How to Become an Amazon Preferred Store in 2025

How to become an Amazon Preferred Store involves a combination of strategic planning, operational excellence, and compliance with Amazon's evolving policies. This article explores the key components, including return management, review optimization, and advertising strategies, through real-world examples and data-driven insights.

Problem Scenario: The Challenge of Achieving Amazon Preferred Status

Many sellers struggle to meet the requirements for Amazon Preferred status due to lack of understanding of the criteria, poor customer service practices, or failure to maintain product quality and inventory levels. A common issue is the inability to manage returns effectively, leading to high return rates and negative seller performance metrics.

• High return rates reduce seller ratings and may lead to account suspension.
• Failure to respond to customer inquiries promptly can result in negative reviews and low customer satisfaction scores.
• Non-compliance with Amazon's policies on product listings and advertising can lead to penalties or account deactivation.

Underlying Logic: What Amazon Looks for in a Preferred Store

Amazon defines a Preferred Store as one that consistently meets or exceeds performance metrics related to customer satisfaction, order fulfillment, and product quality. According to Amazon’s official guidelines (updated March 2024), preferred stores must:

• Have a minimum 90% positive feedback score over the past 12 months.
• Maintain a 95% or higher order defect rate (ODR).
• Ensure a 95% or higher on-time delivery rate.
• Keep a return rate below 1.5% for most categories.

These standards are designed to ensure that customers receive a consistent and reliable shopping experience.

Solution: Building a Strong Operational Foundation

To achieve Preferred status, sellers must focus on optimizing their operations across multiple areas. Below is a breakdown of key steps with a real-world example:

• Optimize Return Management: Implement clear return policies and use FBA to streamline the process. For example, a Chinese seller in the home goods category reduced their return rate by 30% by switching from FBM to FBA and improving packaging quality.
• Improve Review Management: Encourage satisfied customers to leave positive reviews through post-purchase emails. One electronics seller increased their average rating from 3.8 to 4.7 within six months by using Amazon’s “Request a Review” feature directly from Seller Central.
• Enhance Advertising Strategy: Use Sponsored Products and Sponsored Brands to increase visibility. A beauty brand saw a 60% increase in sales after running targeted ad campaigns on relevant keywords.

Case Study: Real-World Success Story

A Chinese seller specializing in smart home devices achieved Amazon Preferred status within 12 months by following a structured approach:

Metrics	Before Optimization	After Optimization
Positive Feedback Score	82%	93%
Order Defect Rate (ODR)	5.2%	1.8%
On-Time Delivery Rate	88%	96%
Return Rate	3.1%	1.2%

The seller improved their performance by utilizing FBA, optimizing product listings, and enhancing customer communication through Amazon Messaging. They also invested in high-quality images and detailed product descriptions to improve conversion rates.

Pitfalls to Avoid: Common Mistakes That Prevent Preferred Status

Several mistakes can prevent sellers from achieving Preferred status. These include:

• Ignoring Customer Service: Failure to respond to customer messages or resolve issues quickly can lead to negative feedback and low seller ratings.
• Overlooking Policy Changes: Amazon frequently updates its policies. Sellers who do not stay informed risk non-compliance, which can result in account restrictions or removal from the platform.
• Overloading Product Listings: Adding too many variations or incorrect product information can