Amazon Account Health Rating Explained

1. What the Account Health Rating Is

Amazon's Account Health Rating program policy page describes the AHR as a measure of your selling account's risk of deactivation for not complying with certain Amazon selling policies. You see it on the Account Health page in Seller Central, one rating for each store you sell in.

Everything in this post comes from that page and Amazon's list of included policies. Amazon updates both, so check the live versions when you act on a warning.

2. The Scale and the Colors

Amazon's page says the AHR is a color-coded score from 0 to 1,000 with near real-time status. The three bands, as Amazon defines them:

• Green, "Healthy": 200 to 1,000. Not at risk of deactivation based on the policies in the score.
• Yellow, "At Risk": 100 to 199. Your account is at risk of deactivation.
• Red, "Unhealthy": 99 or lower. Your account is eligible for deactivation or already deactivated.

New sellers start at 200, per the same page. Over time your score reflects your policy record and selling activity over the last 180 days.

3. How You Lose and Gain Points

Amazon takes points when it detects a new policy violation on your account. You gain points back when you get those violations resolved.

Amazon also grants points when you fill a minimum number of orders, so the score reflects the size of your business. Sellers with FBM orders can earn points from Buyer Contact Rate, Average Contact Response Time and Buyer Dissatisfaction Rate. Amazon's page says it won't restrict selling privileges for below-average performance on those three.

If you run both models, the FBA vs FBM breakdown covers what changes when you ship orders yourself.

4. Severity Levels

Amazon assigns points to each violation by severity: critical, high, medium or low. Critical violations are the most serious and can lead to immediate account enforcement.

To set severity, Amazon considers factors including how much the violation hurts the customer experience and whether it breaks applicable laws and regulations.

5. Repeat Violations Hurt Faster

Repeats cost you in two ways, per Amazon's page. First, the point value of a violation grows each time you violate the same policy again, so your rating drops faster with each repeat.

Second, you can face immediate deactivation risk if you hit the maximum number of repeat violations for one policy in a 180-day period. Amazon says that maximum varies by severity and can be as low as two for higher-severity violations.

That second rule changes how you work. A complaint you shrug off on one brand can make the next one on that same policy far more dangerous.

6. Policies That Count Toward the Score

Amazon's Policies included in Account Health Rating page lists them. For an arbitrage seller, the ones that come up most:

• Amazon Anti-Counterfeiting policy and Intellectual Property policy
• Product condition guidelines
• Restricted Products policy and product safety and compliance
• Customer Product Reviews Policies and communication guidelines
• Amazon Marketplace Fair Pricing policy
• Selling policies and seller code of conduct

The same page says not all of Amazon's policies are in the AHR yet. A clean rating doesn't mean every policy is clean, so read your Account Health page in full.

7. Fix Violations Fast and Resubmit

"What you need to do whether it is for ungating or for inauthentic complaint you need to resubmit. Just resubmit until it goes through. That's it."

Can You Still Ungate on Amazon FBA in 2026? Full Strategy Revealed

Amazon's page tells you to address every violation on your Account Health page in a timely manner, starting with the highest severity. You win points back by getting violations resolved, so an ignored complaint keeps costing you.

For authenticity complaints, the step-by-step is in how to beat an inauthentic complaint. For listing hijacks on your own brand, see removing hijackers.

8. Keep Your Documents Ready

"It's so much easier if you have an issue with one as you can just go and click like just search up for the [ASIN] and you'll get all the documentation all things that you need all the tracking number. So, it's super easy to actually start building an appeal."

AI Just Killed Online Arbitrage (Here's What FBA Sellers Need Now)

Speed comes from paperwork you already have. File every supplier invoice by ASIN when you buy, keep order confirmations and tracking numbers, and you can answer a complaint the same day.

Before you buy a brand, check whether you can sell it at all. The brand approval guide covers restricted brands that tend to generate complaints.

9. The Score Doesn't Cover Everything

Amazon's page says that regardless of your AHR, Amazon may deactivate an account right away if it suspects fraudulent, deceptive, illegal or otherwise harmful activity. A green score won't save an account that's breaking those rules.

The AHR is also separate from your IPI score. IPI deals with inventory and storage. If that's the number worrying you, read how to improve your IPI score.

Opening a backup account to hedge a low score breaks a different rule. The second seller account post explains why.

10. Update Your Emergency Contact

Amazon says it may call you to offer personalized support if your account health starts to drop toward deactivation. It asks you to keep your Emergency Contact phone number current under Emergency Notifications on the Notifications preferences page.

Check that number today. It takes two minutes, and a missed call during an account problem is a bad way to lose time.

11. A Weekly Account Health Habit

1. Open the Account Health page and note the score and color.
2. Sort open violations by severity and work the highest first.
3. Log any repeat on the same policy and stop buying that brand until you know why it happened.
4. Answer FBM buyer messages fast if you ship orders yourself.

Fifteen minutes a week beats a two-week appeal. Want to see how I pick products that don't drag account health down? Reserve a spot at Thursday's free training.

12. Next Steps

Five posts that pick up where this one stops:

• How to Scale Amazon FBA - grow without putting the account at risk
• Amazon Account Suspended Appeal - what to do if the score hits red
• Amazon FBA Inauthentic Complaint - the violation arbitrage sellers see most
• Get Amazon Reviews Legally - stay inside the reviews policy that counts toward AHR
• Amazon Brand Approval - avoid restricted brands before they cost you points