The seller's responsibility on Amazon – what to do when the package does not reach the customer?

Sales on Amazon is not only about delivering high-quality products but also about taking full responsibility for the entire customer shopping experience. Undelivered shipments are one of the most common problems that sellers face.

Amazon does not mediate communication with the carrier – the seller is fully responsible for delivering the order to the customer. What should be done in case of a lost shipment to avoid escalating the problem and maintain positive account metrics?

Undelivered package – who is responsible?

From Amazon's perspective, the seller is always responsible – regardless of what happened after the shipment was dispatched. This means that:

The customer does not need to contact the carrier or search for the shipment on their own.

If the package does not arrive, the seller is obliged to find a satisfactory solution.

Amazon closely monitors delivery quality – too many problems can jeopardise account stability.

What should be done in the event of a lost package?

When a customer reports a missing delivery, a quick response is crucial. Delays in resolving the issue can result in negative feedback, an A-to-Z claim, or even account restrictions.

1. Immediate response to the report

The sooner you respond to the customer, the greater the chance of a positive resolution. Failure to respond within 24 hours can affect your service rating and increase the risk of escalating the problem.

2. Verification of package status

First, check the tracking number of the shipment and contact the carrier. If the package is stuck in the system or has been sent to the wrong address, attempt to retrieve it.

3. Solutions recommended by Amazon

In the case of a non-delivery, the customer expects immediate compensation. Amazon suggests two preferred solutions:

✔ Sending a new product – if it is available in stock, quick replacement shipping can salvage the situation.✔ Refund – when reshipment is not possible, a prompt refund is the safest solution.

How to avoid delivery issues in the future?

Not everything can be predicted, but appropriate actions can significantly reduce the risk of shipment non-delivery.

1. Choosing reliable carriers

Not all courier companies offer the same quality of service. If shipments frequently go missing, it is worth considering working with a trusted supplier – even at the cost of higher shipping fees.

2. Monitoring delivery metrics

Amazon evaluates sellers, among other things, based on delivery quality. Metrics to track include:

Late Shipment Rate – should be below 4%.

Valid Tracking Rate – should be above 95%.

Order Defect Rate (ODR) – if it exceeds 1%, Amazon may restrict sales.

3. Insurance for shipments

For higher-value orders, it is advisable to use insured carriers – this provides additional security in case of a lost package.

4. Fulfillment by Amazon (FBA)

The best solution for sellers who want to minimise delivery problems may be to use the Fulfillment by Amazon (FBA) service. In this model, Amazon takes responsibility for shipping, handling returns, and any lost packages.

Summary

A seller on Amazon should not ignore problems with undelivered packages. Even if it was the carrier's fault, you bear the consequences.

✔ Quick response to customer reports helps minimise the risk of escalation.✔ Constant monitoring of account metrics helps avoid sales restrictions.✔ Better selection of carriers and package insurance is a way to reduce losses.✔ Using FBA eliminates logistics issues and transfers responsibility to Amazon.

Do not leave anything to chance – Amazon customers expect flawless and prompt service. Take care of efficient logistics and your sales will grow.