How To Keep Your Amazon Seller Metrics at 100%
Over the past 8 years, I have sold on Amazon several times. Each time I have decided to open a new store, I absolutely dread the risk of not being able to get up off the ground with Amazon because a customer writes negative feedback. Amazon's new algorithm for feedback has many factors including receiving and Losing points per transaction. This is their way of having a customer-centric platform and weeding out the sellers that are not so serious.
My experience with sellers that do not perform is they just do not have the right process in place and jump into Amazon too quickly. Then Amazon over-performs their original expectations because it is a powerful machine, and they end up getting kicked off. Amazon is looking for absolute top quality sellers and, in their eyes, would instead give the sale to someone that they know will do a good job. This is why keeping your seller metrics perfect is the key to succeeding on Amazon.
Amazon Seller Scoring is a large factor. Amazon is looking at three things in factoring your seller score. Shipping, Service, and Feedback, then some other factors that are secret algorithm scores. It's very basic, ship something late and get -100 points knocked off. Get an A-Z Claim or Cancel the order and get -500 Points knocked off. Expired Order, Negative Feedback, or Chargeback, Yup knock -500 points off.
Of course, the more orders you have, the less these negative scores will hurt. But running a real Amazon business means having a solid plan and complying 100% with Amazon's retail expectations.
Making Mistakes On Amazon
The #1 mistake retailers make with Amazon is by listing an item and thinking they have time to get their process in place. You should always assume that if you have a live item, it will sell. If you have won the buy box, then you can assume you will have many sales for the same item. So making sure your suppliers are on board and that they understand the risk of not doing what they say they will and that it can get you kicked off Amazon.
Always ship as fast as possible, and if this means keeping stock and counting everything every day, then do it. It is worth it long term. Amazon does have a significant 15% commission on items. But they are doing all the advertising, and IT work to get customers to buy from their store. The least you can do is make sure you have an item when they send a sale your way.
Amazon is not fair, not for one second. Their entire process is centered around the consumer, even if the consumer is unfair. After all, we are all considered consumers and have been on that side. But not everything is fair in the world of retail. But the best way to cope with harsh customers is just to do what you say you are going to, and that gives them less chance of having a problem with you. Amazon will kick you off in a hot second if you make any sudden moves that they feel are not in their interest. So if you want to sell on Amazon, then just deal with the unfair buy box algorithm, customers, and commissions, and you will be gold on their platform.
Keep Communication with your Customers. When a customer emails you, Amazon starts ticking the clock. If you go over 24 hours without responding to customers, then you get points knocked off. The best way to keep 100% is to be sure to respond within 8 hours—no excuses for not answering immediately. Even if you tell the customer that you will get back to them on Monday or when you return from a long weekend, that is key to keeping your scores at their best.
The bottom line is to ship items on time with a low lead time, fix negative feedback immediately if you receive any, process returns right when they come in the door, and respond to customer's email within 8 hours. You will have a clean store with a lot of sales if you follow these suggestions.
