Amazon Account Health and ODR: the daily check
Direct answer: Account Health is the daily go/no-go for selling. Order Defect Rate must stay under 1%. Late shipment, cancellations, valid tracking, and policy compliance sit next to it. From 31 August 2026, Amazon can deactivate a failing FBM offer without taking down the account — which is how an advertised ASIN goes dark while spend continues.
The daily dashboard
| Metric | Amazon floor | Operator alert | Cadence |
|---|---|---|---|
| Order Defect Rate (ODR) | < 1% | 0.5% | Daily |
| Late Shipment Rate | < 4% | 2% | Daily (FBM) |
| Cancellation Rate | < 2.5% | 1.25% | Daily |
| Valid Tracking Rate | > 95% | 95% | Daily (FBM) |
| Policy / listing suppressed | Green | Any warning | Daily |
Thresholds are Amazon’s published performance targets. Confirm them on your Account Health page — Amazon can tighten a metric without a blog post you will see.
Why this is a PPC problem
A suppressed or deactivated offer still sits in Sponsored Products until someone pauses it. You pay for clicks onto a listing that cannot convert. That is wasted spend with a health-dashboard cause, not a bid cause.
- Open Account Health every morning before you touch bids.
- If an FBM offer is in the warning window, pause ranking campaigns on that ASIN the same day.
- Do not “protect organic” with ads on an offer Amazon can switch off mid-campaign.
Read the related brief: FBM offer-level deactivation (31 August 2026) on the Updates desk.
FAQ
What is a dangerous ODR?
Amazon’s target is under 1%. Treat 0.5% as an internal alert so you are not managing from the cliff.
Why would I pause ads for Account Health?
Because a deactivated or suppressed offer still spends until you pause it. Health is a bid input.
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