Amazon has issued new rules, sellers must maintain at least 95% VTR!

To improve customer satisfaction, Amazon will make important updates to the Valid Tracking Rate (VTR) policy for self-delivered orders on January 15, 2025.

Amazon's new VTR policy has put forward higher requirements for self-delivery sellers:

The valid tracking rate (VTR) refers to the percentage of all goods with valid tracking codes to the total number of goods within a given 30-day period. In order to ensure the shopping experience of buyers, Amazon uses the "valid tracking rate (VTR)" as an important self-delivery performance indicator to measure the frequency with which sellers use valid tracking codes for orders.

VTR = Number of shipments with valid tracking numbers / Total number of shipments * 100%

For example, if you confirm that you shipped a total of 200 packages and 190 of them have valid tracking numbers, your valid tracking rate is 95% (190÷200x100%=95%).

1. When the effective tracking rate is lower than 95%, the permission to self-deliver goods in this category may be stopped .

2. An effective tracking rate that is too low will result in the removal of self-delivery permissions, which will require the seller to submit an appeal to restore it .

1. The seller fails to add or update the correct and valid tracking number in a timely manner.

2. The customer purchased a product that was out of stock/out of stock, and the product was not delivered in time, or there was a logistics delay.

3. The tracking number provided by the logistics provider is invalid.

4. Failure to deliver goods, false order numbers, incorrect carrier selection, etc. can also cause the VTR to be too low.

How to view VTR metrics and reports

- Verify the accuracy of tracking information : Ensure that the tracking information in the Amazon system is consistent with the actual situation.

- Check the logistics process : Review the entire process and identify any links that may lead to a drop in tracking rates.

- Communicate with the carrier : Contact the carrier to confirm the actual delivery status of each package.

- Strengthening internal management : Strengthen the internal order processing process to ensure the process is correct.

- Customer communication : If the tracking information is unclear, explain the situation to the customer in a timely manner and provide more shipping details.

- Emergency measures : If there is any missing or incorrect package information, immediately supplement or correct the relevant information.

1. Choose the right carrier : Ensure that your logistics partner is integrated with Amazon, understand the service levels and delivery times of different carriers, and choose the service that best suits your business needs.

2. Optimize order processing : Ensure that the logistics process is simple and efficient. Improve packaging and delivery efficiency, ensure that orders can be sent out and tracked in time, and update the delivery status.

3. Monitor VTR performance : Check VTR performance regularly and promptly resolve issues that may cause VTR decline.

4. Use Amazon tools : Using the "Buy Shipping" service provided by Amazon can automatically upload tracking information and simplify the process.

The VTR metric is not set for nothing. It is of great significance to shoppers, sellers, and Amazon itself. By ensuring logistics accuracy and timeliness, this metric plays a vital role in improving customer experience and maintaining the reputation of the e-commerce platform.

Sellers are advised to prepare as early as possible to ensure a smooth transition before the new policy takes effect.