What Is Account Health?
Amazon's Account Health dashboard (Seller Central → Performance → Account Health) shows whether your account meets Amazon's performance targets and policy requirements.
A poor account health score can lead to:
- Listing suppression
- Selling privilege suspension
- Permanent account deactivation
Key Metrics to Monitor
Order Defect Rate (ODR)
Target: below 1%
ODR combines negative feedback, A-to-Z claims, and chargeback rate. One A-to-Z claim on a small order volume can spike this above 1% instantly.
Fix: Respond to every customer issue before they escalate to a claim.
Late Shipment Rate (LSR)
Target: below 4%
For FBM sellers, shipping after the promised date hurts LSR. FBA sellers are protected since Amazon handles fulfilment.
Fix: Use Seller Fulfilled Prime only if you can meet the commitments. Otherwise use FBA.
Pre-Fulfilment Cancel Rate (PFCR)
Target: below 2.5%
Cancelling orders before shipping — usually because you ran out of stock — counts against PFCR.
Fix: Keep inventory accurate and set listings to inactive when stock drops below safety threshold.
Policy Violations
Policy violations are separate from performance metrics. Common violations:
| Violation | Common Cause |
|---|---|
| Intellectual Property complaint | Unauthorized brand use in listing |
| Product authenticity complaint | Counterfeit claim from brand or customer |
| Listing policy violation | Prohibited keywords, fake reviews, price gouging |
| Product safety complaint | Customer injury report or regulatory flag |
Each unresolved violation increases your Account Health Risk score.
How to Respond to a Violation
- Read the notice carefully — identify the specific ASIN and violation type
- Check Seller Central → Performance Notifications for the full details
- Submit a Plan of Action (POA) — Amazon requires:
- Root cause (why it happened)
- Corrective actions (what you did to fix it)
- Preventive steps (how you stop it happening again)
- Appeal via the Account Health Support team for urgent cases
A generic POA gets rejected. Be specific about the ASIN, the date, and the exact steps taken.
Account Health Rating (AHR)
Amazon introduced AHR as a composite score (0–1000):
- 200+: Healthy
- 100–199: At Risk
- Below 100: Critical — risk of deactivation
Check this weekly, not monthly.
Prevention Checklist
- Respond to all messages within 24 hours
- Monitor FBM shipments daily during peak periods
- Set restock alerts at 30-day supply level
- Audit listings for trademarked terms quarterly
- Review Account Health dashboard every Monday
Need Help Managing Your Amazon Account?
eData4You monitors account health, responds to policy violations, and manages the day-to-day operations of your Seller Central account. Talk to our team →