Amazon Account Health: The Metrics That Get Sellers Suspended

Most Amazon suspensions do not come out of nowhere. Warnings usually appear on the Account Health page weeks before a deactivation. Sellers who check that page every week and act quickly rarely lose their accounts. Sellers who only look when sales stop often do.

This guide explains what Amazon measures, the targets it expects, and a simple routine to protect your account.

The Account Health Rating (AHR)

In Seller Central, go to Performance > Account Health. At the top you will see the Account Health Rating, a score from 0 to 1,000 that reflects how well you follow Amazon's selling policies.

Healthy: 200 to 1,000
At risk: 100 to 199
Critical: below 100, and your account may be deactivated

The AHR is driven by policy violations, such as intellectual property complaints, product safety issues, listing policy violations and restricted products. Each issue lowers the score until it is resolved or ages out. Resolving issues (for example by providing documents or appealing a wrong complaint) can restore points.

Customer service performance

Order Defect Rate (ODR): under 1%

ODR is the percentage of your orders over a 60-day period that have at least one defect:

negative feedback (1 or 2 stars)
an A-to-z Guarantee claim that was not withdrawn
a credit card chargeback

Amazon expects an ODR under 1%. It is measured separately for orders you fulfil yourself (FBM) and orders Amazon fulfils (FBA). For FBA orders, Amazon takes responsibility for delivery-related problems, but product quality complaints still count against you.

Shipping performance (for orders you ship yourself)

If you fulfil any orders yourself, these targets apply:

Late Shipment Rate: under 4%. Orders confirmed as shipped after the expected ship date.
Pre-fulfilment Cancel Rate: under 2.5%. Orders you cancel before shipping, usually because you ran out of stock.
Valid Tracking Rate: over 95%. Shipments with a tracking number that the carrier recognises.

On-Time Delivery Rate is also tracked, and Amazon can restrict certain delivery promises if it is low.

These do not apply to FBA orders, which is one reason many sellers outside the destination country use FBA.

Policy compliance: where most suspensions come from

In our experience, more accounts get into serious trouble over policy issues than over shipping numbers. The ones to watch most closely:

Intellectual property complaints: trademark, copyright or patent complaints from rights owners. A handful can put an account at risk. Never use another brand's name, images or logo.
Product authenticity complaints: buyers saying an item is fake or not as described. Amazon may ask for invoices from your supplier.
Product safety: complaints or missing compliance documents for regulated products.
Listing policy violations: wrong categories, prohibited keywords, misleading claims.
Restricted products: items that need approval or are not allowed.
Review manipulation: offering incentives for reviews, asking only happy customers for reviews, or using review services. Amazon treats this very seriously.
Related accounts: operating several accounts without permission, or being linked to a suspended account.

A weekly account health routine

Open Account Health and check the AHR and any new items under policy compliance.
Respond to every warning within days, not weeks. Many issues have a short deadline.
Check performance notifications in Seller Central for messages about listings or policies.
Look at the Voice of the Customer dashboard for product quality complaints, and fix the cause, whether that is the product, the listing or the packaging.
Review negative feedback and reply professionally. Feedback that is actually a product review, or about FBA delivery, can be requested for removal.
Check suppressed and stranded listings so they do not hide a bigger problem.
Keep invoices organised by product and supplier. You will need them quickly if Amazon asks.

If a warning appears

Read it carefully and identify exactly which listing, order or policy is involved.
Fix the underlying problem first, then respond.
If the complaint is wrong (for example an IP complaint about your own brand), provide clear evidence.
If Amazon asks for a Plan of Action, explain the root cause, what you have fixed and what you have changed to prevent it happening again. Our guide to suspension appeals and Plans of Action explains the structure.

Frequently asked questions

Does FBA protect my account?

Partly. Amazon takes responsibility for delivery problems on FBA orders, but product quality, authenticity, IP and listing issues are still your responsibility.

Can one IP complaint suspend my account?

It can affect the listing and lower your AHR. Several complaints, or complaints about counterfeit goods, put the account at serious risk.

Can Markify monitor our account health?

Yes. Weekly account health checks are part of our Amazon account management service, and if you are already suspended, our suspension appeals team can help.

Work with Markify Ecommerce

Markify Ecommerce (listed on Google Maps as Markify Ecommerce - Unicored Technologies) is an ecommerce marketplace management agency in Bahria Orchard, Lahore. We manage Amazon, eBay, Walmart, Shopify, Etsy and TikTok Shop accounts, and we set up US LLCs and UK Ltd companies for Pakistani sellers.

Office: Central Block, Bahria Orchard, Raiwind Road, Lahore 55150, Punjab, Pakistan
Phone & WhatsApp: +92 321 3131641
Free account audit: Send us your store or account details and we will reply with the first fixes we would make.