Sales Suspension Below 95%? The Hidden Truth About Valid Tracking Rate

Many Amazon sellers overlook the Valid Tracking Rate (VTR), which is far more than just 'entering a tracking number.' Falling below 95% VTR is a critical Account Health risk that can lead to loss of selling privileges in certain categories, as well as the loss of Buy Box eligibility. The key is providing 'valid' tracking information. Amazon prioritizes customer experience, focusing on ensuring buyers know the exact location and estimated delivery date of their orders.

With recent policy changes, Amazon has begun measuring VTR for orders shipped through all shipping service providers. Previously, VTR calculation was limited to Amazon-integrated carriers. Now, the scope has expanded, requiring sellers to provide valid and trackable information regardless of the carrier they use. This indicates that Amazon continues to strengthen its standards for Seller-Fulfilled shipping.

Key Requirements for Maintaining 95% VTR

1. Maintain 95% VTR or Higher: For Amazon Seller-Fulfilled orders, all sellers must maintain a VTR of 95% or higher at the product category level. 2. Use Amazon-Supported Carriers and Enter Accurate Information: Use an Amazon-integrated carrier and accurately select the carrier and Shipping Service from the dropdown menu on the Ship Confirmation page. If the carrier is not listed, select 'Other' and enter the exact name. 3. Carrier Scan Record Required: Simply entering a tracking number is not enough. The entered tracking number must show at least one actual carrier scan on the carrier's website to be considered valid. For high-value orders, two or more scans (including pickup and delivery or delivery attempt scans) may be required.

Serious Consequences of Falling Below 95% VTR

⚠️ If your VTR consistently falls below 95%, you could face the following severe penalties:

Loss of Selling Privileges in Specific Categories: Your Seller-Fulfilled listings within that category may be temporarily suspended. For instance, sales could be suspended in categories with strict VTR requirements, such as apparel or footwear. Reduced Buy Box Eligibility: Orders lacking valid tracking information negatively impact your chances of winning the Buy Box. Loss of Premium Shipping Eligibility: You may lose eligibility for Premium Shipping and Guaranteed Delivery programs. Increased Customer Complaints and A-to-z Guarantee Claims: Lack of tracking information can lead to more customer inquiries, negative feedback, and A-to-z Guarantee claims for 'Order not received,' in which case sellers are highly likely to automatically lose the claim.

Strategies for Improving and Maintaining VTR

1. Monitor and Analyze VTR Daily: Regularly check your VTR in Seller Central under "Performance → Account Health → Shipping Performance" to identify specific orders or categories with low VTR. 2. Review Your Shipping Process: Confirm that your chosen carrier is Amazon-supported and establish an internal process to accurately select the carrier name and shipping service during Ship Confirmation. Using Amazon's Buy Shipping service automatically uploads tracking information, reducing errors. 3. Verify Tracking Information Accuracy: After entering a tracking number, regularly check if it is actually trackable on the carrier's website. Double-check for typos or omissions, especially when entering information manually, and verify data transfer errors even when using API integration. It's best to correct errors within 24 hours of ship confirmation.

Common Misconceptions About VTR

1. The Misconception: "Just Entering a Tracking Number Makes It Valid": Many sellers believe that simply entering a tracking number fulfills the VTR requirement. However, Amazon verifies the 'validity' of tracking numbers through carrier scan records, so if it's not actually trackable in the carrier's system, it's considered invalid. 2. Using Non-Amazon Supported Carriers or Entering Inaccurate Information: Using a non-Amazon supported carrier, or entering 'Other' for the carrier name without accurately providing the actual carrier's name, or having typos, will negatively impact your VTR. Specifically, if you don't enter the English policy terms exactly and instead use arbitrary Korean names or mistranslations, the system may not recognize them.