---
title: "Amazon FBM Offer Deactivation: 4 Metrics and How to Fix It"
description: Since Aug 31, 2026, Amazon can deactivate a single FBM offer. The 4 metrics it checks, how to protect On-Time Delivery Rate, and how to reactivate.
image: https://crm.bubbaacademy.com/hubfs/bubba-blog-images/featured-amazon-fbm-offer-deactivation-delivery-truck.jpg
---

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Amazon FBA Seller Central Amazon Sellers

# Amazon FBM Offer Deactivation: Protect Seller-Fulfilled Listings

![Pouyan Pazargadi](https://crm.bubbaacademy.com/hs-fs/hubfs/Screenshot%202026-05-02%20at%208.33.06%20PM.png?width=48&height=48&name=Screenshot%202026-05-02%20at%208.33.06%20PM.png)

 Pouyan Pazargadi

November 10, 2026

If you ship any Amazon orders yourself, the rules for what happens when those orders go wrong changed this year. [In a Seller Central announcement](https://sellercentral.amazon.com/seller-forums/discussions/t/7d5f264e-d83e-4557-9557-3999722b7e23), Amazon said that starting August 31, 2026, if one of your Fulfilled by Merchant (FBM) offers puts your Account Health at risk, Amazon will temporarily deactivate that offer. Before, listings that missed required metrics put your whole account at risk. Now, Amazon says, only the affected offer goes offline, while your other listings and your overall Account Health are not affected.

That sounds like good news, and in part it is. But it also means one slow week on a single product can take that product off the shelf, right when holiday orders are at their highest. This guide explains the four metrics Amazon evaluates, why small and low-volume offers are more exposed, where Amazon's own pages still disagree, how to protect your On-Time Delivery Rate, and what to do if an offer is deactivated.

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## What Changed on August 31, 2026

Amazon's announcement, titled "Review Account Health updates for FBM offers," is short. In Amazon's words: "Starting August 31, 2026, if any of your FBM offers put your Account Health at risk, we'll temporarily deactivate that offer." The post makes four practical points:

- **The unit of enforcement is the offer.** Only the offer that puts Account Health at risk is deactivated. Amazon says your other active listings and your overall Account Health are not impacted.
- **A warning comes first.** Amazon says you will receive a warning email before any offer is deactivated, with details on the issue and steps to resolve it.
- **Deactivated offers show up in one place.** In your Account Health dashboard, select Other Policy Violations and follow the instructions there to reactivate.
- **Four policies decide it.** Amazon names Cancellation Rate, Late Shipment Rate, Order Defect Rate, and On-Time Delivery Rate.

This is the second step in the same direction this year. In February, Amazon [changed how it applies the 90% On-Time Delivery Rate requirement](https://sellercentral.amazon.com/seller-forums/discussions/t/bb76566a-c8a4-468d-bb94-d49402c83023): from February 28, 2026, instead of deactivating all seller-fulfilled listings when the rate fell below 90%, it said it would deactivate only the listings with the most impact on the drop. The August change extends the offer-level idea from one metric to four.

It is worth being clear about what the announcement does not say. It does not publish separate offer-level thresholds, it does not say how long a "temporary" deactivation lasts, and it does not say how much time you have between the warning email and the deactivation. It also names no marketplace. Plan with those gaps in mind rather than assuming the most generous reading.

## The Four Metrics Amazon Evaluates

All four are existing seller-performance metrics with their own Seller Central help pages. The targets below are the account-level targets shown in Account Health; Amazon has not said whether different numbers apply to a single offer. If you need a refresher on how these fit into the bigger picture, our guide to the [Amazon Account Health Rating](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-account-health-rating-protect-your-seller-account) covers the dashboard as a whole.

### Cancellation Rate

This is the share of orders you, the seller, cancel before shipping. Account Health shows it as Pre-fulfillment Cancel Rate, measured over 7 days, with a target under 2.5%. Customer-requested cancellations are treated differently from seller cancellations. The usual cause is selling stock you do not actually have, for example when the same units are listed on several sales channels and inventory does not sync fast enough.

### Late Shipment Rate

This is the share of orders you confirm as shipped after the expected ship date. It is measured over 10-day and 30-day periods, with a target under 4%. The help page wording, quoted by sellers in the announcement thread, says a rate above 4% "may result in suspension of your Fulfilled by Merchant selling privileges or deactivation of your seller-fulfilled offers with high rates of late shipments." Late shipments usually come from handling times that are shorter than your real packing capacity, or from labels bought late in the day.

### Order Defect Rate

This combines three kinds of problems: negative seller feedback, A-to-z Guarantee claims, and credit card chargebacks. It is measured over 60 days, with a target under 1%. Because it includes feedback and claims, it is often driven by the product and the listing as much as by shipping: wrong items, missing parts, or a product that does not match the photos.

### On-Time Delivery Rate

This is the share of tracked shipments that arrive by the estimated delivery date. Amazon's February announcement describes a 90% requirement for seller-fulfilled listings, and the Account Health dashboard shows a 14-day window. Of the four, it is the one most affected by carriers, weather, and the delivery promise your shipping settings create, which is why the protection rules later in this guide matter.

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## Why Low-Volume FBM Offers Are More Exposed

![Wooden hourglass with blue sand standing on small pebbles at dusk](https://crm.bubbaacademy.com/hs-fs/hubfs/bubba-blog-images/body-amazon-fbm-metrics-time-window-hourglass.jpg?width=1400&height=933&name=body-amazon-fbm-metrics-time-window-hourglass.jpg)

Rates behave very differently on small numbers. Amazon has not published how it calculates a rate for one offer, so the following is simple arithmetic, not an Amazon rule. But it shows why many sellers in the announcement thread worried about their slower products.

Take Order Defect Rate. If a product sells 300 orders in 60 days, one A-to-z claim is a defect rate of about 0.33%, comfortably under 1%. If a product sells 40 orders in the same window, the same single claim is 2.5%. Late Shipment Rate works the same way: one late order out of 15 in a 10-day window is already above 4%. A product that sells a few units a week can cross a target with one bad day.

That has two practical consequences:

- **Your slow sellers need the same care as your best sellers.** Ship them from the same process, with the same handling time logic and the same label rules, instead of treating them as an afterthought.
- **Your concentration risk is higher than it looks.** If most of your seller-fulfilled revenue comes from one or two products, an offer-level deactivation on one of them is close to an account-level outage for your sales, even though Amazon calls the rest of your account unaffected.

Some sellers also argue in the thread that many defects come from carriers or bad addresses rather than the product itself. Amazon has not responded to that point in the announcement. Until it does, the safest assumption is that a late or defective order counts against the offer it came from.

## Where Amazon's Pages Still Disagree

When the August announcement went live, several older Amazon pages were not updated to match. Sellers pointed this out in the thread, and independent reviews of Seller Central found the same thing. Depending on which page you read, the consequence of a weak metric is described as:

- deactivation of one offer (the August 31 announcement);
- deactivation of the listings with the most impact on the drop, or of all seller-fulfilled listings if the rate is "significantly below 90%" or you repeatedly miss it (the February On-Time Delivery Rate update);
- suspension of your FBM selling privileges, or deactivation of seller-fulfilled offers with high rates (the Cancellation, Late Shipment, and Order Defect Rate help pages);
- "account deactivation" (wording that still appears on some Account Health pages).

We cannot tell you which of these Amazon applies in a given case, and neither do Amazon's public pages. The sensible approach is to plan for the harsher wording: keep every metric inside its target across the whole account, not just offer by offer, and treat any warning email as urgent.

## Protect Your On-Time Delivery Rate

On-Time Delivery Rate is the metric sellers feel least in control of, because a package can leave on time and still arrive late. Amazon's [February 2026 update](https://sellercentral.amazon.com/seller-forums/discussions/t/bb76566a-c8a4-468d-bb94-d49402c83023) describes a form of protection for it, and it is worth setting up before the holiday peak.

For **standard shipping**, Amazon says you are eligible for protection if you do all three of the following:

1. Enable shipping settings automation.
2. Enable automated handling time.
3. Purchase OTDR-protected shipping labels on Amazon Buy Shipping or Veeqo.

For **Seller Fulfilled Prime and premium shipping**, automated handling time is not required, but you must ship on time, enable shipping settings automation, and buy OTDR-protected labels through Buy Shipping or Veeqo.

A few practical notes:

- **All three steps matter.** Protection is described as conditional on doing all of them. Buying labels outside Buy Shipping or Veeqo, for example through an outside shipping tool, does not meet the third condition as Amazon wrote it.
- **Be honest about handling time.** Automated handling time adjusts based on how you actually ship. If a product needs two days to pack, a one-day promise only creates late shipments, which count against Late Shipment Rate even if delivery protection applies.
- **Check your notification settings.** The warning email is the only advance signal Amazon commits to. In Seller Central, open Notification Preferences and make sure every listed address is read by a person every day, including weekends in peak season.

Shipping yourself is not the only option. If a product keeps slipping on delivery speed, it may belong in FBA, where Amazon handles delivery. Space can be tight in the fourth quarter, so check your [FBA capacity limits](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-fba-capacity-limits-capacity-manager-guide) before you plan a move.

## How to Find the Offer Behind a Defect

When a metric starts to slide, you need to know which product is causing it before Amazon decides for you. Account Health has the information, but not in one view.

1. **Start on the Account Health dashboard.** Read the seller-fulfilled figure for each of the four rates against its target. For On-Time Delivery Rate, use View details on the Shipping Performance panel.
2. **Open the Orders with Defects report.** It lists orders that were canceled, shipped late, or received negative feedback, an A-to-z Guarantee claim, or a chargeback, one week at a time. It does not name the product directly.
3. **Open each order.** The order page shows the SKU and ASIN. If the same SKU appears on most of the problem orders, that offer is your first fix.
4. **Fix the cause, not only the number.** For cancellations, check inventory sync across channels. For late shipments, check handling time and label timing. For defects, read the feedback and claims: they often point to a listing, packaging, or quality issue.
5. **Check Other Policy Violations.** This is where Amazon says deactivated offers appear. Anything listed there is the first thing to read.

Many order defects begin as a customer message that was not answered well or in time. Our guide to [Amazon buyer-seller messaging rules](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-buyer-seller-messaging-rules-holiday-2026) covers what you can and cannot send to holiday buyers.

## If an Offer Is Deactivated

The August announcement says to go to your Account Health dashboard, select Other Policy Violations, and follow the instructions there to reactivate the offer. It does not publish separate reactivation steps for each metric.

For On-Time Delivery Rate specifically, the February update gives a more detailed path:

1. On your Account Health dashboard, select Other Policy Violations.
2. In Product Policy Compliance, find listings labeled "Order Performance - On time Delivery Rate" in the Reasons column.
3. Select Submit Appeal to reactivate the listings.

Before you submit anything, fix what caused the problem. Reactivating an offer and then shipping it with the same short handling time or the same out-of-sync inventory is likely to repeat the cycle. Keep a short written note of what you changed, such as a new handling time, a carrier switch, or an inventory sync fix. It helps you, and it helps if Amazon asks.

### What we do not know yet

Amazon has not said how long a temporary deactivation lasts, whether the Other Policy Violations entry counts toward your Account Health Rating, or what happens to an FBA offer on the same listing when an FBM backup offer is switched off. If any of these matter to your setup, watch the announcement thread and your Account Health dashboard for updates rather than relying on a guess.

## A Peak-Season FBM Checklist

![Hand with a stylus ticking boxes on a checklist on a tablet screen](https://crm.bubbaacademy.com/hs-fs/hubfs/bubba-blog-images/body-amazon-fbm-seller-checklist-tablet.jpg?width=1400&height=933&name=body-amazon-fbm-seller-checklist-tablet.jpg)

Holiday volume is when these metrics are hardest to hold. Amazon has [extended its Black Friday and Cyber Monday deal sourcing window to November 13](https://sellercentral.amazon.com/seller-forums/discussions/t/18142cfc-2700-4fb5-974a-dae42a2f241a), and Black Friday falls on November 27 this year, with Cyber Monday on November 30. A deal on an offer that gets deactivated mid-event is wasted work, so run through this list now:

1. **Review all four rates today** and note any within one or two orders of its target.
2. **Set realistic handling times** for your busiest weeks, especially for products you pack by hand.
3. **Turn on the three On-Time Delivery Rate protections** for standard shipping: shipping settings automation, automated handling time, and OTDR-protected Buy Shipping or Veeqo labels.
4. **Sync inventory across channels** at least daily, so you never sell units you no longer have.
5. **Make sure warning emails reach a person** by checking Notification Preferences.
6. **Check Other Policy Violations** every day during peak weeks.
7. **Prepare for returns.** From December 18, 2026, most US seller-fulfilled returns need a prepaid label, which our guide to [the FBM prepaid return label rule](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-fbm-prepaid-return-label-requirement-december-2026) explains step by step.
8. **Decide which products should move to FBA** if you cannot hold the delivery promise on them yourself.

None of this guarantees an offer will stay active, because Amazon has not published exactly how offer-level decisions are made. What it does is remove the most common, avoidable causes of the four metrics slipping.

If you are setting up fulfillment for the first time, or deciding which products to ship yourself and which to send to FBA, the [Bubba Academy Amazon training course](https://bubbaacademy.com/course/amazon-training-english) walks through it step by step, and you can see all programs at [Bubba Academy](https://bubbaacademy.com/).

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## Frequently Asked Questions

### What is Amazon FBM offer deactivation?

Since August 31, 2026, Amazon says that if one of your Fulfilled by Merchant offers puts your Account Health at risk, it will temporarily deactivate that offer instead of putting your whole account at risk. Amazon says your other listings and your overall Account Health are not impacted, and you receive a warning email first.

### Which metrics can get an FBM offer deactivated?

Amazon names four: Cancellation Rate, Late Shipment Rate, Order Defect Rate, and On-Time Delivery Rate. The account-level targets shown in Account Health are under 2.5% for pre-fulfillment cancellations, under 4% for late shipments, under 1% for order defects, and 90% for on-time delivery on seller-fulfilled listings. Amazon has not published separate offer-level thresholds.

### Where do I find a deactivated FBM offer?

Go to your Account Health dashboard in Seller Central and select Other Policy Violations. Amazon says deactivated offers appear there along with instructions to reactivate them. For On-Time Delivery Rate deactivations, look in Product Policy Compliance for the reason "Order Performance - On time Delivery Rate" and select Submit Appeal.

### How do I protect my On-Time Delivery Rate?

For standard shipping, Amazon says you are eligible for protection if you enable shipping settings automation, enable automated handling time, and buy OTDR-protected labels through Amazon Buy Shipping or Veeqo. For Seller Fulfilled Prime and premium shipping, automated handling time is not required, but you must ship on time and meet the other two conditions.

### Does this change apply to FBA offers?

No. The August 31, 2026 announcement covers Fulfilled by Merchant offers. With FBA, Amazon handles delivery, so the seller-fulfilled shipping metrics do not apply in the same way, although listing accuracy and customer experience still affect your account.

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