Amazon has found a new way to torture sellers, at least that's how it feels to some merchants who noted new performance metrics in their dashboards this week. The new metrics came as an unwelcome surprise to merchants, since Amazon hadn't given any advance warning.
Most of the complaints about the metrics centered around a new "Negative Return Feedback Rate," which is part of the "Return Dissatisfaction Rate" metric designed to measure customer satisfaction with how their returns are processed.
Amazon sends customers a survey when they request a return - a seller posted a copy of the email on the discussion boards:
We see that you recently requested a return for your Marketplace order XXXXXXXXXXXXX: https://www.amazon.com/returns/order/XXXXXXXXXXX
Did the seller resolve your issue?
If yes, please click here:
If no, please click here:
(We'll share this feedback with the seller to help them improve their service in the future.)
Sellers are already feeling pressure as the holiday season kicks in, and dealing with returns is difficult enough as it is, especially with regard to holiday shoppers looking for gifts for others.
Is it unreasonable for Amazon to want to know how sellers handle return requests? Or is the real issue how Amazon is attempting to measure sellers' performance in handling returns?
If you were surprised by the new metrics, which also includes a new "Customer Service Dissatisfaction Rate" (the percentage of customers who are not satisfied with a seller's responses in Buyer-Seller Messaging), let us know what you think.