Amazon releases new store performance! Violations may result in store closure

Amazon recently launched a new feature in the background, the Return Performance Panel, which will integrate the parameters of the seller’s store regarding return orders. Like the store performance panel, the parameters here will also affect the safety of the store!

The Return Performance Dashboard (RPD) focuses on the following three return data:

●Return requests approved within 24 hours

●Total number of rejected return requests

● Buyer contact rate related to returns

Among the three key indicators, the return performance panel will display the current indicator performance, target indicator threshold, indicator definition, indicator calculation instructions, indicator importance instructions and specific policy information to facilitate sellers to monitor return indicators and improve performance in a targeted manner.

Amazon also said it will launch a store return analysis tool that will provide sellers with an in-depth analysis of the store's current return status and recommend some improvement suggestions. It will also analyze the reasons for returns of individual orders to help sellers solve return issues.

More importantly, although Amazon said that in the early stage of the new performance, it would not impose any mandatory penalties on sellers who exceed the standard. However, this statement was also made when VTR was launched. Now VTR has become one of the important performance of the store, and violations will be issued with a yellow card warning. It is conceivable that this return performance will also become one of the store performances in the future, and exceeding the standard will face the penalty of removal of sales rights.

Regarding the return performance panel policy, I suggest that you look at it together with Amazon’s several new policies on returns this year. In fact, from the timeline, the big game of return performance has already begun.

Amazon has taken a lot of actions regarding returns this year. First, it implemented two new policies in April: non-refund returns and prepaid return labels . Then, last month, it implemented mandatory free returns and automatic return approval functions.

Just by looking at the names of these new policies, you can tell that they are almost all biased towards buyers, allowing them to return goods more conveniently and at a low cost. As for sellers, from self-delivery to FBA, no one is immune, as the new return policies have increased costs and operational difficulties to a certain extent. After the release of this return policy that disgusts sellers, Amazon naturally launched a return performance panel to monitor the sellers' return situation after the implementation of these new policies.

Apart from anything else, the number of seller dislikes under this announcement can illustrate the attitude of the majority of sellers towards this. It is not enough for Amazon to just come up with these policies that disgust sellers. It also has to come up with a performance panel to supervise the extent to which sellers implement these policies. If they fail to do so, it will be counted into their performance. This has completely angered third-party sellers, and they have been frantically disliking the announcement.

Amazon's high tolerance for buyers returning products is also the root cause of a large number of free orders. Since Amazon can refund, why don't I keep the product and get a refund without returning it? The specific operation of this free operation has even been posted as a tutorial on video websites, causing huge losses to third-party sellers.

Amazon has created more and more rules in the background, and they are always thinking about putting a tight ring on sellers, requiring sellers to meet this indicator or that indicator. The trend of the entire platform is accelerating towards compliance and refinement. If you don’t have strong strength, you really don’t dare to do it. I guess Amazon must have hit a wall in winning over sellers to stand up for itself against regulation. No one cares about the joint book it launched. Instead, it began to try its best to please consumers, hoping that more consumers would help it co-sign the above to avoid antitrust penalties.