For Amazon sellers, few things are more concerning than having their accounts suspended. Such actions not only disrupt sales but can also lead to frozen funds, potentially wiping out years of business efforts. To help sellers better manage account risks, Amazon has recently implemented significant upgrades to its Account Health Rating (AHR) system.
This overhaul goes beyond mere interface adjustments, introducing a new scoring mechanism and a critical "7-day warning" system that directly impacts account security. This article examines the key changes and their implications for sellers.
From Traffic Lights to Precise Scoring: Amazon's New Rating System
Previously, Amazon's account status was displayed through three simple categories—"Good," "At Risk," and "Poor"—functioning much like traffic signals. While straightforward, this approach lacked granularity, making it difficult for sellers to assess specific risk levels and take appropriate action.
The most notable change in this update is the introduction of a 0-1000 scoring scale that quantifies account health:
- Good (Green): 200-1000 points. Accounts in this range operate safely with no suspension risk.
- At Risk (Yellow): 100-199 points. Accounts showing potential violations require immediate attention to avoid suspension. Poor (Red): 99 points or below. Accounts meeting suspension criteria or already suspended demand urgent corrective action.
This refined system provides clearer visibility into account status, helping sellers identify issues earlier. Amazon now also shows how specific violations impact scores, enabling sellers to prioritize the most critical problems.
The "7-Day Countdown": A Critical Deadline for Sellers
Perhaps the most impactful change is the introduction of a strict seven-day resolution period. When accounts fall into yellow or red status, sellers now have exactly one week to address issues before facing potential suspension.
While this creates additional pressure, it encourages proactive account management. The policy emphasizes preventive measures rather than last-minute fixes after suspensions occur.
Strategies for Maintaining Account Health
To adapt to these changes, sellers should consider the following approaches:
- Daily monitoring: Make account health checks part of daily routines to catch issues immediately.
- Prompt violation resolution: Address problems as soon as they're identified, especially within the seven-day window.
- Prioritize high-impact issues: Focus first on violations that most significantly affect scores.
- Enhance compliance knowledge: Regularly review Amazon's policies to prevent violations before they occur.
- Improve customer experience: Since buyer satisfaction factors into ratings, optimize product quality, shipping, and service.
- Prepare thorough appeals: When disputing Amazon's decisions, submit comprehensive evidence to support cases.
Understanding the Limitations
While the scoring system provides valuable insights, it doesn't replace the need for comprehensive compliance. Even high-scoring accounts must follow all platform rules, as the rating represents just one aspect of account standing.
Frequently Asked Questions
How often do scores update?
Account health ratings refresh continuously based on violation status and sales performance. Daily checks are recommended.
What if my account gets suspended?
Amazon provides suspension notices explaining reasons and appeal processes. Sellers should carefully review these and submit complete documentation.
How can I improve my score?
Key strategies include maintaining product standards, ensuring timely shipments, responding promptly to customer inquiries, avoiding intellectual property violations, and refraining from review manipulation.
Do ratings affect product visibility?
While Amazon hasn't confirmed direct impacts, account health reflects overall performance metrics that indirectly influence search rankings.
These changes represent Amazon's continued efforts to standardize and refine marketplace management. For sellers, adapting to these requirements presents both challenges and opportunities to build more sustainable businesses on the platform.