Amazon has introduced a groundbreaking new initiative called the Account Health Assurance (AHA) program, designed to protect high-performing sellers from abrupt account suspensions and provide a clearer path to resolution when policy violations occur.
What Is the AHA Program?
The AHA program serves as a safety net for qualified sellers. Those who maintain excellent account health ratings will automatically be enrolled in the program. When serious policy issues arise, instead of immediately suspending the account, Amazon will assign a dedicated Account Health Specialist to work directly with the seller to resolve the problem.
Participants who actively collaborate with their specialist and address the issue within 72 hours of notification can avoid account deactivation entirely. This represents a significant shift from Amazon's previous approach, where sellers often received only automated suspension notices with limited opportunities for direct communication.
Key Benefits of the AHA Program
- Dedicated support: Sellers gain access to Amazon specialists who review cases individually, reducing the risk of erroneous suspensions.
- Proactive collaboration: Amazon initiates direct communication to resolve issues rather than relying solely on automated systems.
- 72-hour response window: Sellers have a limited but critical timeframe to address problems before facing suspension.
- No additional cost: The program is offered as a free benefit to qualifying sellers.
Maintaining AHA Eligibility
To continue participating in the program, sellers must meet strict criteria:
- Maintain an account health rating score of 250 or higher, with fewer than 10 days below this threshold
- Respond promptly to Amazon communications within the 72-hour window
- Provide accurate emergency contact information that Amazon can use for immediate outreach
Not a Blanket Protection
Amazon emphasizes that the AHA program doesn't protect sellers who violate core marketplace policies. Serious infractions such as selling counterfeit goods or intellectual property violations will still result in immediate suspensions. The program aims to prevent good-faith sellers from being penalized for correctable mistakes rather than shielding bad actors.
The introduction of AHA reflects Amazon's ongoing efforts to improve seller relationships and create a more transparent marketplace environment. While the program offers valuable protections, Amazon reiterates that compliance with all platform policies remains the foundation for long-term selling success.