Account health, ads, inventory and fulfilment · ODR, VTR and late shipment
Account health rate
The three rates that can suspend an account, what each one counts, and the weekly routine that keeps them visible.
Key facts
| Order Defect Rate | Orders with negative feedback, A-to-z claims or chargebacks, divided by total orders; commonly targeted below 1% |
|---|---|
| Valid Tracking Rate | Seller-fulfilled orders with a valid carrier scan, divided by seller-fulfilled orders; commonly targeted above 90% |
| Late Shipment Rate | Orders confirmed after the promised ship date; commonly targeted below 4% |
| Cancellation Rate | Seller-cancelled orders before shipment; a separate signal reviewed alongside the defect rate |
| Update cadence | Metrics refresh daily, but a single severe event can trigger review before a weekly average moves |
| Official source | Seller Central Account Health page and the performance notification for your marketplace |
The three rates that can suspend you
Order Defect Rate is the one sellers fear, but it is a lagging indicator: by the time it crosses 1%, the underlying service failure has been happening for weeks. It bundles negative feedback, A-to-z claims and chargebacks, so a shipping problem and a product problem can land in the same number.
Valid Tracking Rate and Late Shipment Rate are leading indicators for seller-fulfilled orders. A missing carrier scan is often an integration problem rather than a late parcel, so check the label source before changing handling time.
What actually moves the rate
Most defects come from a small number of SKUs or a single carrier lane. Export the order-level data, group defects by ASIN and by destination, and fix the worst group first. Raising handling time hides the symptom and costs conversion.
Build a weekly ten-minute review: open account health, list any new notifications, check the defect orders, and record the action. The record matters when you appeal a suspension and need to show a corrective process rather than an apology.
Frequently asked questions
How often are the metrics updated?
The page refreshes daily and some metrics use a rolling window. A severe event can trigger a review before the rolling average visibly moves.
Do FBA orders count against these rates?
The seller-fulfilled metrics such as valid tracking and late shipment do not apply to FBA orders in the same way. FBA has its own inventory and policy performance signals, so read both sections.
Can one bad week suspend an account?
It can trigger a review. The published thresholds are the normal trigger, but repeated or severe violations can be acted on sooner. Keep evidence of corrective action.
Does a customer message affect account health?
Only if it becomes a negative feedback, claim or chargeback. Response time is measured separately in the customer service experience.
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