The Amazon marketplace is a competitive landscape where sellers looking to stand out must provide excellent products while keeping a close eye on performance metrics. One of the most important metrics available to you as a seller is your Amazon Seller Account Health Rating. While this rating can’t be seen publicly, it’s a good way for Amazon sellers to monitor their performance on the platform.
Whether you’re a new seller or a seasoned professional, it’s easy to become fixated on finding the right products, optimizing listings, and perfecting advertising campaigns. However, none of these efforts will matter if your Seller Account Health Rating falls below acceptable thresholds. In this article, we’ll discuss why your Account Health Rating is important, how to understand it, and what to do if it drops low.
Understanding the Amazon Seller Account Health Rating
The Amazon Seller Account Health Rating is a composite score that evaluates your store’s performance in relation to Amazon’s core requirements. These requirements revolve around customer satisfaction, adherence to Amazon’s rules, and operational efficiency.
A healthy rating keeps your store open for business and boosts customer confidence. Buyers on Amazon want a reliable and hassle-free shopping experience. When Amazon sees that you’re consistently meeting (or exceeding) the platform’s expectations, they’re more likely to keep your listings active, potentially reward you with higher visibility, and maintain a trusting relationship with your business. On the other hand, a poor rating can result in listing suspensions or even account closure.
The rating itself is typically displayed on a scale that indicates your current standing. Green means that your account is “Healthy,” with a score of 200 or higher. Yellow means it’s “At Risk,” with a score below 200 but above 100. Red means that your score has fallen under 100 and that your account is eligible for deactivation. This visual snapshot can help you quickly determine if there are pressing issues that require immediate attention. It also helps identify trends over time—if you notice your rating has been slipping, it’s a reminder to investigate possible causes in your order management process, customer communication, or overall compliance efforts.
Key Performance Metrics That Affect Your Rating
Several metrics feed into your Amazon Seller Account Health Rating. While Amazon occasionally updates or refines these metrics, these are some of the consistent factors:
Order Defect Rate (ODR)
The Order Defect Rate is one of the most important metrics to understand. ODR encompasses multiple factors that define a negative customer experience, such as negative feedback, A-to-Z Guarantee claims, and credit card chargebacks. Essentially, it tells Amazon (and you) how frequently orders run into issues significant enough for a customer to complain or ask for a refund.
A high ODR signals multiple problems: perhaps the product quality isn’t as advertised, orders arrive late or damaged, or customer service is unresponsive. Keeping your ODR well below Amazon’s threshold (typically around 1% or less) is crucial. Regularly check customer feedback and promptly address any negative reviews. You can reduce your ODR and maintain customer trust by quickly resolving problems that your customers face.
Late Shipment Rate
Customers expect timely deliveries; it’s one of Amazon’s main selling points. The Late Shipment Rate measures how many of your orders ship after the expected handling or shipping dates. Consistently shipping orders late can quickly diminish your standing because it breaks Amazon’s promise of reliable, on-time deliveries.
To avoid late shipments, ensure that your inventory is managed carefully and that your processing times are accurately listed on your product listing. If you find that certain shipping methods are regularly causing delays, consider partnering with faster carriers or adjusting your fulfillment processes to maintain on-time performance.
Cancellation Rate
A Cancellation Rate looks at how often you cancel an order before it’s shipped. While cancellations can sometimes be inevitable, frequent cancellations may be a sign of poor inventory management or other operational inefficiencies.
To keep cancellations to a minimum, integrate real-time inventory tracking systems or regularly update your stock levels to avoid selling items you don’t have. Additionally, pay attention to pricing errors and correct them quickly to avoid having to cancel orders en masse.
Valid Tracking Rate
Amazon requires sellers to provide valid tracking information for the majority of their shipments. This helps customers monitor their orders, provides proof that orders were shipped on time, and helps Amazon validate any shipping-related disputes. If your Valid Tracking Rate falls below a certain level, Amazon may interpret it as a sign of negligence or a lack of transparency in your fulfillment process.
To keep this metric high, choose shipping carriers that offer real-time tracking. Always enter tracking details as soon as items ship, so that your customers are updated. If you use a fulfillment center or dropshipping partner, make sure they provide accurate tracking information without delay.
Policy Compliance
Policy Compliance also plays a massive role in your Seller Account Health Rating. Amazon has strict guidelines regarding product authenticity, intellectual property rights, listing practices, and customer communication. Any violations—such as selling counterfeit items, using fake reviews, or misrepresenting product details—can quickly lead to listing deactivations or account suspensions. If you receive a warning or notice from Amazon, address it immediately and adjust your processes to prevent future violations.
Common Mistakes That Can Harm Your Health Rating
Despite your best efforts, certain mistakes can quickly drag down your Amazon Account Health Rating. Watch out for the following violations and address them quickly to minimize the possibility of Amazon shutting down your store.
- Overselling Inventory: Listing products that are out of stock leads to frequent order cancellations or delays. This frustrates customers and negatively impacts both your Cancellation Rate and Late Shipment Rate.
- Ignoring Negative Feedback: Unresolved negative reviews or A-to-Z claims can drive up your ODR. Some sellers make the mistake of not monitoring feedback channels or neglecting to offer solutions to unhappy customers.
- Poor Packaging and Shipping Practices: Damaged goods, lost shipments, and general shipping issues tarnish your reputation. Be sure to package items securely and partner with reliable carriers.
- Failure to Update Handling Times: If your actual handling times exceed what you’ve listed, you’ll rack up late shipments. Keep these times accurate and adjust them when operational changes occur.
- Non-Compliance with Listing or Communication Policies: Using prohibited terms in your listings or sending customers promotional messages outside Amazon’s guidelines can lead to swift policy violations.
Steps to Take If Your Account Health Rating Drops
No matter how careful you are, unexpected problems can happen. If you notice a decline in your rating, don’t panic. Instead, take the following steps to get your Account Health Rating back up:
Identify the Root Causes
Start by reviewing the detailed breakdown within your Account Health dashboard. Is the drop related to a spike in negative feedback, delayed shipments, or a particular policy violation? Gather as much data as possible, such as specific orders, complaints, and shipping records, and look for patterns that can help you pinpoint the source of the issue.
Address Immediate Concerns
If you have outstanding A-to-Z claims or negative feedback that remain unresolved, tackle these issues immediately. Reach out to customers to offer refunds, replacements, or other solutions as needed. For late shipments, expedite pending orders or communicate expected arrival dates to buyers. The faster you resolve open issues, the quicker you can stabilize your rating.
Adjust Your Processes
Once you’ve identified the operational or policy-driven problems, make changes to your processes so you avoid these issues in the future. For instance, if delayed shipments are the primary problem, adjust your handling times or partner with a more reliable carrier. If product listings are misleading, revise them to reflect accurate descriptions and images. Document these process changes so you can reference them should Amazon require evidence of improvement.
Contact Amazon Support If Necessary
In some instances, you might feel like your rating was impacted unfairly—for example, if a surge in negative feedback was due to an external shipping issue that was out of your control. If you believe you have a valid reason for appealing, gather all relevant evidence (tracking information, customer communication, etc.) and open a case with Amazon Seller Support. If your account is under review, contacting Amazon Support is the only way to get it back.
Get Your Account Health Rating Under Control With Tracefuse
Your Amazon Seller Account Health Rating is a direct reflection of your store’s reliability, product quality, and compliance with Amazon’s policies. Paying attention to these seller metrics will help you see what you’re doing right and where you might be going wrong with your store.
However, your Account Health Rating can sometimes take a massive dive through no fault of your own. Sometimes, some malicious parties might leave abusive reviews on your products to tank your rating. Thankfully, Tracefuse can help with that. This platform focuses on helping honest Amazon sellers by removing negative reviews, managing content, and maintaining compliance with Amazon’s ToS.
Don’t let your Account Health Rating suffer because of someone else. Try out Tracefuse today and see exactly how easy it can be to keep your rating in the green!
