--- title: "Amazon Seller Metrics: What's Critical for Account Health" description: Certain Amazon seller metrics will impact your ability to sell on the marketplace. Learn which ones matter most to your Account Health here. image: https://www.ecomengine.com/hubfs/images/featured/blog/amazon-seller-metrics.jpg --- [![eComEngine Logo](https://www.ecomengine.com/hubfs/Style%20Guide/Logos%20(svg)/%5BeComEngine%5DLogo-2019-linear.svg "eComEngine Logo")](https://www.ecomengine.com) [Demo](https://www.ecomengine.com/demo) [Free Trial](https://www.ecomengine.com/trial) ** ** ** [Free Trial](https://www.ecomengine.com/trial) ** ** ** [![FeedbackFive icon](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-star-svg.svg "FeedbackFive icon") FeedbackFive Request Amazon Reviews and Feedback ](https://www.ecomengine.com/feedbackfive) [![sellerpulse-menu-icon(teal)](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-pulse-svg.svg "sellerpulse-menu-icon(teal)") SellerPulse Get FBA Insights and Alerts ](https://www.ecomengine.com/sellerpulse) [![RestockPro 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Customize stickers and labels with expiration dates and more | | --- | --- | ](https://www.ecomengine.com/restockpro#stickers) [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/video-svg.svg) | See How It Works Watch a short recording to learn more | | --- | --- | ](https://www.ecomengine.com/restockpro/demo) [VIEW PRICING](https://www.ecomengine.com/pricing#restockpro) #### SellerPulse Features [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-bell-svg.svg) | Operational FBA Analytics See detailed insights for FBA fees, proceeds, sales, and product cost | | --- | --- | ](https://www.ecomengine.com/sellerpulse/fba-analytics) [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-box-svg.svg) | Buy Box Monitoring Find out when you win or lose the Buy Box, including when it's suppressed | | --- | --- | 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Simplify FBA Inventory Management ](https://www.ecomengine.com/restockpro) #### FeedbackFive Features [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-envelop-svg.svg) | Review Automation Send automated review requests or customize your own message | | --- | --- | ](https://www.ecomengine.com/feedbackfive/automation) | ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-bells-svg.svg) | Review Monitoring Quickly identify review trends | | --- | --- | [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-alert-svg.svg) | Listing Alerts Monitor your Amazon listings and reputation 24/7 | | --- | --- | ](https://www.ecomengine.com/feedbackfive/alerts) [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-analytics-svg.svg) | Analytics & Reporting Analyze sales trends and brand 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![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-image-svg.svg) | Listing Changes Detect suppressed listings, hijacker activity, and content changes | | --- | --- | ](https://www.ecomengine.com/sellerpulse/listing-monitoring) [| ![sellerpulse-analyze-returns](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-analyze-returns.svg)   | Analyze Returns Identify FBA return trends over time by ASIN, reason, and disposition | | --- | --- | ](https://www.ecomengine.com/sellerpulse/fba-returns) [| ![sellerpulse-magnifying-chart-svg](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-magnifying-chart-svg.svg)   | FBA Inventory Insights Plan FBA inventory and avoid unnecessary fees | | --- | --- | ](https://www.ecomengine.com/sellerpulse/inventory-returns) [| ![video-icn](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-video-svg.svg)   | See How It Works Watch a short recording to learn more | | --- | --- | ](https://www.ecomengine.com/sellerpulse/demo) [VIEW PRICING](https://www.ecomengine.com/pricing) Resources [** Case Studies ](https://www.ecomengine.com/case-studies) [** Webinars ](https://www.ecomengine.com/webinars) [** Free Tools ](https://www.ecomengine.com/tools) [** Events ](https://www.ecomengine.com/events) [** Help Center ](https://www.ecomengine.com/help) [** Blog ](https://www.ecomengine.com/blog) [** Agencies ](https://www.ecomengine.com/agency/feedbackfive) [** Seller News ](https://www.ecomengine.com/amazon-seller-news) [** Seller Tutorials ](https://www.ecomengine.com/sell-on-amazon) [** Partners ](https://www.ecomengine.com/partners) Guides [Getting More Amazon Reviews ](https://www.ecomengine.com/get-amazon-reviews) [Understanding Amazon Feedback ](https://www.ecomengine.com/amazon-feedback) [Amazon Listing Guide ](https://www.ecomengine.com/amazon-listing) [Amazon Brand Registry ](https://www.ecomengine.com/amazon-brand-registry) [Making the Most of Amazon FBA ](https://www.ecomengine.com/amazon-fba) Social Connect with eComEngine [**](https://twitter.com/intent/user?screen_name=eComEngine) Join Our Email List - Receive our monthly newsletter. - Stay up to date on Amazon policies. - Get tips to grow your business. Search **Menu** ** ** [Log In](https://www.ecomengine.com/login) [Free Trial](https://www.ecomengine.com/trial) --- Join Our Email List - Receive our monthly newsletter. - Stay up to date on Amazon policies. - Get tips to grow your business. # Amazon Seller Metrics: What's Critical for Account Health [![Ellen Sipp-Paris](https://www.ecomengine.com/hubfs/images/headshots/internal/ellen-sipp-paris-headshot.jpg)](https://www.ecomengine.com/blog/author/ellen-sipp-paris) By [Ellen Sipp-Paris](https://www.ecomengine.com/blog/author/ellen-sipp-paris) Amazon is a customer-centric company and it’s no secret that it wants sellers to be, too. To make sure you have the same high customer satisfaction standards as it does, the marketplace has come up with several metrics over the years as a way to measure your performance. And while there are multiple Amazon seller metrics that you must stay on top of, there are a handful that directly impact your selling privileges. Fortunately, Amazon has made them much easier to monitor with the introduction of the Account Health page, which can be found under the Performance menu in Seller Central. If you've been an active seller for a while, you may have noticed some previously used metrics are missing. On the official [Account Health FAQ page](https://sellercentral.amazon.com/gp/help/help.html?itemID=G200285250), Amazon states that some prior performance indicators have been removed in an effort to “increase visibility into the metrics that may affect your ability to sell." So what does this mean? The metrics that remain are the ones that really matter — and you better get them right. Let’s learn more about these important performance targets and what you can do if your account health suddenly takes a turn for the worse. ## Key Amazon Seller Performance Metrics When you visit the [Account Health](https://sellercentral.amazon.com/performance/dashboard) page, you’ll see a breakdown of your customer service performance, policy compliance, and shipping performance. The Amazon seller performance metrics you need to focus on will fall under these categories. It’s imperative that you meet the target threshold for each — failure to do so will see your account penalized, suspended, or even removed. Some metrics are specific to your type of fulfillment, so they may not apply. Keep reading for an explanation of each. ### Order Defect Rate The [Order Defect Rate](https://www.ecomengine.com/blog/order-defect-rate-calculation) (ODR) measures the customer experience you provide by taking the percentage of total orders within the past 60 days that have one or more defects. Order defects are those with: - Negative feedback - A successful [A-to-z Guarantee Claim](https://www.ecomengine.com/blog/amazon-a-to-z-guarantee) - Credit card chargebacks Amazon requires you to maintain an ODR under 1%. ![Chart in Seller Central showing metrics that make up the Order Defect Rate ](https://www.ecomengine.com/hs-fs/hubfs/images/screenshots/amazon/amazon-order-defect-rate.png?width=674&name=amazon-order-defect-rate.png) ### Late Shipment Rate Customers expect to receive a shipping confirmation following a purchase. When that confirmation is later than expected, it poorly impacts the customer experience and can increase claims, negative feedback, and customer complaints. Amazon obviously wants this number to be pretty low. The Late Shipment Rate (LSR) applies only to seller-fulfilled orders and looks at how many orders had a shipping confirmation be completed after the expected ship date. Your LSR is measured in 10- and 30-day periods and must remain under 4%. ### Pre-fulfillment Cancel Rate The Cancellation Rate (CR) also only applies to seller-fulfilled orders and measures the number of order cancellations initiated by the seller (not the customer) in the last 7 days. Amazon requires a CR under 2.5%. ### Valid Tracking Rate Another metric only applicable to seller-fulfilled orders, the Valid Tracking Rate (VTR) refers to the percentage of your packages that have a valid tracking number, something that is very valuable to Amazon customers as they monitor their purchases. Some shipments are exempt. They include: - Heavy and bulky items shipped by a non-Amazon integrated carrier - International shipments from China with an order value lower than $5, including shipping - International shipments shipped from outside of the US and China - Digital orders that can’t be physically shipped, like an audiobook The time window for this metric is 30 days, and Amazon requires you to maintain a VTR greater than 95%. A VTR below this number in a product category could result in restrictions on your ability to sell non-FBA products in that category. *Related Reading: *[*9 Crucial Amazon Performance Metrics for Sellers*](https://www.ecomengine.com/blog/amazon-performance-metrics) ### On-time Delivery Rate The [On-time Delivery Rate (OTDR)](https://www.ecomengine.com/blog/on-time-delivery-rate) refers to the percentage of seller-fulfilled orders delivered by their estimated delivery date across all your tracked shipments. Amazon ideally wants this number to be above 95%. Effective September 25, 2024, sellers must maintain a minimum 90% OTDR without promise extensions to offer seller-fulfilled products on Amazon.com. Interested in Premium Shipping? Eligibility requirements include an On-Time Delivery Rate greater than  93.5%, a Pre-Fulfillment Cancel Rate less than 0.5%, and a Valid Tracking Rate of 99%. ## A Look at Policy Compliance and Your Amazon Account Health Rating In regards to policy compliance, your target should always be zero issues. And while it’s common for violations to occur, it could lead to content being removed or your selling privileges being revoked. The Policy Compliance section impacts both FBA and FBM merchants. It includes: - Suspected [intellectual property violations](https://www.ecomengine.com/blog/intellectual-property-amazon) - Received intellectual property complaints - Product authenticity customer complaints - Product condition customer complaints - Food and product safety issues - Listing policy violations - Restricted product policy violations - Customer product reviews policy violations - Other policy violations - And more ![Amazon Account Health Rating bar showing an at risk account](https://www.ecomengine.com/hs-fs/hubfs/images/screenshots/amazon/seller-central-account-health-rating.png?width=254&name=seller-central-account-health-rating.png) To help you monitor your account health in relation to Amazon’s selling policies, the marketplace has employed a new beta feature, the Account Health Rating (AHR). Your Amazon Account Health Rating takes into account several factors, including: - The number of unresolved policy violations on your account - The severity of the violations - How well you positively impact the customer experience through your selling actions If your rating is labeled at risk or critical, your account could face deactivation. ## What is Amazon’s Account Health Assurance Program? In November 2022, Amazon introduced Account Health Assurance (AHA), a new benefit available to professional sellers who have historically achieved a high AHR. With Account Health Assurance, Amazon will no longer deactivate your account as long as you respond to an Account Health Specialist within 72 hours of a representative contacting you in order to resolve the problem(s). AHA is currently available to professional sellers in the US and Canada who maintain an AHR score of 250 or more for at least 6 months with no more than 10 days below 250. You must also have 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 status on your Account Health page. Learn more about the program in [Seller Central](https://sellercentral.amazon.com/help/hub/reference/GGQY933W4RDPJT29). ## Are Your Amazon Seller Metrics Not Up to Par? Amazon regularly reviews your Account Health performance and will suspend or even deactivate your account if certain Amazon seller metrics are off-target. It’s incredibly important to keep up with any performance notifications received from Amazon — if a representative reaches out to you, answer right away. Leah McHugh, the Listing Compliance Investigator for our good friends over at [ecommerceChris](https://www.ecommercechris.com/), knows that this can be an extremely nerve-wracking time as your account hangs in balance. That being said, Leah does have some good news to share. ![Leah McHugh](https://www.ecomengine.com/hubfs/images/headshots/external/leah-mchugh.jpg) > The good news is, suspensions due to poor seller metrics **can be a lot easier to [appeal](https://www.ecomengine.com/blog/amazon-appeals) than other suspension types**. You don't have to go searching for the reasons for the suspension — something simply went wrong operationally. All you have to do is figure out what needs to change so that issue never happens again. Leah McHugh Listing Compliance Investigator ecommerceChris A well-structured [plan of action](https://sellercentral.amazon.com/gp/help/G200370560?language=en_US&ref=au_G200370560_cont_200205250) can make all the difference — so be sure to do exactly what Amazon is asking of you and never be afraid to consult an expert like Leah when you need more assistance. While we're on the topic, are you wondering what account issue Leah sees the most? **The answer is something every seller must pay attention to.** > The most common suspension we see based on seller metrics is for late ship rate. While most suspensions are triggered after a manual investigation, late ship rate results in an auto-suspension in Q4. ## Start Improving Your Amazon Seller Performance Metrics Today While Q4 is obviously a time to be at your best, make sure you keep your account healthy year-round by staying on top of your Amazon seller performance metrics. Don't put yourself on Amazon's radar! If your ODR is suffering, review your customer service practices and recent feedback received to look for an underlying cause. [FeedbackFive](https://www.ecomengine.com/feedbackfive) can help you with this. The reputation management software provides proactive customer service through polite feedback and review requests that show customers you care about their experience with you. The tool also compiles recent feedback received so you can quickly identify trends that impact your product listings or customer service practices. Lastly, text and/or email alerts for negative feedback allow you to take action faster to turn a poor experience into a positive one. If your shipping practices are to blame, try to identify the issue through any low-performing metrics. The results may require an in-depth review of your entire workflow. Reputable FBA software like [RestockPro](https://www.ecomengine.com/restockpro) can streamline your inventory management to help you stay in stock and simplify shipping to Amazon. You can also get tips for [reducing excess inventory](https://www.ecomengine.com/blog/manage-inventory-health) in Seller Central. Your time is precious, and eComEngine is here to help you work harder *and* smarter to make your business the best it can be! [![Illustration of checklist with text, "Amazon messages compliance checklist" above button with text, "Download now"](https://no-cache.hubspot.com/cta/default/5147382/e9108645-d99f-40c9-8253-2cc5db147b5e.png)](https://cta-redirect.hubspot.com/cta/redirect/5147382/e9108645-d99f-40c9-8253-2cc5db147b5e) ![newsletter-email-laptop](https://no-cache.hubspot.com/cta/default/5147382/interactive-177527396632.png) ![newsletter-email-laptop](https://no-cache.hubspot.com/cta/default/5147382/interactive-177527396632.png) Originally published on July 1, 2021, updated June 16, 2025 This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes. ## You May Also Like These Stories on Amazon [![12:53 AMClaude responded: Illustration of an upward graph with a magnifying glass, with the text "Prime Day Profit Scorecard"Illustration of an upward graph with a magnifying glass, with the text "Prime Day Profit Scorecard"](https://www.ecomengine.com/hubfs/images/featured/blog/prime-day-profit-scorecard.png) ](https://www.ecomengine.com/blog/prime-day-metrics-amazon-sellers) ### [The Prime Day Profit Scorecard: 10 Metrics Amazon Sellers Should Watch Daily](https://www.ecomengine.com/blog/prime-day-metrics-amazon-sellers) June 24, 2026 | [![Illustration of an upward trend chart and reviews, with text reading "Prime Day Review Strategy"](https://www.ecomengine.com/hubfs/images/featured/blog/prime-day-review-strategy.png) ](https://www.ecomengine.com/blog/prime-day-review-strategy) ### [Prime Day Review Strategy: Turn the Traffic Spike Into Long-Term Trust](https://www.ecomengine.com/blog/prime-day-review-strategy) June 22, 2026 | [![Downloadable PDF cover with title "Prime Day Profit Protection Checklist"](https://www.ecomengine.com/hubfs/images/featured/blog/prime-day-profit-protection-checklist.png) ](https://www.ecomengine.com/blog/prime-day-readiness-plan-amazon-sellers) ### [Prime Day Is in June: The Last-Mile Readiness Plan Amazon Sellers Need Now](https://www.ecomengine.com/blog/prime-day-readiness-plan-amazon-sellers) June 8, 2026 | ## No Comments Yet Let us know what you think ### eComEngine 14321 Winter Breeze Drive Suite 121 Midlothian, VA 23113 Call us: [800-757-6840](tel:800-757-6840) Company Legal Software Resources [![GS1 US Channel Partner](https://www.ecomengine.com/hubfs/images/partners/logos/gs1-us-channel-partner.png "GS1 US Channel Partner")](https://www.ecomengine.com/get-gtin-amazon) ![Amazon Marketplace Developer Council Founding Member](https://www.ecomengine.com/hubfs/brand-identity/logos/amazon/amazon-marketplace-developer-council-optimized.png "Amazon Marketplace Developer Council Founding Member") ![Amazon Web Services](https://www.ecomengine.com/hubfs/brand-identity/logos/amazon/amazon-web-services.svg "Amazon Web Services") ![Amazon Selling Partner Appstore Software Partner badge](https://www.ecomengine.com/hubfs/brand-identity/logos/amazon/amazon-software_partners-badge.png "Amazon Selling Partner Appstore Software Partner badge") ![Amazon Marketplace Developer Council Founding Member](https://www.ecomengine.com/hubfs/brand-identity/logos/amazon/amazon-marketplace-developer-council-optimized.png "Amazon Marketplace Developer Council Founding Member") ![Amazon Web Services](https://www.ecomengine.com/hubfs/brand-identity/amazon-web-services.svg "Amazon Web Services") Copyright© 2007-2026 eComEngine, LLC. 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Our [privacy policy](https://www.ecomengine.com/privacy-policy) has more details.* ```json { "@context" : "http://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "US", "addressLocality" : "Midlothian", "addressRegion" : "VA", "postalCode" : "23113", "streetAddress" : "14321 Winter Breeze Drive Suite 121" }, "alternateName" : "eComEngine, LLC", "description" : "Amazon Seller Tools", "email" : "info@ecomengine.com", "image" : "https://www.ecomengine.com/hubfs/images/decorative/illustrations/amazon-seller-tools.png", "logo" : "https://www.ecomengine.com/hubfs/brand-identity/logos/ecomengine-logos/ecomengine-logo-stacked.png", "naics" : "511210", "name" : "eComEngine, LLC", "sameAs" : [ "https://www.facebook.com/eComEngine/", "https://twitter.com/eComEngine" ], "telephone" : "800-757-6840", "url" : "https://www.ecomengine.com" } ``` ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Ellen Sipp-Paris" }, "dateModified" : "2025-06-16", "datePublished" : "2021-07-01", "description" : "Certain Amazon seller metrics will impact your ability to sell on the marketplace. 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