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This article applies to selling in: India

Monitor your account health

To view your account health, follow these instructions:

  1. Go to Seller Central home page.
  2. Under Performance, click Account Health.

The Account Health page provides an overview of your selling account's adherence to the performance targets and policies required to sell on Amazon. To ensure that we are delivering a great experience for our customers, Amazon might take action on these metrics if they do not comply with our targets.

We regularly review the performance of all sellers and notify them when they are off-target. The intent of this review is to give you the opportunity to improve your performance before the issue affects your ability to sell. Occasionally, selling accounts with very poor performance are immediately deactivated.

Appeal a deactivated selling account

If your selling account has been deactivated, you may be eligible for reinstatement. You can appeal by providing us with a plan of action for correcting the problems that contributed to the enforcement action. To learn more about how to appeal for the restriction or remove selling privileges, go to Appeal for an account deactivation or listing removal. .

Monitoring your account health

The Account Health page provides you with visibility into your selling account’s adherence to the targets for various product policies as well as the below performance metrics:

Account Health Rating

The Account Health Rating (AHR) helps you monitor your account health based on your adherence to Amazon’s selling policies. It considers factors such as the number of unresolved policy violations on your account at any given time, the relative severity of those violations, and the extent to which you positively impact the customer experience via your selling activities. This rating does not change Amazon’s existing selling policies and will continue to be refined over time. To maintain ‘Good’ account health, address all policy violations in a timely manner. If your AHR is ‘At Risk’ or ‘Critical’, your account may be at risk of deactivation. Some selling policies are not reflected in it. Ensure overall compliance with our terms, policies, and applicable laws to avoid account deactivation, independent of your AHR. To learn more about the AHR, go to Account Health Rating: Frequently asked questions.

Order Defect Rate

The Order Defect Rate (ODR) is a key measure of your ability to provide a good customer experience. It includes all orders with one or more defects (defined below) represented as a percentage of total orders during a given 60-day time period.

The following are the types of order defects:

  • Negative feedback
  • An A-to-z Guarantee claim that is not denied
  • Credit card chargeback

Our policy is that sellers maintain an ODR under 1% in order to sell on Amazon. An ODR above 1% may result in account deactivation.

Cancelation Rate

The Cancellation Rate (CR or Pre-fulfilment cancellation rate as it is referred to, on the Account Health page) includes all seller-cancelled orders represented as a percentage of total orders over a 7-day or a 30-day time period.

CR only applies to seller-fulfilled orders.

This metric includes all order cancellations initiated by the seller, with the exception of those requested by the customer using the order-cancellation options in their Amazon account. Pending orders that are cancelled by the customer directly on Amazon are not included.

Our policy is that sellers maintain a CR under 2% in order to sell on Amazon. A CR above 2% may result in account deactivation.

Late Shipment Rate

The Late Shipment Rate (LSR) includes all orders with a ship confirmation that is completed after the expected ship date. LSR is represented as a percentage of total orders over both, a 10-day or 30-day period. LSR only applies to seller-fulfilled orders.

It is important to confirm the shipment of orders by the expected ship date so that customers can see the status of their shipped orders online.

The following results can occur due to an order with a confirmed late shipment date:

  • Increased A-to-z Guarantee Claims
  • Negative feedback
  • Customer contacts
  • Negative customer experience

Our policy is that sellers maintain an LSR under 2% in order to sell on Amazon. An LSR above 2% can result in account deactivation.

Valid Tracking Rate

The Valid Tracking Rate (VTR) includes all shipments with a valid tracking number represented as a percentage of total shipments during a given 30-day time period. VTR only applies to seller-fulfilled orders.

Amazon customers depend on tracking numbers to find out where their orders are and when they can expect to receive them. The VTR is a performance metric that reflects those expectations.

Our policy is that sellers maintain a VTR greater than 95% for their shipments. A VTR below 95% in a product category may result in restrictions on your ability to sell non-FBA (Fulfilment by Amazon) items within that category. This might also affect your eligibility to participate in Local Shops Performance Eligibility.

On-Time Delivery Rate

The On-Time Delivery Rate (OTDR) includes all shipments delivered by their estimated delivery date represented as a percentage of total tracked shipments. OTDR only applies to seller-fulfilled orders.

We consider OTDR performance when determining which transit times you are eligible to set, which may enable you to promise faster delivery times and improve your conversion.

We recommend that sellers maintain an OTDR greater than 97% in order to provide a good customer experience; however, there is no penalty for not meeting the OTDR target.

Address customer feedback

Certain negative performance metrics are caused by a customer's feedback based on their experience. Sellers should try to determine the cause of the problem and work with the customer using one of the following options:

Use the Feedback Manager

  1. Go to Seller Central home page.
  2. Under Performance, click Feedback.
  3. In the Recent Feedback table, select Contact Customer under the Actions column next to the designated Order ID.

    Note that, this action will only be available on neutral or negative feedback.

Use the Buyer-Seller Messaging templates

To use the Buyer-Seller Messaging Service templates, go to Manage Email Templates.

For more information on using templates, go to Buyer-Seller Message templates-mail templates.

Note: You can only use the Buyer-Seller messaging templates to contact a customer with regards to an order or a customer service question.

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