For Amazon sellers operating in the U.S. and Canada, account suspension nightmares may soon become a thing of the past. The e-commerce giant has introduced its Account Health Assurance (AHA) program, a protective measure some merchants are calling their "get-out-of-jail-free card." However, many sellers remain unclear about the program's specifics and eligibility requirements.
Exclusive Protection for Top Performers
The Account Health Assurance program represents Amazon's value-added service designed specifically for professional sellers who maintain consistently strong Account Health Ratings (AHR). This isn't a universal benefit but rather a reward for exemplary sellers.
Once enrolled in AHA, if a seller encounters issues that might lead to account deactivation, Amazon's dedicated account health specialists will proactively reach out through the emergency contact information registered in Seller Central. These specialists function like diagnosticians, identifying problems and providing actionable solutions.
The program's most significant benefit comes with Amazon's commitment: when the company initiates contact about potential issues, sellers who respond and cooperate within 72 hours won't face immediate account suspension. This creates critical breathing room for resolution.
Notably, participation in the Account Health Assurance program carries no additional fees, reflecting Amazon's commitment to fostering a healthier, more sustainable marketplace ecosystem.
Earning the Protection Privilege
Qualifying for the AHA program requires meeting two key criteria:
- Consistent Account Health Rating: Sellers must maintain an AHR score of 250 or above for six consecutive months. Temporary dips below this threshold are permitted, provided they don't exceed 10 cumulative days during the qualifying period.
- Verified Emergency Contact: Sellers must register a valid, responsive emergency phone number in Seller Central to facilitate immediate communication.
Amazon reserves the right to immediately revoke AHA privileges and suspend accounts involved in fraudulent, deceptive, illegal, or harmful activities. Ethical business practices remain fundamental to program participation.
Program Scope and Verification
Currently, the Account Health Assurance program only covers professional sellers on Amazon's U.S. and Canadian marketplaces, though expansion to additional regions appears planned.
Sellers can confirm their enrollment status through Seller Central:
- Navigate to "Performance" > "Account Health"
- Check for the "Account Health Assurance" notification box
- Visible "Contact Me Now" and "Monitor My Performance" buttons indicate active enrollment
Maintaining Program Eligibility
The emergency contact number serves as a critical lifeline. Sellers must ensure this number remains current and monitored for prompt response to Amazon communications.
A red warning icon in the Account Health Assurance interface signals potential eligibility risks, typically indicating AHR decline or policy violations. When this occurs, sellers should:
- Address high-priority violations immediately
- Work to restore and maintain a 250+ AHR score
- Verify emergency contact accessibility
Program Limitations and Best Practices
The AHA program functions as a safety net, not a substitute for compliance. Even enrolled sellers must adhere strictly to Amazon's policies. The program specifically addresses account health issues, offering no protection against other disputes like intellectual property claims or product quality concerns.
Regular account monitoring remains essential, particularly when multiple violations appear or when AHR scores approach the 200-point danger zone.