Amazon now gives FBM sellers up to 12 Account Health Rating points for good cust
By Shanebarker · November 4, 2026 · Curated by George's Blog
Amazon now gives FBM sellers up to 12 Account Health Rating points for good customer service.
It applies to Fulfilled by Merchant orders where you handle customer service yourself. Sellers have three targets:
#1 - Buyer contact rate below 0.50%.
That counts buyers asking for a refund or replacement because of quality, fulfillment or shipping problems. People who changed their minds don't count.
#2 - Average response time to buyer messages under 12 hours.
#3 - Buyer dissatisfaction below 4.5%, based on 1 and 2 star answers to Amazon's survey after a case is resolved.
Missing a target won't cost you points or restrict your account. It only adds.
One thing to watch if you're a smaller seller: these are rates over four weeks. At 200 or fewer FBM items in that window, one qualifying contact puts you over 0.50%.
I like this change for another reason. Once a customer leaves a review on Amazon, you can't reach them to make it right. A buyer message is one of the few times you can.
You can see all three numbers in Feedback Manager under Customer Service Quality Insights.