- Amazon describes AHR as a colour-coded indicator of deactivation risk based on policy compliance and selling activity in a particular store.
- Amazon currently describes 200–1,000 as Healthy, 100–199 as At Risk and 99 or lower as eligible for deactivation; always confirm the current thresholds shown in Seller Central.
- Deleting a listing does not automatically resolve the policy violation that affected AHR; the violation must be addressed through the relevant Account Health workflow.
- A green score is not permission to ignore serious notices, and Amazon can take immediate action for certain severe concerns regardless of the displayed score.
1. What Account Health Rating is designed to show
Account Health Rating is Amazon’s colour-coded measure intended to help sellers understand their risk of deactivation from policy non-compliance. It appears in Account Health and should be read together with the individual violations, severity, deadlines and policy categories shown below the score.
The score is not a customer-facing rating and it is not the same as sales performance, Featured Offer eligibility or product ranking. Its purpose is to help sellers prioritise policy risk.
2. How to read the current score bands
Amazon’s current guidance describes 200–1,000 as the green Healthy range, 100–199 as yellow At Risk and 99 or below as red/eligible for deactivation. A seller does not need a score of 1,000 to be “healthy”. A score around 200 can be normal, especially for a lower-volume seller with no unresolved violations.
Because Amazon can revise programme rules, the Account Health page in the seller’s own marketplace should be treated as the current source for thresholds and labels.
3. Why a clean account can stay close to 200
Amazon states that all new sellers start with a baseline score of 200 and that fulfilled order volume over a rolling 180-day period can add points. As historical order volume changes, those additional points can also change.
A decline from a higher number toward 200 does not necessarily mean a new violation occurred. The seller should first inspect the Policy Compliance area to determine whether there is an actual open issue.
4. How policy violations affect AHR
When Amazon identifies policy violations that are included in AHR, points are deducted based on the violation and its severity. Successfully addressing an eligible violation can restore the associated points. Repeat violations of the same policy can have a greater impact than a first occurrence.
The operational lesson is simple: do not focus on “earning points” while leaving a serious violation unresolved. The most useful way to protect AHR is to prevent violations and address valid ones promptly.
5. Deleting a listing is not the same as resolving the violation
Amazon explicitly states that deleting the listing does not itself improve AHR. A violation can remain under Policy Compliance even after the ASIN is removed from inventory.
Deleting or closing a listing may be an appropriate containment step in some cases, but the seller still needs to complete the policy-response workflow shown in Account Health if Amazon requires one.
6. Prioritise by severity, scope and deadline
When several issues are open, create a simple triage sheet: violation name, severity, ASIN/account scope, notification date, deadline, required action, owner and current status. Account-level issues and critical/high-severity issues should generally be reviewed before lower-risk catalogue items.
Also look for common root processes. If several restricted-product warnings came from the same listing workflow, or several authenticity complaints came from the same supplier, fixing each ASIN individually without correcting the underlying process leaves the account exposed to repeat violations.
7. A green AHR does not cancel serious enforcement risk
Amazon states that it may take immediate action where it suspects deceptive, fraudulent, illegal or otherwise harmful activity, regardless of the displayed AHR. That is why a green score should never be used as the only reason to dismiss a Performance Notification.
Read the notification itself and act on the specific issue. The score is a risk indicator, not a guarantee that the account cannot be restricted for another reason.
8. Build a weekly Account Health operating routine
For an actively managed seller account, review Account Health and Performance Notifications on a fixed schedule and more frequently while a warning is open. Track product-policy issues, authenticity/IP complaints, restricted-product notices, review-manipulation concerns and any other policy alerts that appear in the account.
Assign one owner to each open item. Save the evidence submitted, Amazon’s response and the preventive action implemented. This turns Account Health from an emergency-only page into a routine compliance control.
9. When to contact Account Health Support
If the notification is unclear or the seller cannot determine what evidence Amazon is asking for, use the Account Health support options available in Seller Central. Before the call, keep the exact notification, affected ASINs/order IDs, dates and supporting records ready.
Verbal guidance can help clarify the path, but the written notification and submission fields remain important. Do not ignore a written requirement because a support conversation sounded broader or different.
Account Health weekly review
| Check | What to record | Priority |
|---|---|---|
| AHR band | Current score/band and whether it changed | Context |
| Open policy violations | Policy, severity, ASIN/account scope, deadline | Highest |
| Performance Notifications | New notices and exact required action | Highest |
| Repeat patterns | Same supplier, product type, user or process appearing again | High |
| Completed cases | Submission, decision and preventive control retained | Routine |
Frequently asked questions
Is an AHR of 200 bad?
No. Amazon currently places 200 in the Healthy range. A lower-volume seller with no unresolved violations may remain around 200.
Do I need 1,000 AHR to protect my account?
No. Amazon states that 200 and above is currently Healthy. A higher score provides more buffer, but it does not override serious policy enforcement.
Why did my AHR fall even though I received no new violation?
Additional points can reflect fulfilled order volume over a rolling 180-day period. If older orders leave that period, the score can move toward the 200 baseline without a new violation. Check Policy Compliance to confirm.
Will deleting a violating ASIN remove the AHR impact?
No. Amazon states that the violation still needs to be addressed through Policy Compliance even if the listing is deleted.
Can a green account still be deactivated?
Yes. Amazon states that certain serious concerns can lead to immediate enforcement regardless of the displayed score.