Introduction

Amazon’s Account Health Dashboard is your seller performance command center. It gives a snapshot of how well you’re complying with Amazon’s policies and customer service standards. A healthy Account Health Rating (AHR) is essential to avoid penalties, listing restrictions, or worst-case: account suspension.

In this guide, we’ll break down:

• What the Account Health Dashboard is
• Key metrics it monitors
• Common violations
• Best practices to maintain a strong rating

📊 What Is the Amazon Account Health Dashboard?

The Account Health Dashboard (AHD) shows your compliance with Amazon’s performance metrics and policies. It includes real-time metrics that impact your AHR:

Core Categories Monitored:

1. Customer Service Performance
2. Policy Compliance
3. Shipping Performance (if you self-ship)

📍 Find it in Seller Central → Performance → Account Health

📈 Understanding Account Health Rating (AHR)

AHR is a color-coded score:

• ✅ Healthy (Green): No major violations
• ⚠️ At Risk (Orange): Warning-level issues present
• 🟥 Unhealthy (Red): Likely to face account suspension

Amazon calculates AHR based on number and severity of violations in:

• Order defect rate (ODR)
• Policy violations
• Intellectual property complaints
• Product authenticity/customer complaints

🚨 Key Metrics to Track

1. Order Defect Rate (ODR)

• Target: <1%
• Includes negative feedback, A-to-Z claims, chargebacks

2. Cancellation Rate (Pre-Fulfillment)

• Target: <2.5%
• Canceling orders due to stock-outs or delays

3. Late Shipment Rate (Self-ship only)

• Target: <4%
• Orders shipped after the expected date

4. Policy Violations

• Includes misuse of keywords, restricted product listings, review manipulation, etc.

5. Customer Product Reviews & Safety Issues

• Multiple negative reviews or safety complaints can lead to product or account suspension

🛠️ How to Maintain a Healthy AHR

✔️ 1. Fulfill Orders Reliably

• Use Amazon Easy Ship or FBA for timely delivery
• If self-shipping, use reliable couriers with tracking and OTP

✔️ 2. Keep Inventory Updated

• Use inventory management tools
• Set realistic handling times
• Avoid cancelling due to stock-outs

✔️ 3. Monitor Customer Messages

• Respond within 24 hours — Amazon penalizes slow communication
• Maintain professional and helpful tone

✔️ 4. Address Negative Feedback Promptly

• Contact customer, resolve the issue
• Request removal if feedback is about shipping (if FBA) or violates guidelines

✔️ 5. Avoid Misleading Listings

• Use accurate titles, images, and bullet points
• Never use unauthorized brand names or keywords

✔️ 6. Respond to Policy Warnings

• Check notifications in AHD regularly
• Submit appeals or action plans when requested

✔️ 7. Manage Returns Gracefully

• Accept return requests quickly
• Don’t delay refunds without valid reason
• Track return shipment and inspect for abuse

🧠 Pro Tips to Stay in the Green

• 🧾 Download Monthly Account Health Report to audit issues
• 🔔 Set alerts for negative feedback or claim filings
• 📦 Use FBA for critical ASINs to offload delivery liability
• 📊 Check Business Reports weekly for patterns in returns/complaints

🤔 What Happens If AHR Goes Red?

• You’ll get a notice of suspension or performance warning
• Amazon may suspend your listings or account
• You’ll need to submit a Plan of Action (POA) explaining how you’ll fix the issues

POA Must Include:

• Root cause
• Immediate corrective action
• Long-term preventive measures

🛑 Ignoring warnings or submitting vague POAs may lead to permanent suspension.

Final Thoughts

Maintaining a healthy Amazon Account Health Rating is not optional — it’s your license to sell. Treat the dashboard as your performance thermometer and proactively manage issues before they escalate.

With strong fulfillment, transparent listings, and professional customer service, you can stay in the green and scale confidently.

📢 Need Help Managing Amazon Account Health?

At bizconsulting.io, we help sellers:

• Monitor and interpret Account Health data
• Prepare Plans of Action (POAs) for appeals
• Set up SOPs for returns, reviews, and inventory accuracy

📧 Contact us today to safeguard your seller journey on Amazon India.