The Amazon Account Health Dashboard is where you can see the current status of your seller account. It shows whether your account is at risk and highlights any issues that need attention.
The dashboard is designed to help you stay ahead by identifying issues early and guiding you through the steps to fix them.
This Amazon Account Health guide focuses on what you will actually see inside Seller Central, with an explanation of the main metrics and how to proceed when issues arise.
Where to Find the Account Health Dashboard
You can access the dashboard directly from Seller Central. Go to the side bar, open the Performance tab, and click on Account Health.
Once you are inside, you will see a full overview of your account status. This page works as your main reference point for compliance, performance, and risk.
Understanding the Account Health Rating (AHR)
The Account Health Rating (AHR) is a score that reflects how well your account performs in terms of compliance and customer experience.
This score updates continuously. When you resolve issues, it improves. When new problems appear, it drops. It gives you a quick way to understand whether your account is safe or at risk.
The best possible score you can get is 1000. When your score surpasses the 200 mark, you’re officially in the “Healthy” status and avoiding deactivation. However, we recommend staying above the 20 mark. Why? We’ll see more on that later.
The system is pretty intuitive. Amazon sets a minimum threshold that sellers must maintain. Falling below that level can lead to restrictions or even account deactivation. Policy violations tend to have the biggest impact on this score, so they should always be treated as a priority.
Your AHR score can indicate your account is:
- Healthy (Green)
- At risk (Yellow)
- Critical (Red)
The status depends on several factors. One of the main issues that can greatly affect your AHR is policy violations. Their range of severity varies too:
What Actually Gets Amazon Seller Accounts in Trouble
Most of the issues that impact account health are not new or surprising. Late shipments, product defects, intellectual property complaints. These are all well known.
The problem is not awareness. It is execution.
In most cases, accounts do not go down because of a single major issue. They go down because smaller issues are ignored until they stack up.
We see this often with compliance and verification requirements.
For example, the INFORM Act has become a major trigger for account suspensions. Amazon sets a deadline to submit verification documents. If that deadline is missed, the account can be deactivated without much warning. Many of the accounts we receive from other agencies were suspended simply because this step was ignored or delayed.
The same pattern applies to product compliance.
You may still be able to sell initially, even if documentation or testing is missing. But over time, Amazon will require that information. If it is not submitted through their portal using approved vendors, the listing will eventually be deactivated.
These are not edge cases. They are common scenarios.
The biggest takeaway is simple. Pay attention to your main dashboard and your Account Health Rating. Amazon surfaces issues early, but if those alerts are ignored, the consequences escalate quickly.
How the Dashboard Is Structured
The Account Health Dashboard is Amazon’s central hub from which you can manage pretty much all aspects of your business that Amazon considers to be crucial. It is divided into three main sections. Each one represents a different area of performance that Amazon tracks closely. They are:
- Customer Service Performance
- Policy compliance
- Shipping Performance
Let’s go through them one by one.
1. Customer Service Performance
This section focuses on how you handle orders and customer interactions.
Relevant metrics:
- Order Defect Rate (ODR): Measures negative customer experiences, including bad feedback, A-to-z claims, and chargebacks
- Negative Feedback: Percentage of orders with poor customer reviews
- A-to-Z Guarantee Claims: Claims filed by customers when they are unhappy with an order
- Chargeback Claims: Payment disputes initiated by customers through their bank
These metrics reflect the buyer experience. If they exceed Amazon’s limits, your account will face warnings or restrictions. Keeping them under control is all about maintaining trust with both customers and the platform.
2. Policy Compliance
This is the most sensitive part of the dashboard. It includes all violations related to Amazon’s policies.
Relevant issues:
- Suspected Intellectual Property Violations: These appear when Amazon detects potential misuse of a brand, trademark, or copyrighted content, even before a formal complaint is submitted.
- Received Intellectual Property Complaints: These are direct complaints from rights owners. They carry more weight and often require immediate action, such as removing the listing or submitting proof of authorization.
- Product Authenticity Customer Complaints: These occur when customers report that a product may not be genuine. Even a small number of these complaints can significantly impact your account.
- Product Condition Customer Complaints: These are tied to items arriving damaged, used, or not matching the listing description. Very common.
- Food and Product Safety Issues: These violations relate to products that may pose a risk to customers or do not meet safety regulations. They are treated with high priority by Amazon.
- Listing Policy Violations: These include issues with product content, such as restricted claims, incorrect information, or prohibited keywords in titles, bullet points, or images.
- Restricted Product Policy Violations: These occur when a product does not meet Amazon’s eligibility requirements for sale. This can include restricted categories, missing approvals, or products that require specific documentation before being listed.
- Customer Product Reviews Policy Violations: These are related to improper review practices, such as incentivizing reviews, manipulating feedback, or violating Amazon’s review guidelines. Even indirect actions can trigger these violations.
How to Prioritize Account Health Issues
Not all issues inside the Account Health Dashboard carry the same level of risk.
When multiple problems appear at once, the goal is not to fix everything at the same time. It is to prioritize correctly.
Start with anything that has a hard deadline.
Issues tied to compliance, verification, or documentation requests should always come first. These are time-sensitive and can lead directly to account suspension if missed.
Next, focus on anything that impacts your ability to sell.
This includes listing suppressions, product deactivations, or Buy Box issues. If a problem affects product availability or conversion, it needs immediate attention.
Then move to performance-related metrics.
Shipping delays, defect rates, and customer feedback should still be addressed quickly, but they typically build over time rather than causing immediate shutdowns.
A simple rule to follow is this:
If it affects your selling privileges or product availability, it is priority one.
Once an account loses selling privileges, recovery becomes significantly more difficult. That is why prioritization matters more than speed.
How to Submit an Appeal
Each policy violation is a case on its own. Many sellers face minor issues related to product categories or listing compliance, while others deal with bigger issues, such as restricted ingredients in their products or missing required documents to support them.
Generally, you will submit an appeal if a policy violation happens. You can do this directly from the Account Health dashboard. First, you have to click on the issue. In this case, a Restricted Products Policy violation:
Then, click on Submit appeal:
Here is where you will get a chance to lay out your entire case to Amazon. Take it. Upload every relevant document and be crystal clear on what the issue is and what you’ve been doing to resolve it:
What a Strong Amazon Appeal Actually Looks Like
Submitting an appeal is not about explaining what happened. It is about proving that the issue is fully understood and will not happen again.
Amazon expects a clear structure in every Plan of Action.
A strong appeal typically includes three elements:
Root Cause
You need to explain exactly why the issue occurred. This should be specific and take full responsibility. General statements or vague explanations usually lead to rejection.
Corrective Actions
Outline what has already been done to fix the issue. This may include operational changes, supplier updates, process improvements, or removing affected listings.
Preventive Measures
Explain what systems are now in place to prevent the issue from happening again. This is where most appeals fall short.
For example, in a shipping-related suspension, a strong appeal does not just mention delays. It explains how logistics were adjusted, how handling times were updated, and how processes are now monitored daily.
In product quality cases, the appeal should address sourcing, packaging, and shipping controls, along with any internal reviews or inspections completed.
The goal is to show Amazon that the issue is resolved at the root level, not just temporarily fixed.
The clearer and more structured your appeal is, the faster Amazon can review and approve it.
3. Shipping Performance
Here, you will evaluate how efficiently you handle shipping and delivery, especially if you fulfill orders yourself. Shipping Performance is crucial for FBA sellers too, especially when timing your stock orders and measuring restock limits.
Relevant metrics:
- Late Shipment Rate: Percentage of orders shipped after the expected handling time
- Pre-fulfillment Cancel Rate: Orders canceled before shipment
- Valid Tracking Rate: Percentage of shipments with valid tracking information
- On-time Delivery Rate: Orders delivered within the promised timeframe
Shipping performance helps you build a reliable delivery experience, which greatly impacts your visibility and more.
Account Health Assurance
Amazon offers Account Health Assurance, a service that really helps sellers prevent major issues.
It works like this: When signed, Amazon will automatically send you a notification about an issue related to your Account Health 72 hours before it escalates. They define it as an “extra layer of protection”. And they’re not wrong. For most issues, those 72 hours are a lifesaver. All information and methods explained before still apply, but you will have a larger time window to evaluate, correct, and appeal any issues.
How to Sign Up For Account Health Assurance
AHA is available to professional sellers who maintain an Account Health Rating (AHR) score of 250 or higher for at least 6 months with no more than 10 days below 250. You also need a valid emergency contact number on file.
You will receive an email confirming your enrollment as soon as you’re eligible, and you can check your progress toward becoming eligible on the eligibility page.
How the AHR Notifications Work
Once you’re qualified, you will receive all relevant warnings in the Performance Notifications section:
They look like this:
Amazon will give you a detailed breakdown of what the issue is and what you can do to prevent it:
After reading it, you can decide whether the claim is legitimate and provide whatever Amazon is asking of you, or rather, go for an appeal. It’s in your hands
Conclusion
The Amazon Account Health Dashboard gives you a clear view of how your account is performing and where potential risks may appear. It’s important to understand, though, that most problems do not come from a single major violation. They tend to build over time when smaller issues are ignored or delayed.
Amazon Account Health FAQs
What is the Amazon Account Health Dashboard?
The Account Health Dashboard is a section inside Seller Central that shows the overall status of your account. It tracks performance metrics, policy violations, and your Account Health Rating, helping you identify risks before they escalate.
What is a good Amazon Account Health Rating (AHR)?
A score above 200 is considered healthy, but experienced sellers aim to stay well above that threshold. A higher score gives you more buffer and reduces the risk of account restrictions or deactivation.
What happens if my Account Health Rating drops?
If your AHR drops, your account may move into an at-risk or critical status. This can lead to warnings, listing restrictions, or full account suspension if issues are not resolved quickly.
What are the most common Amazon account health issues?
The most common issues include intellectual property complaints, product authenticity complaints, listing policy violations, and customer experience metrics like Order Defect Rate. These issues tend to build over time rather than appear all at once.
How often should I check my Account Health Dashboard?
Most sellers should check it at least a few times per week. High-volume accounts or brands managing multiple SKUs should review it daily to catch issues early.
What is the fastest way to fix an Amazon policy violation?
The fastest approach is to fully understand the violation, correct the issue at the listing or operational level, and submit a clear appeal with supporting documentation. Partial fixes or vague responses often lead to delays.
What should I include in an Amazon appeal?
A strong appeal clearly explains the root cause of the issue, the actions taken to resolve it, and the steps implemented to prevent it from happening again. Supporting documentation strengthens your case.
Can Amazon suspend my account without warning?
Yes. While Amazon sometimes provides advance notice, especially through Account Health Assurance, some violations are triggered automatically and can result in immediate action.
What is Amazon Account Health Assurance (AHA)?
Account Health Assurance is a program that gives eligible sellers advance notice of potential issues, typically 72 hours before escalation. It allows time to resolve problems before they impact the account.
How do I qualify for Amazon Account Health Assurance?
You must maintain an Account Health Rating above 250 for a sustained period, meet performance requirements, and have valid contact information on file.
Are all policy violations equally serious?
No. Some violations, such as intellectual property complaints or product safety issues, carry significantly more weight than others and should be treated as high priority.
How do I prevent Amazon account health issues long term?
The best approach is consistent monitoring, maintaining accurate listings, following Amazon’s policies, and addressing small issues early before they build into larger problems.
Stay Ahead of Account Health Issues Before They Escalate
Most account suspensions do not come from a single issue. They build over time as smaller problems go unresolved.
If your Account Health Dashboard is showing warnings, or you are unsure how to handle a violation or appeal, this is the right time to take a closer look.
We work with a limited number of brands to help identify risks, resolve issues correctly, and build processes that prevent them from coming back.
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