Amazon VTR: What It Is, Common Issues, and How to Recover from Suspension
Date Published: September 8, 2024
What is Amazon's Valid Tracking Rate (VTR)?
The Valid Tracking Rate (VTR) is a key performance metric that Amazon requires its sellers to meet. It is the percentage of orders that a seller successfully ships with valid tracking information. According to Amazon, sellers must maintain a VTR of at least 95% for all non-Prime orders that are fulfilled through third-party carriers. This rule ensures that customers can track their packages, boosting trust in Amazon’s marketplace.
Tracking information must be uploaded and confirmed as valid by the carrier to count toward the VTR score. Failure to meet this standard can lead to serious consequences, including account suspensions.
How Sellers Run Afoul of Amazon's VTR Requirements
There are several common reasons why sellers may fail to meet Amazon’s VTR requirements:
- Incorrect or Missing Tracking Numbers: Sellers may forget to upload tracking numbers, or they may input incorrect ones that carriers do not recognize.
- Using Unapproved Carriers: Amazon requires sellers to use specific carriers that are integrated into their system. If a seller uses an unapproved carrier, even if the order is shipped and delivered successfully, it will not count toward the VTR score.
- Order Fulfillment Delays: If orders are not shipped on time or are delayed by the carrier, this can cause tracking numbers to become invalid, hurting the VTR score.
- Technical Glitches: Sometimes, even when valid tracking numbers are provided, technical issues between Amazon and the carrier may prevent these from being registered as valid.
Any of these issues can lead to a drop in the VTR score, putting sellers at risk of suspension.
What to Do If Your Amazon Account Is Suspended Due to VTR Issues
If your Amazon account is suspended due to non-compliance with the VTR policy, there are specific steps you need to take to recover your selling privileges:
- Identify the Root Cause: Review your shipping practices and determine what led to the drop in your VTR. Was it due to incorrect tracking information, the use of an unapproved carrier, or another issue?
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Develop a Plan of Action (POA): A Plan of Action (POA) is a critical document that outlines how you will address the issue. In your POA, you should include:
- A description of the problem that caused the VTR to fall below 95%.
- The steps you have already taken to correct the problem.
- Preventive measures you will implement to ensure this issue does not happen again.
- Submit an Appeal: Once you have your POA ready, submit it to Amazon’s Seller Performance Team along with any supporting documentation. Make sure to include specific examples and details about the corrective actions you've taken.
- Consult with Experts: If you're unsure about the appeal process or your appeal has been rejected, it's often helpful to consult professionals who specialize in Amazon suspensions. They can provide expert guidance and may increase your chances of reinstatement.
For more information or to request a free consultation with experts in Amazon VTR suspensions, click here.
Conclusion
Amazon’s VTR policy is designed to improve the overall customer experience, but it can create significant challenges for sellers who fail to comply. Understanding how the VTR works, identifying common issues, and knowing how to correct them are crucial for maintaining your account’s health. If your account has been suspended, addressing the root causes and submitting a well-constructed Plan of Action can help you regain your selling privileges on Amazon’s marketplace.
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