The Order Defect Rate (ODR) on Amazon is an indicator of how satisfied customers were with the shopping experience. The ODR is an important factor for winning the Buy Box. Monitoring the ODR particularly affects sellers who use Fulfillment by Merchant (FBM). Amazon strives to provide a consistent and smooth shopping experience – therefore strict Order Defect Rate limits apply.
How does Amazon define ODR?
The order defect rate (expressed as a percentage) is a key measure of customer satisfaction. It is calculated from the number of orders with defects in relation to the total number of orders. The ODR consists of three components:
- Rate of A-to-Z guarantee applications
- Rate of negative feedback
- Rate of service refunds
The order defect rate should be below 1%. If this value is exceeded, the trader(s) loses:in the Buy Box.
Example: With 100 orders and two negative reviews, the ODR is already 2% and therefore exceeds the target value. Amazon reserves the right to remove products or block the seller account. If a seller account is blocked, you have 17 days to submit an action plan explaining how you intend to comply with the ODR in future.
The Order Defect Rate can be viewed via Seller Central in the “Customer Satisfaction” section.
Avoidance of order defects
Retailers have a major influence on the ODR. Several high-quality product images allow buyers to get an accurate picture of the product. Detailed bullet points and a meaningful product description help to clearly communicate features and specifications to avoid misunderstandings and prevent A-to-Z warranty claims.
To avoid negative feedback, fast and friendly customer service is essential. The focus should always be on the best solution for the customer.