If you’re one of the 9.7 million Amazon sellers, keeping up with your valid tracking rate (VTR) is crucial to maintaining a good standing on the platform.
Your VTR affects your ability to sell smoothly and keeps customers happy because they can track their orders in real-time. Having a low VTR could lead to a lot of problems, like restrictions on your account or even suspension. This is why it is important to learn:
- How to improve your valid tracking rate once it is low.
- How to avoid having a low valid tracking rate at all.
But don’t worry, we’ll walk you through what the valid tracking rate is, why it matters, and how you can improve it to stay in Amazon’s good graces.
What Is Valid Tracking Usage Rate?
Your valid tracking rate is the percentage of orders you ship that include a valid tracking number.
VTR applies specifically to sellers who manage their own shipping using the Merchant Fulfilled Network (MFN) or Seller Fulfilled Prime (SFP). Amazon uses this to monitor how often you’re providing tracking information that works.
Amazon looks at your VTR over a 30-day period. You need to have valid tracking for at least 95% of your orders in most categories. So, if you’re shipping 100 orders in a month, at least 95 of them should have working tracking numbers.
Does Amazon Allow Tracking?
Amazon not only allows tracking shipments, but they also require it for sellers fulfilling orders through MFN or SFP. Tracking helps ensure customers get up-to-date information on their order status and can stay on top of any shipping delays.
When you ship orders, the tracking number you provide needs to meet a few criteria:
- It must come from a carrier that supports real-time updates.
- It has to be valid, meaning it matches the actual carrier you used.
- You need to upload it as soon as the package is shipped.
Amazon-approved carriers include UPS, FedEx, USPS, DHL, and Amazon Logistics (AMZL). Using any other carriers could result in invalid tracking numbers, which hurt your VTR.
Why Your VTR Matters
Maintaining a good valid tracking rate isn’t just about following the rules, it’s about taking care of the overall customer experience. Here’s why it’s important:
- Customer satisfaction. Buyers love to track their packages; it gives them peace of mind knowing their order is on its way.
- Fewer complaints. When you provide tracking info, customers are less likely to file complaints or disputes if something seems delayed.
- Program eligibility. Keeping a high VTR helps you stay eligible for Amazon programs like SFP. A low VTR could result in losing access to these perks.
- Avoid penalties. If your valid tracking rate drops below the required threshold, Amazon could restrict your account, suspend you from certain categories, or even suspend your account entirely.
Amazon Valid Tracking Rate Policy
Amazon has clear rules for what your VTR should look like. You’re required to upload valid tracking numbers for at least 95% of your orders in certain categories. The 30-day rolling period means Amazon checks your VTR across the last 30 days, and if you slip below 95%, you’ll get a warning.
Here’s what you need to know:
- Category requirements. Most product categories need a minimum of 95% valid tracking rate. Some categories, like books, media, and video games, don’t require VTR tracking, so you don’t need to worry as much if you’re in those areas.
- Penalties for non-compliance. If you fail to meet the 95% VTR, Amazon will send a notification. Continued non-compliance could lead to restricted selling privileges or a full account suspension.
- Approved carriers. Amazon only accepts tracking numbers from approved carriers that integrate with their platform. This way, they can track shipments in real-time, ensuring customers and Amazon know where the package is at all times.
Amazon Valid Tracking Rate Suspension
So, what happens if your VTR drops too low? Amazon might suspend your selling privileges in some categories, which means you can no longer sell those products.
If you’re in the SFP program, losing your VTR could also mean losing your Prime badge. Since many customers trust Prime sellers, this can lead to a big drop in sales.
How to Improve your Amazon VTR
A positive Valid Tracking Rate is essential to customer experience. Remember, the more you invest in your consumers’ journeys, the better you’ll sell!
Plus, including Valid Tracking Numbers to all parcels has the following perks:
- Decreased Order Defect Rate
- Improved seller feedback rate
- A-to-Z guarantee claim protection
- Locate lost shipments
- Boost customer conversion
If you want to earn these benefits, we’ve prepared some best practices to make sure that you upload accurate VTR data.
Related content: Amazon Manufacturer Part Number: What Is It For?
Edit Tracking Information
First, submit your order’s tracking information before delivery dates. Here’s how to do it:
Go to the Orders dashboard in Seller Central. Here, select Manage Orders. Then check that Order ID is selected for search to locate specific parcels.
When you find an order, click on Edit Shipment. Here you can provide all the revised tracking data.
Once you’re done, click Re-confirm the shipment. Now, wait 72 hours to review the changes you made.
Verify Your Tracking Numbers
First off, confirm that no tracking information is left blank. Also ensure that the submitted tracking ID is correct.
Watch out for special characters that the system can’t recognize. That could mean the tracking ID is misspelled.
Errors in the previous steps will mark the tracking ID as invalid. This means it won’t count to boost your Valid Tracking Rate.
Verify Carrier Data
Check that you selected a carrier in Manage Orders, and bulk uploaded feeds. Also ensure you submitted the correct carrier name and shipping service.
Verify the carrier matches the tracking number. Any error in the carrier’s name, or a VTN mismatch, and Amazon will mark the tracking as invalid.
Work with Amazon integrated carriers, who provide real-time tracking status to Amazon. Here’s a partial list of the carriers to choose from:
| Asendia | FASTWAY | Professional Couriers |
| Best Buy | FedEx | RL Carriers |
| DHL | First Flight Couriers | UPS |
| Estes US | Pilot Freight US | USPS |
You can review the full integrated carrier list in Seller Central.
Note: Sellers using non-integrated carriers can buy tracked shipping labels from Amazon. This will allow them to track packages and boost their VTR.
Confirm and Update Dispatches
Always confirm and update your tracking information before delivering parcels. Doing so after a delivery means that the customer couldn’t track the package. So, the order won’t influence your Valid Tracking Rate.
Common Reasons for a Low Valid Tracking Rate
If you want to maintain a high valid tracking rate, it’s crucial to understand the common problems that can cause it to drop. Here are the most frequent issues sellers face, along with real-world examples and ways to avoid them.
Late Uploads of Tracking Information
One of the most frequent reasons sellers experience a low valid tracking rate is because they upload tracking information too late.
Amazon requires tracking details to be uploaded shortly after an item is shipped. If you delay this step, Amazon could count the tracking information as invalid, even if the package is on its way and will be delivered on time.
- Actionable Tip. Try to upload tracking numbers within 24 hours of shipment to ensure they are recorded as valid. You can also use automation tools, like ShipStation or ShippingEasy, that integrate with Amazon and automatically upload tracking info for you.
Wrong or Mismatched Tracking Numbers
Typos or pasting the wrong tracking number is another common cause of a low amazon seller valid tracking rate. Even a small typo will cause the tracking number to be considered invalid by Amazon.
A seller might ship out 10 packages in one day and accidentally paste the same tracking number twice. Amazon will flag the order with the incorrect number as invalid, hurting your tracking rate.
- Actionable Tip. Double-check tracking numbers before submitting them to Amazon. Consider using barcode scanning technology or automation software to help reduce human error.
Using Non-Approved Carriers
Amazon has a list of approved carriers that are integrated into their system. These carriers provide real-time tracking updates to Amazon, which helps them confirm when an item has been shipped and delivered.
If you use a carrier that isn’t on Amazon’s approved list, the tracking information won’t be recognized, and it will hurt your valid tracking rate.
Let’s say a seller ships a package with a local or regional courier that isn’t integrated with Amazon. Even though the courier provides tracking information on its own website, Amazon doesn’t recognize it, and the seller’s valid tracking rate drops.
- Actionable Tip. Always use Amazon-approved carriers like UPS, FedEx, or USPS. If you prefer using another carrier, make sure they’re on Amazon’s approved list or be aware that shipments with unapproved carriers won’t count toward your valid tracking rate.
Not Providing Tracking for Some Orders
Some sellers may think it’s okay to skip tracking on smaller orders, or orders with cheap items. However, even if just a small percentage of your orders don’t have valid tracking, it can drastically affect your overall VTR.
For example, if a seller decides not to provide tracking for a batch of small, inexpensive items shipped via First-Class Mail. Even though these orders make up a small portion of their sales, it brings their valid tracking rate below the 95% threshold.
- Actionable Tip. Make sure to provide tracking information for all orders, regardless of their value or shipping method. If you’re using a service that doesn’t offer tracking, consider upgrading to a service that does, like USPS Priority Mail.
Reused Tracking Numbers
Amazon only accepts unique tracking numbers for each shipment. If you try to reuse a tracking number from a previous order, Amazon will consider it invalid, even if the package is delivered correctly.
How to Fix Your Valid Tracking Rate on Amazon
If your valid tracking rate has fallen below 95%, there’s no need to panic. You can take several steps to fix it before Amazon takes serious action. Here’s what you can do:
Use Amazon-Approved Carriers
Make sure you’re using an Amazon-approved carrier for all your shipments. These carriers are integrated with Amazon, ensuring the tracking information gets synced automatically. This takes a lot of the guesswork out of the process and keeps your VTR high.
Upload Tracking Numbers Quickly
Speed is key. Once your package ships, upload the tracking number as soon as possible. The longer you wait, the more likely it is that Amazon will count it as invalid. Ideally, the tracking number should be uploaded within 24 hours of shipment.
Double-Check Tracking Information
Before submitting tracking information, make sure the number is correct and matches the carrier. Mistyped or mismatched tracking numbers will hurt your valid tracking rate.
Monitor Your VTR Regularly
Amazon provides detailed reports on your valid tracking rate, so keep an eye on them regularly. If you’re getting close to that 95% threshold, take action immediately.
Checking your reports weekly or even daily can help you catch issues early and avoid penalties.
Use Amazon FBA
If you’re worried about meeting the VTR requirements, consider switching some or all of your orders to Fulfillment by Amazon (FBA).
With FBA, Amazon handles all shipping, so you don’t have to worry about tracking numbers, and your VTR stays intact.
How to File a Valid Tracking Rate Appeal
- Gather all relevant tracking information, carrier data, and any other evidence to support your claim.
- Go to Seller Central and find the Performance Notifications section.
- Submit your appeal, making sure to include all the data that explains why your tracking numbers should be considered valid.
Amazon will review your case, and if your appeal is successful, they may adjust your VTR accordingly.
How To Prevent Amazon Valid Tracking Rate Suspensions
Once you’ve fixed your VTR, it’s essential to keep it in check to avoid future problems. Here are a few tips to keep your valid tracking rate high moving forward:
- Automate the process. Using automation tools that sync tracking information can save you from manual mistakes. Many shipping tools will automatically upload tracking info as soon as a shipment is processed, taking the hassle out of the process.
- Partner with reliable carriers. Not all carriers are created equal. Make sure you’re working with reliable shipping companies that provide accurate tracking. If your current carrier is often late or unreliable, it might be worth switching.
- Stay Updated on Amazon policies: Amazon regularly updates its policies, and the requirements for VTR can change. Keep yourself informed by checking your Seller Central account frequently for policy updates.
- Hybrid fulfillment strategy. If you prefer handling some orders yourself but still want to minimize the risk of VTR issues, you could consider a hybrid strategy. This way, you benefit from Amazon’s fulfillment network while retaining control over certain shipments.
- Communicate with buyers. If something goes wrong with tracking or delivery, reach out to your customers directly. Let them know what’s happening and provide updates. Proactive communication can prevent customers from filing complaints.
Final Thoughts
Improving and maintaining a good valid tracking rate on Amazon is critical to your success. By following best practices like using approved carriers, uploading tracking numbers quickly, and keeping an eye on your performance metrics, you’ll stay in Amazon’s good books.
If you hit a rough patch, act fast to fix your VTR before Amazon finds out. If you want to know more about Amazon shipping policies, feel free to check our articles on Amazon shipping fees and expedited shipment.
Authors
Esteban Muñoz is a content manager with several years’ experience in digital marketing and ecommerce. He’s been able to achieve incredible growth for his associates by optimizing and managing their accounts, and creating in-depth content marketing strategies.
Antonella Fleitas is highly adept at creating fact-based, evergreen content about science, language learning, and culture. Her main goal is to build a strong content foundation for her clients, based on meaningful stories that people can learn from.
