Update to Amazon’s Valid Tracking Rate (VTR) Guidelines: What Sellers Need to Know for 2025

Amazon’s Order Performance program requires high standards for tracking information, ensuring that customers receive fast and reliable deliveries. A critical component of this program is the Valid Tracking Rate (VTR), which measures the percentage of seller-fulfilled packages that include valid tracking details. Sellers are required to maintain a VTR of over 95% to stay in compliance and avoid potential account issues.

In an effort to improve customer satisfaction and streamline the shipping process, Amazon has announced new updates to its VTR guidelines that will take effect on January 15, 2025. Here’s a look at what’s changing, along with a comparison to the previous guidelines.


What’s New in the VTR Requirements?

Amazon’s revised guidelines introduce specific tracking rules based on shipping origin, destination, and package value. These updated requirements emphasize the need for valid tracking scans for packages entering the U.S. from various international locations.

Key Updates to Tracking Requirements

  1. New Shipping Regions and Tracking Mandates
    • Sellers shipping to the U.S. from China, Canada, American Samoa, or the U.S. Minor Outlying Islands must now provide valid tracking information:
      • Packages valued at under $5 USD must include at least one valid carrier scan (e.g., a scan showing the package is in transit).
      • Packages valued at $5 USD or more must include two carrier scans: one showing arrival at the carrier’s facility and the other either a delivery or attempted delivery scan.
    • Sellers shipping from India or the UK to the U.S. must adhere to the following guidelines:
      • For packages under $15 USD, a single valid carrier scan is required.
      • Packages valued at $15 USD or above must include two valid scans (one indicating arrival at the carrier’s facility and another showing delivery or attempted delivery).
  2. Exemptions and Exceptions
    • Some shipments are exempt from these VTR requirements:
      • Digital products do not require tracking.
      • Domestic packages shipped by certain freight carriers as listed on the Amazon Valid Tracking Rate help page.
      • Low-value domestic packages (under $10 USD) shipped by USPS using specific mail options (“Standard Mail envelopes” or “First Class Mail envelopes”).
      • Packages from India or the UK valued under $15 USD that are shipped with an Amazon-integrated carrier and use untracked services.
      • Packages shipped to the U.S. from countries not explicitly covered by the new guidelines, such as non-integrated carriers from other countries outside of the U.S., Canada, China, India, the U.K., American Samoa, and U.S. territories.

Comparison with Previous VTR Requirements

Under the previous VTR policy, sellers primarily needed to provide valid tracking information to maintain a 95% VTR for all seller-fulfilled orders. However, the new guidelines introduce more granular requirements based on:

  • Package value: Previously, there was no distinction in tracking requirements based on package value. Now, packages under certain value thresholds have reduced tracking requirements (i.e., only one carrier scan).
  • Shipping origin: The new rules specify different VTR standards depending on the shipment’s country of origin, particularly for sellers shipping from major international hubs like China, Canada, India, and the UK.
  • Carrier scan requirements: The update introduces a two-scan requirement for higher-value packages, ensuring customers have clearer tracking information at different stages of transit.

These changes add more complexity for international sellers, but they also aim to improve transparency and tracking reliability for customers.


Why Are These Changes Important?

Amazon’s revised VTR guidelines underscore its commitment to providing high-quality, reliable delivery experiences for customers. For sellers, complying with these updates means:

  1. Enhanced Customer Satisfaction: With more accurate tracking data, customers can better anticipate delivery times, reducing the risk of complaints and improving overall satisfaction.
  2. Reduced Account Risks: Failing to maintain a 95% VTR can lead to penalties, including listing suspensions and potential account deactivation. Staying compliant is crucial for maintaining a healthy seller account.
  3. Adaptation to Market Needs: The updated guidelines acknowledge that low-cost items may not need the same level of tracking detail as higher-value packages. This offers some flexibility, particularly for sellers dealing in low-cost, high-volume items.

Final Thoughts and Best Practices for Sellers

Amazon’s VTR updates for 2025 reflect a refined approach to seller performance management, targeting improvements in international shipments and tracking accuracy. Here are some tips to help sellers adapt to these changes:

  • Use Integrated Carriers: Whenever possible, choose Amazon-integrated carriers that support valid tracking scans. This helps ensure compliance and can streamline order tracking for customers.
  • Monitor Your VTR Closely: Regularly review your VTR metrics to make sure you’re meeting the 95% threshold. This metric is crucial, and staying proactive can prevent potential issues with your account.
  • Double-Check Shipping Details: Ensure your packages have the correct value declarations, as this will affect the number of scans needed for compliance.

The new VTR requirements present an opportunity for sellers to enhance their service quality and align with Amazon’s evolving customer-focused delivery standards. Adopting these guidelines ahead of the January 15, 2025, deadline will not only help avoid disruptions but also potentially improve customer loyalty and satisfaction through reliable, trackable deliveries.

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