If you are fulfilling your own orders on Amazon, the latest update to the On-Time Delivery Rate (OTDR) policy is something you cannot afford to overlook. Effective February 28, 2026, Amazon is changing how it enforces the existing 90% OTDR requirement—directly affecting your listing visibility and account health.
What’s Changing in OTDR Compliance Rules?
Previously, if your OTDR fell below 90%, Amazon would deactivate all of your seller-fulfilled listings. This "blanket" deactivation often put entire catalogs at risk due to a few late shipments.
The New Model: Starting February 28, Amazon will only deactivate the specific listings that contribute the most to your OTDR decline. This targeted approach aims to keep your performing SKUs active while addressing operational gaps.
Important Clarification: While targeted enforcement is a positive shift, accounts with consistently low performance or repeated failures still face the risk of total catalog deactivation.
How to Qualify for Performance Protection
Amazon offers protection against late carrier deliveries, but only if you use their automated tools. Missing even one step removes your safety net.
For Standard Shipping:
- Enable Shipping Settings Automation (SSA)
- Enable Automated Handling Time (AHT)
- Purchase OTDR-protected labels via Amazon Buy Shipping or Veeqo
For SFP & Premium Shipping:
Automated handling time is not mandatory for these orders, but you must still ship on time, enable SSA, and use protected labels to remain eligible for protection.
What Happens If a Listing is Deactivated?
If a listing is flagged for poor delivery performance, you can request reactivation through your
- Account Health Dashboard. Select "Other Policy Violations,"
- Find the specific listing under "Order Performance – On-Time Delivery Rate," and submit an appeal.
RetailTantra’s Strategic Recommendations
At RetailTantra, we see that the biggest risk to sellers is not the policy itself, but the absence of automation. To safeguard your business, we recommend:
- Daily Monitoring: Actively track your OTDR trends to catch dips before they hit the 90% threshold.
- Full Automation: Implement AHT and SSA to align your promises with actual carrier speeds.
- SOP Discipline: Ensure your warehouse team uses protected shipping labels for every order.
GET A PROFESSIONAL PERFORMANCE AUDIT
Content Sources: Amazon seller News
Authur : RETAILTANTRA