Amazon Account Health Dashboard Explained: A Complete Guide for India Sellers

The Amazon Account Health Dashboard (Seller Central → Performance → Account Health) tracks the metrics that determine whether your account stays in good standing — Order Defect Rate, Late Shipment Rate, Valid Tracking Rate, policy compliance, and product authenticity. Breaching any one of these thresholds is the single biggest predictor of a suspension. Understanding what each metric means and where your thresholds sit is the difference between catching a problem early and finding out about it the day your account goes suspended.

What the Account Health Dashboard Actually Shows

The dashboard is organized into a few core sections, each tracking a different risk to your selling privileges:

1. Customer Service Performance

These are the metrics most likely to trigger an automatic, algorithm-driven suspension — no human review happens before the flag, which is why catching a slipping metric early matters more here than anywhere else on the dashboard.

2. Policy Compliance

This section tracks violations tied to Amazon's selling policies rather than performance numbers — restricted product issues, listing policy violations, and intellectual property complaints. Unlike the performance metrics above, these are usually triggered by a specific incident rather than a gradually declining number.

3. Product Authenticity

Tracks customer complaints and any verification requests related to whether your products are genuine. This section becomes especially relevant if Amazon requests supplier invoices — a common flag for newer sellers or those in categories with frequent counterfeit issues.

4. Account Health Rating (AHR)

A newer, consolidated score Amazon has rolled out that summarizes overall account risk into a single rating. It's designed to give sellers an early-warning signal before any individual metric crosses a hard threshold — worth checking regularly even if every individual metric currently looks fine.

How Often You Should Actually Check It

• Weekly at minimum for any account doing meaningful order volume — metrics can shift fast with even a short run of late shipments or a batch of negative reviews
• Immediately after any operational change — new courier partner, new warehouse, new supplier — since these are the moments most likely to introduce a metric problem
• Daily during peak season (festive sales, major deal events) when order volume spikes make it easier for a metric to drift before you notice

What to Do When a Metric Is Trending Toward Risk

1. Identify the specific driver. A rising ODR could be driven by one problematic SKU, one courier partner, or a batch of orders from a specific period — find the pattern before reacting broadly.
2. Fix the operational root cause, not just the symptom — e.g., switching couriers for late shipments, not just apologizing to affected customers.
3. Document what you changed and when — this becomes essential if the metric does cross the threshold and you need to submit a Plan of Action, since Amazon wants to see corrective action already underway, not started only after suspension.
4. Recheck weekly until the metric stabilizes back to a safe margin below the threshold, not just below it.

If a metric does cross the threshold and your account gets suspended, our companion guide on Amazon account suspension and reinstatement in India walks through the full appeal process.

Common Mistakes Sellers Make With Account Health

• Only checking the dashboard after a warning email — by then a metric has often already been trending badly for weeks
• Treating one bad week as noise when it's actually the start of a pattern — a short spike is normal, a multi-week trend is not
• Not assigning clear ownership — on many small teams, no one person is responsible for checking account health, so early warning signs go unnoticed
• Ignoring the Account Health Rating in favor of only watching individual metrics — the consolidated score often flags risk earlier