Overview

Amazon's Account Health Rating (AHR) directly determines your ability to continue selling on the platform. A poor rating can lead to account restrictions or deactivation, making it one of the most critical metrics for any Amazon seller.

Key Points

• Healthy rating (200-1,000 points) — Account meets Amazon's performance requirements and is in good standing
• At Risk rating (100-199 points) — Account could face restrictions if performance does not improve
• Critical rating (99 or lower) — Account at immediate risk of deactivation, suspending ability to sell entirely
• High-performer safeguards — Strong performance records may qualify for programs providing extra protections and time to correct issues during temporary dips

Core Performance Requirements

• Ship within handling time — Late shipments directly erode account health score; FBA sellers let Amazon handle fulfillment while merchant-fulfilled sellers must monitor carrier performance
• Valid tracking numbers — Every order must include tracking so Amazon and customers can monitor delivery
• 24-hour response time — Respond to all customer messages within 24 hours to avoid metric penalties
• Low cancellation rate — Minimize order cancellations after customer places them, as they create negative experiences and signal operational problems
• Accurate listings — Product descriptions must be truthful with high-quality photos; remove out-of-stock listings immediately rather than accepting unfulfillable orders
• Competitive pricing — Keep prices consistent with marketplace norms; sudden spikes or errors trigger fair pricing policy

Practical Improvement Steps

• Audit core metrics — Review order defect rate, late shipment rate, and pre-fulfillment cancellation rate
• Resolve violations — Address open policy violations or intellectual property complaints on Account Health page