A Comprehensive Guide to Maintaining a Healthy Amazon Account

August 17, 2023

Your Amazon account health is the lifeblood of your success as a seller on the platform. An account in good standing not only ensures your products' visibility but also builds customer trust and enhances your long-term prospects. 

This guide will walk you through the key aspects of maintaining a "green" Amazon account health rate, ensuring a smooth and prosperous journey as an Amazon seller.

Understanding Amazon Account Health

Amazon account health is measured through various performance metrics that reflect how well you're meeting Amazon's standards and customer expectations. These metrics include:

  • Order Defect Rate (ODR): This includes negative feedback, A-to-z Guarantee claims, and chargebacks. Aim to keep this rate below 1%.
  • Late Shipment Rate: This represents the percentage of orders that you ship after the expected ship date. It's best to keep this rate under 4%.
  • Pre-Fulfillment Cancel Rate: This is the percentage of orders you cancel before they're shipped. Maintain this rate below 2.5%.

Maintaining a "Green" Account Health

1. Offer Accurate Product Information

Provide accurate and detailed product descriptions, images, and specifications. Misleading information can lead to disappointed customers and negative feedback.

2. Competitive Pricing

Regularly review your product prices to ensure they are competitive within your niche. Overpriced products can deter potential buyers, affecting your conversion rates.

3. Timely Order Fulfillment

Ship orders promptly and within the expected timeframe. Use Amazon's shipping and fulfillment services for reliable and fast order processing.

4. Efficient Inventory Management

Monitor your inventory levels to prevent running out of stock. Consistently available products maintain your sales momentum and reduce the risk of order cancellations.

5. Quality Customer Service

Respond promptly to customer inquiries and address any concerns professionally. Excellent customer service can prevent negative feedback and boost your seller rating.

6. Optimize Listings for Search

Use relevant keywords and well-crafted product titles and descriptions to improve visibility in search results. This can drive more organic traffic to your listings.

7. Proper Packaging

Ensure your products are well-packaged to prevent damage during transit. This reduces the likelihood of returns due to damaged items.

8. Handle Returns Efficiently

Process returns promptly and professionally. A seamless return process can turn a potential negative experience into a positive one.

9. Monitor Performance Metrics

Regularly monitor your performance metrics in the Amazon Seller Central dashboard. Identify areas that need improvement and take proactive steps.

10. Monitor Customer Feedback

Pay attention to customer feedback and address negative comments constructively. Use feedback as a tool for continuous improvement.

11. Use Fulfillment by Amazon (FBA)

Consider using FBA to leverage Amazon's efficient fulfillment and shipping services. FBA products often come with improved visibility and Prime eligibility.

12. Stay Informed About Amazon Policies

Stay up-to-date with Amazon's policies and guidelines. Violations can lead to account suspensions or restrictions.

Regular Check-ins and Improvement

Maintaining a healthy Amazon account isn't a one-time task; it requires ongoing effort.

Regularly review your account health metrics and take proactive measures to address any areas of concern.

Continuously seek ways to enhance your customer experience, streamline your operations, and adapt to changes in the Amazon landscape.


Your Amazon account health is an essential component of your success as an Amazon seller. By focusing on accuracy, efficiency, excellent customer service, and ongoing improvement, you can keep your account health "green."

This not only ensures a smooth selling experience but also fosters trust and loyalty among your customers, setting the stage for a thriving and prosperous e-commerce journey on the platform.

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