Performance deactivations are different from policy cases. Amazon is not accusing you of wrongdoing; it is saying buyers had a poor experience too often. This guide explains Amazon’s main performance targets and gives a sample performance Plan of Action that shows what reviewers look for.
Quick answer
An Amazon performance Plan of Action explains why your metrics (order defect rate, late shipment rate or cancellation rate) went above Amazon’s targets, what you have already fixed, and what stops it happening again. Analyze the actual orders behind the numbers, name the operational cause, and show specific changes to inventory, shipping or customer service.
Key takeaways
- Amazon’s published targets: order defect rate under 1%, late shipment rate under 4%, pre-fulfillment cancellation rate under 2.5%.
- The Plan of Action must be based on order-level analysis, not general statements.
- Most performance problems come from inventory sync, carrier issues or slow responses to buyers.
- Show changes that are already in place, with screenshots where possible.
- Performance cases are usually standard-fee cases.
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Amazon performance metrics and targets
| Metric | Amazon’s target and what it measures |
|---|---|
| Order defect rate (ODR) | Under 1%. Negative feedback, A-to-z claims and chargebacks as a share of orders. |
| Late shipment rate | Under 4%. Seller-fulfilled orders confirmed as shipped after the expected date. |
| Pre-fulfillment cancellation rate | Under 2.5%. Orders you cancelled before shipping. |
| Valid tracking rate | Above 95% in many categories. Seller-fulfilled shipments with valid tracking. |
Targets and how they apply can vary by marketplace and program. Always check the figures shown in your own Account Health page.
Find the cause behind the numbers
Download the order reports for the period Amazon measured. For each defect, note the order ID, the reason (claim, negative feedback, late, cancelled) and what happened. Then group them:
- Inventory not in sync: orders placed for items you did not have, leading to cancellations.
- Carrier or handling delays: orders shipped late or not scanned on time.
- Product issues: claims for items not as described or damaged.
- Slow customer service: buyers opening claims after unanswered messages.
The largest group is usually your root cause.
Want help reading your performance report? Tap the green WhatsApp icon on your screen and send us the notice. Reading it is free.
Sample performance Plan of Action
Weak POA
We had some late shipments because of high demand. We will hire more staff and ship faster in future. Please reactivate our account.
No data, no specific cause, and the fixes are promises.
Strong POA
Root cause: 31 of our 38 late shipments in the review period came from orders received after our 2 pm carrier pickup on Fridays, which were not shipped until Monday. Corrective actions: we contacted the affected buyers, changed our handling time in Seller Central to two days, and added a Saturday carrier pickup. Preventive measures: a daily report now flags any order not shipped within 24 hours, and a named team member checks Account Health every morning.
It is based on order data, explains the exact cause and shows changes already in place. Details here are illustrative.
For the general structure, see our Amazon Plan of Action template.
Corrective and preventive actions that work
- Use inventory sync software or a single source of stock across channels to avoid cancellations.
- Set realistic handling times and add carrier pickups for busy days.
- Upload valid tracking for every seller-fulfilled order.
- Answer buyer messages within 24 hours, including weekends.
- Review negative feedback and claims weekly and act on patterns.
- Consider moving high-volume ASINs to FBA if your own shipping cannot keep up.
Real reinstatement results
These are reinstatement emails from client cases we handled, including cases that had been rejected before they reached us.
How our fee works
A rejected appeal often needs a fresh look rather than another rewrite. You pay a small part to start, and the rest only when you are selling again.
Tap the WhatsApp icon on your screen to start. The first review of your rejection is free.
Frequently asked questions
What order defect rate gets an Amazon account deactivated?
Amazon’s target is an order defect rate under 1%. Above that, Amazon can deactivate the account and ask for a Plan of Action.
Do FBA orders count toward my late shipment rate?
No. Late shipment rate applies to seller-fulfilled orders. FBA orders can still affect your order defect rate through feedback and claims.
Can I remove negative feedback to lower my ODR?
You can ask buyers to remove feedback in line with Amazon’s rules, and request removal of feedback that breaks Amazon’s guidelines. Never offer incentives for removal.
How long should a performance Plan of Action be?
Usually one page. Include the key numbers, the root cause, what you have changed and how you will monitor it.
How much does a performance appeal cost?
Performance cases are usually standard cases. Reading your notice is free and our fee is shown below.
Need help with this suspension?
Send us your notice for a free case review. You get an honest answer before you pay.
Need help with a performance deactivation? See our Amazon performance suspension service.
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