- What the Account Health Dashboard Shows
- Customer Service Performance Metrics
- Product Policy Compliance
- Shipping Performance
- Your Account Health Rating: What the Score Means
- The Account Health Assurance Program
- What Actually Causes Suspensions
- How to Monitor Account Health Without Checking Daily
- Actions to Take Right Now
- FAQs
Most sellers only open the Account Health dashboard after something has already gone wrong. By then, you're either responding to a policy warning, appealing a metric violation, or reading a suspension notice.
This guide walks through every section of the dashboard, what each metric actually measures, and the specific actions that keep your account in good standing before Amazon forces the issue.
What the Account Health Dashboard Shows
The Account Health dashboard lives in Seller Central under the Performance menu. It gives you a single view of how your account stacks up against Amazon's seller standards across three categories: Customer Service Performance, Product Policy Compliance, and Shipping Performance.
Each category has specific metrics with defined thresholds. Fall below them and Amazon acts—ranging from listing suppression to full account deactivation.
The dashboard also displays your Account Health Rating (AHR), a score between 0 and 1,000. Above 200 is generally healthy. Below 100 puts you at risk of deactivation. Amazon introduced the AHR to give sellers one number to track, but the underlying metrics still matter more than the aggregate score.
Customer Service Performance Metrics
Order Defect Rate (ODR)
ODR is the percentage of orders that received a negative feedback, an A-to-Z Guarantee claim, or a credit card chargeback within a given period. Amazon's threshold is under 1%. Exceed it and your selling privileges are at risk.
The three components aren't weighted equally. A-to-Z claims and chargebacks that don't resolve in your favor count more heavily than negative feedback. Feedback you successfully get removed doesn't count against you at all.
What prevents ODR problems:
- Accurate listings with no misleading images, titles, or descriptions
- Proactive communication with buyers when orders are delayed
- Fast resolution of complaints before they escalate to A-to-Z claims
- Monitoring feedback daily, not weekly
Pre-Fulfillment Cancel Rate
This measures the percentage of orders you cancel before shipping—usually because you ran out of stock. Amazon's threshold is under 2.5%.
Stockouts are the primary driver. If you're managing reorders manually with spreadsheets, you're one missed reorder away from a cancel rate spike. Automated reorder points that flag risk before you hit zero are the operational fix. Jinnify's inventory intelligence tracks demand patterns and sets reorder triggers automatically, so you're not reacting to a stockout after it's already hit your metrics.
For more on keeping inventory levels tight, the Amazon inventory management guide covers the core framework.
Late Shipment Rate
For seller-fulfilled orders, this measures the percentage shipped after the expected ship date. The threshold is under 4%. FBA sellers are mostly insulated here since Amazon handles fulfillment, but hybrid sellers with some self-fulfilled SKUs need to watch this closely.
Product Policy Compliance
This section tracks violations related to intellectual property, product authenticity, listing quality, and restricted product rules. Unlike the performance metrics, which are percentage-based, policy violations are binary. One valid complaint can trigger a listing removal or account review.
Types of Policy Violations
Intellectual property complaints include trademark infringement, copyright claims, and patent disputes. These often come from brand owners filing through Amazon's Brand Registry. Even a single upheld complaint can suppress a listing.
Authenticity complaints are serious. If Amazon or a buyer questions whether your products are genuine, you need invoices from authorized suppliers ready to submit—within days, not weeks.
Restricted product violations happen when you list something that requires approval you haven't obtained, or when product details change after approval. Categories like health, grocery, and certain electronics have strict rules.
Listing quality violations cover prohibited claims, keyword stuffing in backend fields, or content that violates Amazon's style guide.
How to Stay Compliant
Keep supplier invoices organized and accessible. Review your listings against Amazon's category-specific style guides at least quarterly. If you're running a large catalog, manual review isn't realistic. Automated benchmarking that flags listing content issues before Amazon does is a better system.
Shipping Performance
This section applies to seller-fulfilled orders only. FBA sellers see it, but it generally stays clean since Amazon controls the fulfillment.
Valid Tracking Rate
Amazon expects 95% or more of your seller-fulfilled orders to have valid tracking uploaded before the expected ship date. Missing tracking numbers erode buyer trust and trigger metric warnings.
On-Time Delivery Rate
This measures whether orders actually arrive by the promised delivery date—not just whether you shipped on time. Carrier delays count against you if your promised delivery window was too tight.
The fix is accurate delivery date settings in Seller Central, not just faster shipping. If your handling time is set to one day but you consistently need two, update it.
Your Account Health Rating: What the Score Means
The AHR consolidates your compliance and performance signals into one number. Here's how Amazon categorizes it:
| AHR Score | Status |
|---|---|
| 200 and above | Healthy |
| 100 to 199 | At Risk |
| Below 100 | Critical |
An At Risk score means Amazon may deactivate your account within 72 hours unless you resolve the underlying issues. Critical means deactivation is imminent or may already be in process.
The score updates daily. Resolved violations and improved metrics move it upward, but recovery isn't instant. Some violations take 60 to 90 days to age out of the calculation window.
The Account Health Assurance Program
Amazon offers an Account Health Assurance (AHA) program for sellers with consistently high AHR scores. Enrolled sellers get a dedicated account health specialist and, critically, a commitment from Amazon not to deactivate their account without first giving them a chance to resolve the issue.
To qualify, you generally need an AHR above 250 sustained over time with no recent serious violations. It's not a guarantee against suspension, but it gives you a response window that most sellers don't have.
What Actually Causes Suspensions
Most suspended sellers fall into one of three patterns:
Pattern 1: Ignored warnings. Amazon sends policy warnings and metric alerts through Seller Central notifications and email. Sellers who treat those as background noise and don't act within the response window get escalated to deactivation.
Pattern 2: Stockout-driven cancel rate spikes. One bad inventory week—running out of stock across multiple SKUs and canceling orders to avoid shipping delays—can push your cancel rate above threshold fast. This is entirely preventable with proper reorder management. Sellers scaling their catalog often hit this wall when manual spreadsheet tracking can't keep up with order velocity. The inventory management guide for scaling sellers covers how this breaks down at volume.
Pattern 3: Listing content violations. Sellers who copy competitor listings, stuff backend keyword fields, or make claims Amazon flags as prohibited often don't realize there's a problem until a listing is suppressed. By then, the damage to ranking and sales has already started.
How to Monitor Account Health Without Checking Daily
Manual monitoring works when you have five SKUs. At 50 or 200, checking Seller Central every morning isn't a system—it's a habit that eventually breaks.
Start with Amazon's notification preferences in Seller Central. Set account health alerts to push to email. That handles the reactive side.
The proactive side is harder. Listing content that drifts out of compliance, inventory trending toward stockout, competitor activity triggering repricing events—these require continuous monitoring, not point-in-time checks.
Jinnify benchmarks your listings against competitors continuously, flags inventory risks before they become stockouts, and surfaces catalog issues before Amazon does. It connects directly to Seller Central via API and keeps your catalog in sync without manual intervention. If staying ahead of these signals manually is no longer realistic, that's what Jinnify is built for.
For sellers running FBA at scale, the complete FBA inventory management guide for 2026 goes deeper on the operational side of preventing the stockouts that hurt account health metrics.
Actions to Take Right Now
If you haven't reviewed your Account Health dashboard this week, open it before you do anything else:
- Check your AHR score and note which direction it's trending
- Review any open policy violations and their response deadlines
- Check ODR, cancel rate, and late shipment rate against Amazon's thresholds
- Confirm your notification settings are sending alerts to an inbox you actually read
- If you have seller-fulfilled SKUs, verify your handling time and delivery window settings are accurate
None of this is complicated. The problem is that it falls off the priority list when you're busy managing listings, reorders, and supplier communications. Sellers who get suspended aren't usually doing anything malicious. They're just not watching.
FAQs
What is a good Account Health Rating on Amazon? Amazon considers an AHR of 200 or above healthy. Scores between 100 and 199 are flagged as At Risk, and scores below 100 are Critical. Sellers with consistently high scores above 250 may qualify for the Account Health Assurance program, which provides a dedicated specialist and a resolution window before any deactivation.
What is the Order Defect Rate threshold on Amazon? Amazon requires your ODR to stay below 1%. ODR includes negative feedback, A-to-Z Guarantee claims, and credit card chargebacks. Exceeding 1% puts your selling privileges at risk. Resolving negative feedback directly with buyers can help, since removed feedback no longer counts toward the rate.
Can a single policy violation get my account suspended? Yes, in serious cases. Intellectual property violations, authenticity complaints, and certain restricted product violations can trigger listing suppression or account review even without a pattern of prior issues. Amazon typically sends a warning first, but the response window can be short. Ignoring that notification is the most common reason a single violation escalates to suspension.
How long does it take to recover Account Health metrics after a violation? It depends on the metric. Performance metrics like ODR and cancel rate are calculated over a rolling window—typically 60 to 90 days. Improving your performance today will start moving the needle, but full recovery takes time as older data ages out. Policy violations resolve faster once you submit an acceptable appeal or plan of action.
What is the Account Health Assurance program? AHA is an Amazon program for sellers with consistently strong account health. Enrolled sellers get a dedicated account health specialist and a commitment from Amazon to provide a resolution opportunity before deactivating the account. Qualification generally requires an AHR above 250 sustained over time with no recent serious violations.
How does inventory management affect Amazon account health? Directly. Running out of stock forces you to cancel orders, which raises your pre-fulfillment cancel rate. A cancel rate above 2.5% triggers a metric violation. Sellers managing reorders manually are most exposed to this risk, especially when order velocity increases or supplier lead times shift unexpectedly. Automated reorder points that flag risk before you hit zero prevent the cancel rate spikes that damage account health.
What should I do if I receive an account health warning from Amazon? Act immediately. Read the notification in full and note the response deadline. Gather any documentation Amazon requests—supplier invoices for authenticity complaints, evidence of removal for IP claims. Submit your plan of action or appeal before the deadline. Don't wait to see if the issue resolves on its own. Amazon's automated systems escalate unresolved warnings on a fixed timeline.