Starting August 31, 2026, Amazon will change how policy violations are handled for Fulfilled by Merchant (FBM) offers on the US marketplace. Until now, sellers would risk having their entire account suspended due to poor performance metrics. Under the new policy, only the affected individual offer will be temporarily deactivated, while all other active listings and the Account Health Score remain unaffected.
Before any deactivation, sellers will receive a warning email that explains the issue and provides specific steps to reactivate. Deactivated offers can be viewed in the account health dashboard under Other Policy Violations and can be reactivated there. Four metrics will be evaluated: Cancellation Rate, Late Shipment Rate, Order Defect Rate, and On-Time Delivery Rate.
What do sellers need to consider?
Offer-level instead of account-wide deactivation: The new logic takes effect starting August 31, 2026 and applies exclusively at the offer level. If an FBM offer violates any of the four metrics, only that listing will be deactivated. The Account Health Score and all other active offers remain unaffected, significantly reducing the risk of losing the entire account due to individual underperforming SKUs.
Four key metrics in focus: Amazon evaluates the Cancellation Rate (target below 2.5%), Late Shipment Rate (below 4%), Order Defect Rate (below 1%), and On-Time Delivery Rate (at least 97%). FBM sellers should monitor these values per SKU, since even individual offers with high order volume can skew the corresponding metric and lead to deactivation.
Reactivation via the Account Health Dashboard: Deactivated offers appear in Seller Central under Performance, Account Health Dashboard, in the Other Policy Violations section. The specific violation reasons can be reviewed there, and reactivation can be initiated directly. We recommend not relying on Amazon’s warning email as the only trigger, but checking the dashboard regularly to avoid delays in reactivations.
