Understanding Amazon's Account Health Rating (AHR)
Amazon introduced the Account Health Rating (AHR) as a single composite score replacing the older dashboard of individual metrics. The AHR ranges from 0 to 1000. Scores above 200 are considered "Healthy." Between 100–199 is "At Risk." Below 100 is "Critical" — triggering automated deactivation in some cases.
The AHR combines performance metrics (ODR, shipping SLA compliance, cancellation rate) and policy compliance (violation count and severity) into a single number. This shift means a single serious policy violation can devastate your score even if all your performance metrics are excellent — and vice versa.
The Critical Performance Metrics
Order Defect Rate (ODR)
Target: Below 1% (rolling 60 days). ODR counts orders resulting in negative feedback (1 or 2 stars), A-to-Z Guarantee claims, or credit card chargebacks. Even a single A-to-Z claim can significantly spike ODR on a low-volume account. Resolution path: engage buyers proactively when issues arise, issue refunds for legitimate complaints before they escalate to A-to-Z claims, and regularly audit your negative feedback for removal eligibility.
Late Shipment Rate (LSR)
Target: Below 4% (rolling 10 days and 30 days). For self-fulfilled orders, LSR measures shipments confirmed after the promised ship date. Amazon expects same-day or next-day dispatch in most categories. Easy Ship and FBA sellers have Amazon managing this metric for them, which is a significant argument for switching fulfilment models if LSR is a recurring issue.
Valid Tracking Rate (VTR)
Target: Above 95%. Amazon requires valid tracking on all self-fulfilled orders in most categories. Using unregistered courier services or local transport without tracking is the most common VTR failure. Stick to Amazon-recognised courier partners: Delhivery, Blue Dart, Ecom Express, XpressBees, and others listed in Seller Central.
Policy Compliance: The Invisible Risk
Policy violations are issued by Amazon when listings, seller behaviour, or products violate Amazon's Seller Code of Conduct or restricted products policies. Common violation triggers for Indian sellers include:
- Listing FSSAI-regulated food products without the required FSSAI number in the listing
- Electronics listings that don't include BIS certification details
- Intellectual property complaints from brand owners (even valid resellers can receive complaints if the brand disputes authorisation)
- Review manipulation — even requesting a review in a product insert in a way Amazon deems manipulative
- Selling in restricted categories without prior approval
Appealing an Account Suspension
Account suspensions on Amazon.in are resolved through the Performance Notifications section in Seller Central. You'll see the reason for suspension and a link to appeal. The appeal requires a Plan of Action (POA) — a structured response addressing: root cause of the violation, immediate corrective actions taken, and long-term preventative measures implemented.
A strong POA is specific, fact-based, and forward-looking. Avoid emotional language, blame-shifting, or generic promises. Amazon reviewers read hundreds of POAs — specificity signals credibility. If your POA is rejected, you can escalate by submitting additional evidence and requesting a second review through the same Performance Notifications portal.
Proactive Account Health Management
The best account health strategy is prevention. Schedule a weekly 30-minute account health review: check AHR score, review any new notifications, audit ODR breakdown (which specific orders drove defects), and verify shipping performance. The sellers who maintain consistently high AHR scores treat account health as a non-negotiable weekly operational habit, not a crisis management exercise.
If you're scaling to high order volumes or managing multiple ASINs, consider working with a managed account partner who monitors these metrics daily and alerts you to anomalies before they become violations. Account health management is a discipline — and one that protects the significant investment you've made in your Amazon business.