Amazon account health is the page in Seller Central that tells you whether your Amazon.in account is safe, at risk, or about to be deactivated. It combines your Account Health Rating(a 0 to 1,000 score built from policy violations), your customer service metrics(mainly Order Defect Rate) and your shipping metrics. Keep the score at 200 or above, keep ODR under 1%, and clear every violation within days, and your account stays healthy. This guide explains each part using Amazon's own Indian help pages.
What the Account Health dashboard measures
Open Seller Central and go to Performance, then Account Health. Amazon describes the page as "an overview of your selling account's adherence to the performance targets and policies required to sell in Amazon marketplaces".
It has three sections:
- Account Health Rating. A colour-coded score covering policy compliance.
- Customer Service Performance. Order Defect Rate and its components.
- Shipping Performance. Pre-Fulfilment Cancellation Rate, Late Shipment Rate, Valid Tracking Rate and On-Time Delivery Rate. These apply only to orders you ship yourself, not to FBA.
The page also lists open policy violations and, when needed, a banner with a Reactivate or quiz option.
The metrics and Amazon's published targets
These figures come from the Amazon.in Order Performance programme policy. Note that the Indian cancellation and late shipment targets are tighter than the US figures you will see in many blogs.
| Metric | What it counts | Window | Amazon.in target | Applies to |
|---|---|---|---|---|
| Order Defect Rate(ODR) | Orders with negative feedback, an A-to-z claim not denied, or a chargeback | 60 days | Under 1% | All orders |
| Pre-Fulfilment Cancellation Rate | Orders you cancel before shipping(buyer cancellations excluded) | 7 or 30 days | Under 2% | Seller-fulfilled |
| Late Shipment Rate | Orders ship-confirmed after the expected ship date | 10 or 30 days | Under 2% | Seller-fulfilled |
| Valid Tracking Rate | Shipments with a tracking ID that has at least one carrier scan | 30 days | Over 95% | Seller-fulfilled |
| On-Time Delivery Rate | Shipments delivered by the estimated delivery date | Rolling | Over 97% | Seller-fulfilled |
What happens if you miss them: ODR above 1% "may result in account deactivation". Cancellation rate above 2% "may result in account deactivation". Late shipment above 2% "can result in loss or restriction of selling privileges". Valid tracking below 95% in a category can block your non-FBA offers in that category. On-time delivery below 97% can remove your ability to set pincode coverage on the affected shipping options.
ODR detail: one- and two-star feedback counts as negative, fraud chargebacks do not count, and claims denied, withdrawn or decided in your favour do not count. If seller-fulfilled offers are at risk on ODR, Amazon may offer a five-question quiz in the banner; you have 72 hours, and passing means no plan of action is needed. Return Dissatisfaction Rate and Invoice Defect Rate targets are not published for Amazon.in.
Account Health Rating explained
The Account Health Rating(AHR) is Amazon's estimate of how close your account is to deactivation for policy reasons. It is "a colour-coded score that ranges from 0 to 1,000" and updates in near real time.
- Green, Healthy: 200 to 1,000.
- Yellow, At Risk: 100 to 199.
- Red, Unhealthy: 99 or lower. The account is eligible for deactivation or already deactivated.
Every new seller starts at 200. The score looks back 180 days. You lose points when Amazon finds a new violation and get them back when you resolve it. You also earn four points for every 200 orders fulfilled in the last 180 days, so a busy account has more buffer.
A Healthy score is not a shield against everything. Amazon says it may deactivate any account immediately for suspected fraudulent, deceptive, illegal or harmful activity, whatever the score.
Why listings get suppressed and the fix for each
A suppressed listing costs sales and usually signals a data problem that will repeat. Start in Manage Inventory with the Suppressed filter, then check the Product Policy Compliance tab and Performance Notifications.
- Main image fails requirements. Amazon "may temporarily remove the product listing from search until a compliant main image is provided". Fix: pure white background(RGB 255,255,255), product filling about 85% of the frame, no text, price or logos, at least 500 px on the longest side and ideally 1,000 px or more.
- Title too long or promotional. New listings must keep titles to 75 characters including spaces, with no phrases like "free shipping", no characters such as ! $ ? _ { } ^, and no word repeated more than twice. Non-compliant titles on existing listings may be auto-corrected or dropped from search. Fix the title and allow 24 to 48 hours.
- Restricted content in the listing. Detail pages must not carry HTML or JavaScript, external links, contact details, reviews or review requests, or advertising. Remove the content and resubmit.
- Missing required attributes. Category fields such as department, size, colour, material or unit count. These appear under Fix Your Products; fill the fields and most fixes reflect within about 15 minutes.
- Pricing error. Amazon compares your price with past prices and other offers and may remove the Buy Box or the offer. Correct the price, then appeal offer suppression through Seller Support if needed.
Policy violations and how points work
Each violation carries a severity: Critical, High, Medium or Low. Points deducted "typically range from two to eight", repeat violations of the same policy can double the deduction, and a critical violation sets the score to zero at once. Amazon does not show exact point values in the dashboard and says the formula may change.
Amazon's examples: Critical covers confirmed counterfeit, review solicitation and manipulating search or rankings; High covers a valid rights-owner infringement notice; Medium covers links to external websites; Low covers a used item sold as new.
Two rules bite hardest. A critical violation gives you a three-day grace period before deactivation, during which a specialist may call your emergency contact number. And repeat caps apply: five infringement violations or two restricted-product violations in 180 days also trigger a critical violation. Violations age out after 180 days, but deleting the listing does not remove them.
Account Health Assurance
Account Health Assurance is Amazon's promise "to not deactivate a seller's account as long as they work with us to resolve any issues", with a specialist reaching out one-on-one. It launched in November 2022 for US and Canadian stores, and Amazon said it would expand to other countries. Enrolled sellers see a badge at the top of the Account Health page.
Amazon.in's AHR policy and FAQ pages do not mention the programme, so its availability and eligibility for Indian sellers are not published. Third-party guides still list it as US and Canada only. Look for the badge on your own dashboard rather than assuming cover.
When accounts get deactivated and how a plan of action works
Deactivation follows a red AHR, an unresolved critical violation, or metrics well past target. Amazon states that failing to meet its metrics and policies "may lead to the temporary deactivation of your account, removal of listings, or limitations on your use of the Merchant Fulfilled Network". Reinstatement after an AHR deactivation happens once the score climbs back above 100.
The appeal route is in Seller Central: Account Health, then Reactivate your account. You may be asked for a questionnaire, an acknowledgement, a quiz or documents, and Amazon says to expect a reply within two days.
Amazon's guidance on the written appeal: be factual and direct, avoid emotive language, name the root causes(for example unverifiable suppliers or weak quality control), list specific actions with dates and documents, and attach evidence for every ASIN named. Invoices, where required, must be dated within the last 365 days, cover your sales and stock, show full supplier details and be unaltered. Practitioners usually structure this as root cause, corrective action and preventive action in one to two pages.
Account health also affects visibility. Amazon counts the customer experience metrics on the Account Health page among the Featured Offer(Buy Box) factors, and Sponsored Products require a product to "be eligible for the Featured Offer in order to advertise". A suppressed listing therefore also stops its ads.
A weekly account health checklist
- Open Account Health and note the AHR number, not just the colour.
- Read every open violation. Dispute errors, appeal or fix the rest, highest severity first.
- Check ODR against 1%. Reply to negative feedback and open A-to-z claims the same day.
- Check cancellation rate(2%), late shipment rate(2%), valid tracking(95%) and on-time delivery(97%) for seller-fulfilled orders.
- Filter Manage Inventory for suppressed and inactive listings and clear Fix Your Products.
- Confirm your emergency contact number under Notification preferences is current.
- Read Performance Notifications and Account Health News for policy changes.
FAQ
What is a good Amazon Account Health Rating? Anything from 200 to 1,000 is Healthy. New sellers start at 200, so a higher score gives room to absorb a mistake.
Does ODR apply to FBA orders? Yes. Only the shipping metrics are limited to seller-fulfilled orders.
How long does a violation stay on my dashboard? Up to 180 days if unaddressed. After a deactivation, violations stay until resolved.
Is Account Health Assurance available in India? Amazon has not published India availability or eligibility. Check for the badge on your Account Health page.
Keeping the account healthy every week
Account health is a maintenance job, not a rescue job. Sellers who avoid deactivation look at the dashboard weekly, fix listing data before Amazon flags it, and answer claims and feedback fast. Blooprint Automation monitors account health, metrics and suppressed listings as part of its Amazon account management service; see /services/amazon-account-management/. We do not sell standalone reinstatement or suspended-account appeal services. If your account is already deactivated, use the Reactivate your account flow and Account Health Support in Seller Central, as described above.