Amazon Account Health is the Seller Central dashboard and underlying score — the Account Health Rating, or AHR — that measure whether a seller is meeting Amazon’s performance and policy standards. AHR combines customer-service metrics, policy compliance, and shipping performance into a single 0-1,000 score that Amazon uses to decide whether an account stays active.
How Account Health Rating (AHR) Works
- Amazon evaluates every open policy or performance issue against a severity weight.
- Each issue subtracts points from a starting score of 1,000.
- AHR is banded: Healthy (200+), At Risk (100-200), Unhealthy (below 100).
- An Unhealthy AHR triggers a 72-hour warning, then deactivation if the seller cannot resolve or successfully appeal the underlying issues.
- Fixing the root cause (removing the listing, submitting a compliant Plan of Action, providing invoices) restores the deducted points.
Metrics That Feed Account Health
| Metric | Threshold | What It Signals |
|---|---|---|
| Order Defect Rate (ODR) | Below 1% | Buyer complaints, chargebacks, A-to-z claims |
| Late Shipment Rate | Below 4% | FBM shipping punctuality |
| Pre-Fulfillment Cancel Rate | Below 2.5% | Overselling, inventory sync failures |
| Valid Tracking Rate | Above 95% | FBM tracking-number quality |
| On-Time Delivery Rate | Above 97% | FBM delivery reliability |
| Policy Violations | 0 open | IP claims, restricted-product listings, review manipulation |
Why It Matters for Sellers
Account Health is the gate every other seller activity depends on. A single unresolved policy violation can drop AHR from Healthy to At Risk overnight, and the 72-hour deactivation clock starts the moment the score enters the red band. Sellers who check the dashboard daily, resolve suppressions and policy notices within hours, and keep documentation ready for appeals rarely face deactivation — while those who ignore it often learn the hard way that Amazon reads the score, not the emails.
How SellerSonar Helps
- Retail Issues Alerts fire the moment a listing suppression, restricted-product flag, or policy warning appears — the earliest AHR signals.
- The Buy Box Tracker surfaces Buy Box loss patterns that often trace back to a silent account-health downgrade.
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Related Terms
- ODR (Order Defect Rate) — the single most heavily weighted account-health metric
- Section 3 Suspension — the enforcement action a sustained unhealthy AHR eventually triggers
- Listing Suppression — a common Retail Issues alert that shows up in Account Health first