Performance
The Performance section within Seller Central governs account health, policy compliance and customer experience metrics. It includes visibility into key indicators such as order defect rate, policy violations, customer feedback signals and other operational standards that Amazon uses to assess seller reliability.
This category is critical because strong sales performance is unsustainable without account compliance. Even well-optimised listings and profitable advertising can be undermined by policy breaches, customer complaints or declining service metrics. Performance health directly influences account standing, Buy Box eligibility and, in severe cases, the ability to sell on the platform.
For our clients, the Performance section acts as an early warning system. It allows us to identify emerging risks, address compliance issues proactively and protect long-term account stability. Maintaining strong performance metrics safeguards visibility, conversion and marketplace credibility.
Appeals – Edit Access Required
Appeals are used to respond to account warnings, listing suppressions, policy violations or performance-related actions taken by Amazon. It allows sellers to submit Plans of Action, supporting documentation and formal responses to restore selling privileges or reinstate affected ASINs.
This function is critical because unresolved performance issues or policy breaches can lead to listing deactivation, Buy Box suppression or, in severe cases, account suspension. A structured and well-prepared appeal can protect revenue continuity and restore account health more efficiently.
We require Edit-level access because submitting appeals, uploading supporting documentation and responding to Amazon’s requests must be executed directly within Seller Central. View-only access would not allow us to formally respond or escalate issues when necessary.
With this level of access, clients should expect:
- Review and assessment of performance or policy notifications
- Drafting of structured Plans of Action where required
- Submission of appeals with supporting documentation
- Clear communication regarding risks and potential outcomes
- Escalation of critical account health issues
- Ongoing monitoring until resolution is achieved
KPI Toolbar – View Access Required
The KPI Toolbar provides a high-level snapshot of key account performance metrics directly within Seller Central. It typically displays indicators such as sales performance, order defect rate, late shipment rate and other operational benchmarks that influence account health.
This tool is beneficial because it offers immediate visibility into the core metrics Amazon uses to assess seller performance. Rather than navigating multiple reports, the KPI Toolbar consolidates critical indicators into a single view, enabling rapid identification of emerging risks or performance shifts.
We require View-level access because the value lies in oversight and monitoring rather than execution. Access allows us to track trends, identify early warning signals and incorporate performance data into strategic decisions without needing to modify settings within this interface.
With this level of access, clients should expect:
- Ongoing monitoring of key account health indicators
- Early detection of performance metric deterioration
- Visibility over operational metrics affecting Buy Box eligibility
- Identification of trends requiring further investigation
- Escalation of risks that may impact account standing
- Integration of KPI insights into broader performance reviews
Mediation Requests – Edit Access Required
Mediation Requests allows sellers to formally respond to and manage disputes raised through Amazon’s customer complaint or A-to-Z Guarantee processes. It provides a structured channel to submit evidence, clarify fulfilment actions and challenge decisions that may negatively impact account metrics.
This permission is beneficial because unresolved disputes can affect order defect rate, account health and financial outcomes. Properly managed mediation can prevent unjust metric penalties and protect both seller reputation and revenue continuity.
We require Edit-level access because submitting mediation responses, uploading supporting documentation and communicating within the dispute framework must be handled directly in Seller Central. View-only access would not allow us to respond or defend the account when action is required.
With this level of access, clients should expect:
- Review of mediation or dispute notifications
- Preparation and submission of structured evidence
- Protection of performance metrics where disputes are unjustified
- Escalation of issues requiring client input
- Monitoring of case outcomes until resolution
- Strategic guidance on reducing future dispute risk
Voice of the Customer – Edit Access Required
Voice of the Customer provides structured insight into customer satisfaction signals at ASIN level. It aggregates return reasons, negative feedback trends and customer experience indicators to assess whether products are meeting buyer expectations. Amazon categorises listings based on customer experience health, highlighting where improvement may be required.
This tool is beneficial because it connects performance metrics directly to customer sentiment. Poor Voice of the Customer ratings can lead to listing warnings, reduced visibility or suppressed offers if issues remain unresolved. Monitoring this area allows early detection of product, listing clarity or fulfilment concerns before they materially affect sales.
We require Edit-level access because managing and interacting with customer experience alerts, acknowledging issues and taking corrective actions within Seller Central requires operational access. View-only access would limit our ability to respond where intervention is necessary.
With this level of access, clients should expect:
- Ongoing monitoring of ASIN-level customer experience ratings
- Identification of recurring return or complaint themes
- Early warning of listings flagged for poor customer experience
- Escalation of product or fulfilment issues requiring client action
- Strategic recommendations to reduce negative feedback drivers
- Alignment between listing optimisation and customer satisfaction trends