After the start of Prime Day, many sellers finally welcomed the long - awaited increase in orders.

However, while sales volumes were rising rapidly, some sellers found that warning messages suddenly appeared on the back - end account health page, and even some performance indicators began to turn red.

Many people's first reaction was that there was a problem with Amazon's system, but in fact, abnormal performance during major promotions is a situation that occurs every year.

An explosive increase in orders will magnify the existing operational problems. Problems that cannot be seen when there are only dozens of orders per day may very likely quickly trigger the platform's risk control mechanism when there are hundreds or thousands of orders.

Which indicators are most likely to have problems?

Many sellers only focus on the Order Defect Rate (ODR). In fact, during Prime Day, more attention needs to be paid to:

• Late Shipment Rate (LSR)
• Order Cancellation Rate (CR)
• Valid Tracking Rate (VTR)
• Customer Complaint Rate
• Buyer Message Reply Rate

Especially for self - fulfilled sellers, once the order processing capacity cannot keep up, delivery delays are very likely to occur.

The Most Dangerous Operations after a Sales Boom

Some sellers, in order to take more orders, continue to increase their advertising budgets.

As a result, the number of orders keeps increasing, but the warehouse cannot ship them out.

Eventually, not only will the performance indicators deteriorate, but it may also lead to restrictions on sales of the account.

During Prime Day, the growth in sales volume must be synchronized with the fulfillment capacity.

More Sales during Prime Day Doesn't Mean More Safety

Many sellers believe that an increase in orders represents account health.

In fact, Amazon pays more attention to consumer experience.

If a sudden surge in orders leads to an increase in the complaint rate, the platform would rather restrict seller sales than sacrifice buyer experience.

At the end of Prime Day, what really determines the victory or defeat is often not sales volume, but operational stability.