Operations
Amazon Account Health, Explained
The metrics Amazon watches, why they matter, and how to keep a seller account in good standing.
Your seller account is the foundation of the business. If Amazon restricts it, sales stop. Account health is how Amazon measures whether a seller is meeting its performance and policy standards.
What Amazon measures
- Customer service performance, including order defect rate.
- Policy compliance, including intellectual property and product safety.
- Shipping performance for seller-fulfilled orders.
- An overall Account Health Rating summarizing policy compliance.
Common risks
Intellectual property complaints, product safety or authenticity complaints, restricted product listings and review policy violations are among the most common causes of listing removal or account action.
Staying in good standing
- Check account health daily.
- Respond to buyer messages promptly.
- Keep listings accurate and compliant.
- Never incentivize or manipulate reviews.
- Address warnings quickly with documented fixes.
When something goes wrong
If Amazon takes action, the response usually requires identifying the root cause, fixing it and submitting a clear plan of action. Outcomes are at Amazon's discretion, which is why prevention matters more than appeals.
Related services
This article is general information, not financial, legal or tax advice. Amazon policies change; confirm current requirements in Seller Central.
