Amazon Account Health Rating
The Amazon Seller Central Account Health page offers a comprehensive view of your selling account's performance. It shows how well you're meeting Amazon's required targets and adhering to policies. Amazon monitors these metrics closely to maintain a high-quality experience for customers. If your account falls short of these standards, Amazon may take action to address the issues.
Did you know that you can see your seller performance metrics across marketplaces or seller accounts in a single tab using Hopted.
Seller accounts are deactivated when they do not comply with the contractually required performance rates defined in the program policy “Monitor your account health”.
If your selling account has been deactivated, you may be eligible for reinstatement. You can appeal for reinstatement by providing us with a plan of action to correct the issues that contributed to the enforcement action. For more information, go to appeal the restriction or removal of selling privileges.
How does the Account Health Rating work?
The Account Health Rating (AHR) is a new feature that helps monitor your account health based on your adherence to Amazon’s selling policies. It considers factors such as the number of unresolved policy violations on your account at any given time, the relative severity of those violations, and the extent to which you positively impact the customer experience via your selling activities. This rating does not change Amazon’s existing selling policies and will continue to be refined over time.
The AHR is a color-coded score that ranges from 0 to 1,000 and provides near real-time status of your account’s health, letting you know if your selling account in a particular store is at risk of deactivation. Upon detection of any new policy violations associated with your selling account, you lose points. You gain points when you successfully address those violations.
To ensure your account health is evaluated in the context of the size of your business, points are also granted when a minimum number of orders are filled. All new sellers start with a score of 200, and over time, sellers will see a score that accurately reflects their account health based on policy adherence and selling activities over the last 180 days.
If your AHR is green ("Healthy", based on a score of 200-1,000), that means your account is not at risk of deactivation based on the policies comprising the score. If your AHR is yellow ("At Risk", based on a score of 100-199), your account is at risk of deactivation. When your AHR is red ("Unhealthy", based on a score of 99 or lower), your account is either eligible for deactivation or already deactivated.
To obtain and maintain a "Healthy" account, Amazon encourages you to avoid policy violations, and if they happen, to address all violations listed on your Account Health page in a timely manner, prioritizing those with the greatest severity.
Regardless of your AHR score, Amazon may deactivate your account immediately if they suspect fraudulent, deceptive, illegal, or otherwise harmful activity, in order to protect customers, our selling partners, and Amazon’s store.
AHR impact by severity
To calculate your AHR, Amazon assigns a certain number of points to each policy violation based on the severity of the violation. There are four severity levels: critical, high, medium, and low. When determining the severity, Amazon considers factors including the degree to which the violation negatively impacts the customer experience and whether the policy violation contravenes applicable laws and regulations.
Repeat policy violations
Multiple violations of the same policy impact your account health in two ways. First, the point values associated with violations included in your AHR increase each time that policy is violated. That means that repeat violations will cause your AHR to degrade faster, with higher severity repeat violations having the most impact.
Second, your account may be at immediate risk of deactivation if you reach the maximum number of repeat violations for infringement-related policies or restricted products policies in a 180-day period, regardless of your AHR. In most cases, the maximum number of repeat violations is five for infringement-related policies and two for restricted products policies.
In the future, Amazon will add features to the Account Health page to help you better track the graduating impact of repeat violations. Amazon may also implement additional maximum numbers of violations for other policy areas.
What do I do if I have one or more violations, issues, or complaints listed on my Account health page?
If you have any violations, issues, or complaints listed on your Account health page, take a moment to review them by clicking View details in the Product Policy Compliance section. On this page, you will see a history of all the content (listings, images) that was removed, along with the current status, and the next steps to resume selling. To resume selling a product that has been removed, follow the guidance mentioned against each item in the Next Steps column.
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