seller
- What changed
- Amazon's Account Health Rating and seller performance metrics
- When
- Updated October 2026
- Who it affects
- All Amazon sellers on Seller Central
- What to do
- Check Performance, Account Health daily and fix violations while they are small
Key takeaways
- The Account Health Rating runs 0 to 1,000; 200 or more is healthy, 99 or below risks deactivation.
- Performance targets still apply: ODR under 1%, cancellations under 2.5%, late shipments under 4%.
- Fix violations through policy compliance; deleting listings does not remove them.
Account health targets
| Target | Applies to | |
|---|---|---|
| Account Health Rating | 200 or higher | All sellers |
| Order Defect Rate | Under 1% | All sellers |
| Cancellation rate | Under 2.5% | Seller-fulfilled orders |
| Late shipment rate | Under 4% | Seller-fulfilled orders |
| Valid tracking rate | 95% or higher | Seller-fulfilled orders |
Where to find your account health
In Seller Central, open Performance, then Account Health. The page shows your Account Health Rating, your customer service performance, your shipping performance and a list of policy compliance issues, each with its own action or appeal option. Amazon also emails notices to your login address, but the page is the source of truth.
How the Account Health Rating works
The Account Health Rating runs from 0 to 1,000 and is color coded. Amazon staff describe a score of 200 or more as healthy. A score from 100 to 199 means the account is at risk of deactivation, and 99 or below means it is eligible for deactivation or already deactivated.
Every seller starts at 200. The score reflects how well you followed Amazon's selling policies over the last 180 days. Unresolved violations lower it based on severity, and resolving them restores points. Fulfilled order volume can lift the score above 200, but Amazon staff say a falling order count will not drop the score below 200 unless you also have violations.
- 0 to 1,000 scale, starting at 200
- 200 or more: healthy
- 100 to 199: at risk
- 99 or below: eligible for or already deactivated
- Based on the last 180 days
Account Health Rating zones
Which violations cost the most
Amazon groups violations into four severity levels: critical, high, medium and low. Seller reports describe typical deductions of a few points for non-critical violations, while a critical violation brings the rating straight to zero. Non-critical violations will not hurt a healthy account much if you address them quickly.
The Account Health page groups issues by type, including intellectual property complaints, product authenticity and condition complaints, food and product safety issues, listing policy violations, restricted product violations and review policy violations. Deleting a listing does not remove its violation; you must address it through policy compliance.
The performance metrics and their targets
Alongside the rating, Amazon tracks performance metrics with long-standing targets. Missing them can lead to deactivation even if your policy record is clean, so treat them as hard limits. Live values appear on your Account Health page.
- Order Defect Rate under 1%: A-to-z claims, negative feedback and chargebacks
- Pre-fulfillment cancellation rate under 2.5% for seller-fulfilled orders
- Late shipment rate under 4% for seller-fulfilled orders
- Valid tracking rate of at least 95% for seller-fulfilled shipments
- Buyer messages answered promptly, within 24 hours as a working standard
Order Defect Rate: the metric that matters most
ODR combines three signals of a bad customer experience: A-to-z Guarantee claims, negative feedback and credit card chargebacks. On a small order base, a handful of defects can push the rate over 1%. FBA orders reduce exposure, because Amazon handles delivery and customer service, but feedback and some claims still count.
Answer buyer messages quickly, ship with valid tracking, refund returns on time and remove feedback that breaks Amazon's rules. Our seller feedback guide explains what qualifies for removal.
Account Health Assurance
Professional sellers in the US and Canada who keep an Account Health Rating of 250 or higher for at least six months, with no more than ten days below 250 and a valid emergency contact on file, can qualify for Account Health Assurance. Qualifying sellers get proactive outreach from an account health specialist when an issue could lead to deactivation, and Amazon has said it will not deactivate them as long as it can reach them within 72 hours and they work to fix the issue. It does not protect against fraud or deliberately harmful activity.
How to improve your Amazon account health, step by step
Work from the highest-risk issue down. A short weekly routine prevents almost every surprise.
- Open Account Health and list every open violation
- Address critical and high-severity items first
- Submit documents or appeals for each, never delete listings to hide them
- Check ODR, cancellations, late shipments and tracking
- Fix the process behind any metric near its limit
- Review new complaints and returns weekly for early warnings
- Keep supplier invoices and compliance documents on file
Weekly account health routine
- Open violations listed and ranked
- Critical items answered first
- ODR and shipping metrics checked
- Buyer messages under 24 hours
- New complaints and returns reviewed
- Invoices and documents on file
When account health turns red
If the rating drops into the at-risk zone, treat it as urgent and resolve violations before Amazon acts. If the account is deactivated, follow our account deactivated guide and the suspension appeal guide, and do not open a second account.
PPC Spider's catalog and account health service monitors account health daily, resolves violations, writes appeals and pauses ads on blocked ASINs through SpiderOS. A free Amazon audit shows your current risks and the fixes to make first.
Sources
- Amazon Seller Forums: Your Account Health Rating questions answered (sellercentral.amazon.com/seller-forums/discussions/t/7f6e4141-5823-4ea0-9e8c-3ad061f44f0b)
- Value Added Resource: Amazon Account Health Assurance protects sellers from deactivation (valueaddedresource.net/amazon-account-health-assurance/)
- Seller Labs: How to appeal Amazon suspensions step by step (sellerlabs.com/knowledge-base/how-to-appeal-amazon-suspensions-step-by-step/)
- Amazon: A-to-z Guarantee (amazon.com/gp/help/customer/display.html?nodeId=GQ37ZCNECJKTFYQV)
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