Key takeaways
- Since February 28, 2026, Amazon deactivates seller-fulfilled listings at the offer level, not the account level, when OTDR falls below 90%.
- Only listings causing the biggest drop in your OTDR are deactivated, leaving the rest of your catalog active.
- Deactivated listings appear under Other Policy Violations in the Account Health dashboard and must be appealed individually.
- From August 31, 2026, four order performance metrics may be enforced at the offer level, but this is not yet confirmed by Amazon.
- Q4 typically causes OTDR drops due to slower carrier networks, so monitoring OTDR by ASIN weekly is critical.
Amazon OTDR listing deactivation used to be an account-level event. Since February 28, 2026 it is not. When your On-Time Delivery Rate falls below the bar, Amazon deactivates the seller-fulfilled listings doing the most damage and leaves the rest of your catalog selling. Smaller blast radius. Also a much quieter one, and that is the part that costs sellers money.
What changed in the OTDR listing deactivation process
Before, an OTDR under 90 percent put every seller-fulfilled offer on the account at risk at once. The Seller Central announcement Update to OTDR listing deactivation process as of February 28, 2026 states that only the listings with the most impact on your ratings drop will be deactivated, and that your other listings remain active.
Amazon kept the wider lever. The same announcement says it can still deactivate all of your seller-fulfilled listings if your OTDR is significantly below 90 percent, or if you repeatedly fail to meet the requirement. Listing level is the first response, not the only one.
The on-time delivery rate threshold is still 90 percent
The number did not move. Ninety percent remains the bar for seller-fulfilled orders, the same bar set out in the Order Performance program policy.
What moved is the consequence, and consequences are what you plan around.
An account-level suspension announces itself. Sales go to zero, somebody notices within the hour, a case gets opened that afternoon. A listing-level deactivation announces nothing. Revenue drops by whatever those specific ASINs were worth. On a catalog of four hundred SKUs, that reads as a soft week.
So the detection job changed shape. You are no longer watching for a suspension. You are watching for a handful of ASINs that stopped selling for a reason that has nothing to do with demand.
How to reactivate deactivated seller-fulfilled listings
Deactivated listings appear in the Account Health dashboard under Other Policy Violations, labeled Order Performance - On time Delivery Rate. You select the affected listings there and submit an appeal.
Two practical notes.
The dashboard is the only place the deactivation is stated plainly. A Q4 week where nobody opens it is a Q4 week where listings sit dark and nobody can say for how long.
And the appeal is per listing, not per account. The work scales with how many ASINs slipped, which means the cheap version of this problem is catching it at one ASIN instead of thirty.
Reported: four order performance metrics at offer level from August 31, 2026
Here the confirmed part ends, and the next part carries a flag for a reason.
Industry coverage from PPC Land and from a law practice specializing in Amazon sellers reports that from August 31, 2026 Amazon extended offer-level deactivation beyond OTDR to four order performance metrics: Cancellation Rate, Late Shipment Rate, Order Defect Rate and On-Time Delivery Rate, with the overall account health score left untouched.
We could not locate this in a Seller Central announcement or help page. Treat it as a strong hypothesis rather than a fact. The direction is consistent with what Amazon already shipped for OTDR in February, but the scope and the date are unconfirmed here. Check your own Account Health dashboard before building a process on top of it.
What is safe to act on either way: the enforcement surface for seller-fulfilled performance is moving toward the offer, and the offer is harder to see than the account.
What to do before Q4
Seller-fulfilled performance breaks in Q4 for a structural reason. Carrier networks slow down in the same weeks your order volume peaks, and OTDR is measured on delivery, not on dispatch. A well-run shipping operation can still miss.
Three things worth doing this month:
- Read OTDR by ASIN, not as one account number. The account figure can sit at 92 percent while one SKU on one slow carrier lane sits at 70 percent. That SKU is the one that goes dark.
- Give the Account Health dashboard a named owner and a weekly slot through January. Other Policy Violations is not a page anyone opens by accident.
- Treat an unexplained unit drop on a single ASIN as a compliance check first and a demand question second. In 2026 that ordering is right more often than it used to be.
The same offer-level logic runs through the other seller-fulfilled bars that moved this year. The SFP delivery speed thresholds that rose in July decide whether the Prime badge stays on the offer, and the business hour delivery rate and its 14-day window can pull B2B offers on the same per-offer basis. Neither shows up as an account suspension either.
SellerKey reads your seller-fulfilled order and delivery data through the SP-API and reports it by ASIN, so one slipping listing is visible before it turns into a deactivation. It does not write anything back to Amazon. No listings, no prices, no appeals. That step stays with you.
Sources
- Amazon Seller Central - Update to OTDR listing deactivation process as of February 28, 2026 sellercentral.amazon.com
- Amazon Seller Central - Order Performance program policy sellercentral.amazon.com
- PPC Land - Amazon blocks the failing FBM offer, not the account, from August 31 ppc.land
- Amazon Sellers Attorney - Amazon Account Health Changes 2026: New FBM Deactivation Policy amazonsellers.attorney
Hey! I'm Amara
Press at SellerKey.co
☕ Espresso. Never a latte macchiato.
I cover Amazon fee and policy changes: what changed, when it applies and where Amazon published it.
