Amazon Account Health Dashboard: Understanding AHR and All 7 Performance Metrics

Amazon's Account Health Rating (AHR) is a composite score from 0–1,000 that represents the overall health of your selling account across performance metrics and policy compliance. It was introduced in 2022 as a more transparent way to communicate suspension risk than the previous binary "at risk / not at risk" system.

AHR thresholds: 200–1,000 = Healthy (green). 100–199 = At Risk (yellow). Below 100 = Critical (red — immediate suspension risk). In practice, accounts rarely fall below 200 without receiving multiple prior warnings.

The AHR is displayed prominently at the top of the Account Health page in Seller Central. Amazon also sends proactive notifications when your AHR drops significantly — if you receive these, treat them as high-priority alerts.

Amazon introduced a new feature in 2024: if your AHR drops to the "At Risk" zone, Amazon will attempt to call you to discuss the issues before suspending the account. This proactive outreach window is your best opportunity to address problems without a formal appeal process.

1. Order Defect Rate (ODR): percentage of orders with a defect (negative feedback, A-to-Z claim, or credit card chargeback) in the past 60 days. Target: under 1%. ODR above 1% = at-risk flag. ODR above 1.5% = suspension risk. Check daily in Account Health.

2. Cancellation Rate (Pre-fulfillment): percentage of MFN orders you cancelled before shipment (seller-initiated cancellations). Target: under 2.5%. Only applies to FBM sellers — FBA cancellations do not affect this metric.

3. Late Shipment Rate: percentage of MFN orders shipped after the expected ship date. Target: under 4%. Only applies to FBM sellers with tracking. Confirm carrier pickup promptly.

4. Valid Tracking Rate: percentage of MFN shipments with valid tracking uploaded before the expected delivery date. Target: above 95%. Only applies to FBM sellers.

5. On-Time Delivery Rate: percentage of orders delivered by the promised delivery date. Target: above 97% (displayed as an informational metric; enforced thresholds vary by category).

6. Invoice Defect Rate: percentage of B2B orders where the VAT invoice was not uploaded on time (for sellers with VAT obligations). Relevant for sellers in the EU; less common for US marketplace.

7. Return Dissatisfaction Rate (RDR): percentage of customer-initiated returns where the customer left negative return feedback. Target: under 10%. Increasing importance as Amazon monitors return quality alongside sales quality.

Policy violations are separate from performance metrics on the Account Health Dashboard. Each violation carries a severity weight: Critical violations (high AHR deduction), High violations (significant deduction), Medium violations (moderate deduction), and Low violations (minimal deduction).

Critical policy violations include: selling counterfeit products, receiving intellectual property (IP) infringement complaints, suspected review manipulation, related account violations, and selling prohibited/restricted products without authorization.

The AHR deduction from a single Critical violation can drop a healthy account to the "At Risk" zone. Unlike performance metrics (which recover over time as new good data comes in), policy violations remain on your account record for a set period (typically 6–12 months) unless successfully appealed.

Monitor the "Policy Compliance" section of Account Health for any violations. Each violation has an appeal option — use it promptly for violations you believe are erroneous. Unaddressed violations compound if new violations occur in the same category.

Check Account Health daily for FBM sellers, weekly for FBA-only sellers. Set up Account Health notification alerts in Seller Central notification preferences — Amazon can email or text you when metrics change.

ODR early warning: monitor the "Negative Feedback" section in Account Health and respond to every 1-2 star feedback within 48 hours. A genuine effort to resolve buyer issues often leads buyers to revise negative feedback. Proactive resolution prevents A-to-Z claims from being escalated.

IP complaint prevention: enroll in Amazon Brand Registry and use the Manage Your Brand tools to monitor for listings that conflict with your IP. If your brand receives an IP complaint from a genuine IP owner (not a fraudulent complaint), resolve the underlying issue before appealing.

Annual audit: every 6 months, review all product listings for compliance with current Amazon policies. Amazon's policies evolve — a listing that was compliant when created may become non-compliant after a policy update. Proactive compliance review prevents surprise violations.