关于亚马逊绩效问题的真相

直接上图

最左边和最右边都是绩效问题,包括ODR,invoice defect rate.Late dispatch rate,Cancellation rate,valid tracking rate,一旦指标超标,亚马逊就可能来查你账号,我来调查一下,有多少人是被亚马逊的72小时紧急来电叫醒的?来电惊魂。有多少人认真看过亚马逊的后台政策?
今天我来帮你解读一下亚马逊的绩效问题。
订单缺陷率
订单缺陷率是衡量您能否提供良好买家体验的主要指标。该指标是在给定的 60 天内,存在一种或多种缺陷(定义见下文)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
  • 未被驳回的亚马逊商城交易保障索赔
  • 信用卡拒付
政策规定,卖家应维持低于 1% 的订单缺陷率,才能在亚马逊商城销售商品。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(在【账户状况】页面是指配送前取消率)包括所有卖家在给定的 7 天期限内取消的订单数量占订单总数的百分比。取消率仅适用于卖家自配送订单。
此指标包括由卖家取消的所有订单,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。买家在亚马逊商城直接取消的等待中订单不包括在内。
政策规定,卖家应维持低于 2.5% 的取消率,才能在亚马逊商城销售商品。如果取消率高于 2.5%,可能会导致账户停用。
延迟派送率
延迟派送率包括在预计发货日期之后才完成发货确认的所有订单。 延迟派送率表示为 10 天或 30 天期限内延迟派送的订单数占订单总数的百分比。 。 延迟派送率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
政策规定,卖家应维持低于 4% 的延迟派送率,才能在亚马逊商城销售商品。延迟派送率高于 4% 可能会导致账户被停用。
有效追踪率
有效追踪率是指在给定的 30 天期限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。
亚马逊买家使用追踪编码来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。
政策规定,卖家的货件应维持高于 95% 的有效追踪率。如果某个商品分类的有效追踪率低于 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。
发票缺陷率
发票缺陷率是在发货后的一个工作日内未向亚马逊企业购买家订单上传发票的所有订单占亚马逊企业购买家订单总数的百分比。
亚马逊企业购买家需要发票进行税务计算和财务核算。
要向买家提供发票,卖家可以启用亚马逊增值税计算服务,让亚马逊免费代开发票(推荐)。或者,可以通过第三方解决方案提供商自动上传发票,也可以通过管理订单页面手动上传发票。在欧盟和英国均免于注册增值税的卖家,在申报增值税豁免后,即可让亚马逊免费代开收据。
政策规定,卖家的发票缺陷率应低于 5%,这样才能在亚马逊商城销售商品。如果发票缺陷率高于 5%,可能会导致您的账户被停用
相信大家最关心申诉信POA怎么写?
第一部分 明确你的销售权限被移除的原因(甩锅)
造成odr的原因总结:
1,物流问题
2,库存不足
3,产品详情页与实物不符合
4,包装破损
5,客服人员服务差
造成取消率的原因总结:
1,库存不足
2,取消不当操作
造成延迟派送率的原因总结:
1,物流问题
2,ERP问题
3,库存问题
造成有效追踪率问题的原因总结(最近很多):
1,物流问题
2,跟踪号有问题或者跟踪不及时
造成发票缺陷率问题的原因总结:
没有给business buyer开发票
第二部分:你采取了哪些实际行动?
这部分就是把原因那些一一弥补,等于你犯了错,你得想办法去弥补,比如更换物流,加强库存管理,加强包装,更新erp等等,说的越详细越好
第三部分:如何避免以后再次犯同样的错误?
ODR
a真实的产品和产品的描述,图片等一些细节要一致,不能货不对板
b加强包装,非常重要
c改善物流,一定要跟踪号及时填入,可跟踪
d 客服要专业,加强培训
Late dispatch rate
a ERP发货后立即检查后台有没有真实发货,填入跟踪号等等
Cancellation rate
a保持库存充足
b 不能自己随意取消订单,一般都是客户提出取消,再取消
Valid tracking rate
a尽量使用亚马逊官方物流
b点发货后必须填入真实跟踪号
发票缺陷率
要给business buyer开发票
 
废话不多说,直接上模板,温馨提示,模板只能借鉴思路,不能完全照抄!!!
Dear Amazon Performance team
Thanks for your reply, and we have made an updated POA to resolve the issue and prevent the similar problem from happening again in the future
Here is the problem and the reasons:
1. Some of our buyers have not received their orders or have not received the orders on time
2.We have listed against detail pages that do not exactly match our inventory.
 
Root Cause:
1,After we sent our packages to our cooperated logistics place, they really showed the tracking numbers to us, but they delayed our package and did not send the package to our customer right now, because they received too many packages from other sellers.
2,We did not arrange the employee to check the production work, our supplier produced many defective bags, and we did not carefully check the quality of the bags and didn’t remove the defective bags in time. Then we sent the bags to our customers directly.
3,We did not designate an employee to conduct a comprehensive check on our listings details, whether it is consistent with our inventory or not.
 Actions made for solution:
1.We have showed our apology to the customers who did not get the packages and provided full refund to buyers whom don’t want to wait or sent a new product to buyers whom still want to wait .
2.We have deleted all the asins that the descriptions on the amazon does not match our inventory!
3. We have stopped the cooperation with the old Logistics company whose service is not good
4,We have stopped the cooperation with the supplier who provided us with low quality bags, and we promise we will never cooperate with the supplier in future!
5, We have set up a professional team to inspect the other listings to make sure that there is no ambiguity, such as: pictures,titles,bullet points, descriptions, brand, manufacturer, UPC, edition, binding,quantity, size, package and color, search teams etc.
 
6,Now we set up a quality inspection team to check all of our products in our warehouse!
 Plan and prevention actions similar problem will happen in the future:
1.We will expand our plant size, increase productivity, prepare goods in advance, deal with the arrival of the season, to avoid excessive orders led to the occurrence of out of stock situation.
2. We will inform customers of the latest delivery news so that they can know about the status of the items they buy.
3.we will hire professional IPR team to do on site due diligence checking before we cooperate with any supplier.
4. We will choose a reliable ,stronger and faster logistics company to make sure our customers are satisfied with our shipping service.
6. In order to avoid late delivery, we will try to use FBA service in the future, we already have a staff dedicated to FBA to make sure our customer get the products on time.
7.Every week,our professional handling team will conduct a full audit of our inventory and listing details,inspect all inventory against detailed product information and listing details to ensure they match 100 percent, including title, description, images, bullet points, & search term
Now we have clearly realized our mistake! We really want to build a long cooperation with amazon, we will strictly abide by the rules and policies of the platform! We will strive to provide buyers with quality shopping experience! Hope Amazon give us a chance !we promise never to make mistakes again! Looking forward to your reply!
Wish you a nice day
Best Regards

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