How to Automatically Sync & Import the Seller Performance Report to Google Sheets (The Hopted Way)

Using an Amazon to Google Sheets integration like Hopted, you set up the connection once, and your data flows automatically.

Step 1.

Install the Hopted browser extension and sign in using your Google Account.

Step 2.

Securely connect your Amazon Seller Central to Google Sheets using Hopted's integration wizard.

Step 3.

In Google Sheets, from the list of available Amazon Seller Central reports, select "Seller Performance".

Step 4.

Select the critical columns for health monitoring:

• General Health: Account Status, AHR Score, AHR Status.

• Defects: Order Defect Rate FBA Rate, Order Defect Rate MFN Rate.

• Logistics (FBM): Late Shipment Rate 1 / Rate, Valid Tracking Rate / Rate.

• Compliance: Invoice Defect Rate Rate, Product Authenticity Customer Complaints Status, Listing Policy Violations Status.

Step 5.

Set your schedule. Choose how often you want to export and refresh your health metrics. We recommend a Dailyschedule. Policy violations often have a 24-48 hour response window; missing them because you didn't log in over the weekend can be fatal.

Step 6.

Save your data pipeline. This will export your risk metrics from Seller Central into spreadsheets instead of dealing with manual downloads. Your account protection system will be up to date forever.

What is the Amazon Seller Performance Report?

This report is the digital heartbeat of your seller account. It aggregates every metric that Amazon uses to decide if you are allowed to keep selling.

It breaks down performance into three main pillars:

1. Customer Service Performance: (Order Defect Rate, Chargebacks, A-to-Z Claims).

2. Shipping Performance: (Late Shipment Rate, Valid Tracking Rate, Pre-fulfillment Cancel Rate).

3. Policy Compliance: (IP Complaints, Authenticity Issues, Food Safety, Restricted Products).

Crucially, it separates FBA (Fulfilled by Amazon) performance from MFN (Merchant Fulfilled) performance. This is vital because a logistics failure in your own warehouse shouldn't necessarily penalize your FBA listings, and vice versa.

This makes it the single source of truth for answering questions like:

• Is my Account Health Rating (AHR) trending dangerously close to 99 (At Risk)?

• Did my 3PL warehouse ship too many orders late, spiking my MFN Late Shipment Rate?

• Am I uploading VAT invoices correctly, or is my Invoice Defect Rate climbing above 5%?

• Do I have unaddressed Intellectual Property complaints that I missed?

How to Analyze & Track Your Account Health in Spreadsheets

Now that you have a live feed, you can move from data entry to data analysis. This is the real power of analyzing your Amazon Seller Central data in spreadsheets and building your Amazon excel-like template.

Here are 4 Amazon spreadsheet template ideas you can build immediately:

Template 1: The "AHR Score" Trendline

Amazon's Account Health Rating (AHR) is a score from 0 to 1000.

• Green: 200-1000

• Yellow (At Risk): 100-199

• Red (Critical): 0-99

How to build it:

• Chart: Create a Line Chart tracking AHR Score over time.

• The Insight: If your score drops from 400 to 250 in a week, you have a systemic issue (e.g., a bot targeting your catalog) even if you are still "Green." You need to act before you hit Yellow.

Template 2: The "3PL Auditor" (Late Shipment Rate)

If you fulfill orders yourself (FBM), you live and die by the Late Shipment Rate (Target < 4%).

• Filter: Late Shipment Rate 1 / Rate > 0.03.

• Action: If this metric spikes, your warehouse team or 3PL provider is failing. You must switch those SKUs to FBA immediately to protect the account while you fix the warehouse operations.

Template 3: The "Suspension Imminent" Emergency Alert

The Problem: Order Defect Rate (ODR) must stay under 1%. If it hits 1.1%, you lose the Buy Box or get suspended. The Fix: Use Google Sheets' native "Conditional Notifications".

How to build it:

1. Set Hopted to sync this report Daily.

2. In Google Sheets, select the columns for Order Defect Rate FBA Rate and Order Defect Rate MFN Rate.

3. Go to Tools > Conditional notifications > Add rule.

4. The Rule: Set condition to "Is greater than" and enter 0.009 (0.9%).

5. The Action: Enter your email address.

6. What happens: You get an instant alert before you hit the 1% cliff. You can immediately stop selling the problematic SKU or refund unhappy customers to prevent A-to-Z claims.

Template 4: Multi-Market View

The Problem: If you sell in 8 countries, you have 8 different Account Health dashboards. It is easy to miss a critical policy warning in Italy because you were focused on your US sales. The Fix: Aggregate all your marketplace data into a single "Traffic Light" view.

How to build it:

1. Setup: Ensure Hopted is syncing the Seller Performance report for all your connected marketplaces into one "Master" sheet (or append them).

2. Conditional Formatting:

   • Highlight AHR Score < 200 in Red.

   • Highlight ODR > 1% in Red.

3. What it shows you: A single grid where you can see the health of your entire global empire at a glance. If the "Germany" row turns red, you know exactly where to focus your team's attention today, without logging into 8 different Seller Central accounts.

Common workflows this report unlocks

• Appeal Evidence: If suspended, you can use the historical data in this sheet to prove to Amazon that the violation was an isolated incident ("Look, our ODR was 0.02% for the last 365 days").

• FBM Eligibility: To sell "Prime" via Merchant Fulfillment (SFP), you need perfect metrics. This report tracks your eligibility.

• VTR Monitoring: Ensure your Valid Tracking Rate stays above 95% to avoid having your FBM listings blocked in specific categories.

FAQ about Seller Performance Reports

Q: What is the target Order Defect Rate (ODR)? Amazon requires you to maintain an ODR of less than 1%. ODR is calculated as: (Negative Feedback + A-to-Z Claims + Chargebacks) / Total Orders.

Q: What is the Account Health Rating (AHR)? AHR is a new metric (scored 0-1000) that aggregates your policy compliance. Unlike ODR (which is math-based), AHR assigns point values to violations (e.g., selling a restricted product hits your score harder than a listing variation error). You must keep this score above 200.

Q: What is Invoice Defect Rate (IDR)? Specific to Amazon Europe (UK, DE, FR, IT, ES), this metric tracks the percentage of orders for which you failed to upload a VAT invoice within 24 hours of shipment. The target is < 5%. Failure to meet this can lead to account suspension in EU marketplaces.

Q: Does FBA performance affect my MFN shipping metrics? No. Amazon separates them. If Amazon FBA delivers late, it does not count against your Late Shipment Rate. However, Negative Feedback regarding an FBA order doesappear in your ODR unless you request Amazon to strike it through (which they usually do for FBA fulfillment issues).

Q: What is the difference between "Suspected" and "Received" Intellectual Property Violations?

• Suspected Intellectual Property Violations: These are triggered by Amazon’s bots (AI) scanning your listing text or images. They usually mean you used a brand name in your title that doesn't match the Brand field. You can often fix these just by editing the listing.

• Received Intellectual Property Complaints: These are formal legal complaints submitted by a Brand Owner (Rights Owner). These are much more serious. To remove them, you typically need a Letter of Authorization (LOA) or a retraction from the rights owner.

Q: How is "Pre-Fulfillment Cancellation Rate" calculated, and do buyer requests count? This metric measures the percentage of orders you cancelled before confirming shipment. The target is < 2.5%.

• Important: If a customer asks you to cancel, you must select the specific reason code "Buyer Cancelled" in Seller Central. If you select "Out of Stock" or any other reason, it counts against your metrics. If the customer messages you to cancel but doesn't use the official "Request Cancellation" button, it can be tricky—always ask them to use the button to protect your rate.

Q: Why is my "Valid Tracking Rate" (VTR) low even though I shipped on time? VTR measures whether the tracking number was valid AND scanned by the carrier. A low VTR often happens if:

1. You are using a carrier not integrated with Amazon.

2. You are copy-pasting tracking numbers with typos.

3. The carrier picked up the package but missed the first scan.

4. You are using "Untracked" letter services (like Royal Mail 1st Class) but categorized them incorrectly in shipment confirmation.

Q: What triggers a "Food and Product Safety Issue" status? This section of the report flags ASINs that have received customer complaints regarding:

• Expiration Dates: Customer received an item past its "Best By" date.

• Safety Incidents: Customer reported an allergic reaction, fire, or injury.

• Product Condition: "Used Sold as New" complaints often appear here if the safety seal was broken.

• Action: You usually need to provide a Plan of Action (POA) and photos of your inventory expiration dates to clear these.

Q: Does "Invoice Defect Rate" apply to FBA orders? Yes. In the UK and EU marketplaces, Amazon requires sellers to provide a VAT invoice for every order (both FBA and MFN) placed by a Business Customer. Since you don't always know if a buyer is a business, it is safer to automate invoicing for all orders. Failure to upload an invoice within 24 hours of shipment impacts this rate.

Q: What does "Listing Policy Violations" cover? This is a catch-all category for data quality issues. Common triggers include:

• Duplicate Listings: Creating a new ASIN for a product that already exists.

• Variation Abuse: Adding a "Red Toaster" as a child variation of a "Blue Kettle" to hijack the reviews.

• HTML in Description: Using non-compliant code in your product details.

• Inaccurate Categorization: Placing a product in the wrong browse node to bypass fees or restrictions.

Q: My "AHR Status" is 'At Risk'. How long do I have before suspension? If your AHR score drops into the Yellow (100-199) or "At Risk" status, you are not yet suspended, but your account is under manual review. You typically have a window (often 72 hours) to address the most severe violations listed in the report. If you do not resolve them, or if your score drops to Red (0-99), suspension is automatic.

Q: What is the "On-Time Delivery Rate" target, and is it mandatory? For standard FBM orders, the On-Time Delivery Rate (OTDR) target is > 97%. While a low OTDR doesn't usually trigger an immediate suspension like a high ODR does, it will increase your handling time (padding your delivery promise) which kills your Buy Box percentage. For Seller Fulfilled Prime (SFP), this metric is mandatory and strictly enforced.

Q: How is Hopted different from other Amazon seller software? Most Amazon tools force you into their rigid dashboards and pre-built reports. You have to change your workflow to fit their software. With Hopted it is the opposite. It’s a flexible data automation layer that works directly inside your existing spreadsheets (like Google Sheets). Instead of forcing you to learn a new system, Hopted brings all your scattered Amazon data (sales, inventory, health) right to you. You can build the fully custom alerts and historical archives you need, not the ones a rigid tool dictates.