监控您的账户状况

要查看您的账户状况,请按照以下说明操作:

  1. 转至卖家平台主页。

  2. 在【绩效】下,点击【账户状况】。

“账户状况”页面概述了您的卖家账户是否遵从在亚马逊上销售所需的绩效目标和政策。为了确保为买家提供卓越的体验,如果这些指标不符合亚马逊的目标,我们可能会针对这些指标采取相应的措施。

我们会定期审查每个卖家的绩效并针对未达标的项目通知相应卖家。这一审查的目的是让您有机会在绩效问题影响您的销售能力之前做出改进。但是也有极少数情况,我们会立即停用绩效非常差的卖家账户。

对已停用的卖家账户提出申诉

如果您的卖家账户被停用,您或许有恢复账户的机会。您可以提出申诉,但需要向我们提供行动计划,说明如何纠正导致我们采取强制措施的问题。了解如何就销售权限被限制或撤销提出申诉。

绩效指标

借助“账户状况”页面,您可以了解卖家账户是否遵从各种商品政策的目标及以下绩效指标:

订单缺陷率

订单缺陷率 (ODR) 是衡量您能否提供良好买家体验的主要指标。该指标涵盖在给定的 60 天时间段内存在一种或多种缺陷的所有订单占订单总数的百分比。以下是订单缺陷的类型:

  • 负面反馈

  • 未拒绝的亚马逊商城交易保障索赔

  • 信用卡拒付

我们的政策规定,卖家应维持低于 1% 的 ODR,这样才能在亚马逊上销售商品。如果订单缺陷率高于 1%,可能会导致账户被停用。

取消率

取消率 (CR) 是在给定的 7 天时间段内,卖家取消的所有订单占订单总数的百分比。取消率仅适用于卖家自配送订单。

此指标包括所有由卖家取消的订单,但买家使用其亚马逊账户中的订单取消选项请求取消的订单除外。买家在亚马逊上直接取消的等待中订单不包括在内,不构成卖家 CR 的因素。

我们的政策规定,卖家应维持低于 2.5% 的取消率,这样才能在亚马逊上销售商品。如果取消率高于 2.5%,可能会导致账户被停用。

迟发率迟发率

迟发率 (LSR) 涵盖在预计发货日期之后才完成发货确认的所有订单。迟发率表示为 10 天或 30 天时间段内延迟发货的订单数占订单总数的百分比。LSR 仅适用于卖家自配送订单。

在预计发货日期前确认订单发货十分重要,这样买家才能在线查看他们的已发货订单的状态。由于订单确认了迟发日期,可能发生以下结果:

  • 增加亚马逊商城交易保障索赔

  • 负面反馈

  • 买家联系

  • 负面买家体验

我们的政策规定,卖家需要保持低于 4% 的 LSR,才能在亚马逊商城销售商品。高于 4% 的 LSR 可能会导致账户停用。

有效追踪率

有效追踪率 (VTR) 是在给定的 30 天时间段内,具有有效追踪编码的所有货件占总货件数的百分比。有效追踪率仅适用于卖家自配送订单。

亚马逊买家根据追踪编码了解订单配送状态和预计收货时间。有效追踪率是一项可以反映这些期望的绩效指标。目前,包括 USPS、FedEx、UPS 和 DHL 在内的所有主要承运人都提供免费追踪服务。

我们的政策规定,北美卖家的美国货件应维持高于 95% 的有效追踪率。如果某个商品分类中的有效追踪率低于 95%,我们可能会限制您销售此分类下非亚马逊物流 (FBA) 商品的权限。这还可能影响您参与优先配送和保证配送的资格。

准时送达率

按时配送率 (OTDR) 是在预计送达日期之前送达的所有货件占追踪货件总数的百分比。按时配送率仅适用于卖家自配送订单。

我们在确定您有资格设置的运输时间时会考虑按时配送率绩效,设置此时间可以使您承诺更快的配送时间并提升销售转化率。

我们建议卖家保持高于 97% 的 OTDR 绩效以提供良好的买家体验,但目前我们不会因卖家未达到此绩效目标要求而施加处罚。

处理买家反馈

某些负面绩效指标是由基于其体验的买家反馈导致的。卖家应尝试使用以下选项之一确定问题的原因,并与买家合作:

使用反馈管理器

  1. 转至【绩效】选项卡下的反馈。

  2. 在【近期反馈】表中,选择指定订单编号旁边的【操作】列下的【联系买家】。

使用“买家与卖家消息服务”模板

有关更多信息,请参阅买家与卖家消息服务的电子邮件模板。

注意: 您只能使用“买家与卖家消息服务”模板就订单或客户服务问题联系买家。


 亚马逊官网原文详情:

Monitor your account health

To view your account health, follow these instructions:

  1. Go to Seller Central homepage.

  2. Under Performance, click Account Health.

The Account Health page provides an overview of your seller account's adherence to the performance targets and policies required to sell on Amazon. To ensure we are delivering a great experience for our customers, Amazon might take action on these metrics if they do not comply with our targets.

We regularly review the performance of all sellers and notify them when they are off-target. The intent of this review is to give you the opportunity to improve your performance before the issue affects your ability to sell. Occasionally, seller accounts with very poor performance are immediately deactivated.

Appeal a deactivated seller account

If your seller account has been deactivated, you may be eligible for reinstatement. You can appeal by providing us with a plan of action for correcting the problems that contributed to the enforcement action. Learn how to Appeal the restriction or removal of selling privileges.

Performance metrics

The Account Health page provides you with visibility into your seller account's adherence to the targets for various product policies as well as the below performance metrics:

Order Defect Rate

The Order Defect Rate (ODR) is a key measure of your ability to provide a good customer experience. It includes all orders with one or more defects represented as a percentage of total orders during a given 60-day time period. The following are the types of order defects:

  • Negative feedback

  • An A-to-z Guarantee claim that is not denied

  • Credit card chargeback

Our policy is that sellers maintain an ODR under 1% in order to sell on Amazon. An ODR above 1% may result in account deactivation.

Cancellation Rate

The Cancellation Rate (CR) is all seller-cancelled orders represented as a percentage of total orders during a given 7-day time period. CR only applies to seller-fulfilled orders.

This metric includes all order cancellations initiated by the seller, with the exception of those requested by the customer using the order-cancellation options in their Amazon account. Pending orders that are cancelled by the customer directly on Amazon are not included and do not factor in the seller’s CR.

Our policy is that sellers maintain a CR under 2.5% in order to sell on Amazon. A CR above 2.5% may result in account deactivation.

Late Shipment Rate

The Late Shipment Rate (LSR) includes all orders with a ship confirmation that is completed after the expected ship date. LSR is represented as a percentage of total orders over both a 10-day or 30-day period. LSR only applies to seller-fulfilled orders.

It is important to confirm the shipment of orders by the expected ship date so that customers can see the status of their shipped orders online. The following results can occur due to an order with a confirmed late shipment date:

  • Increased A-to-z Guarantee Claims

  • Negative feedback

  • Customer contacts

  • Negative customer experience

Our policy is that sellers maintain an LSR under 4% in order to sell on Amazon. An LSR above 4% can result in account deactivation.

Valid Tracking Rate

The Valid Tracking Rate (VTR) includes all shipments with a valid tracking number represented as a percentage of total shipments during a given 30-day time period. VTR only applies to seller-fulfilled orders.

Amazon customers depend on tracking numbers to find out where their orders are and when they can expect to receive them. The Valid Tracking Rate is a performance metric that reflects those expectations. All major carriers, including USPS, FedEx, UPS, and DHL now offer free tracking.

Our policy is that sellers in North America maintain a VTR greater than 95% for their U.S. shipments. A VTR below 95% in a product category may result in restrictions on your ability to sell non-FBA (Fulfillment by Amazon) items within that category. This might also affect your eligibility to participate in Premium Shipping and guaranteed delivery.

On-Time Delivery Rate

The On-Time Delivery Rate (OTDR) includes all shipments delivered by their estimated delivery date represented as a percentage of total tracked shipments. OTDR only applies to seller-fulfilled orders.

We consider OTDR performance when determining which Transit Times you are eligible to set, which may enable you to promise faster delivery times and improve your conversion.

We recommend that sellers maintain an OTDR greater than 97% in order to provide a good customer experience, however, there is no penalty for not meeting the performance target at this time.

Address buyer feedback

Certain negative performance metrics are caused by a buyer’s feedback based on their experience. Sellers should try to determine the cause of the problem and work with the buyer using one of the following options:

Use the Feedback Manager

  1. Go to Feedback under the Performance tab.

  2. In the Recent Feedback table, select Contact Customer under the Actions column next to the designated Order ID.

Use the Buyer-Seller Messaging templates

For more information, see Email templates for Buyer-Seller Messaging.

Note: You can only use the Buyer-Seller Messaging templates to contact a buyer in regards to an order or a customer service question.

 文章来源:亚马逊官方网站