2024-09-22 · 12 min read
Amazon Account Health: Understanding Every Metric
What each Account Health metric means, what the acceptable thresholds are, and how to fix issues before they result in suspension.
Account Health is the dashboard in Seller Central that shows whether your seller account is at risk. Amazon uses these metrics to decide who can keep selling. Understanding them is not optional if you sell seriously on Amazon.
Order Defect Rate (ODR)
ODR must stay below 1%. It is calculated as the percentage of orders in the past 60 days that received a negative feedback, an A-to-Z Guarantee claim, or a chargeback.
A single negative review does not destroy your ODR unless your sales volume is very low. But a pattern of defects — even 3-4 A-to-Z claims on a seller with 400 monthly orders — puts you dangerously close to the threshold.
Fix: Respond to all buyer messages within 24 hours. Resolve problems proactively before they escalate to A-to-Z claims. If you receive a negative feedback, contact the buyer to resolve the issue and ask (politely and once) if they would update their feedback.
Cancellation Rate
Must stay below 2.5%. This applies to FBM sellers who cancel orders before shipping. FBA cancellations count only if you cancel on the Manage Orders page after the customer placed the order.
Late Shipment Rate
For FBM sellers, must stay below 4%. Calculated as orders shipped after the expected ship date. Use ship-by dates as hard deadlines, not targets.
Valid Tracking Rate
For FBM, must stay above 95% for non-media products. Buy shipping through Seller Central to guarantee this metric is automatically satisfied.
Policy compliance
The lower section of Account Health shows policy violations. Each violation is flagged as Critical (risks immediate suspension), High (escalating risk), or Normal (informational).
Critical violations require immediate action. Open the violation notice, read what policy was violated, fix the issue, and submit an appeal. Do not ignore critical violations — Amazon can suspend accounts within 24 hours of flagging a critical issue.
Intellectual Property violations
IP complaints from brand owners are the most dangerous Account Health issues. A single sustained IP complaint can deactivate your listing and, if unresolved, lead to suspension. If you receive an IP complaint, contact the complaining brand to request retraction if the complaint is in error. If the complaint is valid, remove the listing immediately.
Maintaining good Account Health
Check Account Health every Monday morning. Set up Account Health notifications in your Notification Preferences. Build a 48-hour SLA for responding to every buyer message. Ship FBM orders the same day for orders placed before 2 PM.