What Is an Order Defect Rate?
Selling quality and valuable products on Amazon is essential to keep your business moving. The way Amazon can tell whether your products are effective or not is through the customer review section of your product listing. This is a very important area as Amazon will evaluate whether your product has defects or not through the reviews. Amazon calculates this by counting the amount of negative reviews and diving that number by the overall orders you have made within a given time period. The resulting number is referred to as the order defect rate, and ultimately reflects your product’s efficiency, as well as your performance as a seller.
If your order defect rate is low, then Amazon will allow you to keep selling on their platform. This is an acknowledgement that you are still providing valuable products to your customers, and Amazon knows this by doing the calculations themselves. However, if your order defect rate happens to be high, this is an indication that something isn’t right. Having a high order defect rate means that your negative feedback outweighs the limit that Amazon has placed, and this can put your selling privileges at risk of being suspended due to failing to meet satisfactory customer service standards.
How Do I Avoid a High Order Defect Rate?
Since the order defect rate is based on customer reviews, keeping up positive reviews on your products and maintaining negative ones is key to preventing a high order defect rate. This means that you as a seller must provide exceptional products, delivery, and customer service. Several things can contribute to negative reviews, including:
- Having a product that is disliked or ineffective. If a customer happens to dislike your product or finds that it is not valuable to them, they may leave a negative review expressing their concerns. While there is not much you can do to remediate this sort of response, you can certainly take their feedback into account and even work on improving your product so that it is satisfactory and effective to customers.
- Your listing has misleading details. There could be a possibility that a customer ordered a product only to find out that it wasn’t listed as advertised. This is a mistake on part of the seller due to their detail pages being misleading. Being honest and not exaggerating about your product details can protect you from earning a negative review.
- You shipped late. Unfortunately, late shipment is a common reason that Amazon sellers get their product ASINs or accounts suspended. Shipping on time is a trust given to the customer by the seller, therefore it’s crucial to abiding by your promise and shipping on time. If not, you are at risk of receiving a negative review.
- The listing details were incorrect altogether. Sometimes, when listing a product, you might get confused and list a product with the incorrect details. This is a grave error as it can confuse and mislead consumers on what the product actually is. Being careful of your product listings and ensuring that they are accurate is important to avoiding negative feedback.
A single negative review can be the difference between your seller account remaining open or being completely shut down. This is why it’s important to have positive reviews on your products in the right manner. Read about review manipulation here, an article on how people are illegitimately coming up with positive reviews and how Amazon is combating this with their suspension policy. Ensure your customers are happy and satisfied, your products are packaged properly, and your shipping is on time, and you’ll be safe from a high order defect rate.
Suspension Due to High ODR
If a seller has a high order defect rate, Amazon takes lengthy measures to prevent the seller from listing anymore products until this is remediated. This includes confiscating your selling privileges, cancelling your current listings, and even placing a hold on your funds in your account. If you try opening another seller account, it will also be blocked. This is what Amazon would call “account suspension” where they would essentially take away all your privileges until you have fixed your mistakes.
Another thing that Amazon can do, while not as extreme as suspending an account, is to place suspensions on your product ASINs for each product that has a high order defect rate. What the ASIN does is give each one of your products a unique number so that it is identifiable. ASIN stands for Amazon Standard Identification Number and without one, you cannot put up a listing. This would mean that your sales will stop on the particular products for which there was a high order defect rate, but all your other products can keep selling. While it is not as heavy of a penalty as an account suspension is, it still contributes to great loss for your overall selling on Amazon and is not something that sellers are happy with.
It’s clear that Amazon places heavy penalties for having a high order defect rate, therefore, to combat this and gain your selling privileges back, you must follow Amazon’s procedures. These procedures include submitting an appeal to Amazon including a plan of action on how you will try to change your high order defect rate and bring it lower.
High ODR Appeal Process
Submitting an appeal to Amazon includes coming up with a plan that meets Amazon’s performance standards. You must find ways to change your performance levels and pledge to implement them in your selling. Once you have come up with a plan of action, it’s important also have it approved by Amazon. Without Amazon’s approval, you cannot regain your selling privileges and will have to wait until your plan is sufficient enough to provide good performance results. Also, making sure that your plan is submitted in the proper format can be tricky to deal with, as Amazon may reject your appeal solely based on this factor. This is where our professionals come in handy. Not only do they understand exactly what Amazon requires for their appeal process, but they also have plenty of experience submitting appeals and reclaiming accounts. Our experts work on a daily basis to regain accounts, and we can certainly help you claim your Amazon account and ASINs back.