Amazon guide 2/3
How does it work
Amazon evaluates sellers and establishes a seller score based on performance targets for sellers. This score is based on multiple factors with the objective of offering the best possible customer service. This evaluation takes into account the time taken to respond to customer’s, the shipment of orders that are on time, late, or cancelled, payment disputes, A-Z Guarantee claim, negative feedback…
Amazon seller support
There is no need to hesitate to call Amazon Seller Support if you need to improve your product catalog (to modify product sheets, categories etc…). The seller may open a case in order to be contacted via the phone by Amazon.
The message board for Amazon sellers still needs to be improved.
You should utilise Amazon Messenger daily,you may also use your own messaging tool or a CRM tool.
Seller performance measurement
Sellers on Amazon must maintain a spotless performance. On the Client Experience page, the seller may obtain reports on the client’s satisfaction.
The report takes into account multiple determining seller performance targets, below are the key factors :
- The Order defect rate (ODR) : this is the percentage of orders that have received negative feedback, claims based on the A to Z warranty, or payment disputes.
- The refund rate
These rates must be monitored as Amazon have capped rates that you must not exceed.
If a rate is surpassed, it is necessary to immediately send a mail to the seller support with a plan of action whose goal it is to correct the exceeded rate to improve client satisfaction.
Improve the performance metrics
The seller must keep an eye on the rate of order cancellations and monitor this rate
Improve the order defect rate
An order is considered to be defect if the seller has received a negative review, an A to Z guarantee claim, or a service chargeback.
The seller can decrease this rate using multiple methods, for instance :
Monitor the negative reviews: the rate of negative reviews is taken into account when calculating the order defect rate. It may be worthwhile to contact a customer that leaves a negative review and to offer them a solution or propose a kind gesture so that they may remove their negative review.
Encourage customers to leave reviews.
It is important to obtain positive reviews to make up for the negative ones. A message that solicits the customer to leave an opinion will suffice, but it is a good idea to send it at the same time as the invoice or when the product is received.
On-time delivery score
New features on Amazon:
It is important to have a tracking number on Amazon. In France, the seller may prefer the colissimo mode for this feature because it is the French standard for filling in tracking numbers and the function is automated on Amazon.
Optimise your response time with messenger
For Amazon, one of the important criteria for client satisfaction is the promptness of the responses to the messages from clients.
The rate of response should remain inferior to 24h, no matter the day of the week : even Saturday and Sunday, and public holidays. It is imperative to track messages on a daily basis.
It is crucial to remain within the rates that are imposed by Amazon to optimise your results. As Amazon is able to suspend your seller privileges at any moment.
The review equally allows for the promotion of the seller compared to other sellers and is one of the key factors taken into account for winning the Buy Box.
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Amazon guide 3/3
How to win the BuyBox