What is Amazon Account Health and How Is It Measured?
Amazon Account Health is a dashboard in Seller Central that summarizes your selling account's compliance status across three key dimensions: customer service performance, product policy compliance, and shipping performance. Maintaining healthy Account Health metrics is essential — a failing score can result in listing removal or account suspension.
What is the Amazon Account Health Dashboard?
The Account Health dashboard is accessible in Seller Central under Performance > Account Health. It gives you a real-time view of your performance against Amazon's selling standards. Amazon uses a color-coded system: green (good standing), yellow (at risk), and red (action required). The overall Account Health Rating (AHR) is a numeric score that Amazon introduced to give sellers a single composite metric.
Customer Service Performance Metrics
- Order Defect Rate (ODR): percentage of orders with a defect (negative feedback, A-to-Z claim, or credit card chargeback) — must remain below 1%
- Pre-Fulfillment Cancel Rate: percentage of seller-fulfilled orders cancelled before shipment — must stay below 2.5%
- Late Shipment Rate: percentage of seller-fulfilled orders shipped after the expected ship date — must stay below 4%
Product Policy Compliance
This section tracks intellectual property complaints, product authenticity complaints, product safety complaints, and other policy violations. Each violation is categorized as unresolved (currently affecting your account) or resolved. Even resolved violations remain visible on your account health dashboard for 180 days. Accumulating violations — even resolved ones — can trigger preventative account review.
A common mistake sellers make is assuming a resolved violation is gone from their account. Amazon keeps all violations — resolved or unresolved — visible on your Account Health dashboard for 180 days. A pattern of violations, even when resolved, can signal to Amazon's systems that the account is at elevated risk and may trigger preventative review.
Shipping Performance Metrics (FBM Sellers)
- Valid Tracking Rate: percentage of packages with valid tracking uploaded before estimated delivery date — must be above 95%
- On-Time Delivery Rate: percentage of packages delivered by the promised date
- Return Dissatisfaction Rate: percentage of return requests that received a late response, were incorrectly rejected, or received negative buyer feedback
What Happens When Account Health is Poor?
Amazon takes progressive action as metrics deteriorate. Initial notifications arrive when metrics enter the yellow zone. If metrics enter the red zone or a critical policy violation occurs, Amazon may suspend specific listings, restrict selling privileges, or in severe cases deactivate your entire selling account. Account reinstatement after deactivation requires a formal Plan of Action submitted to Amazon's Seller Performance team.
| Status | Color | Amazon Action |
|---|---|---|
| Good standing | Green | No action taken — full selling privileges |
| At risk | Yellow | Warning notifications — act before entering red |
| Action required | Red | Listings suspended or account deactivation risk |
Account Health Best Practices
- Monitor the Account Health dashboard daily, not weekly
- Respond to every customer complaint, A-to-Z claim, and chargeback within 24 hours
- Proactively investigate any sudden spike in negative feedback or returns — it usually signals a product or fulfillment issue
- Keep detailed records of all IP rights documentation in case Amazon requests it
Frequently Asked Questions
Amazon Account Health is a dashboard in Seller Central that summarizes your selling account's compliance status across three key dimensions: customer service performance, product policy compliance, and shipping performance. Maintaining healthy Account Health metrics is essential — a failing score can result in listing removal or account suspension.
The Account Health Rating (AHR) is a numeric score Amazon introduced to give sellers a single composite metric of their account health. Amazon uses a color-coded system: green (good standing), yellow (at risk), and red (action required). It is accessible in Seller Central under Performance then Account Health.
Order Defect Rate (ODR) is the percentage of orders with a defect — negative feedback, A-to-Z claim, or credit card chargeback. Amazon requires ODR to remain below 1%. It is one of the most closely monitored customer service performance metrics in Account Health.
Amazon takes progressive action as metrics deteriorate. Initial notifications arrive when metrics enter the yellow zone. If metrics enter the red zone or a critical policy violation occurs, Amazon may suspend specific listings, restrict selling privileges, or in severe cases deactivate your entire selling account. Account reinstatement after deactivation requires a formal Plan of Action submitted to Amazon's Seller Performance team.
Shipping performance metrics apply to FBM sellers and include Valid Tracking Rate (must be above 95%), On-Time Delivery Rate, and Return Dissatisfaction Rate. FBA sellers are not measured on shipping performance metrics since Amazon handles fulfillment.
Monitor the Account Health dashboard daily rather than weekly. Respond to every customer complaint, A-to-Z claim, and chargeback within 24 hours. Proactively investigate any sudden spike in negative feedback or returns. Keep detailed records of all IP rights documentation in case Amazon requests it.
About Perfality
Perfality is an end-to-end ecommerce and marketplace management agency trusted by 75+ global CPG and DTC brands including Spectrum Brands, Kenneth Cole, Black+Decker, Stella & Chewy's, and Galderma. With 8 years of hands-on experience and a 100+ specialist team based in Jaipur, India, Perfality helps brands grow on Amazon, Walmart, Chewy, Petco, and other major marketplaces through listing optimization, A+ content, PPC management, account operations, chargeback recovery, and data intelligence. Learn more at www.perfality.com.
Perfality's operations team monitors Account Health, manages policy violations, and maintains performance metrics for 75+ global CPG brands. Let's review your account.
