Your Amazon account health is the foundation of your entire FBA wholesale business. Without a healthy account you cannot sell, you cannot win the Buy Box and you risk permanent suspension that could destroy everything you have built. Yet most sellers pay very little attention to their account health metrics until something goes wrong — by which point it is often too late to fix quickly.

We are Brandhunterz Ltd — a UK registered wholesale sourcing company (Company No: 15342697) — and protecting account health is something we consider non-negotiable for every Amazon FBA wholesale seller we work with. In this guide we explain every account health metric, what it means, how to keep it green and exactly what to do if it turns red.

Where to Find Your Account Health Dashboard

Log into Seller Central and navigate to Performance then Account Health. This dashboard shows all your current metrics in one place with colour-coded status indicators — green means good, amber means warning and red means action required immediately.

Check this dashboard at minimum once per week. For active sellers selling multiple products daily checks are recommended. Amazon can take action against accounts that breach metric thresholds — sometimes without prior warning — so catching issues early is essential for protecting your business.

The Account Health Rating Score

Amazon assigns every seller an Account Health Rating (AHR) score between 0 and 1000. This single number summarises your overall account standing and determines your risk level with Amazon:

AHR Score	Status	What It Means for Your Business
700 to 1000	Healthy	Account in excellent standing — full Buy Box eligibility maintained
200 to 699	At Risk	Issues present — take immediate action to prevent escalation
Under 200	Critical	Account deactivation imminent — urgent appeal required

Target an AHR score above 700 at all times. An AHR above 900 is entirely achievable for FBA wholesale sellers who source authentic products, maintain good customer communication and keep healthy stock levels. Use Keepa to research products thoroughly before ordering — authentic products from verified brands eliminate the vast majority of account health risks.

Section 1 — Customer Service Performance Metrics

Customer service performance metrics measure how well you handle customer orders and issues. These are the most critical metrics for wholesale sellers to monitor actively.

Metric 1 — Order Defect Rate (ODR)

ODR is the percentage of orders that result in a negative customer experience. It is the single most important account health metric and one that Amazon will act on quickly if it breaches 1 percent. ODR has three components:

ODR Component	What Triggers It	Prevention
Negative feedback	Customer leaves 1 or 2 star seller feedback	Source authentic products — respond to issues fast
A-to-Z guarantee claim	Customer escalates unresolved dispute to Amazon	Resolve every dispute directly before it escalates
Chargeback claim	Customer disputes payment with their bank or card	Only sell genuine branded products — never grey market

For FBA wholesale sellers ODR is almost entirely driven by product quality and authenticity issues rather than fulfilment problems — since Amazon handles all picking, packing and shipping. Sourcing exclusively from verified authentic wholesale brands through our Brands Directory is the most effective way to keep ODR near zero.

Metric 2 — Customer Service Dissatisfaction Rate

For FBA sellers Amazon handles the majority of customer service contacts automatically. Your primary responsibility is responding to any buyer messages forwarded to you within 24 hours — even if just to acknowledge the message and provide a resolution timeline. Never leave a buyer message unanswered for more than 24 hours regardless of holidays or weekends.

Metric 3 — Return Dissatisfaction Rate

Section 2 — Shipping Performance Metrics

Shipping performance metrics measure how reliably and promptly orders are fulfilled and dispatched. FBA sellers have an almost complete advantage in this section — Amazon handles all fulfilment meaning these metrics present almost no risk to FBA-only sellers.

Metric 4 — Late Shipment Rate

Metric 5 — Pre-Fulfilment Cancellation Rate

This metric primarily affects sellers running FBM listings alongside FBA. If your FBM stock runs out and you cancel orders to prevent selling what you do not have your cancellation rate rises rapidly. Always suppress FBM listings immediately when stock runs low and maintain accurate inventory counts across all fulfilment channels.

Metric 6 — Valid Tracking Rate

Section 3 — Product Policy Compliance

Product policy compliance is the section requiring the most active management from wholesale sellers. Unlike shipping metrics which FBA handles automatically, product policy violations are entirely within your control — and entirely dependent on the quality and legitimacy of your sourcing.

Metric 7 — Intellectual Property Complaints

IP complaints occur when a brand reports that you are selling counterfeit products or infringing their intellectual property. This is one of the most serious account health issues Amazon deals with — even a single upheld IP complaint can result in immediate listing removal and account suspension. Prevention is the only effective strategy:

• Only source products from authorised wholesale brands or their authorised distributors
• Keep every wholesale purchase invoice and supplier correspondence permanently on file
• Never source from grey market suppliers, liquidation platforms or unverified traders
• Verify each brand you approach is genuinely the brand owner or authorised distributor
• If an IP complaint is received respond immediately with your supplier invoice and brand authorisation

Metric 8 — Product Authenticity Complaints

Authenticity complaints occur when customers or brands report that your products appear to be counterfeit or not genuine. These are treated with extreme seriousness by Amazon — an account with multiple authenticity complaints faces permanent suspension. The only protection is sourcing exclusively from genuine authorised wholesale suppliers with proper documentation and keeping detailed records of every purchase.

Metric 9 — Listing Policy Violations

For FBA wholesale sellers listing policy violations are lower risk than for private label sellers because you are typically selling on existing Amazon listings rather than creating new ones. However if you create any new listings or edit existing listing content ensure all descriptions, bullet points and images accurately represent the product and comply with Amazon’s style guide for that category.

Complete Account Health Reference Table

Metric	Target	FBA Risk	Priority
Order Defect Rate	Under 1%	Medium	Critical
Customer Service Dissatisfaction	Under 25%	Low	Medium
Return Dissatisfaction Rate	Under 10%	Very Low	Low
Late Shipment Rate	Under 4%	Zero	Low for FBA
Pre-Fulfilment Cancel Rate	Under 2.5%	Low	Medium
Valid Tracking Rate	Above 95%	Zero	Low for FBA
IP Complaints	Zero	Medium	Critical
Authenticity Complaints	Zero	Medium	Critical
Listing Policy Violations	Zero	Low	Medium

What to Do if a Metric Turns Red

If any metric breaches its threshold the most important thing is to act immediately — not to panic and not to delay. Every hour of inaction allows the situation to worsen. Follow this exact process:

Your Weekly Account Health Checklist

Set a recurring weekly task in your calendar to complete this full account health check every Monday morning before doing anything else in your business:

Check	Where to Find It	Target
AHR Score	Performance → Account Health	Above 700
All individual metrics	Performance → Account Health dashboard	All green
New buyer messages	Performance → Messaging	All responded within 24hr
Policy notifications	Seller Central notifications bell icon	All read and actioned
FBA stock levels	Inventory → Manage FBA Inventory	All products above 21 days cover
Stranded inventory	Inventory → Fix Stranded Inventory	Zero stranded units
New returns	Reports → Fulfilment → Returns	Check for quality patterns

How Authentic Wholesale Sourcing Protects Your Account

The single most powerful account health protection for any wholesale seller is sourcing exclusively from verified authentic brands and their authorised distributors. The two most dangerous account health threats — IP complaints and authenticity complaints — are both completely preventable through proper sourcing.

Sellers who cut corners on sourcing — buying from unauthorised traders, unverified online marketplaces or grey market sources — almost always encounter account health problems eventually. The savings they make on product cost are wiped out many times over by the disruption, legal costs and lost sales that account suspensions cause.

Use Keepa to research every product thoroughly before ordering. Use AMZScout or Helium 10 to validate margins and sales data. And source your wholesale brands exclusively from verified contacts through our Brands Directory — every brand listed has been verified as authentic and Amazon-compatible.