Amazon Account Health: Every Metric and Threshold Explained

The page no seller enjoys opening is also the one that can stop everything: Account Health. Many sellers only look at it when an email from Amazon arrives, which means the problem already exists. Amazon Account Health comes down to a handful of metrics, each with its own threshold and its own measurement window. Knowing what each one measures lets you catch a problem while it is still a warning rather than a deactivation. This guide goes through them one by one: the thresholds, what pushes them up, and how to check them every week.

The problem: metrics move before you notice

Account Health rarely collapses in a day. It erodes through small events: a carrier delivering late, two negative seller feedback ratings, an A-to-z claim, a listing flagged for a restricted term. Each one looks trivial. Lined up across 60 days, they can push a metric over the line.

The second problem is that the metrics use different windows. Some look at the last 7 days, others 30, others 60. A mistake made today can weigh on you for two months.

Amazon Account Health metrics and thresholds

Order Defect Rate (ODR): below 1%

This is the most important customer-service metric. It measures the percentage of orders with at least one defect over the last 60 days. There are three types of defect:

negative seller feedback (1 or 2 stars);
an A-to-z Guarantee claim;
a credit card chargeback.

Amazon's target is below 1%. With 300 orders in 60 days, three defective orders put you at the limit. ODR is reported separately for seller-fulfilled and FBA orders: even when Amazon handles fulfillment, feedback and claims still count.

Pre-fulfillment Cancel Rate: below 2.5%

This only applies to orders you ship yourself (merchant-fulfilled, MFN). It counts orders you cancelled before shipment over the last 7 days, usually because inventory was out of date. The threshold is 2.5%. The most common cause is mundane: the quantity available on Amazon does not match what is actually on your shelves.

Late Shipment Rate: below 4%

MFN orders whose shipment confirmation arrived after the expected ship date, measured over 10 and 30 days. Threshold: 4%. It is almost always fixed by setting realistic handling times in your shipping settings and confirming shipment on the day the parcel leaves.

Valid Tracking Rate: above 95%

The share of MFN shipments with a valid tracking number, over 30 days. Amazon expects above 95%, with rules that can vary by category and marketplace. An unrecognised carrier name or a mistyped code is enough to drag it down.

On-Time Delivery Rate

On some marketplaces, including amazon.com, Amazon also shows the share of orders delivered by the promised date, as a recommended target (commonly above 90%). It is not always an enforced requirement, but it is a useful early warning about your carrier's transit times.

Policy Compliance

This is the section that most often leads to blocked ASINs or a deactivated seller account. It gathers intellectual property complaints, product authenticity complaints, product safety issues, restricted products, listing policy violations and customer product review policy violations.

Amazon summarises this section in its Account Health Rating (AHR): 200 and above is considered healthy, 100 to 199 at risk, below 100 critical, with possible deactivation. This is Amazon's own indicator, not a third-party calculation: every open violation lowers it, and every resolved or expired one stops counting.

How to check it manually

The minimum routine, once a week:

open Performance → Account Health and note every metric with the date;
compare against last week: the direction matters as much as the value;
open each Policy Compliance category and check for notifications you have not answered;
for every flagged ASIN, check whether it is still active or already suppressed;
for MFN orders, check unconfirmed shipments and missing tracking.

If a metric is approaching its threshold, fix the cause before it turns into a suspension. If you are already over, you need a plan of action; the structure is in the Amazon suspension plan of action guide.

With your AI connected: 3 prompts to copy

If your seller account is connected to ChatGPT or Claude through an MCP connector, the same routine becomes one conversation:

Check account health for my seller account on amazon.com: for each metric give me the current value, Amazon's threshold and how much headroom is left. Flag anything within 30% of its threshold.

List all open policy violations with the ASIN, violation type and date. For each one, tell me whether the listing is still active and what is needed to resolve it.

Are there any MFN orders from the last 7 days without shipment confirmation or without valid tracking? Do not change anything, I only want the list.

With Vendooly, the AI reads account health data through official Amazon APIs, joins it with your listings and orders, and tells you where to start. Vendooly uses Amazon's own metrics and thresholds, exactly as Seller Central shows them. If a listing needs fixing or MFN stock needs updating, the AI prepares the change, shows a before → after preview and executes it only after your OK. The full procedure is in the account health audit guide, and there is an overview on the Amazon account health audit page.

What to do this week

Record your metrics today: without history you cannot see the trend.
Check Policy Compliance for unanswered notifications.
If you ship MFN, make sure available quantity on Amazon matches your warehouse. It is the number one cause of cancellations.
Add account health to your Monday routine.

The 14-day free trial includes the full Seller + Ads plan, and Vendooly stays free under €2,000 of Amazon revenue per 30 days. Sign up at vendooly.com/signup.html. All guides are in the wiki.