Sellers cannot mislead consumers by selling an item in any other condition other than what it actually is. EXAMPLE: Listing an item that is in used condition but listed as new.
- Product Safety – Amazon wants to protect their consumers against any product that is not safe for normal use. Sellers have the responsibility to make sure they only source and sell quality items.
- Listing Policy – This area focuses on the Seller Code of Conduct which basically requires you to adhere to the policies above and play nice on the marketplace.
This one is pretty simple…Ship on time and ship fast! Late shipments or canceled orders prior to shipment can kill a seller’s account health and lead to account suspension or deactivation. Make sure that you have the ability to fulfill orders quickly and accurately. We always encourage our clients to use the Fulfillment by Amazon program because it will alleviate all of these issues.
If you need help in any of these areas, or any other area of your Amazon selling experience, feel free to reach out and let us know how we can best serve you and your business. We have experience in all aspects of Amazon account management and consulting. There is no job too big or small for our team of Amazon experts.