Table of Contents

1. What Is Amazon Account Health Rating (AHR)
2. Key Metrics That Affect Your AHR
3. Understanding Amazon Policy Violations
4. Step-by-Step Guide to Handle an At-Risk Account
5. How to Appeal a Deactivated Amazon Account
6. Proactive Strategies to Maintain a Healthy AHR
7. Final Thoughts

Your Amazon Account Health Rating (AHR) is the foundation of your ability to sell on Amazon. This rating measures your performance, policy compliance, and shipping reliability to ensure buyers receive a high-quality experience. If your AHR drops too low, your account could face restrictions or even deactivation.

In this guide, we’ll explain how Amazon calculates AHR, which factors impact it most, and how to avoid policy violations. We’ll also provide a step-by-step plan to recover an at-risk or deactivated account, ensuring you maintain good standing and protect your business.

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1. What Is Amazon Account Health Rating (AHR)

Amazon uses AHR to evaluate your overall compliance and performance, scoring your account on a scale from 0 to 1,000:

• Green (200-1,000): Healthy, not at risk.
• Yellow (100-199): At risk; violations need immediate attention.
• Red (0-99): Unhealthy; eligible for deactivation.

You can access your AHR by navigating to Performance > Account Health in Seller Central.

Related: Amazon Seller Account Troubleshooting: My Amazon Listing Is Not Showing Up

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2. Key Metrics That Affect Your AHR

AHR is calculated based on three major components:

Customer Service Performance

• Order Defect Rate (ODR) must remain below 1%.
• Includes negative feedback, A-to-Z claims, and chargebacks.

Policy Compliance

• Tracks violations like counterfeit products, improper reviews, or pricing errors.
• Goal: Zero violations.

Shipping Performance

• Late Shipment Rate: < 4%
• Pre-Fulfillment Cancel Rate: < 2.5%
• Valid Tracking Rate: > 95%

Related: Best Practices in Amazon Product Listing Optimization

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3. Understanding Amazon Policy Violations

Policy violations directly affect your AHR and are classified by severity:

• Low Violations: Minor listing errors or expired product issues.
• Medium Violations: Linking external sites or wrong product conditions.
• High Violations: Rights owner claims, counterfeit reports.
• Critical Violations: Counterfeiting, review manipulation, abuse of competitors, or manipulating search rankings.

Critical violations immediately drop your AHR to zero and put your account at risk of deactivation within 72 hours if unresolved.

External Resource: Amazon Seller Performance Metrics Overview

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4. Step-by-Step Guide to Handle an At-Risk Account

If your account is flagged as at risk, Amazon expects swift, structured action. Here’s how to approach it strategically:

Step 1: Review the Violation

Start by logging into your Account Health dashboard in Seller Central. Carefully examine the flagged issue and identify the exact root cause. Was it a late shipment, a product policy violation, or an authenticity concern? Each violation type carries different implications and requires tailored corrective actions. Taking the time to understand the specific violation helps you avoid generic responses, which Amazon often rejects, and instead craft a precise, effective resolution plan.

Step 2: Check Violation Severity

Amazon categorizes violations by severity, ranging from low to critical. Critical violations are the most urgent because they immediately impact your Account Health Rating (AHR) and must be resolved within 72 hours. These may include issues like counterfeit products, review manipulation, or safety-related concerns. Always prioritize critical violations first, but don’t ignore minor ones; recurring low-level issues can accumulate and put your account at long-term risk.

Step 3: Contact Account Health Support

When a violation appears, don’t delay communication. Use the “Contact Us” button directly from your Account Health dashboard or the “Call Me Now” feature to connect with an Account Health specialist. These specialists can provide clarity on the violation and guide you through the specific documentation Amazon expects. Speaking directly with Amazon often accelerates resolution and demonstrates your proactive approach, which can positively influence the outcome of your case.

Step 4: Prepare Documentation

Gather all necessary supporting documents before submitting your appeal. This may include supplier invoices, compliance certificates, authenticity letters, or shipping records. Amazon values precise, verifiable documentation over lengthy explanations. Presenting clear, well-organized evidence not only strengthens your case but also reduces back-and-forth with Seller Performance teams, increasing your chances of quick reinstatement. Keep these records updated and accessible so you can act fast whenever an issue arises.

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5. How to Appeal a Deactivated Amazon Account

If your account has been deactivated:

Step 1: Access the Product Policy Compliance Dashboard

This is where Amazon manages appeals.

Step 2: Submit a Plan of Action (POA)

A good POA includes:

• Root Cause: Why the issue occurred.
• Corrective Actions: What you’ve done to resolve it.
• Preventive Measures: How you’ll avoid future violations.

Step 3: Update Emergency Contact Information

Ensure your emergency phone number is current so Account Health specialists can reach you.

Step 4: Leverage Account Health Assurance (AHA)

If your AHR is consistently 250+ for six months and your contact info is valid, you may qualify for AHA—a program that provides direct support during critical cases.

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6. Proactive Strategies to Maintain a Healthy AHR

• Monitor your AHR weekly via Seller Central.
• Resolve violations within the three-day grace period.
• Appeal incorrect violations immediately.
• Use the Voice of the Customer and Account Health News to stay updated.
• Keep emergency contacts current to avoid missed communications.

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7. Final Thoughts

Your Amazon Account Health Rating is one of the most critical factors for long-term success on Amazon. By monitoring performance metrics, resolving violations quickly, and preparing effective appeals, you can safeguard your account and ensure business continuity.

If your account is already at risk or deactivated, acting fast with a well-prepared Plan of Action can make the difference between reinstatement and permanent loss of selling privileges.