As the year-end shopping season approaches, Amazon sellers typically prepare for their most profitable period. However, a sudden wave of account suspensions tied to the platform's revamped "Account Health Rating" (AHR) system has left many merchants in crisis, with some seeing their storefronts abruptly deactivated just as peak sales season begins.
The "Health Score": A Seller's Lifeline
Originally introduced in 2020, Amazon's Account Health Rating system received a significant upgrade in August 2022. The new version, currently being tested in the U.S. and Canadian markets before a planned global rollout in 2023, implements a numerical scoring system that categorizes seller accounts into three distinct tiers:
- Healthy (Green): 200-1000 points - Account operates without restrictions
- At Risk (Yellow): 100-199 points - Account shows warning signs requiring attention
- Unhealthy (Red): 99 points or below - Account faces suspension or has already been deactivated
New sellers begin with a baseline score of 200 points. According to merchant calculations, maintaining approximately 223 daily orders over 180 days could theoretically achieve the maximum 1000-point score. However, policy violations trigger substantial point deductions that can rapidly downgrade account status.
The Six-Month Retroactive Review
Many sellers report sudden account downgrades to red status with scores plummeting to around 90 points, resulting in suspended listings. This stems from Amazon's enforcement of a six-month retroactive review policy, where any past violations within that window can now trigger account penalties.
While Amazon provides appeal opportunities, success isn't guaranteed. Some sellers facing permanent suspensions due to repeated intellectual property violations have found appeals unsuccessful, particularly when exceeding Amazon's tolerance thresholds of five infringement violations or two restricted product policy violations within 180 days.
Peak Season Preparations: Compliance as Priority
With the crucial holiday sales period approaching, the health score system serves as a stark reminder that compliance remains the only reliable path to seasonal success. Sellers with past violations must urgently address any outstanding issues to avoid catastrophic consequences.
Account suspensions during peak season carry particularly severe consequences, potentially leaving merchants with stranded inventory and significant financial losses beyond just missed sales opportunities.
Strategies for Navigating the Health Score System
Merchants can implement several key measures to maintain account health:
- Conduct comprehensive audits: Regularly review all product listings for potential policy violations including intellectual property concerns and restricted items
- Address violations immediately: Promptly correct any identified issues to prevent point deductions
- Prepare thorough appeals: When facing account issues, submit well-documented appeals with supporting evidence
- Adopt long-term compliance: Build sustainable business practices that prioritize policy adherence over short-term gains
Amazon's enhanced health score system reflects the platform's ongoing efforts to improve marketplace quality and customer experience. For sellers, maintaining compliance has become not just a requirement for survival, but the foundation for long-term growth on the world's largest e-commerce platform.