Quick answer: For seller-fulfilled orders, Amazon requires an On-Time Delivery Rate (OTDR) of at least 90%, measured against the “Deliver by” date you promised before any promise extensions, and recommends 95% or higher. It also requires a Valid Tracking Rate (VTR) above 95% and a Late Shipment Rate under 4%. Falling below 90% OTDR can restrict your ability to list seller-fulfilled products, and a VTR below 95% in a category can restrict non-FBA selling in that category. The fix is usually in your settings: accurate handling times, realistic transit times, and carriers and ship days that actually match your shipping templates.
Many late deliveries come from a mismatch between what the shipping template promises and what the carrier actually does, such as counting weekend days a carrier does not deliver on your route. This guide explains Amazon’s delivery metrics and how to keep them healthy, using Amazon’s Order Performance policy.
The Delivery Metrics Amazon Uses
| Metric | What it measures | Amazon’s target |
|---|---|---|
| On-Time Delivery Rate | Tracked seller-fulfilled items delivered by the seller-promised date, before promise extensions | At least 90% required; 95% or higher recommended |
| Valid Tracking Rate | Shipments with a valid tracking number, over 30 days | Greater than 95% |
| Late Shipment Rate | Orders confirmed as shipped after the expected ship date, over 10 or 30 days | Under 4% |
| Cancellation Rate | Seller-cancelled orders, over 7 days | Under 2.5% |
These metrics apply to seller-fulfilled orders. Amazon notes that FBA offers are not covered by the on-time delivery policy because sellers are not responsible for delivery promises on FBA orders.
Why Promise Extensions Matter
Amazon may add promise extensions to the delivery date shown to customers to account for weather, network constraints, or a seller’s history of late deliveries. Since September 25, 2024, Amazon measures OTDR against your promised date before those extensions are added. In practice, the extra days Amazon adds do not protect your metric; your own handling and transit settings must be accurate.
Handling Time Accuracy
Amazon’s policy says that starting June 29, 2026, sellers must set accurate handling times for seller-fulfilled SKUs, meaning actual handling consistently matches configured handling. Amazon recommends enabling Automated Handling Time, which sets handling times from your shipping history and provides Late Shipment Rate protection. If you manage SKUs individually and consistently ship at least a day faster than stated, the SKU is flagged; if you do not fix it within 30 days, Amazon adjusts it for you for 180 days. The requirement does not apply to custom, handmade, or heavy and bulky less-than-truckload shipments.
Common Causes of Late Deliveries
- Transit times in shipping templates that are shorter than the carrier’s real performance
- Counting weekend or holiday days the carrier does not move packages on your route
- Handling times that do not match how fast orders actually leave
- Uploading tracking late or with errors, which also hurts VTR
- Using a service that does not provide trackable delivery
How to Keep Your Metrics Healthy
- Enable Automated Handling Time or review handling times by SKU.
- Set transit times that reflect your carrier’s actual delivery days, including weekends and holidays.
- Upload valid tracking with every shipment confirmation; Amazon notes that major carriers offer free tracking.
- Check the Shipping Performance section of Account Health weekly.
- Use vacation settings when you cannot ship; see our guide to Amazon vacation mode.
If Your OTDR Falls Below 90%
Amazon will notify you, and you can appeal with Submit appeal on the Account Health dashboard. Amazon says it reviews the request within 72 hours and expects you to describe the issues that caused the low rate, the actions you will take, and the steps you have taken to prevent future problems. For repeat violations, Professional sellers shipping from the US and China may be required to use Amazon’s shipping tools, such as Shipping Settings Automation, for the next 180 days.
For late shipment specifically, read Amazon suspension for late shipment. Our Amazon account health maintenance service monitors these metrics for sellers.
Frequently Asked Questions
What is a good On-Time Delivery Rate on Amazon?
Amazon requires at least 90% and recommends 95% or higher for seller-fulfilled orders.
Do promise extensions help my on-time delivery rate?
No. Since September 25, 2024, Amazon measures OTDR against the promised date before extensions.
What Valid Tracking Rate does Amazon require?
Greater than 95%. Below that in a category can restrict your ability to sell non-FBA items in that category.
Do these metrics apply to FBA orders?
No. They apply to seller-fulfilled orders.
How long does an OTDR appeal take?
Amazon says the request is reviewed within 72 hours.
Get Help With Delivery Metrics
Submit your case for a free assessment, or book a consultation.
Sources
- Amazon Seller Central, Order Performance program policy
- Amazon Seller Central, On-time delivery rate
