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Customer Metrics OverviewCustomer satisfaction is one of the most important performance measures we use to determine how well you are doing as a seller on Amazon. The Customer Metrics page provides reports that give you greater insight into how you are doing with respect to customer satisfaction. The following performance metrics are included in the report:
Frequently Asked Questions
What is the Customer Metrics page? The Customer Metrics page provides reports that give you greater insight into how you are doing with respect to customer satisfaction. The following performance metrics are included in the report:
Are these the only performance measures Amazon.co.uk is looking at? No. We look at a variety of other factors internally. However, defect rate and a record of in-stock fulfilment are our primary metrics. An order is defined as having a defect if we have received a negative feedback, an A-to-z Guarantee claim or a service credit card chargeback on that order. What is order defect rate (ODR)? The order defect rate is defined as the number of orders with a defect divided by the number of orders in the time period of interest. It is represented as a percentage. Over what time period is the order defect rate computed? The defect rate can be computed over any historical order period. Since many defects are reported several weeks after orders are placed or received, we typically only compute them for periods not earlier than 30 days from the present. If I have an A-to-z Guarantee claim and a negative feedback rating on an order, does it count twice? No. An order can only be "defective" once. Having negative feedback and a claim on the same order will only count as a single defect. Are buyer-withdrawn or not-granted claims counted as defects? Yes - all claims are counted as defects. Because Amazon.co.uk values customer experience and expects merchants to accept responsibility for dispute resolution, we want to capture any problems that cause buyers to file claims. Over time, a merchant with enough orders will have some claims they feel were unjustly filed. However, these should be small compared to total order volume. What is the negative feedback rate? The negative feedback rate is the number of orders that have received a negative feedback divided by the number of orders in the time period of interest. This metric is order-correlated and is represented as a percentage. It is one of the three components of the Order Defect Rate metric. What is a service credit card chargeback? When a buyer disputes a purchase charged to their credit card with their bank, it is referred to as a chargeback request. These chargebacks are broadly categorised as either fraud or service. A fraud chargeback means the buyer claims not to have made the purchase at all. These are typically related to stolen credit cards used by fraudulent buyers. Amazon.co.uk protects you 100% from fraudulent transaction chargebacks. With a service chargeback, a buyer acknowledges a purchase but indicates to their credit card issuer that they experienced a problem. Such problems may include: (1) the buyer claims the item was not received; (2) the item was returned but no refund was given; (3) the buyer received a damaged or defective product. A service chargeback is similar to an A-to-z Guarantee claim except that the processing and decision is made by the credit card issuer, not Amazon.co.uk. What is the service chargeback rate? The service chargeback rate is the number of orders that have received a service credit card chargeback divided by the number of orders in the time period of interest. The metric is order-correlated and is represented as a percentage. It is one of the three components of the Order Defect Rate metric. What is the Filed A-to-Z claim rate? The A-to-Z claim rate is the number of orders that have received an A-to-Z Guarantee claim divided by the number of orders in the time period of interest. This metric is order-correlated and is represented as a percentage. It is one of the three components of the Order Defect Rate metric. When computing the A-to-Z claim rate, we consider all claims, in any status, filed by buyers . Is buyer-removed negative feedback included? No. If a buyer withdraws negative feedback, it is not counted as part of your defect rate calculation. You may see such feedback in your metrics up to 48 hours after a buyer has removed it. What is the late dispatch rate? When your seller account is enabled for Charge When Ship, you will see information about your late ship rate on your Customer Metrics page. The late ship rate is the number of orders with a dispatch confirmation that is overdue by 3 (or more) days divided by the number of orders in the time period of interest. It is important to confirm the dispatch of orders by the expected dispatch date so that customers can see the status of their dispatched orders online. Orders that are dispatch confirmed late may lead to increased customer contacts and negatively impact customer experience. Sellers should work toward achieving and maintaining a late dispatch rate of less than 4%. What is the pre-fulfilment cancellation rate? The pre-fulfilment cancellation rate is the number of orders cancelled by a seller prior to dispatch confirmation, divided by the number of orders in the time period of interest.
When computing this metric, we consider all order cancellations initiated by the seller, with the exception of those that are requested by the buyer using the order-cancellation options in their Amazon account. Pending orders that are cancelled by the buyer directly on the Amazon website are also not included. It is very important that when an order comes, the item is in stock and available to send. Pre-fulfilment order cancellations that are not in response to buyer requests can point to areas of improvement in your inventory management. Sellers should work toward achieving and maintaining a pre-fulfilment cancellation rate of less than 2.5%. The refund rate is the number of orders refunded by a merchant divided by the number of orders in the time period of interest. This metric is order-correlated and is represented as a percentage. When computing this metric, we consider all refunds initiated by the merchant for any reason. Why can't you provide data on recent orders? Negative feedback, A-to-z Guarantee claims and service credit card chargebacks are submitted, on average, at least several weeks from the date of an order. Until that average time has passed, a merchant's defect rate will always be artificially low. Waiting an extended period (90 days) gives the most accurate view of actual performance. However, in the interest of providing earlier information on your performance, we may report information on orders as early as 30 days post-purchase. What is the performance target? All Amazon.com co.uk sellers should be working toward achieving and maintaining a level of customer service that meets the following performance targets:
What happens if my account's performance does not meet the performance targets? Failure to meet these targets does not necessarily put your account in negative standing, but failure to improve may negatively impact your account. Accounts that fall significantly below the performance thresholds can have selling privileges temporarily suspended or removed. Your selling account can be in one of the following states:
How can I use this information to improve my business? We hope you'll be able to use both recent and historical information to minimise your cancelled and defective orders while maximising your on-time ship percentages. Taken together, these practices will increase positive customer experiences, which will be reflected in better feedback and happier customers. Both tend to drive increased sales. How should I use the metrics based on product line? From time to time merchants will provide better buyer experiences on some types of items than others. For example, a merchant may have proven performance selling office products but have problems when expanding into a new product line such as consumer electronics. Separating defective orders and cancel rates by product type may help you identify a problem faster and work to correct it earlier. Why don't the numbers in the report match other details in my account? Today there are multiple views of merchant performance. The metrics reported in this page are order-correlated and focus primarily on the customer experience. Metrics reported elsewhere in the account are not order-correlated and are linked to financial data. Why doesn't the negative feedback rate match what is displayed to buyers on the site? The negative feedback rate published in the Customer Experience Metrics pages is order correlated and is one of the three components of the Order Defect Rate metric. The order correlated view is computed as the percentage of orders with a negative feedback rating in a specific time period, regardless of when the feedback was received. This differs from the feedback ratings displayed to buyers in that buyer feedback ratings are computed based on when the feedback was received instead of when the order was placed. Why doesn't the refund rate match what is displayed elsewhere in my account? What is an order-correlated metric? When a measure is order-correlated, we are reviewing the results for a specific order time period. This differs, for example, from positive feedback ratings currently displayed to buyers. Buyer feedback is computed based on when the information is received instead of when the order was placed. An order-correlated view would present the number of positive feedback ratings received on orders placed in a specific time period regardless of when the feedback was received. Will you publish the order defect rate for buyers on Amazon.co.uk? We do not have plans to publish Order Defect Rate (ODR) for our buyers in the near future. Our belief is that it is a valuable metric for merchant performance management but is more difficult for buyers to interpret when making a purchase. We are working to provide additional insight to buyers on the areas of merchant performance they care most about. Please find below Frequently Asked Questions in regards to the Customer Metrics.
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