Overview

Amazon has rolled out three significant changes to its Valid Tracking Rate (VTR) requirements for seller-fulfilled orders, effective immediately. The updates impose stricter rules around when tracking information must be entered, prohibit reuse of tracking numbers, and introduce improved defect reporting. Sellers who fail to comply risk losing the ability to fulfill orders in affected product categories.

Key Points

• Compliance threshold — VTR measures how often sellers provide legitimate, working tracking numbers for seller-fulfilled orders. Amazon requires sellers to maintain a VTR of at least 95% in each product category.
• Enforcement consequences — Falling below 95% can result in restrictions on your ability to fulfill orders in that category, which directly impacts sales capacity and revenue.
• Buyer experience benefit — Valid tracking allows buyers to monitor shipments in real time, reducing "where is my order" contacts sellers receive.
• Seller protections — Accurate tracking gives sellers access to Amazon's A-to-z Guarantee protection in delivery disputes, helps improve overall seller ratings, and reduces costs associated with lost shipment claims.

Three New VTR Rules Taking Effect Now

• Tracking must be entered before delivery — Sellers must enter valid tracking information before the order is shipped. If you wait until after delivery to add or modify tracking information, the change will not count toward your VTR and will negatively affect your account health metrics.
• Unique tracking numbers required — If you use the same carrier and tracking number combination more than once within a 30-day rolling period for different orders, Amazon will block you from confirming those orders.
• Improved defect reporting — Amazon's enhanced VTR defect reporting now shows the specific reasons why a tracking entry was flagged as invalid (timing problem, duplicate tracking number, unrecognized carrier, etc.).

Tracking Information Must Be Entered Before Delivery