How to improve your account health and avoid suspension on Amazon

Selling on Amazon comes with many opportunities, but it also comes with strict policies. If you don’t follow Amazon’s rules, your account health can suffer, leading to warnings, penalties, or even suspension. Once an account is suspended, getting it reinstated can be difficult and time-consuming.

To keep your business running smoothly, you need to maintain good account health and take proactive steps to avoid suspension. In this guide, we’ll cover the key factors that impact account health and how you can improve them using Amazon seller account management services and effective Amazon listing optimization service strategies.

What is Amazon account health?

Amazon’s Account Health Rating (AHR) is a system that measures how well your account is complying with Amazon’s policies. It considers factors such as:

• Order defect rate (ODR) – The percentage of orders with negative feedback, chargebacks, or A-to-Z claims.
• Cancellation rate – How often sellers cancel orders before shipping.
• Late shipment rate – The percentage of orders shipped after the expected date.
• Policy violations – Any violations of Amazon’s rules, such as selling restricted products or using misleading product listings.

Amazon continuously monitors these factors. If your account health score drops too low, you risk getting warnings, restrictions, or suspension.

How to improve your Amazon account health

To avoid issues with your account, follow these best practices:

1. Maintain a low order defect rate (ODR)

Your ODR should stay below 1%. This means you need to minimize:

• Negative feedback – Provide great customer service and resolve complaints quickly.
• A-to-Z claims – If a customer files a claim, respond promptly and offer a resolution.
• Chargebacks – Avoid payment disputes by clearly stating your return and refund policies.

2. Ship orders on time

Late shipments can hurt your account health. To prevent this:

• Use Fulfillment by Amazon (FBA) to let Amazon handle shipping.
• If using Fulfillment by Merchant (FBM), make sure to ship orders before the deadline.
• Set realistic handling times to avoid delays.
• Use reliable shipping carriers with tracking to ensure on-time delivery.

3. Keep cancellation rates low

Amazon expects sellers to keep their order cancellation rate below 2.5%. To achieve this:

• Keep inventory updated to avoid overselling.
• Use Amazon inventory management tools to track stock levels.
• If an item is out of stock, pause the listing instead of canceling orders.

4. Respond to customer messages quickly

Amazon requires sellers to respond to customer inquiries within 24 hours. Failing to do so can impact your account health. To improve response time:

• Set up email alerts for new messages.
• Use automated responses for common inquiries.
• Hire a customer support team or use an Amazon seller account management service to handle messages.

5. Avoid policy violations

Amazon has strict rules about what you can and cannot sell. To stay compliant:

• Regularly check Amazon’s restricted product list.
• Avoid using misleading product titles, descriptions, or images.
• Follow intellectual property rules to prevent copyright or trademark violations.
• Use Amazon listing optimization service to ensure your listings meet Amazon’s guidelines.

6. Monitor your account health dashboard

Amazon provides a dedicated Account Health Dashboard where you can track your performance metrics. Check it regularly to:

• Identify potential issues before they become serious.
• Take action on Amazon warnings immediately.
• Maintain compliance with Amazon’s selling policies.

7. Handle customer returns professionally

Amazon has a customer-first policy, which means you need to process returns smoothly. To do this:

• Accept returns within Amazon’s return policy timeframe.
• Refund customers promptly to avoid complaints.
• If a product is frequently returned, analyze the issue and update the listing with clearer product details.

8. Keep product listings accurate and optimized

Misleading or incomplete listings can lead to high return rates, negative reviews, and listing suspensions. To ensure your listings are optimized:

• Use clear and high-quality product images.
• Write detailed and accurate descriptions.
• Use an Amazon listing optimization service to improve your content and ensure compliance.

9. Stay updated on Amazon policy changes

Amazon frequently updates its policies. Stay informed by:

• Reading Amazon’s Seller News updates.
• Joining Amazon seller forums for discussions on new changes.
• Using Amazon seller account management services to stay compliant.

10. Appeal suspensions correctly

If your account gets suspended, you need to submit a strong appeal. Follow these steps:

• Identify the reason for suspension by checking the Account Health Dashboard.
• Prepare a Plan of Action (POA) explaining how you will fix the issue.
• Be clear and professional in your response.
• Submit the appeal through Seller Central and follow up if needed.

Final thoughts

Maintaining good account health on Amazon requires consistent monitoring and proactive management. By keeping order defect rates low, shipping on time, following policies, and optimizing your listings, you can avoid account suspension and grow your business successfully.

If you need expert assistance, consider using Amazon seller account management services to handle compliance, optimize listings, and ensure smooth operations. Investing in an Amazon listing optimization service can also help improve product visibility and conversions, reducing the chances of poor performance.

By following these best practices, you can protect your account and continue selling on Amazon without disruption.