What Are the Reasons for Amazon Account Suspension? Essential Performance Metrics Basics for New Managers

In selling on Amazon, the situation to avoid most is "account suspension." There is a risk of losing all the sales and product reviews you have built up in an instant, and for those who have just been appointed as EC managers, correctly understanding the "reasons" and "countermeasures" is a top priority. In this article, based on the "Account Health" dashboard in Amazon Seller Central, we thoroughly explain the main factors that lead to suspension and the performance metrics you should check daily.

A professional business dashboard showing e-commerce analytics, warning icons, and performance growth charts, symbolizing the complexity of managing Amazon account health and preventing suspension through data-driven monitoring.

1. The "Three Pillars" That Lead to Amazon Account Suspension

The reasons why Amazon suspends accounts can be broadly classified into the following three categories. Understanding these in a MECE (Mutually Exclusive, Collectively Exhaustive) manner is the first step in risk management.

2. Key KPIs for Performance Metrics (ODR & LSR)

The first thing new managers should learn is the specific numerical targets directly tied to "Account Health". Amazon prioritizes customer experience above all else, and strictly monitors delays related to shipping and quality.

Q. Will my account be suspended immediately if ODR slightly exceeds 1%?
A. Not necessarily immediately, but Amazon will send a warning. If you do not promptly investigate the cause and show signs of improvement at that point, the likelihood of suspension increases significantly.
Q. Does using FBA reduce the risk of account suspension?
A. Yes. By using FBA (Fulfillment by Amazon), Amazon takes responsibility for late shipment rate and pre-fulfillment cancellation rate, significantly reducing suspension risk caused by these metrics.

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Summary

The reasons for Amazon account suspension can be summarized into three main points: "decline in customer satisfaction," "policy violations," and "intellectual property infringement." New managers in particular should make it a habit to check Seller Central's "Account Health" daily, confirming that KPIs such as Order Defect Rate (under 1%) and Late Shipment Rate (under 4%) are within normal ranges. Minimizing risk is the absolute prerequisite for long-term sales growth.

Published: 2026-03-03 / Author: Yuta Ito

WRITTEN BY
Yuta Ito

Yuta Ito

President & CEO

Meets Consulting Inc.

References

  • [1] Amazon Seller Central Help: Account Health Overview
  • [2] Amazon Services: Selling Policies and Seller Code of Conduct
Disclaimer: This article is for informational purposes only. Amazon's terms may change, and the latest information may differ from this article. Recovery of specific account statuses is not guaranteed.

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