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- Feb 28, 2026: OTDR enforcement shifts from account-level to listing-level deactivation
- Only your worst-performing FBM listings get deactivated, not your entire catalog
- 90% OTDR threshold unchanged. Use SSA, accurate handling times, and Buy Shipping for protection
- UK marketplace rolling out tiered enforcement model that could expand globally
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What's Happening
Amazon is changing how it enforces On-Time Delivery Rate (OTDR) for Fulfilled by Merchant (FBM) sellers. Starting February 28, 2026, only your worst-performing listings face deactivation when delivery performance drops below 90%. Previously, Amazon would deactivate all your FBM listings if your overall account OTDR fell below the threshold. The pattern with these announcements: cockpit views show the impact before sellers get the email from Amazon.
This is a significant improvement. Under the old system, one problematic shipping route could take down your entire FBM catalog. Now, Amazon isolates the problem. If 3 out of your 200 listings consistently ship late, only those 3 get deactivated. The other 197 keep selling.
The 90% OTDR target hasn't changed. What's changed is the consequence of missing it. Amazon's also rolling out a tiered enforcement model in the UK that could expand to other marketplaces later in 2026.
OTDR Threshold
90%
On-time delivery target unchanged
Enforcement Scope
Listing
Only worst performers deactivated
Effective Date
Feb 28
2026, US marketplace
Key Dates & Deadlines
New Enforcement Goes Live
Amazon switches OTDR enforcement from account-level to listing-level deactivation
Old System
All FBM listings deactivated when account OTDR dropped below 90%
90% OTDR Target
On-Time Delivery Rate threshold remains at 90% for all sellers
Old System vs. New System
| Aspect | Before Feb 28 | After Feb 28 |
|---|---|---|
| Enforcement level | Account-wide | Individual listing |
| OTDR below 90% | All FBM listings deactivated | Only worst-performing listings deactivated |
| Impact on good listings | Deactivated alongside bad ones | Protected, keep selling |
| Recovery | Fix account OTDR, appeal for all | Fix individual listing delivery, reactivate |
Impact on FBM Sellers
Reduced Business Risk
This is genuinely good news for FBM sellers. One bad carrier route or seasonal shipping delay no longer threatens your entire catalog. Your top-performing listings stay active even when some underperform.
Protection Requirements Still Apply
To maximize protection, Amazon recommends using Shipping Settings Automation (SSA), setting accurate handling times (AHT), and purchasing shipping labels through Buy Shipping. These signals help Amazon track delivery performance more accurately at the listing level.
Chronic Late Listings Still at Risk
If specific listings consistently miss delivery windows, they'll be deactivated. This targets sellers who ship certain products from distant warehouses or use unreliable carriers for specific routes. Fix the root cause or lose the listing.
What You Should Do Now
- 1.
Audit Listing-Level Delivery Performance
Pull your FBM shipping reports and identify which listings have OTDR below 90%. These are the ones at risk of deactivation under the new system.
- 2.
Enable Shipping Settings Automation
SSA automatically adjusts delivery promises based on your actual shipping speed. This prevents over-promising and reduces late deliveries that trigger deactivation.
- 3.
Use Buy Shipping for Tracking Accuracy
Amazon tracks delivery performance more accurately when you use their shipping labels. This ensures on-time deliveries get properly credited to your OTDR.
- 4.
Set Realistic Handling Times
Review your Accurate Handling Time (AHT) settings. If you're promising 1-day handling but consistently need 2 days, update your settings to avoid unnecessary late marks.
How Nova Helps
Track Performance by Listing
Nova's Day-to-Day Performance Dashboard helps you spot listings with declining metrics before they hit deactivation thresholds. Catch problems early instead of reacting to enforcement.
Use Winners & Losers to identify which FBM listings are underperforming and need operational attention.
Sources
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Verified Sources
- PPC Land: Amazon OTDR Listing-Level Enforcement
- Amazon Seller Central: OTDR Requirements
- GeekSeller: OTDR Enforcement Changes
All information verified from official Amazon sources and trusted industry analysts as of publication date.
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