Amazon has announced significant updates to its Valid Tracking Rate (VTR) requirements for seller-fulfilled orders, which take effect on January 15, 2025. These adjustments aim to enhance customer satisfaction by ensuring more consistent tracking on deliveries. Below, we break down the main changes and their impact on Amazon sellers worldwide.

Understanding the New Valid Tracking Rate Requirements

The VTR is a critical performance metric on Amazon, requiring sellers to provide valid tracking information on at least 95% of orders. As of January 2025, Amazon will measure VTR for all shipping providers, not just Amazon-integrated carriers, broadening the policy’s scope and enhancing transparency in order tracking.

Key Updates to VTR by Region and Order Value

To maintain a compliant VTR, sellers shipping to the U.S. from specific regions will now need to include tracking scans based on the shipment’s origin and value. Here’s a closer look at the details:

• Shipments from China, Canada, American Samoa, and the U.S. Minor Outlying Islands:
  • Orders valued under $5 USD* require at least one valid carrier scan.
  • Orders valued at $5 USD or more must include two scans: one at the carrier’s facility and another at delivery or delivery attempt.
• Shipments from India and the UK:
  • For packages valued under $15 USD*, one carrier scan is sufficient.
  • Orders valued at $15 USD or more require two scans: a scan at the carrier’s facility and a delivery or attempted delivery scan.

*All values exclude taxes and include shipping charges.

Exemptions to the VTR Policy

Amazon has also clarified specific exemptions to VTR requirements, which include:

• Digital products
• Domestic shipments using untracked services like USPS Standard Mail or USPS First Class for packages under $10 USD*
• Low-value packages shipped from the UK or India under Amazon-integrated, untracked services valued under $15 USD*
• Shipments from regions other than the U.S., Canada, the UK, India, American Samoa, the U.S. Minor Outlying Islands, or China

Impact of VTR Compliance on Seller Performance

Failing to meet the 95% VTR threshold may result in deactivation of seller-fulfilled listings, affecting order visibility and account health metrics. Consistent tracking minimizes A-to-z claims and negative feedback, helping to protect seller performance.

What Sellers Need to Do to Stay Compliant

Sellers should prepare by verifying that tracking information aligns with these updated guidelines. Using compliant carriers and services will help ensure seamless tracking data, preserving account health and customer satisfaction.

For more information on adapting to these VTR changes, contact AMZ Sellers Attorney® for expert guidance on compliance and performance optimization.