Maintaining a good Account Health on Amazon is critical for anyone who sells on the platform, whether you’re an individual seller or a business. It can be the difference between thriving sales and getting suspended. Here’s a detailed blog post on the importance of keeping your Amazon account in good standing:

1. What is Account Health?

Account Health on Amazon is a measure of your seller performance. It includes key metrics such as customer service, order defect rate, shipping performance, and policy compliance. Amazon uses these metrics to ensure sellers meet the platform’s high standards, providing a safe and reliable experience for buyers.

2. Why Is Account Health Important?

A good Account Health status can lead to:

  • Continued Selling Privileges: Amazon can suspend or restrict sellers who fall below acceptable performance levels. A good status means you can continue to sell without interruptions.
  • Improved Buy Box Eligibility: Sellers with strong performance are more likely to win the Buy Box, increasing sales.
  • Higher Customer Trust: A healthy account indicates that you are a reliable seller, leading to more positive reviews and repeat customers.
  • Access to Amazon Programs: Certain programs like FBA (Fulfillment by Amazon) and Amazon Prime require sellers to maintain a good account standing.

3. Key Metrics to Monitor

To maintain a good Account Health, pay close attention to these metrics:

  • Order Defect Rate (ODR): Should be below 1%. This includes negative feedback, A-to-Z claims, and credit card chargebacks.
  • Late Shipment Rate: Should be below 4%. Shipping on time is crucial to maintain customer satisfaction.
  • Cancellation Rate: Keep this below 2.5%. High cancellation rates can indicate poor inventory management.
  • Policy Compliance: Ensure you’re following Amazon’s guidelines, such as selling authentic products and adhering to safety regulations.

4. Tips for Maintaining Good Account Health

  • Respond to Customer Inquiries Promptly: Aim to respond within 24 hours to maintain high customer satisfaction.
  • Deliver on Time: Use reliable shipping carriers and manage inventory efficiently to avoid delays.
  • Maintain Accurate Product Listings: Provide clear and accurate information to prevent returns and negative feedback.
  • Stay Updated on Amazon Policies: Regularly review Amazon’s terms of service and policy changes to ensure compliance.

5. Consequences of Poor Account Health

A decline in Account Health can lead to:

  • Account Suspension or Termination: Amazon may suspend or even terminate accounts with poor performance.
  • Reduced Sales: Losing the Buy Box or other Amazon programs can significantly impact sales.
  • Negative Customer Reviews: A poor account status often leads to negative reviews, further damaging your reputation.


Maintaining a good Account Health on Amazon is not just a matter of compliance—it’s essential for success. By focusing on customer satisfaction, timely shipping, and policy compliance, you can ensure a long and prosperous journey as an Amazon seller. Use the above tips to keep your account in good standing and avoid any disruptions to your business.

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