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What is Amazon Account Health?

To view your account health, follow these instructions:

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

The Account Health page provides an overview of your seller account’s adherence to the performance targets and policies required to sell on Amazon. To ensure 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, seller accounts with very poor performance are immediately deactivated.

Performance metrics

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

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 represented as a percentage of total orders during a given 60-day time period. The following are the types of order defects:

  1. Negative feedback
  2. An A-to-z Guarantee claim that is not denied
  3. 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.

Cancellation Rate

The Cancellation Rate (CR) is all seller-cancelled orders represented as a percentage of total orders during a given 7-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 and do not factor in the seller’s CR.

Our policy is that sellers maintain a CR under 2.5% in order to sell on Amazon. A CR above 2.5% 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:

  1. Increased A-to-z Guarantee Claims
  2. Negative feedback
  3. Customer contacts
  4. Negative customer experience

Our policy is that sellers maintain an LSR under 4% in order to sell on Amazon. An LSR above 4% 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 Valid Tracking Rate is a performance metric that reflects those expectations. All major carriers, including USPS, FedEx, UPS, and DHL now offer free tracking.

Our policy is that sellers in North America maintain a VTR greater than 95% for their U.S. shipments. A VTR below 95% in a product category may result in restrictions on your ability to sell non-FBA (Fulfillment by Amazon) items within that category. This might also affect your eligibility to participate in Premium Shipping and guaranteed delivery.

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 good customer experience, however, there is no penalty for not meeting the performance target at this time.

Address buyer feedback

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

Use the Feedback Manager


  1. Go to Feedbackunder the Performance
  2. In the Recent Feedbacktable, select Contact Customer under the Actions column next to the designated Order ID.


Raja Hamza Rasheed

Raja Hamza Rasheed
CEO @ eCom Managers
Show Host @ eCom Stories With Raja
Amazon Expert and Author

Raja is an Extremely Dynamic Marketer & Consumer Behavior Analyst. He holds a Degree of Consumer Behavior & Marketing from the University of Punjab Pakistan. Along With His Own Amazon Selling Business, he is Also a Consultant & Trainer to the Many Amazon Sellers & Brands. In his Career, Raja Worked in Multiple Organization at Managerial & Leadership Roles. He Helps More Than 140 Amazon Sellers Through His Result Driven Strategies and Tactics.

His Main Area of Expertise Includes Product Hunting, Launching, Ranking, Branding, Marketing, Advertising & Merchandising. Raja Have working Experience on Almost all the Amazon Market Places But Mainly Includes USA, UK, Canada, Germany and India

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