Overview

Amazon has added a new Customer Service Performance dashboard to Seller Central, giving merchant‑fulfilled sellers a single view of how their post‑sale support stacks up against peers. The tool tracks buyer‑initiated contacts, reply speed and post‑interaction satisfaction over a rolling 28‑day window, and updates continuously as new orders are fulfilled. Sellers who ship their own inventory should monitor the dashboard because it surfaces operational blind spots that can affect reviews, return rates and long‑term competitiveness.

Key Points

• Metric grouping — The dashboard aggregates three core indicators—contact rate, average response time and satisfaction score—so sellers can see a holistic picture of their service health.
• Peer comparison — Each metric is displayed next to the marketplace average for merchant‑fulfilled sellers, making it easy to spot whether a shop is above or below the norm.
• Four‑week rolling window — Data reflects the most recent 28 days of activity, ensuring the snapshot stays current even as order volume fluctuates.
• Merchant‑fulfilled only — Orders fulfilled by Amazon’s FBA program are excluded, because Amazon handles those buyer interactions on the seller’s behalf.
• Actionable breakdown — Contact rate is further divided into product‑quality, fulfillment and shipping categories, allowing sellers to pinpoint the exact source of buyer complaints.
• No immediate health impact — At launch the metrics do not feed into the Account Health score, but Amazon has a history of turning visibility tools into compliance requirements later on.

How the Customer Service Performance Dashboard Works

1. Open the dashboard — Navigate to the Account Health page in Seller Central; the new “Customer Service Performance” tile appears for any merchant‑fulfilled account, showing the latest four‑week figures (e.g., a seller with 4 % contact rate versus the 2.3 % marketplace average).
2. Read the benchmarked metrics — The screen lists contact rate, average response time and satisfaction score side‑by‑side with the corresponding marketplace averages; for example, a response time of 14 hours compared with the 6‑hour average highlights a lag in reply speed.