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A Comprehensive Guide to Enhancing Your Amazon Order Defect Rate (ODR)

To guarantee that your consumers have an outstanding experience in the dynamic world of eCommerce, it is essential to keep a close check o...

Amazon Order Defect Rate

To guarantee that your consumers have an outstanding experience in the dynamic world of eCommerce, it is essential to keep a close check on your performance indicators. Among these important metrics, Amazon's Order Defect Rate (ODR) is one that every seller needs to be knowledgeable with.


Amazon successfully shipped more than 5 billion items to customers all around the world in 2021. Amazon kept an Order Defect Rate (ODR) of just 0.30% on average throughout this enormous operation. In order to put this into perspective, just three out of every 1000 processed orders were returned because of problems. This figure highlights the critical need of preserving a low order defect rate.


We have put together a detailed guide on the Amazon Order Defect Rate to give you in-depth insights into this crucial measure. This manual will explain what the ODR is, how to measure it properly, and key tactics to lower it, guaranteeing that your consumers have a wonderful shopping experience.


Table of Content

Understanding the Order Defect Rate on Amazon

Calculating the order defect rate on Amazon

Monitoring Your Amazon Order Defect Rate Carefully

The Consequences of Going Over a 1% Amazon Order Defect Rate

Identifying Amazon Order Defect Contributing Factors

The Effect of Your Rankings' Order Defect Rate on Amazon

Increasing the Order Defect Rate on Amazon

5 Step Reviewing Your Product Listing in

Keeping Track of Your Listing




Understanding the Order Defect Rate on Amazon

Amazon uses the Amazon Order Defect Rate (ODR) indicator to assess the level of customer service provided by sellers on its marketplace. It gives a numerical representation of the proportion of orders that had to be cancelled because of missing, inaccurate, or damaged goods. 

ODR is used as a yardstick to determine a seller's capacity to successfully complete and deliver orders. A high ODR indicates that buyers frequently cancel orders, which suggests poor customer service and has a negative impact on the seller's operations. On the other hand, a low ODR reflects client satisfaction with the vendor's goods and services.


Calculating the order defect rate on Amazon

You must precisely calculate your ODR in order to keep track of it. The percentage of orders that were returned or canceled due to flaws in the good or service is tracked by Amazon's Order Defect Rate (ODR). 

It can be easily calculated by dividing the total number of orders placed during a certain period of time by the number of orders returned or canceled due to problems. Use the following formula to express the final ODR as a percentage:


(Defected orders / Total Orders Received) x 100 equals the Amazon Order Defect Rate.


For instance, the Amazon Order Defect rate would be 10% if ten orders were returned or canceled owing to problems in the previous month, with a total of 100 orders placed during that time.


Monitoring Your Amazon Order Defect Rate Carefully


For your seller performance to remain outstanding, monitoring your ODR is essential. Follow these steps to monitor your Amazon Order Defect Rate:


1.   Go to the 'Performance' section after signing into your Amazon Seller Central account.


2.   'Account Health' should be chosen from the drop-down option.


3.   Examine the data given to determine your current Order Defect Rate (ODR).


4.   Examine the data carefully to identify the primary causes of faults if the ODR is higher than your desired rate.


5.   Take corrective action to address identified problems that are resulting in the increased ODR.


The Consequences of Going Over a 1% Amazon Order Defect Rate

When a seller's order defect rate on Amazon exceeds 1%, it denotes an abnormally high volume of consumer complaints or unfavorable comments pertaining to their orders. A rate above this limit can seriously damage a seller's reputation and negatively impact their business. 

When this happens, Amazon takes action to protect the consumer experience. These actions may include suspending the seller's account or lowering the seller's exposure on the marketplace. Additionally, Amazon may forbid the seller from taking part in some campaigns or providing particular services.


To guarantee that Amazon consumers have the greatest possible online buying experience, several steps are taken. In order to avoid troubles with Amazon, merchants must lower their ODR, which requires processing and shipping orders quickly, providing excellent customer service, and handling complaints quickly. 

In addition, keeping an ODR below 1% requires constant attention to customer input and prompt resolution of issues.


Identifying Amazon Order Defect Contributing Factors


A. Credit Card Chargeback: A credit card chargeback happens when a customer makes a transaction but later gets the charge reversed for a variety of reasons. This can be as a result of a faulty product or unhappy customers. 

When a customer files a chargeback with Amazon, Amazon looks into the matter and may decide to return the money, which could result in an order flaw because the replacement of an item or a delay in delivery.


B. A-to-Z Guarantee: Amazon's A-to-Z Guarantee protects customers from receiving faulty products by covering any damaged, late, inaccurate, missing, or mismatched items. If a consumer qualifies for a refund under this guarantee, Amazon looks into it and may give them one or even report an order flaw by issuing a refund or replacing the item.



The Effect of Your Rankings' Order Defect Rate on Amazon


The ranking of a seller on the Amazon marketplace is significantly influenced by the Order Defect Rate. A low ODR is rewarded with greater search results, platform visibility, lower fees, and better customer service. Low ODR results in better client experiences, higher levels of satisfaction, and more repeat business.



In contrast, a high ODR has a negative impact on a seller's rankings, which results in decreased platform visibility, fewer sales, and worse customer satisfaction. Sellers need to proactively deal with the problems that are raising the ODR in order to lessen these negative effects. 

This entails guaranteeing precise and prompt order fulfillment, offering outstanding customer service, and quickly resolving client complaints. Amazon gives merchants a 17-day timeframe to fix the problem and find a workaround.


In order to remain competitive on the Amazon marketplace, maximize their chances of success, and establish a reputation as reliable sellers—a crucial factor for any business operating on the Amazon platform—sellers must constantly maintain a low ODR.


Increasing the Order Defect Rate on Amazon


It is necessary to take proactive actions to increase customer satisfaction and decrease returns and refunds in order to lower your Amazon Order Defect Rate (ODR). Here are some tips for improving your ODR:


1. Reacting to unfavorable comments

Responding to complaints right away demonstrates your commitment to solving problems as well as your dedication to providing excellent customer service. Don't be afraid to respond to critical feedback.

Instead, seize the chance to convert a disgruntled client into a devoted one. Start by recognizing the client's concerns, extend an apology for any inconvenience, and, if appropriate, provide workable alternatives or discounts. This kind of interaction with clients can significantly reduce unhappiness and increase loyalty.

Keep in mind that if a customer's difficulties are satisfactorily remedied, they are more inclined to update or withdraw their unfavorable feedback.



2. Giving Free and Quick Shipping Priority

Customer satisfaction can be made or broken by shipping speed in the fast-paced world of eCommerce. Make sure your things are delivered quickly, and wherever it is practical, think about providing free shipping. 

Customers like prompt deliveries, and you may dramatically lower complaints and return requests by meeting or exceeding their expectations in this area. By providing free shipping, you not only draw in more customers but also distinguish yourself from rivals who might not deliver the same level of service.

A major selling feature for your products may be quick and free shipment, which would boost your ODR and reputation.


3. Improving Christmas fulfillment

Holiday shopping spikes are common, therefore it's critical to streamline your fulfillment operations during these busy times. In order to ensure you have enough product to satisfy the increased demand, think about boosting your inventory levels. 

To avoid delays, implement effective order processing and delivery methods. To effectively manage clients' expectations, be upfront with them about holiday shipment deadlines and anticipated delivery delays. 

You may reduce the possibility of order problems brought on by delayed shipments by simplifying your holiday fulfillment and ensuring a superior shopping experience during these crucial times.


4. Making Certain Ideal Packaging

Customer satisfaction is significantly influenced by the state in which a product is received. Make an investment in safe and top-notch packaging materials to reduce the chance of harm occurring during transportation. 

Make sure your items are well-protected by customizing your packaging to their unique requirements. Think about utilizing strong boxes, adding additional padding, and protecting fragile things with the right kinds of padding. 

You can lessen the ODR by ensuring that orders are delivered to clients in perfect condition, which lowers the possibility of returns and unfavorable reviews.


5 Step Reviewing Your Product Listing in


Customer happiness and a low ODR depend on a precise and attractive product listing. Review your product listings frequently to make sure they adhere to Amazon's rules and are set up to satisfy customers. Pay close attention to the following:



Title: Make sure your product titles clearly and succinctly explain the item in question and contain important keywords.


Images: Use professional, high-quality photographs that illustrate your product from a variety of perspectives. These pictures ought to give a precise portrayal of the item.


Product Descriptions: Write thorough and informative product descriptions that highlight the salient features, advantages, and specs. Ensure that they contain no false information and are simple to grasp.


Pricing: Maintain competitive and open pricing. Avoid making abrupt price changes that could irritate or confuse clients.

Client feedback: Pay great attention to client feedback and respond to it promptly. Answer any issues or queries clients may have.

In addition to helping to draw in new customers, an optimized product listing also helps to set clear expectations, which lowers the risk of order faults.


Keeping Track of Your Listing

The work of keeping an accurate and current product listing is ongoing. Make sure your listings consistently represent the state of your products by checking them frequently. This entails confirming the availability, cost, and specifics of the goods. 

Maintaining the accuracy of your listing reduces the possibility of returns and refunds and helps stop client complaints. Ensure that you swiftly respond to any consumer questions or concerns about your ads to increase customer satisfaction and lessen the possibility of receiving unfavorable comments.



Improving your Amazon order defect rate is essential to a successful business. You can lower your order fault rate by employing effective customer service tactics, automating communication channels, and utilizing Amazon's services. 

Additionally, you can avoid customer unhappiness and minimize order flaws by avoiding returns and making sure that product descriptions are correct.

 In the end, prioritizing customer satisfaction and continually working to fulfill their expectations will help you decrease your Amazon Order Defect Rate.


Keep an eye on the ODR all the time and set up alerts to notify you when it rises above a specified level.


Maintain high standards for customer service and respond quickly to any unfavorable comments.


Read More:

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Seller Central USA


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