Recently, Amazon sellers’ group chats have been going wild! Many people have received compliance warning emails from Amazon regarding the valid tracking rate (VTR) and country of origin (COO).

If you haven’t taken action yet, you need to hurry up! These new regulations are directly related to whether your listings can still be sold normally, especially for self-delivery sellers and FBA sellers who export across borders.

Next, we will take you through a comprehensive analysis of the key points of the new regulations, allowing you to cope with them easily and transition safely!

New VTR Regulations: Effective Tracking Rate Must Meet Standards

Amazon's VTR (valid tracking rate) policy for self-delivered orders will officially take effect on January 15, 2025 , with the aim of further improving the buyer experience.

So, what is a VTR?

👉 VTR concept

Simply put, VTR is an indicator that measures the frequency with which sellers use valid tracking codes. Amazon requires self-delivery sellers to provide valid tracking information for at least 95% of all orders in the past 30 days.

If it is below this standard, your self-delivery rights may be restricted!

👉 VTR calculation formula

Valid Tracking Rate (VTR) = Number of packages with valid tracking codes ÷ Total number of packages × 100%

For example, if you send out a total of 100 packages in a month, at least 95 of them must have a queryable tracking code to meet Amazon's compliance requirements.

🌟Attention! The following common problems require sellers' special attention:

Which carriers qualify?

Amazon only recognizes logistics service providers that support tracking, make sure to choose an officially recommended courier!

How to check the current VTR performance?

Log in to the backend > Performance indicators > View the effective tracking rate report to monitor your performance at any time.

In addition to the new VTR regulations, many FBA sellers have recently received emails from Amazon asking them to supplement their country of origin information (COO). Especially for goods exported from China to the EU and the UK , the update must be completed before December 31, 2024 , otherwise their sales will be restricted.

👉 Core content of the new COO regulations

Amazon is required by law in the EU and the UK to collect origin information for all goods exported through FBA.

Listings that do not fill in the country of origin information will be restricted in cross-border sales until it is completed!

🌟How to quickly update the country of origin information?

Step 1: Check background reminders

There will be obvious prompts on the seller platform. Click "Confirm" to enter the update page.

Step 2: Manual or batch update

Manual update path:

Log in to the backend > Manage Inventory > Find the relevant product > Edit product information > In the "Product Details" or "Safety and Compliance" tab, fill in the Country of Origin field. (Note: Chinese sellers generally fill in "China".)

Batch update path:

Use the bulk upload template and ensure the "Country/Region of Origin" column in the Excel spreadsheet is complete before submitting.

Reminder: Amazon review takes time, so it is recommended to complete it as soon as possible to avoid affecting sales permissions due to untimely review of information.

Emergency Response Strategies: How Should Sellers Prepare?

FBA sellers: Check the origin information of all products as soon as possible, especially those sold across borders.

Pay attention to official updates: There may be adjustments after the new regulations are implemented. It is recommended to pay attention to notifications from Amazon backend and policy center at any time.

The new VTR and COO regulations may seem like Amazon’s “high-pressure operation,” but in essence they are still improving buyers’ shopping experience while forcing sellers to improve their logistics services and operational efficiency.

While there is still time, check whether your account meets the requirements!

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