Understanding Amazon's Valid Tracking Rate (VTR) and How to Stay Compliant
Amazon's Valid Tracking Rate (VTR) measures the percentage of seller-fulfilled packages with valid tracking IDs. Sellers must maintain at least 95% VTR or risk shipping restrictions and account health impacts.
Overview
Amazon's Valid Tracking Rate (VTR) is a key performance metric that measures the percentage of seller-fulfilled packages shipped with a valid tracking number. Buyers rely on tracking information to monitor their orders and anticipate delivery, making this metric central to the customer experience Amazon demands from its third-party sellers. Falling below Amazon's VTR threshold can result in serious consequences, including restrictions on your ability to sell using merchant-fulfilled shipping.
Key Points / What Sellers Need to Know
- VTR target is 95% — Amazon requires that at least 95% of your seller-fulfilled shipments include a valid tracking ID. This threshold applies across all product categories that are not specifically exempt.
- Tracking must be from an integrated carrier — The tracking number you provide must come from a shipping carrier that Amazon can verify. Random or fabricated tracking numbers will not count toward a valid rate.
- Measurement window is rolling — Amazon evaluates your VTR over a rolling 30-day period, so consistently shipping without tracking will quickly drag your rate below the threshold.
- Buy Shipping services help — Using Amazon's Buy Shipping feature automatically provides valid tracking and can help protect your VTR score.
- Some categories may be exempt — Certain product types, such as standard mail or specific low-value categories, may not require tracking. However, sellers should not assume exemptions apply without verifying.
How VTR Is Calculated
Amazon calculates your Valid Tracking Rate by dividing the number of seller-fulfilled packages with a valid, confirmed tracking ID by the total number of seller-fulfilled packages shipped during the measurement period. A tracking ID is considered "valid" when it can be verified through the carrier's tracking system and shows scan events confirming the package entered the carrier's delivery network. Packages where tracking numbers are missing, invalid, or cannot be confirmed by the carrier count against your VTR. The calculation only applies to orders you fulfill yourself — FBA orders are handled by Amazon and are not included in this metric.
Analysis & Recommendations
Why This Matters
VTR is a gating metric for merchant-fulfilled sellers. Dropping below 95% can lead to listing deactivations and loss of self-fulfillment privileges, directly impacting revenue and operational flexibility.
Key Takeaways
- Amazon requires at least 95% of seller-fulfilled packages to have valid tracking IDs
- VTR is measured on a rolling 30-day window and only applies to merchant-fulfilled orders, not FBA
- Using Amazon's Buy Shipping feature automatically uploads valid tracking and helps protect your score
- Falling below the threshold can result in shipping restrictions, listing deactivations, and account health deterioration
Recommended Actions
- →Use Amazon Buy Shipping or integrated carriers for all merchant-fulfilled orders to ensure tracking is automatically validated
- →Monitor your VTR weekly through the Account Health dashboard in Seller Central
- →Audit your shipping workflow to confirm tracking numbers are uploaded promptly and accurately for every shipment
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