Amazon’s Valid Tracking Rate Policy is Destroying Sellers
“I used USPS Bound Printed Matter and Asendia as carriers, both of which are integrated with Amazon’s system and available in the dropdown menu. I entered valid tracking information, and both carriers showed full tracking and timely delivery. Yet, my Valid Tracking Rate (VTR) dropped, and my account was deactivated. Amazon claims these carriers are not approved, but they’re in the system. My appeal was rejected. What am I doing wrong?”- BSHUT
When it comes to Amazon, the devil is in the details. Sellers often assume that because Amazon provides tools, dropdown menus, and integrations, everything will work seamlessly. That assumption can cost you your account.
Here’s the hard truth: Amazon’s system is not perfect, and it’s your responsibility to ensure every single step aligns with their criteria. Even the smallest oversight can lead to account deactivation. I’ve seen sellers make mistakes they didn’t even realize were mistakes—like using the wrong case labels or assuming a carrier in Amazon’s dropdown menu is automatically “approved.” Spoiler alert: it’s not.
In your case, the issue likely lies in how the carriers are being reported or tracked. Just because a carrier is integrated into Amazon’s system doesn’t mean it meets their VTR requirements. You need to double-check that the tracking information is being properly transmitted and recognized by Amazon. This means verifying that the carrier is not only in the dropdown menu but also listed as an approved carrier in Amazon’s official documentation. If it’s not, you’re setting yourself up for failure.
Here’s what you need to do:
Audit Your Process: Go through every step of your shipping process. Are you selecting the correct carrier? Is the tracking information being uploaded correctly? Are you meeting Amazon’s delivery timelines?
Cross-Check Approved Carriers: Don’t rely on the dropdown menu. Look up Amazon’s official list of approved carriers and ensure the ones you’re using are on it.
Appeal with Precision: If you’re confident you’ve done everything right, your appeal needs to be airtight. Provide screenshots, tracking details, and proof that your carriers meet Amazon’s criteria. Be concise, professional, and direct.
And let’s be clear: Amazon doesn’t deactivate accounts overnight. They give you warnings and time to fix the issue. If you ignored those warnings or didn’t take them seriously, that’s on you. This isn’t about blaming Amazon or feeling victimized—it’s about taking ownership of your business and ensuring you’re playing by their rules.
The bottom line? Stop assuming Amazon will hold your hand. They won’t. It’s your job to stay ahead of their requirements, no matter how frustrating or nonsensical they may seem. If you want to succeed on their platform, you need to be meticulous, proactive, and relentless. Anything less, and you’re setting yourself up for failure.