Managing Seller Performance: Best Practices for Maintaining Amazon Account Health

July 09, 2023

Managing Seller Performance: Best Practices for Maintaining Amazon Account Health

As an Amazon seller, maintaining a healthy account is crucial for your success on the platform. Amazon Account Health refers to the overall performance and standing of your seller account, and it directly impacts your ability to make sales and build a reputation as a trusted seller. In this article, we will explore what Amazon Account Health is, where you can find it, what factors affect it, whether customers can see it, and provide valuable tips on how to maintain a healthy Amazon Account Health.

What is Amazon Account Health?

Amazon account health

Amazon Account Health is a measure of your performance and adherence to Amazon's guidelines as a seller. It encompasses various metrics and indicators that assess your account's overall health, including customer feedback, order defect rate, late shipment rate, policy compliance, and more. Maintaining a good Account Health is essential to build credibility, win the Buy Box, and increase your chances of attracting more customers.

Where Can I See My Amazon Account Health?

You can monitor and assess your Amazon Account Health by accessing the Performance section of your Seller Central account. Within the Performance section, you will find the Account Health Dashboard, which provides an overview of your performance metrics and alerts you to any potential issues that need attention. This dashboard allows you to track your performance over time and identify areas that require improvement.

What Affects My Amazon Account Health?

Several factors contribute to your Amazon Account Health. Here are some key performance metrics that impact your account's health:

Order Defect Rate (ODR)

ODR measures the percentage of orders that result in negative feedback, A-to-Z claims, or credit card chargebacks. Keeping your ODR below Amazon's performance target is crucial for maintaining a healthy account.

Late Shipment Rate (LSR)

Late shipment rate

LSR calculates the percentage of orders that you fail to ship within the promised time frame. Meeting your shipment deadlines is important to ensure customer satisfaction and a healthy Account Health.

Product Listing Quality

The quality of your product listings plays a significant role in your Account Health. Ensure that your listings have accurate and relevant titles, clear and enticing product descriptions, high-quality images, and appropriate categorization. Well-optimized listings increase the chances of visibility and conversions.

Customer Returns and Refunds

customer returns and refunds

Excessive returns and refunds can negatively impact your Account Health. Continuously assess the reasons for returns and take steps to minimize them by improving product quality, providing accurate information, and addressing customer concerns promptly.

Intellectual Property (IP) Complaints

Intellectual property infringement complaints, such as trademark or copyright violations, can harm your Account Health. Ensure that you are not selling counterfeit or unauthorized products and that you have the necessary permissions and licenses for the products you list.

Account Suspensions and Policy Violations

Violating Amazon's policies can lead to account suspensions or restrictions, severely impacting your Account Health. You can check out our tips on how to avoid the risk of suspension for your Amazon account. Common violations include selling prohibited items, manipulating reviews, engaging in price gouging, or engaging in deceptive practices. Stay informed about Amazon's policies and consistently follow them to avoid penalties.

Late Response to Customer Messages

Timely communication with customers is crucial for a healthy Account Health. Failing to respond promptly to customer inquiries and messages can result in negative feedback or claims, impacting your performance metrics.

Performance in Product Categories

Amazon assesses your performance within specific product categories. If your performance metrics, such as ODR or LSR, are consistently below the category average, it can affect your Account Health. Focus on improving your performance within each category to maintain a healthy account.

Do Customers See My Amazon Account Health?

No, customers do not have direct access to your Amazon Account Health metrics. However, they indirectly gauge your performance through the feedback and ratings they leave for your products and services. Providing excellent customer experiences, addressing customer issues promptly, and delivering high-quality products will lead to positive feedback and ultimately attract more customers.

Tips to Maintain Amazon Account Health

Now that we understand the importance of Amazon Account Health, let's explore some best practices to help you maintain a healthy account:

  1. Monitor Performance Metrics: Regularly review your Account Health Dashboard to identify any areas that require improvement. Pay close attention to your Order Defect Rate (ODR), Late Shipment Rate (LSR), policy compliance, customer feedback, and other performance indicators.
  2. Offer Precise Product Information: Make sure that the information provided in your product listings is precise and comprehensive. This helps prevent customer dissatisfaction and returns due to incorrect product descriptions.
  3. Optimize Inventory Management: Keep track of your inventory levels and ensure timely replenishment to meet customer demands. Avoid stockouts and late shipments by utilizing inventory management tools and strategies.
  4. Respond to Customer Inquiries and Feedback: Promptly address customer inquiries, concerns, and negative feedback. Be proactive in resolving issues and providing exceptional customer service. respond promptly to demonstrate your dedication to customer satisfaction.
  5. Focus on Product Quality: Deliver high-quality products that meet customer expectations. Monitor product reviews and feedback to identify any recurring issues and take necessary actions to improve your offerings.
  6. Fulfill Orders On Time: Ship orders promptly and within the promised time frame. Utilize Amazon's fulfillment options such as FBA (Fulfillment by Amazon) to ensure efficient and timely order processing.
  7. Stay Up-to-Date with Policies: Regularly review and familiarize yourself with Amazon's policies to ensure compliance. Stay informed about policy updates and make the necessary adjustments to your business practices accordingly.
  8. Minimize Customer Returns and Refunds: Analyze the reasons for customer returns and take steps to minimize them. Improve product descriptions, provide accurate sizing information, and address any quality issues promptly to reduce return rates.
  9. Enhance Product Listing Quality: Optimize your product listings with relevant keywords, compelling descriptions, high-quality images, and accurate categorization. Well-optimized listings improve visibility, attract customers, and enhance the shopping experience.
  10. Continuously Improve Performance: Regularly evaluate your performance metrics and strive for continuous improvement. Set goals to exceed the performance targets set by Amazon and implement strategies to enhance customer satisfaction, reduce defects, and streamline your operations.


Maintaining a healthy Amazon Account Health is vital for long-term success as an Amazon seller. By closely monitoring your performance metrics, providing exceptional customer experiences, and adhering to Amazon's guidelines and policies, you can build a strong reputation, attract more customers, and increase your sales. Remember, consistently striving for excellence and proactively managing your account's health will pave the way for sustainable growth in the Amazon marketplace.

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