Amazon Expands Valid Tracking Rate Policy to Cover More Seller-Fulfilled Orders
Amazon will expand its Valid Tracking Rate (VTR) policy to include all seller‑fulfilled orders over €15 and all cross‑border shipments in Europe, applying the same 95 % category threshold. The change removes the exemption for non‑integrated carriers and adds a €20 letter‑mail exception for low‑value international letters. Sellers must ensure a confirmed scan is uploaded for each eligible order to avoid health warnings.
Overview
Amazon is extending its Valid Tracking Rate (VTR) rules for seller‑fulfilled orders across all European marketplaces. Starting soon, more domestic and cross‑border shipments will be required to carry trackable services, meaning sellers must revise shipping workflows to stay above the 95 % category threshold. The move aims to give buyers clearer delivery visibility while tightening the health metrics that Amazon uses to assess seller performance.
Key Points
- Domestic orders > €15 now count — Shipments priced above €15 that sellers fulfill themselves will be included in VTR calculations, even if they were previously exempt.
- All carriers measured — Amazon will evaluate tracking data from any carrier a seller chooses, removing the previous carve‑out for non‑integrated providers.
- Cross‑border shipments added — Orders moving to or from the UK and other EU countries will now be part of the VTR metric, expanding the scope for multi‑marketplace sellers.
- Letter‑mail exception under €20 — Low‑value international letters (under €20, shipping cost only, VAT excluded) remain exempt from the tracking requirement.
- 95 % category threshold stays — Sellers must still achieve at least a 95 % valid‑tracking rate for each product category they list.
How the Expanded VTR Policy Works
- Identify eligible orders — Amazon scans every seller‑fulfilled order that meets any of the following: domestic value > €15, any carrier used, or cross‑border destination. For example, a €22 domestic order shipped via a local courier now enters the VTR pool.
- Require a confirmed scan — The carrier must upload a scan that shows the package was picked up or is in transit before the estimated delivery date. Simply creating a label or entering a tracking number without a scan, such as a label generated for a parcel that never leaves the warehouse, does not satisfy the rule.
- Calculate VTR per category – Amazon divides the number of orders with valid scans by the total eligible orders in each product category. If a seller lists “home décor” and “electronics,” each category is assessed separately; a 96 % rate in electronics does not offset a 92 % rate in home décor.
Analysis & Recommendations
Why This Matters
The expanded VTR scope means more orders will be counted, so missing scans can drop a category below the 95 % floor and generate health warnings or selling restrictions. It also ties tracking data to A‑to‑Z claim defenses, increasing the risk of claim losses for untracked shipments.
Key Takeaways
- Domestic seller‑fulfilled orders priced > €15 are now included in VTR calculations.
- All carriers, even non‑integrated ones, will be measured for valid tracking scans.
- Cross‑border shipments to/from the UK and other EU countries are added to the VTR pool.
- Low‑value international letters under €20 (shipping cost only, VAT excluded) remain exempt.
Recommended Actions
- →Run a Seller Central report (Performance > Account Health > Valid Tracking Rate) to list orders under €15, non‑integrated carriers, and cross‑borde...
- →Replace any untracked service for eligible orders with a tracked option (e.g., “Tracked Parcel”) and verify carrier scan integration in Seller Cent...
Comments
Join the discussion
Log in or create an account to share your thoughts on this update.
No comments yet. Be the first to share your thoughts!