Account Health Rating: Frequently Asked Questions

What is the purpose of the Account Health page?

The Account Health page provides an overview of your selling account’s adherence to the performance targets and policies required to sell in Amazon stores.

The goal is to give you the opportunity to improve your account health before any violations or defects affect your ability to sell in Amazon stores. To ensure that Amazon is delivering a great experience for our customers, Amazon encourages you to view this page regularly and to address any issues as they arise.

You can find more information about the customer service and shipping performance requirements displayed on your Account Health page by viewing the Order Performance Program Policy.

What is the Account Health Rating?

To assist you in better managing your account health, Amazon has created the Account Health Rating (AHR).
The AHR indicates your selling account's risk of deactivation due to non-compliance with certain Amazon selling policies.

It is displayed on the seller's Account Health page for each store that they sell in worldwide. To learn more about the selling policies included in AHR, go to Policies included in Account Health Rating. To see a list of all of Amazon's selling policies, go to Program policies.

The AHR is a color-coded numerical 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 Amazon account health is evaluated in the context of the size of your business, points are also granted when a minimum number of orders are fulfilled. 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 Amazon suspects fraudulent, deceptive, illegal, or otherwise harmful activity, in order to protect customers, our selling partners, and Amazon's store.

Which violations does the AHR include?

For a list of policies included in the AHR, go to Policies included in Account Health Rating.

What are the different severities of policy violations included in the AHR?

The AHR is designed to help you address and prioritize the policy violations that most negatively impact your account health. In the case of all violations, Amazon encourages you to address them on an ongoing basis and take action to prevent them from recurring.

Violations are categorized as follows:

  1. Critical: Violations of this severity have serious and unacceptable impact on customers, or violate certain laws, regulations, or the rights of others. Any single violation with this severity immediately qualifies your account for deactivation.

  2. High: Given the negative impact these violations have on customers, or the degree to which they may also violate applicable laws or regulations, our tolerance for high severity violations is minimal.

  3. Medium: Violations of this severity may significantly undermine customer and selling partner trust if they continue to occur over time.

  4. Low: We tolerate infrequent low severity violations because we understand that mistakes happen in the course of doing business.


The table below provides examples of violations associated with each severity level. Amazon may change the severity of a violation if they observe changes in the degree to which that violation affects customers or other sellers.

  • Some violations are determined based on complaints from customers or notices from rights owners, and Amazon goes to great lengths to accurately assess the validity of these. If you think there is a mistake, please let Amazon know by locating the violation on your Account Health page and following the guidance under Next steps.

  • The table above does not include fraudulent, deceptive, illegal, or otherwise harmful activity. If Amazon suspects that you have engaged in this activity (including any attempt to circumvent Amazon’s systems), we may immediately deactivate your account, regardless of your AHR score. This is done to protect customers, other sellers, and Amazon.

How were the different severity levels determined?

When determining severity, Amazon takes into consideration factors such as the degree to which the violation jeopardizes the customer experience, applicable laws and regulations, and the number of previous violations for that same policy.

Did any policies change as a result of AHR?

Amazon has significantly expanded their Account Health Rating program policy, go to AHR program policy for more information. The AHR does not change Amazon’s existing policies that are included in AHR, but rather aggregates violations of those policies into a single score that shows your account’s risk of deactivation as a result of those violations. The AHR provides you increased transparency into the status of your account health so you can better manage it.

What happens if I incur a critical violation?

When Amazon detects a critical violation, they will notify you of the violation via your Account Health page as well as email. Your AHR will turn red and reflect a numeric score of zero. You will have a 3-day grace period to address the violation prior to account deactivation.

During this time, an Account Health specialist may attempt to call you to help you resolve the issue. Amazon encourages you to ensure your emergency contact phone number is up to date. To verify that the number listed under Emergency notifications is accurate, go to Notifications preferences.

If you are able to successfully address the violation within the 3-day period, your account will not be deactivated and your AHR score will be updated accordingly.

How do I improve my AHR?

Your AHR will increase as you successfully fulfill orders.

You can also improve your AHR by addressing outstanding policy violations via the Account Health page in Seller Central, either by appealing them or disputing them if you think Amazon made an error. In the case of a successful appeal or dispute, Amazon will reverse the policy violation and its corresponding impact on your account health.

Does a “Healthy” AHR mean my account won’t be deactivated?

If your AHR is "Healthy," your account will not be deactivated due to violations of the policies included in the AHR, unless you reach the maximum threshold for repeat violations for infringement and restricted products policies. Furthermore, if Amazon suspects that you have engaged in fraudulent, deceptive, illegal, or otherwise harmful activity (including any activity that attempts to circumvent Amazon's systems), or you violate policies that do not fall within AHR, Amazon may deactivate your account regardless of your AHR status.

Why is my AHR “At risk” if I’ve already addressed violations on my Account Health page?

Your AHR is based on the unaddressed violations on your Account Health page. Once Amazon confirms that violations have been addressed, your AHR will update within a few hours.

If my AHR is “At risk,” does that mean my account will be deactivated?

If your AHR indicates your account is "At risk," Amazon encourages you to address the violations on your Account Health page promptly to prevent unnecessary disruption to your selling account. If you do not address these violations and Amazon is unable to reach you to help proactively resolve these issues, the account will most likely be deactivated.

When will violations be removed from my Account Health page?

Violations are removed from your Account Health page in scenarios such as:

  • You successfully dispute the violation, and Amazon confirms that the violation was an error.

  • The relevant rights owner retracts an intellectual property complaint.

  • You successfully appeal the violation, and Amazon determines that while you did violate these policies, it was not intentional and the violation should be forgiven.

What do I do if my account is deactivated due to my AHR?

Your account will be reinstated once your AHR score rises above the threshold for deactivation. To improve your AHR, please address the outstanding policy violations via your Account Health page, either by appealing them or disputing them if you believe Amazon made an error.

In the case of a successful appeal or dispute, Amazon will reverse the policy violation and its corresponding impact on your AHR. Once your AHR score returns to 100 or higher, your account will be reinstated.

Will Amazon share the formula of the AHR scores and the exact point values for violations?

To calculate your AHR, all new sellers start with a score of 200. Points are deducted from your AHR score each time Amazon detects a new policy violation, and added back when you successfully address that violation. Point values for each violation are based on severity level and typically range from 2 to 8, though critical violations automatically bring your AHR score to zero. Additionally, if you violate the same policy multiple times, in some cases negative point values double per repeat violation. To ensure your AHR is evaluated in context of the size of your business, you also gain 4 points for every 200 successful orders you fulfilled over the last 180 days.

Amazon has not displayed the exact point values in the Account Health Dashboard at this time as it focuses on learning and inspecting these new features to ensure the AHR offers sellers a best-in-class solution to manage their account health. Amazon's formula and point values may change in the future based on your feedback; Amazon will inform you if they do and ensure you have the support you need to continue maintaining a healthy account.

Why did my AHR score increase or decrease when I did not incur additional violations or take appeal or dispute actions?

The AHR score accurately reflects the account health based on policy adherence and selling activities over the last 180 days. You may see your AHR score increase as points associated with violations move out of the 180-day period and your AHR score may decrease as orders fulfilled move out of the 180-day period. For more details on which violations are contributing to your AHR, go the Account Health page. To learn more about the policies included in AHR, go to Policies included in Account Health Rating.

Take the next step.

Add the Hopted browser extension to Google Sheets.

Add Hopted to Google Sheets