How to Track Your Seller Performance on Amazon Seller Central

Success doesn’t happen overnight. That is why you need to monitor it to make sure that you are on the right track in achieving it. When you sell on Amazon, addressing feedback and monitoring performance is essential to your success. Customer satisfaction is one of the most important performance measures Amazon use to determine how well you are doing as a seller on Amazon.


While some entrepreneurs seem to have a sixth sense about running a successful business, knowing your key metrics will get you a lot further than relying solely on instinct. The numbers not only tell you whether your business is healthy or in need of a booster shot, but they also pinpoint the cause and enable you to respond quickly to opportunities to grow and sustain your business.


Track Your Seller Performance

1. To track your seller performance, you need to login to your Amazon Seller Central Account. That’s



2. On the Seller Central home page, hover your mouse to the Performance tab then select Account Health on the drop-down.



  • The Account Health Page gives you a summary of how well you are adhering to Amazon’s performance metrics and some of the policies. It shows whether you’re meeting Amazon’s expectations on delivering a great experience for our customers and states when your account is at risk of suspension or is suspended.



3. Right on top, you can click Performance Metrics to check your performance.


  • This is where you can see your Order Defect Rate (ODR), Cancellation Rate and Late Shipment Rate.
    • ODR (represented as a percentage) is the key measure of your ability to provide a good customer experience. It’s the number of orders with a defect divided by the total number of orders. The three components within ODR are Negative Feedback Rate, Filed A-to-Z Claim Rate and Service Chargeback Rate.


All Amazon sellers should work toward achieving and maintaining a level of customer service that meets the following performance targets. Failure to meet these targets does not necessarily put your account in negative standing, but failure to improve may negatively affect your account. Sellers needs to achieve:

  • Order defect rate: < 1%
  • Pre-fulfillment cancel rate: < 2.5%
  • Late shipment rate: < 4%
  • Valid tracking rate – all categories: > 95%

These are baseline goals. Sellers with exemplary performance have the opportunity to distinguish themselves from buyers through the feedback rating that appears next to each of their listings. Most sellers are exceeding these targets, so the stronger your performance, the better your chance of building a stronger, more competitive business.


4. The Customer Feedback page is where you can track buyer satisfaction with your service. You can view short- and long-term metrics, as well as detailed feedback entries, including buyer e-mails and Order IDs.



5. The Reports page is where you can see your performance as a whole. You can view reports of Orders with Defects which has a bar graph that contains orders that were canceled, shipped late, has received a negative feedback, has an A-to-Z Guarantee claims, or a chargeback claim over the past 12 months.



You can also, view your Performance Over Time which contains a table of that has a summary of orders and its performance over the past 12 months.



6. The Eligibility page is where you can see if you are eligible for an elite program of Amazon such as Premium Shipping.


  • To be eligible for Premium Shipping, you must meet the requirements for 30 days*:
    • Valid tracking rate of 100%
    • On-time delivery rate of 97% or greater
    • Seller-initiated cancel rate of less than 0.5%


All sellers should be working toward achieving and maintaining a level of customer service that meets the following seller performance targets for every product they sell. Because, at the end of the day, you are the one who will benefit from it.

So there you have it, ladies and gentlemen, those are the ways of tracking your seller performance on Amazon Seller Central.



Want us to walk you through it? Watch the video here!



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