Guide
Amazon account health: how it works and how to use the numbers
Amazon deactivates seller accounts for two reasons: performance metrics past its published targets, and policy violations that are not addressed. Both show on the Account Health page before anything happens. This check compares your numbers with the thresholds, weighs them by how often each one appears in the deactivation notices we handle, and tells you what to do this week.
Amazon's seller performance targets
Order defect rate under 1% (negative feedback, A-to-z claims and chargebacks, over 60 days). Late shipment rate under 4% (30 days). Pre-fulfillment cancellation rate under 2.5% (7 days). Valid tracking rate at 95% or more (30 days). On-time delivery rate should be above 90%. FBA orders are exempt from the shipping metrics, which is one reason accounts with mixed fulfilment see them swing.
The Account Health Rating
Amazon scores the account on unresolved policy violations weighted by severity and recency: Healthy (green), At risk (yellow) and Critical (red, with a 72-hour deactivation clock in many cases). Each violation must be appealed or acknowledged in Account Health; leaving one open keeps the score down even after the underlying issue is fixed.
Intellectual property and authenticity complaints
A single counterfeit or trademark complaint is not a suspension, but two open complaints or a repeat on the same brand usually is. Keep supplier invoices for the last 365 days with matching quantities, and either obtain a retraction from the rights owner or prove authenticity; do not relist the ASIN until the complaint is closed.
What to do when the check says Elevated or High
Fix the metric with the largest gap first, write down the root cause and the change made, and keep the note: if a deactivation comes, the plan of action Amazon asks for is exactly that note. With metrics over the line, a pre-emptive plan of action filed before deactivation is far more likely to succeed than an appeal after.
Questions sellers ask
Amazon's target is under 1%. Sustained ODR above 1% is the most common performance reason for deactivation.
There is no fixed number; repeated violations of the same policy, or any violation left unaddressed in Account Health, are what push the rating to Critical.
Yes. Under 100 orders, one defect moves ODR by a full point. Amazon looks at the trend and the count, but the check should be read with that in mind.
Amazon's score for unresolved policy violations, weighted by severity and how recent they are. Healthy, At risk or Critical.
Yes, and it works better. A plan of action for a metric that is over the line, filed while the account is still active, shows Amazon the problem is understood.