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What are account health metrics and how can I maintain them?
Maria
Client Success Manager at Amersify
Introduction
Amazon’s Account Health metrics are the heartbeat of your selling privileges. They track how well you’re performing against Amazon’s performance targets and policies.
Ignoring them is like driving without a dashboard — you might not notice an issue until the engine fails.
At Amersify, we consistently monitor client Account Health dashboards because Amazon’s thresholds have tightened dramatically in recent years. A single late shipment or unresolved policy violation can trigger warnings, suspensions, or permanent loss of selling rights.
In this guide, we’ll break down how Account Health metrics work, how Amazon calculates your Account Health Rating (AHR), and the actions you can take to protect your account’s standing.
1. What Is the Account Health Rating (AHR)?
The Account Health Rating (AHR) is Amazon’s scoring system for evaluating the overall health of your account. It reflects both your operational performance and policy compliance.
The AHR is shown as a colour-coded gauge (green, yellow, or red) and a numerical score from 0 to 1,000.
Rating | Meaning |
|---|---|
Healthy (Green) | Your account is compliant and in good standing. |
At Risk (Yellow) | Issues detected — you’re at risk of deactivation. |
Unhealthy (Red) | Account is in violation — may be suspended or deactivated. |
Amazon updates AHR daily based on policy violations, performance defects, and order-related metrics.
💡 Amersify insight: Even minor violations can quickly reduce your score if left unresolved, so checking your AHR weekly is non-negotiable.
2. Key Account Health Metrics to Monitor
Amazon evaluates sellers using several key metrics divided into three main areas:
2.1 Policy Compliance
Product Authenticity & Safety: Claims, counterfeit issues, or IP complaints.
Listing Policy Violations: Inaccurate product detail pages, restricted keywords, or missing documentation.
Customer Product Reviews Manipulation: Attempting to influence reviews is a major policy breach.
Restricted Product Sales: Selling items in gated categories without approval.
📊 Threshold: Zero tolerance. Even one unresolved policy violation can lower your AHR and trigger warnings.
2.2 Shipping Performance (FBM Sellers Only)
Late Dispatch Rate (LDR): The percentage of orders confirmed after the expected dispatch date.
Target: Below 4%
Pre-Fulfilment Cancel Rate: Orders cancelled before shipment.
Target: Below 2.5%
Valid Tracking Rate (VTR): Orders with valid tracking uploaded on time.
Target: Above 95%
💡 Note: If you use Fulfilment by Amazon (FBA), these metrics don’t apply — Amazon handles them. However, policy or listing violations still affect your AHR.
2.3 Customer Experience Metrics
Order Defect Rate (ODR): Combines negative feedback, A-to-Z Guarantee claims, and chargebacks.
Target: Below 1%
Return Dissatisfaction Rate: Measures customer satisfaction with the return process.
Target: Below 10%
Voice of the Customer: Amazon’s internal sentiment analysis tool showing how customers feel about product quality and expectations.
💡 Amersify tip: Regularly check the Voice of the Customer dashboard. If products show “Poor” or “Very Poor”, consider investigating the listing copy, images, or manufacturing consistency.
3. How to Maintain a Healthy Account
Amazon expects continuous compliance — it’s not a one-time effort.
✅ Check Account Health Weekly
Go to:
Performance → Account Health
Look for any unresolved issues under “Policy Violations” or “Product Policy Compliance”.
✅ Resolve Violations Promptly
Each violation shows an Appeal button. You can:
Review the reason for the violation.
Submit a Plan of Action (POA) with root cause, corrective actions, and prevention steps.
Upload evidence (e.g., invoices, brand authorisation letters).
💡 Tip: Avoid generic POAs — tailor your response to Amazon’s specific concerns. Amersify often supports clients in structuring compliant appeals.
✅ Monitor Feedback and Reviews
Check product feedback regularly and respond to buyer messages within 24 hours. Amazon tracks your responsiveness as part of customer experience.
✅ Audit Listings Quarterly
Run category-level reviews using tools like Helium 10, Pacvue, or Sellerboard to identify hidden policy risks (e.g., missing compliance attributes, outdated descriptions, or incorrect claims).
✅ Stay Within Category Guidelines
Selling in restricted or gated categories (e.g., alcohol, medical devices, or supplements) requires approval. Always confirm eligibility before listing.
✅ Train Your Team
Anyone handling orders, customer service, or listing uploads should understand Amazon’s compliance expectations. Internal missteps often lead to unnecessary violations.
4. What Happens If Your Account Becomes “At Risk”?
If your Account Health Rating falls into yellow (At Risk) or red (Unhealthy), Amazon will:
Send a warning notification through Seller Central and email.
Place your account under temporary review.
Require you to submit a Plan of Action or evidence of compliance.
Failure to respond quickly can result in account suspension.
If suspended, you’ll need to follow Amazon’s Appeals process, usually requiring:
Root cause analysis
Immediate corrective measures
Long-term preventive actions
💡 Amersify advice: Always act before Amazon does. If you see an AHR drop, resolve issues proactively — don’t wait for an official warning.
5. Best Practices for Continuous Compliance
Action | Frequency | Purpose |
|---|---|---|
Review Account Health dashboard | Weekly | Identify violations early |
Audit listings and content | Quarterly | Ensure compliance and accuracy |
Check customer feedback | Daily | Detect quality issues |
Review team access & permissions | Monthly | Prevent unauthorised changes |
Conduct performance reviews | Quarterly | Track KPIs and seller metrics |
FAQs
What is considered a “good” Account Health Rating (AHR)?
Scores of 900+ are considered strong. Below 200 is high-risk and may trigger manual review.
Does AHR apply to Vendor Central?
No. AHR currently applies only to Seller Central accounts, although Vendors have separate compliance metrics.
Can FBA sellers ignore shipping metrics?
Yes, but only those handled by Amazon (LDR, VTR). Policy and listing violations still count toward your overall AHR.
How long does it take for a resolved violation to disappear?
Once Amazon verifies your POA or evidence, the violation status updates within 48–72 hours, and your AHR score adjusts accordingly.
Summary
Your Amazon Account Health is your licence to sell — treat it that way.
Stay proactive, resolve violations fast, and monitor your AHR regularly.
Every healthy account shares the same foundation: clean listings, responsive service, and transparent operations.
At Amersify, we integrate Account Health reviews into every client’s monthly workflow — ensuring that small issues never grow into major threats. With structure, discipline, and vigilance, your AHR will stay firmly in the green.
