At a glance
Amazon’s headline judgement of your seller account:Good,At Risk, orSuspended. The composite of Order Defect Rate, Cancellation Rate, Late Shipment Rate, Valid Tracking Rate, and policy violations. The single status that determines whether your account stays open and Buy Box-eligible.
Calculation
Calculated automatically from your Amazon (Selling Partner) data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A US FBA seller running 320 ASINs in apparel and accessories on amazon.com only. Settlement currency USD. Card snapshot at 16:40 PT on 18 Apr 26 transitioned fromGood to At Risk.
Drilling into the Account Health Dashboard at the moment of the flip:
Five things to notice that are specific to Amazon:
- Buy Box loss = sales loss, instantly, and
At Risktriggers it across most ASINs. Within 4 hours of the flip toAt Risk, the seller’s Buy Box win rate dropped on roughly 60% of their ASINs. Total Revenue for the next day was 31% lower than the prior Tuesday baseline. The Account Health flip caused more lost revenue in 24 hours than the underlying ODR issue had in the prior 60 days. - Commission erodes 12 to 15% of headline, but Account Health flips erase ~30 to 60% of revenue overnight. This is in a different league of impact. ODR breaches are existential; fee questions are tactical. Always treat an
At Riskrating as the highest-priority operational issue regardless of its arithmetic dollar impact. - The 60-day ODR window means recovery is slow. Even if the seller fixed the root cause (a defective batch from a supplier) on 18 Apr 26, the elevated defect rate stays in the rolling 60-day window for 60 days. The earliest the rating can return to
Goodis roughly mid-Jun 26. Pair with ODR to watch the daily moving average decay. - Amazon-first buyers don’t migrate to your DTC site. During the 60-day recovery window, the seller’s instinct was to push DTC ads to recover the lost Amazon revenue. Click-through was decent (1.8%) but conversion was 0.3% (vs Amazon’s 14% on the same SKUs). The customer cohorts are different; you can’t substitute one for the other on short notice.
- Out-of-stock punishes you for weeks, even after Account Health recovers. The same seller had two top ASINs go OOS during the 60-day rebuild because they over-corrected on QC and rejected supplier deliveries. By the time Account Health returned to
Goodin Jun 26, those two ASINs had lost their organic search rank and took another 4 to 6 weeks to fully recover Buy Box win rate. Account Health and inventory have to be managed in parallel; sequential rebuild does not work.
Sibling cards merchants should reference together
Account Health is the single most-watched Amazon KPI for hybrid and Amazon-first sellers. Pair it with these to diagnose and recover:Reconciling against the vendor’s own dashboard
Where to look in Amazon Seller Central:- Performance → Account Health is the canonical view, with the headline rating, every input metric, and the threshold for each.
- Performance → Customer Service Performance shows the customer-service contributors (response time, late response rate).
- Performance → Notifications lists the policy violations and warnings that contribute to the rating.
Cross-connector reconciliation:
Known limitations / merchant FAQs
My rating just flipped toAt Risk. What do I do in the next hour?
Triage in this order: (1) Open Performance → Account Health to identify which input metric breached its threshold. (2) For ODR breaches, pull the underlying complaints (negative feedback, A-to-Z claims, chargebacks) and respond to anything resolvable today. (3) For Cancellation Rate breaches (FBM only), pause any SKU you cannot reliably fulfil within the promised window. (4) For Late Shipment Rate breaches, escalate with your fulfilment partner; this is the fastest input metric to recover. (5) Submit a Plan of Action through Seller Central if Amazon has flagged anything beyond the threshold breach. Don’t wait for Amazon to suspend you, the moment is now.
How does this differ from Net Revenue or Total Revenue dropping?
Account Health is a leading indicator of revenue collapse, not a measurement of revenue itself. A Good rating means Buy Box is unrestricted; At Risk means Buy Box is throttled (you’ll see Total Revenue drop within 24 hours); Critical or Suspended means listings deactivate (revenue can drop to near-zero overnight). The two cards together tell the full story: this card flags the cause, Total Revenue shows the consequence.
FBA fees keep going up, does that affect Account Health?
Not directly. Fees are commercial; Account Health is performance. But high fees can indirectly contribute if they push you to switch a top SKU from FBA to FBM to save margin, then your FBM Late Shipment Rate or Valid Tracking Rate degrades because you’re not set up for self-fulfilment volume. The pattern: brands with At Risk ratings often went there 60 to 90 days after a strategic FBA-to-FBM switch they weren’t operationally ready for.
ACOS, will my Amazon Ads team see the impact?
Yes, immediately. Account Health flips degrade Buy Box, which inflates ACOS (clicks no longer convert to you). Your Amazon Ads team will see ACOS rise 20 to 80% within hours of the flip. Tell them the cause; they’ll otherwise spend a week chasing keyword bids and creative when the issue is performance-side. Cross-check on Amazon Ads ACOS.
Multi-marketplace, do EU and US share a rating?
No. Amazon US (amazon.com) is a separate seller account from Amazon Europe (UK + DE + FR + IT + ES + NL + SE + PL + TR), each with its own rating. Amazon Japan, Canada, Australia, India, Mexico, Brazil are all separate again. A US At Risk does not affect EU Buy Box. The card displays each region separately when both connectors are connected. The exception: a global compliance violation (counterfeit, IP infringement, restricted product) can lead Amazon to take action across regions concurrently, in practice this is rare and triggered by Brand Registry / Legal teams not the Account Health algorithm.
When will the money actually arrive after Account Health recovers? Settlement timing matters.
The disbursement cycle does NOT pause when Account Health degrades; pending settlements continue to clear on the standard 14-day cycle. What changes is future revenue: the ASINs lose Buy Box, fewer orders happen, fewer settlements queue up. Once you recover the rating, the orders flow through normally and disburse 14 days later. So the cash impact lags the revenue impact by 14 days both on the way down and on the way back up. See Pending Settlement.
Return-window confusion, do returns issued outside Amazon’s standard window count toward ODR?
Sometimes. Amazon’s standard return window is 30 days from delivery (longer for some categories during Q4 holiday season). Returns inside the window are baked into the buyer experience and don’t always count toward ODR. Returns outside the window that you accept as goodwill typically don’t count, but if the customer escalates to A-to-Z or files a chargeback, those DO count. The safe rule: minimise A-to-Z claims and chargebacks at all costs; ordinary refunds are operationally costly but not as damaging to Account Health.
Why isn’t the Shopify-Amazon channel app affecting this?
Because the Shopify channel app is a publishing tool, it has no signal on Account Health. The SP-API is the source of truth. Even if you use the channel app to manage listings, this card pulls the rating directly from Amazon’s API, not from anything Shopify-side. Disable the channel app or filter tags = "amazon" in Shopify if you want clean separation; it has no bearing on Account Health.
Why does today’s rating sometimes flicker between Good and Fair?
Two reasons. (1) Amazon’s algorithm computes the rating roughly hourly; a single A-to-Z claim being filed and then resolved within the same hour can cause a brief flicker. (2) The SP-API can briefly return stale state during outages or rate-limit backoffs. If you see flicker, wait 4 hours and re-check, the steady-state rating is what matters. A persistent flicker between Good and At Risk typically means you’re sitting right at one of the threshold edges (e.g. ODR at 0.98% with the threshold at 1%), in which case any single negative customer experience can flip you. Treat that as At Risk operationally.