Many of our customers sell their goods on Amazon, and usually very successfully, but few deal with the performance traffic light, which could have serious consequences.

The performance traffic light summarizes 3 important criteria:

• Rate of order defects
• Cancellation rate
• Rate of delayed deliveries

The minimum requirements, according to Amazon, are:

• Rate of incorrect orders: < 1%
• Cancellation rate before fulfillment: < 2.5%
• Rate of late deliveries: < 4%

If you exceed these values, Amazon may suspend you. Even the best Amazon SEO will not help here.

Seller account suspended – What do you have to do?

When you are first suspended, Amazon often expects you to provide an action plan outlining how you will achieve these levels in the future. The action plan increases the chances of the vendor account being activated soon.

Set up action plan

To lift the suspension, you often have to present Amazon with a plan of action. This must be brief or detailed, depending on the reason for the Amazon suspension, and it should be fully reflective of the issue, factual, and objective. And a simple “it won’t happen in the future” is not enough for Amazon as a solution approach to lift the suspension. I’m not going to provide you with a sample text right now, but I will give you ways to protect yourself from suspension:

When deciding to become an online retailer, the top premise is “How do I make my customers happy?”, because where in traditional retail the saleswoman is buttered up, in online retailing it’s fast and accurate shipping. Amazon knows this, too, and that’s why the“rate of late deliveries” is one of the knockout criteria. To ensure that the goods reach the customer in the fastest way possible, an enterprise resource planning + warehouse management system with an Amazon interface is something of a must-have. Depending on the size, there are different solutions, which usually also have room to the top. I know, among you there are still people at Intraship who painstakingly process the customer manually and need about 10 minutes for a parcel label, but do you really want to spend your precious life time doing that?

Software like JTL-Wawi, Plenty Markets, pixi* and others offer automatic parcel label printing, invoice printing and shipment tracking with just a few clicks and the best thing is, the screen also tells you where the goods are located.

Another criterion is the rate of order defects(rate of incorrect orders), these usually result from poor communication, a customer who returns his goods does not always want to cancel the purchase, but perhaps another shoe size?! With today’s flood of e-mails, Whatsapp messages, text messages, phone calls, etc., it’s easy to lose track of how to respond to customer requests. In spite of this, or precisely because of this, it is important that you understand the online customer better. And there are also many solutions, such as CRM systems.

CRM systems help you communicate the customer and promote understanding. If I have processed X thousand customers, I don’t know off the top of my head whether customer Y has already ordered this or that from us, which is where a customer history helps (it comes as standard with every CRM, ERP solution).

It is always wrong to react at the end of the chain, but it is more advisable to perfectly communicate the beginnings of the article (by this I mean something like the big bang). That is, reasonable pictures, where you can see what you actually buy, a detailed description, in which an perhaps points out that the jacket is tight and not simply copy from the manufacturer texts blunt. If you stick to these little things, you’ve already saved the environment with unnecessary driving and works better than any DHL Go Green. You can also continue to sell on your Amazon Marketplace.

Amazon Performance Traffic Light

Your Amazon seller account is locked?

Ask us about individual action plans to reactivate your account. I have written several Amazon action plans myself that resulted in a quick unlock.