Amazon Account Health Metrics: Complete Reference
Updated: March 25, 2026
Understanding Account Health
Your Amazon seller account health directly impacts your ability to sell. Understanding and maintaining healthy metrics is essential for long-term success.
Core Metrics Overview
Metric
Full Name
Threshold
Status
ODR
Order Defect Rate
< 1%
Critical
LSR
Late Shipment Rate
< 4%
Important
VTR
Valid Tracking Rate
> 95%
Important
CR
Cancellation Rate
< 2.5%
Important
PODR
Policy Violations
0
Critical
Order Defect Rate (ODR)
What It Measures
Percentage of orders with negative feedback, A-to-Z claims, or chargebacks.
Calculation
ODR = (Negative Feedback + A-to-Z Claims + Chargebacks) / Total Orders × 100
Thresholds
0.5-1%
⚠️ Warning
Review recent defects
> 1%
🔴 Critical
Immediate action required
Common Causes
1.Product quality issues
2.Shipping delays
3.Misleading listings
4.Poor customer service
How to Improve
•Analyze each defect
•Fix underlying issues
•Respond to negative feedback
•Improve product quality
•Enhance listing accuracy
Late Shipment Rate (LSR)
What It Measures
Percentage of orders shipped after the expected ship date.
Calculation
LSR = Late Shipments / Total Shipments × 100
Thresholds
2-4%
⚠️ Warning
Review shipping process
> 4%
🔴 Critical
Urgent improvement needed
Common Causes
•Inventory issues
•Slow order processing
•Carrier delays
•Insufficient staff
How to Improve
•Use FBA for better metrics
•Improve inventory management
•Set realistic handling times
•Work with reliable carriers
Valid Tracking Rate (VTR)
What It Measures
Percentage of orders with valid tracking numbers.
Thresholds
< 90%
🔴 Risk of suspension
Best Practices
•Always provide tracking
•Use integrated carriers
•Verify tracking numbers
•Update promptly
Cancellation Rate
What It Measures
Percentage of orders cancelled by seller before shipping.
Thresholds
Common Causes
•Out of stock
•Pricing errors
•Listing mistakes
•Order issues
Prevention
•Maintain accurate inventory
•Monitor stock levels
•Fix pricing errors quickly
•Review listings regularly
Policy Violations
Types
Listing
Prohibited content, wrong category
Medium
Intellectual Property
Trademark, copyright infringement
High
Customer Feedback
Review manipulation, fake reviews
Critical
Product Quality
Safety issues, inauthentic claims
Critical
Consequences
•Warning emails
•ASIN suppression
•Account suspension
•Permanent ban
Prevention
•Read all policies
•Regular compliance checks
•Respond to warnings immediately
•Document everything
Monitoring Your Metrics
Where to Check
Seller Central > Performance > Account Health
Recommended Frequency
•Daily: ODR check
•Weekly: Full metrics review
•Monthly: Trend analysis
Setting Up Alerts
1.Enable email notifications
2.Check daily for warnings
3.Set calendar reminders
4.Use third-party tools
Account Health Rating
Rating System
How Ratings Work
Amazon evaluates your account based on:
•All metrics combined
•Policy compliance
•Customer feedback trends
•Recent performance
When Metrics Are Poor
Immediate Actions
1.**Identify the Problem**
- Review each defect
- Find patterns
- Document issues
2.**Create Action Plan**
- Address root causes
- Implement solutions
- Set timeline
3.**Document Everything**
- Keep records
- Show improvement efforts
- Prepare for potential appeal
If Suspended
1.Don't panic
2.Review suspension reason
3.Create detailed appeal
4.Include documentation
5.Submit through proper channels
Prevention Best Practices
Daily
•Check account health dashboard
•Respond to customer messages
•Process orders promptly
Weekly
•Review all metrics
•Analyze any issues
•Make improvements
Monthly
•Full account review
•Update processes
•Train staff if needed
Quarterly
•Comprehensive audit
•Policy review
•Competitive analysis
Tools for Monitoring
Amazon Tools
•Account Health Dashboard
•Voice of the Customer
•Performance Notifications
Third-Party Tools
•Helium 10
•Jungle Scout
•Sellerboard
•FeedbackWhiz
Common Questions
Q: How quickly do metrics improve?
A: Most metrics are rolling windows. ODR is 60 days. Improvements take time to reflect.
Q: Can I remove negative feedback?
A: Only if it violates Amazon's policies. Request removal through Seller Central.
Q: What if I receive an A-to-Z claim unfairly?
A: Appeal with documentation. Show you met all requirements.
Q: How does FBA affect my metrics?
A: FBA orders don't count against your LSR or VTR. FBA can improve your overall metrics.
Key Takeaways
1.**Monitor daily** - Catch issues early
2.**Understand thresholds** - Know your limits
3.**Act quickly** - Don't let problems grow
4.**Document everything** - For appeals if needed
5.**Prevent problems** - Better than fixing
*Need help with account health or suspension? Contact Account Health Desk for free case evaluation.*
Contact: support@accounthealthdesk.com | Telegram: @accounthealthdesk