Your Amazon seller account health is one of the most important indicators of the long-term viability of your FBA wholesale business. Amazon uses a combination of performance metrics policy compliance rates and customer feedback signals to assess whether each seller is meeting the standards required to continue selling on the platform. When those metrics fall below Amazon’s thresholds the consequences range from listing suppression and buy box loss through to account suspension — any of which can bring your entire FBA operation to a halt. The good news is that account health problems are almost entirely preventable when you know where to look what the metrics mean and how frequently you need to check them.

We are Brandhunterz Ltd — a UK registered wholesale sourcing company (Company No: 15342697) — and in this complete guide we walk you through exactly how to check your Amazon seller account health — where to find the Account Health dashboard in Seller Central what every metric means what the acceptable and at-risk thresholds are for each one and how frequently wholesale FBA sellers should be reviewing their account health to catch and resolve problems before they escalate.

Where to Find the Account Health Dashboard in Seller Central

The Account Health dashboard is found in a specific location within Seller Central — it is not the same as your general seller dashboard or your inventory page. Here is exactly how to navigate to it:

The Account Health Rating — What Your Score Means

The Account Health Rating — AHR — is a single numerical score that summarises your overall account health. Amazon introduced it to give sellers a simple at-a-glance indicator of how their account is performing across all health dimensions. The score ranges from zero to over 1000 and is divided into three status bands:

AHR Score Range	Status	What It Means
200 and above	🟢 Healthy	Account is in good standing — no immediate risk — continue monitoring weekly
100 to 199	🟡 At Risk	One or more metrics approaching threshold — action required — review each metric to identify the issue
99 and below	🔴 Critical	Account at immediate risk of suspension — urgent action required on all flagged metrics

A high AHR score also provides an additional layer of protection — sellers with consistently high AHR scores are less likely to be suspended immediately when a single metric spikes and are more likely to receive a warning or appeal opportunity before action is taken. Building and maintaining a high AHR score is therefore both a current protection and a long-term insurance policy for your selling account.

Customer Service Performance Metrics

The Customer Service Performance section of the Account Health dashboard contains three metrics that measure how well your orders are being fulfilled and how your customers are experiencing buying from you. For FBA wholesale sellers Amazon handles all customer service on your behalf — so these metrics reflect both your product quality decisions and Amazon’s fulfilment performance:

Metric 1 — Order Defect Rate

Your Order Defect Rate — ODR — is the percentage of your orders that have received a negative feedback an A-to-Z Guarantee claim or a credit card chargeback within a rolling 60-day window. It is the single most important customer-facing metric on your account and Amazon enforces it strictly.

ODR Component	What Counts as a Defect
Negative feedback	Any seller feedback rating of 1 or 2 stars left by a buyer
A-to-Z Guarantee claim	Any A-to-Z claim filed by a buyer — whether granted or not — counts as a defect
Credit card chargeback	Any chargeback filed by a buyer through their bank or card provider

Metric 2 — Late Shipment Rate

Your Late Shipment Rate measures the percentage of seller-fulfilled orders that were shipped after the expected ship date — calculated over a rolling 10-day and 30-day window. For FBA wholesale sellers this metric is almost always zero because Amazon handles fulfilment and ships orders on your behalf. However if you also operate any merchant-fulfilled listings alongside your FBA listings you must monitor this metric carefully.

Metric 3 — Valid Tracking Rate

Your Valid Tracking Rate measures the percentage of seller-fulfilled orders that have a valid tracking number uploaded before the expected ship date. Like Late Shipment Rate this metric primarily affects merchant-fulfilled sellers — FBA sellers have valid tracking handled automatically by Amazon. If you operate any merchant-fulfilled listings ensure every order has a valid tracking number uploaded at the time of dispatch.

Policy Compliance — The Other Half of Account Health

Below the customer service performance metrics the Account Health dashboard shows your Policy Compliance status. This section covers violations and complaints relating to the products you sell and how you sell them — rather than how your orders are being fulfilled. For wholesale FBA sellers policy compliance is often the more significant risk area because it relates directly to the products you choose to source and list.

Policy Compliance Category	What It Covers	Common Cause for Wholesale Sellers
Intellectual Property Complaints	Copyright trademark or patent complaints filed by brand owners against your listings	Listing on a brand’s ASIN without authorisation — selling in a brand’s gated category without approval
Product Authenticity Complaints	Customer or brand complaints alleging the product received is counterfeit or not genuine	Sourcing from non-authorised distributors — product condition issues — damaged packaging on received items
Product Condition Complaints	Customer complaints that the product received does not match its listed condition	Sending damaged or opened units to FBA — listing used items as new
Restricted Product Policy Violations	Listing products that require approval or are prohibited on Amazon without the necessary authorisation	Listing in gated categories without approval — listing products with restricted claims or ingredients
Listing Policy Violations	Violations of Amazon’s product listing rules — incorrect category title or image requirements	Adding to existing listings with incorrect product match — altering listing titles or images

The Account Health Rating Score — What Adds and Removes Points

Understanding what affects your AHR score helps you prioritise the actions that protect it most effectively. Amazon has not published the exact weighting formula but based on how the score behaves these are the factors that most significantly affect it:

✅ What Increases Your AHR Score	❌ What Decreases Your AHR Score
Consistently low Order Defect Rate — well under 1%	Any new policy compliance violation added to your account
Successfully resolving and appealing policy violations	A-to-Z Guarantee claims filed against your account
Time — older resolved violations reduce in impact over time	Negative seller feedback — particularly multiple in a short period
High order volume with no defects — builds score over time	Intellectual property complaints — even if later resolved

How Often to Check Your Account Health

The frequency with which you review your account health directly affects how quickly you can respond to problems before they escalate. Here is the recommended review schedule for wholesale FBA sellers at different stages:

Review Trigger	Frequency	What to Check
Routine scheduled review	Weekly — every Monday	Full dashboard — AHR score — all metrics — all policy compliance entries
After receiving a Seller Central notification	Immediately — same day	Identify the specific metric or violation triggering the notification — read the full notification detail
After listing a new product	Within 48 hours of going live	Check for any new IP complaints or policy flags relating to the new listing
After AHR score drops — even if still green	Immediately on noticing the drop	Identify which metric or policy entry changed — investigate the cause before the next regular review

Setting Up Account Health Notifications

Amazon sends email and Seller Central notifications when your account health metrics change significantly or when a policy violation is added to your account. Ensuring these notifications reach you promptly — and that you act on them the same day — is one of the most practical steps you can take to protect your account. Here is how to confirm your notification settings are correctly configured:

Your Weekly Account Health Review Checklist

Weekly Account Health Check	Target	Status
Account Health Rating score	200 or above — green status	☐
Order Defect Rate	Under 1% — green status	☐
Late Shipment Rate	Under 4% — green status	☐
Valid Tracking Rate	Above 95% — green status	☐
Intellectual Property Complaints	Zero active complaints	☐
Product Authenticity Complaints	Zero active complaints	☐
Product Condition Complaints	Zero active complaints	☐
Restricted Product Violations	Zero active violations	☐
Any new unread Seller Central performance notifications	All read and actioned	☐
All checks passed — account health confirmed healthy this week		✅ Clear

Conclusion — Check Weekly and Act the Same Day on Any Alert

Account health problems rarely appear suddenly without warning — they develop gradually through accumulated complaints violations and metric deterioration. The sellers who lose their accounts are usually those who stopped checking their account health regularly or who saw an amber warning and assumed it would resolve itself. A weekly review of the full Account Health dashboard combined with same-day action on any Seller Central notification is the simplest and most effective account protection habit you can build as a wholesale FBA seller. Make it part of your Monday morning routine — it takes under five minutes when everything is healthy and can save your entire business when it is not.

Find your next wholesale brand through our Brands Directory. Research every product with Keepa. Confirm every margin with AMZScout. And protect your account by reviewing your account health every single week using the checklist in this guide.