Amazon keeps an eye on the behavior of each seller to guarantee they are performing well. If a seller falls too low on the rating scale, he/she won’t be selling on Amazon for long. Performance area has three parameters on the basis of which a seller is evaluated by Amazon. These are −
This area provides a quick summary of your account health. This page has green boxes with checkmarks which gives a knowledge that everything is fine in the account. Ideally you do not want to have yellow triangles or red octagons with an ‘X’ in them which highlights the flaws your account has.
One significant check is ‘Order Defect Rate’ which shows the percentage of orders with problems - either negative feedback or the filing of an A to Z guarantee claim which shows that you can't reach an agreement with the customer. Then there is the ‘Contact Response Time’ which is a proportion of how well you responded to the buyer’s messages and in time. Any answer from your side after 24 hours is rated as a late response.
Next comes a ‘Perfect Order Rating’ showing the percentage of orders for which everything went well. Amazon calls this as POP Score and you will like to have a score of 95% or higher.
Seller rating isn't shown to the customer however it is a vital tool of placing you in the Buy Box. The merchant with a high seller rating gets the Buy Box. The Amazon Seller Rating is a score on a scale from 0 to 100. A score of 0 to 84.49 is viewed as fair, 84.5 to 96.49 as good, 96.5 to 98.49 as very good, and 98.5 to 100 as outstanding.
This summarizes the customer feedback data. Amazon keeps a check on how you are serving its customers, so you need to continuously put efforts in winning the customer’s satisfaction.