On January 15, 2025, Amazon UK will introduce updates to its Valid Tracking Rate (VTR) policy for seller-fulfilled orders.

These changes aim to enhance the customer experience by ensuring better tracking visibility for a greater proportion of orders. If you're an Amazon seller who handles your own order fulfilment, it's crucial to understand these updates and adjust your operations to remain compliant.  

For more information, sellers can find the complete details on Seller Central, where the update was officially announced.

‍

What Is the Valid Tracking Rate (VTR)?  

The VTR is a key performance metric used by Amazon to ensure sellers provide accurate shipment tracking information. Maintaining a strong VTR helps sellers deliver transparency, boost customer satisfaction, and protect their account health by minimising negative reviews and “A-to-Z” guarantee claims.  

‍

What’s Changing in the VTR Policy?  

Starting January 15, 2025, the following updates will apply to the VTR for seller-fulfilled orders:  

• All shipping providers included: VTR will now cover orders shipped through any service provider—not just those integrated with Amazon's tracking system. Regardless of the shipping partner, sellers must provide valid tracking details for all shipments.  

• Cross border shipments covered: VTR requirements will expand to include cross-border shipments between the UK and Germany, France, Italy, Spain, Netherlands, Portugal, Poland, Austria, or Sweden. These orders will now count toward your VTR metric.  

• Low value order exceptions: Cross-border orders valued below €20 (including shipping, excluding VAT) and sent using a 'letter' shipping method are excluded from VTR calculations. This provides flexibility for smaller orders while preserving compliance.  

• Category level compliance reminder: Sellers must maintain a VTR of 95% or higher for each product category. Falling below this threshold risks negative feedback and could harm your account health.  

‍

Why Meeting VTR Requirements Matters  

Amazon's updated VTR policy is designed to create a better customer experience, but it also offers several benefits for sellers who maintain compliance. By meeting these requirements, you can protect your account and build trust with your customers. Here’s how:

• Enhanced customer experience: Reliable tracking fosters transparency and trust, reducing customer inquiries and improving satisfaction.  

• Reduced negative feedback: Accurate tracking information minimises the chances of delivery disputes and negative reviews.  

• Account protection: A strong VTR helps protect your account health and reduce the risk of penalties, such as account suspension.  

‍

How Sellers Can Prepare  

Preparing for the VTR updates is key to staying compliant and maintaining a smooth workflow. Taking proactive steps now will help you avoid potential disruptions after the policy changes come into effect. Here's what you can do:

• Evaluate your shipping partners: Ensure your carriers provide reliable tracking services and valid tracking numbers.  

• Streamline your workflow: Review your order management process to ensure tracking details are uploaded promptly and accurately.  

• Educate your team: If others handle order processing, ensure they understand the updated requirements to avoid errors.  

‍

At StoreFeeder, we’re committed to supporting your business with tools to simplify order and shipping management. By staying ahead of these changes, you can continue providing a seamless shopping experience on Amazon.  

With Amazon's emphasis on transparency and compliance, adapting to the updated VTR requirements isn’t just about meeting guidelines—it’s about setting your business up for success.

For help optimising your order management process, explore how StoreFeeder can streamline your operations today!

‍