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

Selling 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 sellers face.

Amazon does not mediate contact with the carrier – it is the seller who bears full responsibility for delivering the order to the customer. What should you do in the case of a lost shipment to prevent escalation of the issue 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 obligated to find a satisfactory solution.

• Amazon closely monitors the quality of deliveries – too many issues may jeopardize the stability of your account.

What to do when a package is lost?
When a customer reports a missing delivery, quick response matters. Delay 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. Failing to reply within 24 hours may affect your service rating and increase the risk of issue escalation.

2. Checking the status of the package

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

3. Solutions recommended by Amazon

   In the case of undelivered shipments, customers expect immediate compensation. Amazon suggests two preferred solutions:

   
   

   • ✔ Sending a new product – if it's available in stock, quick replacement shipping can save the situation.

   • ✔ Refund – when reshipment is not possible, a quick refund is the safest solution.

   
   

How to avoid delivery issues in the future?
Not everything can be predicted, but the right actions can significantly reduce the risk of undelivered shipments.

1. Choosing reliable carriers

   Not all courier companies provide the same quality of service. If packages often go missing, it might be worth considering working with a reliable provider – even at the cost of higher shipping fees.

2. Monitoring delivery metrics

   Amazon evaluates sellers, among other things, based on delivery quality. Metrics worth tracking include:

   
   

   • Late Shipment Rate – should be below 4%.

   • Valid Tracking Rate – should be above 95%.

   • Order Defect Rate – if it exceeds 1%, Amazon may restrict sales.

   
   

3. Shipping insurance

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

4. Fulfillment by Amazon (FBA)

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

Summary
A seller on Amazon should not ignore issues with undelivered packages. Even if the carrier is to blame, you bear the consequences.

• ✔ Quick response to customer reports helps minimize 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 shifts responsibility to Amazon.

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