Your Account Health Dashboard is Amazon's report card for your seller account. It tracks the metrics Amazon uses to decide whether you are providing a good customer experience — and falling below their thresholds can lead to warnings, restrictions, or account suspension.
Where to Find It
In Seller Central, go to Performance > Account Health. This dashboard gives you an overview of your performance across several key areas: customer service performance, product policy compliance, and shipping performance (for FBM sellers).
Amazon has also introduced an Account Health Rating (AHR) — a colour-coded indicator (Healthy, At Risk, Critical, Deactivated) that gives you an at-a-glance view of your account status. Green means healthy. Anything else means you need to take action.
Customer Service Performance
The main metric here is your Order Defect Rate (ODR). This measures the percentage of orders that resulted in a negative experience — defined as receiving negative feedback, an A-to-Z Guarantee claim, or a credit card chargeback. Amazon requires your ODR to stay below 1%.
For FBA sellers, many potential defects are handled by Amazon's customer service. But negative product reviews that result in A-to-Z claims or feedback about product quality still affect your ODR.
Product Policy Compliance
This section tracks any intellectual property complaints, product authenticity complaints, product condition complaints, and listing policy violations. Each complaint appears as a separate entry and requires your attention.
Not every complaint is legitimate — competitors sometimes file false complaints. But you still need to respond promptly and provide evidence to Amazon to get complaints resolved. Ignoring them risks escalation.
Shipping Performance (FBM)
If you fulfil any orders yourself (FBM), your Late Shipment Rate, Pre-Fulfilment Cancellation Rate, and Valid Tracking Rate are tracked. Amazon expects late shipments below 4%, cancellations below 2.5%, and valid tracking on at least 95% of orders.
FBA sellers do not need to worry about these metrics for FBA orders since Amazon handles the shipping.
How to Maintain Good Account Health
Check your Account Health Dashboard at least once a week. Address any new notifications or complaints immediately — Amazon measures response time. If you receive an intellectual property complaint, investigate and respond within 24 hours. If you receive a product condition complaint, review your prep processes.
Preventative measures matter most. Source genuine products from authorised channels, prep them correctly, and ensure your listings accurately describe what you are selling. Most account health issues stem from either selling inauthentic products (intentionally or not) or condition discrepancies between what is listed and what the customer receives.
What Happens if Account Health Drops
If your account health deteriorates, Amazon sends warnings and may restrict your selling privileges. In serious cases, your account can be suspended — meaning you lose access to your inventory, pending payments, and the ability to sell. Reinstatement requires submitting a Plan of Action (POA) detailing what went wrong, how you fixed it, and what you will do to prevent recurrence.
Account suspension is the worst-case scenario for any Amazon seller. Maintaining good account health is not just a good practice — it is essential to the survival of your business.