Valid Tracking Rate (VTR)

The Valid Tracking Rate (VTR) is a performance metric used by Amazon to measure the percentage of seller-fulfilled orders that include a valid, carrier-scanned tracking ID.

What is the Valid Tracking Rate (VTR)?

The Valid Tracking Rate (VTR) is a key performance metric used by Amazon to measure the percentage of seller-fulfilled shipments that include a valid tracking ID with at least one carrier scan. It reflects how reliably customers can track their orders in real time. Maintaining a high VTR helps reduce “Where is my order?” inquiries, improves customer satisfaction, and ensures compliance with Amazon’s performance standards for sellers.

What is a "Good" VTR for an Amazon Seller?

A “good” Valid Tracking Rate (VTR) for an Amazon seller is 95% or higher per product category, which is the platform’s required benchmark. VTR is calculated over a rolling 30-day period, with a typical two-week reporting lag to allow tracking data to stabilize and accurately reflect carrier scan activity.

Why is maintaining a high VTR important?

Maintaining a high Valid Tracking Rate (VTR) on Amazon is essential for both performance and account health. A strong VTR reduces A-to-Z guarantee claims and negative feedback by ensuring customers can track orders reliably. It also helps maintain eligibility for Premium Shipping and keeps your seller-fulfilled listings active within their categories, preventing potential restrictions or suspensions.

How is the Valid Tracking Rate calculated?

To calculate the Formula is:

• (Total packages with a valid tracking ID ÷ Total shipped packages) × 100

To qualify as “valid,” the tracking ID must:

• Be from an Amazon-integrated carrier

• Have at least one carrier scan

• Be uploaded correctly without errors

Are there any exemptions to the VTR policy?

Yes, Amazon provides limited exemptions to the Valid Tracking Rate (VTR) policy in specific scenarios.
Low-value items—typically under $10 in the US or $5 internationally—may be exempt when shipped via standard untracked mail.
Non-physical goods, such as digital products or services, are also excluded since no shipment is involved.
Additionally, heavy or bulky items shipped through specialized, non-integrated freight carriers may qualify for exemption. 

However, these exceptions vary by marketplace and category, so sellers should always verify eligibility within their Seller Central account to ensure compliance and avoid unexpected performance issues.

What happens if a seller fails to meet the 95% VTR threshold?

If a seller fails to meet the 95% VTR threshold on Amazon, the impact is usually category-specific. Amazon may suspend seller-fulfilled (FBM) listings in the affected category, limiting your ability to sell those products. It can also result in a “Degraded” account health status. However, this typically does not impact FBA listings, as Amazon handles fulfillment and tracking for those orders.

If your VTR is dropping without a clear reason, it’s usually a root cause issue (carrier mismatch, scan failure, or tracking delay).
ave7LIFT.AI monitors these signals in real-time and helps you fix them before Amazon flags your account.

What are the common reasons for VTR Drops?

In most cases, VTR issues are not random—they are caused by:

• Selecting the wrong carrier from the dropdown

• Using “Other” instead of integrated carriers

• Tracking IDs not scanned physically

• Delayed tracking uploads

Fixing the root cause, not just the symptom, is what prevents repeated VTR failures.

Best Practices for Maintaining a Healthy Metric are?

To keep your metrics strong on Amazon, follow these proven practices:

• Use Integrated Carriers: Always select carriers from the dropdown menu to ensure tracking is recognized as valid.

• Automate Tracking: Use tools like the Amazon Delivery App or “Buy Shipping” to auto-upload accurate tracking details.

• Monitor Reports Regularly: Download and review the VTR report from the Account Health dashboard to identify invalid tracking IDs (“X”) and fix recurring issues quickly.