Account Health · Beginner · 7 min read · 9 steps
How to check and improve your Amazon Account Health Rating
Your Account Health Rating is the one number in Seller Central that can quietly decide whether you have a business next week. It sums up your recent policy violations into a color-coded score, near real time, for each Amazon store you sell in. Green is fine. Yellow is a warning. Red is the phone call nobody wants.
The good news is that Amazon has written down most of how the score moves: where it starts, what pulls it down, what pushes it back up and how much time you get when something serious lands. The order metrics that sit beside it, like Order Defect Rate and Late Shipment Rate, have their own hard limits. Here is the whole picture in one place, plus a calculator so you can see your own headroom.
Part 01
Step by step
9 steps, in the order Seller Central asks for them.
- 01Open the Account Health page
In Seller Central, go to Account Health. The Account Health Rating sits at the top for the store you're viewing, with any policy violations listed below it and your Customer Service Performance and Shipping Performance metrics beside them. Amazon suggests checking it regularly, not just when an email arrives.
Sources: Seller Central Help, Account health rating FAQ, Seller Central Help, Order Performance program policy
- 02Read the color before the number
Green means Healthy, a score of 200 to 1,000, and no risk of deactivation from the policies in the score. Yellow means At Risk, 100 to 199. Red means Unhealthy, 99 or lower, and the account is either eligible for deactivation or already deactivated. New sellers start at exactly 200.
Source: Seller Central Help, Account Health Rating program policy
- 03Sort violations by severity
Each violation shows an impact level: Critical, High, Medium, Low or No impact. Address the highest severity first, as Amazon recommends. Repeat violations of the same policy are labeled as repeats in the Impact column, and their point values grow each time, so a repeat High deserves attention before a fresh Low.
Sources: Seller Central Help, Account health rating FAQ, Seller Central Help, Account Health Rating program policy
- 04Dispute, appeal or fix each violation
Dispute when you have evidence the violation was detected in error. Appeal when you broke the policy but not on purpose. Or take the corrective action, such as removing infringing content. Closing or deleting the listing does not remove the violation from the page. Once Amazon confirms the fix, the score updates within a few hours.
- 05Treat a critical violation as a three-day clock
A critical violation, or hitting the maximum repeat count for one policy, drops the score to zero and turns it red. You get three days to address it before deactivation, and an Account Health specialist may call to help. Follow the banner at the top of the Account Health page.
- 06Make sure Amazon can reach you
Open Notification Preferences and find the Emergency Notification widget. A green tag means your emergency contact number is verified and a red tag means it needs a one-time code. Amazon calls that number when an account is heading toward deactivation, and it's required for Account Health Assurance.
Sources: Seller Central Help, Account Health Assurance FAQ, Seller Central Help, Account Health Rating program policy
- 07Check the seller-fulfilled order metrics
If you ship your own orders, keep Order Defect Rate under 1%, Pre-Fulfillment Cancellation Rate under 2.5%, Late Shipment Rate under 4% and Valid Tracking Rate above 95%. On-Time Delivery Rate needs at least 90% to keep seller-fulfilled products listed on Amazon.com. These sit beside the score, not inside it.
Source: Seller Central Help, Order Performance program policy
- 08Keep shipping orders and let the window roll
The score covers the last 180 days. You gain four points for every 200 successful orders in that window, and violations can drop off the page 180 days after they were added. That's why a score can move on a day nothing happened: old orders or old violations simply aged out.
- 09Call Account Health Support when you're unsure
Professional sellers can use Contact us or Call me now on the Account Health page to reach the Account Health Support team. If you're not a professional seller, Amazon points you to Seller University and the Seller Forums instead.
Sources: Seller Central Help, Account health rating FAQ, Seller Central Help, Account Health Assurance FAQ
Part 02 Calculator
Try the numbers: Account Health Rating headroom estimate
Runs in your browser only. A rough estimate, not your real score. Amazon doesn't publish exact point values, says most violations cost two to eight points and that the formula may change. Seller-fulfilled bonus points aren't counted here.
Part 03
The picture
The same facts, drawn. Each chart links to the Amazon page it comes from.
- Unhealthy, 0 to 99 red
- At Risk, 100 to 199 yellow
- Healthy, 200 to 1,000 green
Shares of the 0 to 1,000 scale. Most of the scale is green, but the line that matters is 200, where every new seller starts.
Source: Seller Central Help, Account Health Rating program policy
Data desk by XENA IntelligenceOur arithmetic from Amazon's rule of four points for every 200 successful orders in the last 180 days, added to the starting 200. Assumes no violations.
Source: Seller Central Help, Account health rating FAQ
Data desk by XENA IntelligenceFrom the Account health rating FAQ. Reaching the repeat limit for one policy follows the same path.
Source: Seller Central Help, Account health rating FAQ
Data desk by XENA Intelligence- Order Defect Rate under 1%, over 60 days
- Pre-Fulfillment Cancellation Rate under 2.5%, over 7 days
- Late Shipment Rate under 4%, over 10 or 30 days
- Valid Tracking Rate above 95%, over 30 days
- On-Time Delivery Rate of at least 90%
- Business Hour Delivery Rate of 90% or higher for Amazon Business orders
From the Order Performance program policy. These apply to orders you ship yourself, not to FBA.
Source: Seller Central Help, Order Performance program policy
Data desk by XENA IntelligencePasses
- Check the Account Health page regularly
- Fix the highest severity violation first
- Dispute with evidence when it's a mistake
- Keep the emergency number verified
- Fix the same issue across the whole catalog
Bounces
- Close a listing and hope the violation goes away
- Ignore a repeat label in the Impact column
- Put review requests in the box
- Link to an outside website from a listing
- Miss a call during a three-day window
From the Account health rating FAQ and the Account Health Rating program policy.
Source: Seller Central Help, Account health rating FAQ
Data desk by XENA IntelligencePart 04
Tricks the help page buries
The lines in Amazon's own documentation that most sellers scroll past.
- 1Repeat limits are lower than you'd guess
Hit the maximum number of repeat violations for a single policy within 180 days and the account is at immediate risk of deactivation. Amazon's FAQ puts that maximum at five for infringement-related policies and two for restricted products policies. One fix across the catalog beats five fixes one listing at a time.
- 2Deleting the listing doesn't delete the record
Closing or deleting a listing does not remove its violation from the Account Health page. Violations come off when you win a dispute or appeal, take the corrective action, the rights owner retracts the complaint, or 180 days pass. If the account is deactivated for its score, the violations freeze in place until you deal with them.
- 3An insert can cost you everything
Amazon's own examples of critical violations include soliciting product reviews or packing non-compliant inserts, along with manipulating search results or sales rankings. A cheerful card asking for five stars is not low risk. It's the most serious level there is.
- 4A forgiven violation can still count
When you win an appeal but didn't dispute that the activity happened, the violation leaves the page but may still count toward the repeat limit for that policy over 180 days. Treat a win as a warning, not a clean slate.
- 5250 is the number worth chasing
Professional sellers who keep the score at 250 or higher for at least six months, with no more than 10 days below 250, and have a valid emergency contact number get Account Health Assurance. Amazon then keeps the account active as long as you work with it within 72 hours of being contacted.
- 6Old negative feedback can count against new math
Order Defect Rate is order-correlated, so Amazon looks at the date of the order, not the date the feedback arrived. If a buyer removes negative feedback, it can take up to 48 hours to leave your ODR. Fraud chargebacks don't count, but service chargebacks the card issuer decides for the buyer do.
- 7Customer Service by Amazon can lift the defect rate
If your ODR misses the standard, Amazon may offer Customer Service by Amazon from the Account Health dashboard. Amazon says enrolled sellers see on average 38% fewer order defects affecting ODR, and it's free for 90 days, staying free with a contact per unit rate below 3%.
Source: Seller Central Help, How to improve your order performance
Part 05
Questions sellers ask
Tap a question to open it.
What is a good Account Health Rating on Amazon?
Any score from 200 to 1,000 is Healthy and shown in green, which means no deactivation risk from the policies the score covers. Every new seller starts at 200. A score of 250 or higher, held for at least six months, is what qualifies professional sellers for Amazon's Account Health Assurance program.
Sources: Seller Central Help, Account Health Rating program policy, Seller Central Help, Account Health Assurance FAQ
What happens if my Amazon Account Health Rating drops below 200?
A score of 100 to 199 is yellow, or At Risk, which means the account is at risk of deactivation. Amazon asks you to address the violations on your Account Health page in a timely manner. If you don't and Amazon can't reach you, it says the account will most likely be deactivated.
Sources: Seller Central Help, Account Health Rating program policy, Seller Central Help, Account health rating FAQ
How is the Amazon Account Health Rating calculated?
Every new seller starts at 200. Amazon deducts points for each new policy violation, typically two to eight based on severity, and adds them back when you address it. Repeat violations can double. Critical violations bring the score to zero. You gain four points for every 200 successful orders over the last 180 days.
How do I raise my Amazon Account Health Rating fast?
Address the open violations on the Account Health page, highest severity first, by disputing errors with evidence, appealing unintentional violations or making the corrective change. Once Amazon confirms a violation is addressed, the Account Health Rating updates within a few hours. Steady order volume adds four points per 200 successful orders over 180 days.
Sources: Seller Central Help, Account health rating FAQ, Seller Central Help, Account Health Rating program policy
How long do violations stay on the Amazon Account Health page?
Violations can be removed 180 days after they were added to the Account Health page, or sooner when you win a dispute or appeal, take the corrective action or the rights owner retracts the complaint. If the account was deactivated for its Account Health Rating, violations stay put until you address them.
Can I get my Amazon account back after an Account Health Rating deactivation?
Yes. Amazon reinstates an account deactivated for its Account Health Rating once the score rises back to 100 or higher. To get there, appeal or dispute the outstanding policy violations on the Account Health page. A successful appeal or dispute reverses the violation and its impact on the score.
Sources
Every fact above comes from these Amazon pages, opened on . Amazon updates them; if a step looks different in your account, trust Seller Central.
- Seller Central Help, Account Health Rating program policy
- Seller Central Help, Account health rating FAQ
- Seller Central Help, Order Performance program policy
- Seller Central Help, Order Defect Rate
- Seller Central Help, Account Health Assurance FAQ
- Seller Central Help, How to improve your order performance