Overview

Amazon’s Seller Central includes a performance dashboard that aggregates the most critical service‑quality indicators for every seller account. Keeping a close eye on these metrics helps maintain account health, qualify for premium programs, and sustain the customer experience that drives repeat purchases.

Key Points

• Dashboard location — The performance panel is reachable from the upper‑right corner of the Seller Central homepage, so a seller can open the scorecard with a single click while managing listings.
• Service‑area filtering — By selecting “Shipping,” “Customer Service,” or “Product Quality,” a seller can isolate the exact metric that aligns with a current operational focus, such as reducing late‑shipment alerts.
• Category‑level filtering — Sellers who list in multiple categories can apply a “Profession” filter to view metrics for each product line separately, for example checking the defect rate for electronics distinct from apparel.
• Program eligibility link — Amazon cross‑references the dashboard scores with eligibility rules for programs like “Amazon Brand Registry” or “Buy Box eligibility,” meaning a dip in order‑defect performance can immediately block access to those benefits.
• Improvement roadmap — The dashboard highlights “Below Target” tags next to each metric, effectively turning the scorecard into a to‑do list that tells the seller which process—such as order confirmation timing—needs attention.
• Alert notifications — When a metric falls below the threshold, Amazon sends an automated email and a red badge on the dashboard, prompting the seller to investigate before the issue escalates to a suspension.

How Performance Tracking Works

1. Data collection — Amazon records every transaction event (order placement, shipment, customer communication) and feeds those timestamps into the performance engine; for instance, a seller who ships an order two days after purchase will see that delay reflected in the “Late Shipment Rate.”
2. Metric calculation — The system aggregates raw events into percentages or ratios, such as the proportion of orders with a valid tracking number, and then compares the result against internal benchmarks; a seller with a high “Valid Tracking” score will see a green indicator.