Amazon sellers are expected to follow marketplace policies, maintain accurate product information, fulfil orders reliably, and respond quickly when compliance concerns appear. A policy violation that remains unresolved can reduce the seller's Account Health Rating, restrict individual listings, delay disbursements, or place the selling account at risk of deactivation.

Amazon Account Health Rating (AHR) is a colour-coded score used to show the risk of account deactivation based on compliance with selected Amazon selling policies. It is not a sales score, advertising score, product-ranking score, or guarantee that an account will never be reviewed.

This guide explains Amazon Account Health Rating for Indian sellers, the difference between AHR and operational performance metrics, common policy-violation categories, how to investigate and appeal violations, how to prepare a factual Plan of Action, and how to build a daily compliance process that protects long-term selling privileges.

What Is Amazon Account Health Rating?

Amazon Account Health Rating is a score shown in Seller Central that helps sellers understand their current risk of account deactivation due to unresolved policy violations.

Amazon currently describes AHR as a colour-coded score ranging from 0 to 1,000. The score is influenced by factors such as:

The number of unresolved policy violations
The severity of each violation
The effect of the violation on customers
The seller's order volume
Whether the seller successfully resolves the issue

A seller does not need a score of 1,000 to maintain a healthy account. The purpose of the rating is to identify risk and help sellers prioritize the violations that require immediate action.

Understanding the AHR Colour and Risk Levels

AHR status	General meaning	Recommended response
Healthy or green	The account is not currently showing a high policy-related deactivation risk	Continue monitoring and resolve every new issue promptly
At risk or yellow	Unresolved violations are increasing the account's policy risk	Prioritize the highest-severity violations and submit valid evidence or appeals
Unhealthy or red	The account may be at high risk of deactivation	Stop non-essential account changes, investigate immediately, and work through Account Health support

Amazon has stated that an AHR below 100 points indicates a high risk of deactivation. Because policies and programme rules can change, sellers should always use the live Account Health dashboard as the final source for their account-specific status.

AHR vs Order Performance Metrics

Amazon Account Health contains multiple sections. Sellers should not treat the AHR score as the only account-health indicator.

Area	What it measures	Examples
Account Health Rating	Risk created by selected policy violations	Intellectual-property, authenticity, restricted-product, listing-policy, and product-safety issues
Customer service performance	Customer-order experience and claims	Order defects, negative feedback, A-to-z claims, and chargebacks
Shipping performance	Seller-fulfilled operational reliability	Late dispatch, cancellation, tracking, and delivery performance
Product compliance	Required safety, regulatory, and product documents	Testing reports, declarations, licences, warnings, and category-specific documents

A seller may have a healthy AHR while still facing operational risk from late dispatches, cancellations, or poor customer-service performance. Review the entire Account Health dashboard, not only the colour-coded score.

How Amazon AHR Changes

Amazon generally deducts points when a new policy violation is recorded and may restore points when the seller successfully resolves that issue. The effect of each violation can vary according to severity and customer impact.

Important principles include:

A critical violation can create more risk than several low-severity issues
Deleting a listing does not automatically resolve the policy violation
An appeal must address the actual policy concern
Repeated violations can create greater account risk
Resolved issues should be monitored until the dashboard confirms completion
Account-specific instructions take priority over generic templates

Where to Check Account Health in Seller Central

Sign in to Amazon Seller Central India.
Open the Performance menu.
Select Account Health.
Review the Account Health Rating and policy-compliance section.
Check customer-service and shipping-performance sections.
Open each violation to read the affected ASIN, date, policy, severity, and required action.
Download or record the information in an internal compliance tracker.
Resolve the issue through the workflow shown by Amazon.

Seller Central navigation and labels may change. Sellers should follow the live dashboard and help links displayed inside their account.

Common Amazon Policy Violation Categories

1. Suspected Intellectual Property Violations

Amazon may flag content that appears to use another party's trademark, copyright, patent, logo, image, or protected product information.

Review:

Product title and brand field
Images and packaging
Bullet points and description
Search terms
Compatibility statements
Invoices and authorization

If the content is inaccurate, remove or correct it. If the listing is authorized, provide relevant documentation and a clear explanation through the appeal workflow.

2. Received Intellectual Property Complaints

A rights owner may submit a complaint against a listing. The seller should verify the complaint type, complaint ID, affected ASIN, rights-owner contact details, and requested action.

Possible resolutions include:

Providing valid invoices or authorization
Correcting infringing content
Obtaining a retraction from the rights owner
Submitting an appeal when the complaint is incorrect
Removing products that the seller is not authorized to sell

Do not pressure a rights owner, submit altered documents, or claim authorization that does not exist.

3. Product Authenticity Complaints

Amazon may request evidence that inventory is genuine and sourced through a reliable supply chain.

Useful evidence may include:

Supplier invoices
Purchase orders
Brand authorization
Importer or distributor details
Supplier contact information
Product and packaging photographs
Traceable payment records

Invoices should be genuine, readable, recent enough for the inventory under review, and clearly connected to the products and quantities sold.

4. Restricted Product Violations

Some products are prohibited, restricted, age-controlled, location-restricted, or subject to category approval.

Before listing, verify:

Amazon restricted-product policies
Applicable Indian laws and regulations
Category-specific approval requirements
Ingredient, material, battery, or hazardous-goods rules
Required licences and certificates
Claims made in the listing

If Amazon incorrectly classifies a product, use the Account Health appeal workflow and provide valid supporting information.

5. Product Safety and Compliance Requests

Amazon may request test reports, declarations, registrations, warnings, labelling information, licences, or other product-compliance documents.

Do not submit a document for a different model, product, brand, manufacturer, or testing standard. The evidence should match the exact product under review.

6. Listing Policy Violations

Listing-policy issues may involve inaccurate product detail pages, duplicate products, invalid variations, misleading claims, prohibited content, incorrect condition, or misuse of product identifiers.

Review DigiCommerce's Amazon suppressed listings guide for catalogue-level correction steps.

7. Condition Complaints

Customers may report that an item sold as new appeared used, damaged, incomplete, opened, expired, or materially different from the listing.

Investigate:

Supplier quality
Warehouse handling
Packaging controls
Return-to-stock inspection
Expiry management
Product-page accuracy
Included accessories

8. Review Manipulation or Customer Review Policy Violations

Sellers must not buy reviews, offer prohibited incentives, ask customers to change negative reviews, create review groups, or use manipulative communications.

Use policy-compliant review-request tools and focus on product quality and customer experience.

9. Drop Shipping Policy Violations

Drop shipping may be permitted only when the seller remains clearly identified as the seller of record and the order does not contain another retailer's packing slip, invoice, or branding.

Review every supplier and fulfilment workflow before using a third party to dispatch orders.

10. Buyer-Seller Messaging Violations

Messages should be necessary for order completion or customer service. Avoid promotional links, marketing content, review manipulation, external payment requests, and prohibited contact information.

How to Prioritize Violations

Priority	Example	Recommended timing
Critical	Severe authenticity, safety, illegal-product, fraud, or account-verification concern	Investigate immediately
High	Violation materially affecting customers or selling privileges	Same business day
Medium	Important policy issue with lower immediate risk	Within the stated deadline
Low	Lower-risk listing or compliance issue	Resolve promptly and prevent repetition

Amazon's severity label and dashboard instructions should determine the final priority.

Step-by-Step Policy Violation Resolution Process

Step 1: Record the Exact Violation

Create an internal tracker containing:

Violation date
ASIN and SKU
Policy name
Severity
Complaint or case ID
Required action
Deadline
Assigned owner
Submission date
Final result

Step 2: Stop the Risk From Continuing

Depending on the issue, temporarily close the affected offer, stop replenishment, hold inventory, remove incorrect content, or pause the supplier workflow.

Closing a listing may stop additional customer exposure, but it does not by itself remove the recorded violation.

Step 3: Investigate the Root Cause

Review the complete workflow:

Supplier selection
Product documentation
Catalogue creation
Image and content approval
Warehouse handling
Order fulfilment
Returns inspection
Customer communication
Team access and permissions

Step 4: Collect Supporting Evidence

The required evidence depends on the issue. It may include invoices, authorization letters, product photographs, packaging images, test reports, registrations, process records, inspection reports, or supplier information.

Step 5: Take Corrective Action

Correct the immediate problem before submitting an appeal. Examples include:

Removing inaccurate content
Correcting the brand or variation
Stopping an unauthorized supplier
Quarantining questionable inventory
Improving return inspection
Updating compliance documents
Restricting employee permissions

Step 6: Prepare a Factual Appeal or Plan of Action

Answer the questions requested by Amazon. Avoid long company introductions, emotional language, blame, or copied templates that do not address the violation.

Step 7: Submit Through the Correct Workflow

Use the appeal or document-submission button attached to the violation. Do not open multiple unrelated cases for the same issue unless Amazon directs you to do so.

Step 8: Monitor and Respond

Check Performance Notifications, Case Log, Account Health, and registered contact details. Respond within the specified deadline when Amazon requests additional information.

How to Write an Effective Amazon Plan of Action

A Plan of Action should be specific to the violation and supported by genuine actions.

Root Cause

Explain why the issue occurred. Do not simply repeat the complaint.

Weak statement:

We received a complaint because of a mistake.

Stronger approach:

Our catalogue review process did not require authorization verification before a team member used a third-party trademark in the product title.

Corrective Actions

Explain what has already been done to resolve the affected orders, listings, inventory, supplier, or customer issue.

Preventive Measures

Explain the process changes that will prevent recurrence.

Supplier verification checklist
Invoice retention policy
Pre-publication content approval
Restricted-product review
Compliance-expiry alerts
Warehouse quality checks
Return-to-stock inspection
Employee training
Role-based access
Recurring account-health audit

Documents Commonly Used in Amazon Appeals

Issue type	Possible supporting documents
Authenticity	Invoices, purchase orders, supplier details, authorization, payment records
Intellectual property	Trademark records, licence, authorization, rights-owner retraction
Product safety	Test reports, registrations, declarations, labels, manuals, packaging images
Restricted product	Licence, category approval, ingredient or material records, technical documentation
Condition complaint	Quality-control records, packaging process, return inspection, product photographs
Shipping performance	Carrier reports, pickup records, order workflow evidence, staffing and process changes

Amazon may request different evidence. Submit only documents relevant to the exact issue.

Amazon Account Health Assurance

Account Health Assurance is an additional protection programme for qualifying professional sellers who consistently maintain a high AHR.

Under Amazon's current India guidance, automatic enrolment may require:

A professional selling account
An AHR of at least 250 for the required qualifying period
No more than the permitted number of days below the threshold
A valid emergency contact number
Engagement with Amazon within 72 hours when contacted about a serious issue

Amazon has described the qualifying period as six months with no more than ten days below the threshold. Sellers should verify the current eligibility status and terms inside Seller Central because programme conditions can change.

Account Health Assurance does not allow policy violations to remain unresolved. It is designed to keep a qualifying account active while the seller works with Amazon to resolve eligible issues.

Operational Metrics That Also Require Daily Monitoring

Seller-fulfilled accounts should review all current targets displayed in Account Health, including:

Order defect rate
Pre-fulfilment cancellation rate
Late dispatch rate
Valid tracking performance
On-time delivery performance
Customer feedback
A-to-z Guarantee claims
Chargebacks

Targets and measurement windows can vary by programme, fulfilment model, and marketplace. Use the live dashboard rather than relying on an old screenshot or third-party article.

Daily Amazon Account Health Checklist

Check Account Health Rating
Check new policy violations
Check Product Compliance Requests
Check Performance Notifications
Check customer-service performance
Check shipping-performance metrics
Check late dispatch and cancellations
Check suppressed and inactive listings
Check stranded FBA inventory
Check authenticity and IP complaints
Check open appeals and deadlines
Record actions in the compliance tracker

Weekly and Monthly Compliance Workflow

Weekly

Review unresolved violations by severity
Verify appeal evidence and deadlines
Audit high-return and high-complaint ASINs
Review supplier and invoice gaps
Review employee access and recent catalogue changes
Confirm restricted-product and compliance status

Monthly

Audit the complete Account Health dashboard
Review recurring root causes
Refresh supplier verification
Review document expiry dates
Train listing, warehouse, and customer-service teams
Update the policy and compliance checklist
Review Account Health Assurance eligibility

Amazon Account Health KPI Table

KPI	Purpose	Review frequency
Account Health Rating	Shows policy-related deactivation risk	Daily
Open violations	Measures unresolved policy workload	Daily
Critical and high-severity violations	Identifies urgent account risk	Daily
Average resolution time	Measures compliance-response speed	Weekly
Repeat violation rate	Shows whether preventive controls are working	Monthly
Appeal acceptance rate	Measures evidence and investigation quality	Monthly
Late dispatch and cancellations	Shows seller-fulfilled operational risk	Daily
Return and complaint rate	Identifies product, listing, or quality problems	Weekly
Document expiry risk	Identifies future compliance gaps	Monthly

First 24-Hour Response Plan for a Serious Violation

Read the complete notification and Account Health entry.
Record the deadline and affected ASINs.
Stop the affected workflow from creating more risk.
Preserve invoices, product images, order records, and supplier information.
Assign one owner for the investigation.
Contact Account Health support when available.
Complete immediate corrective actions.
Prepare a factual appeal based on the requested information.
Submit once the evidence is complete.
Monitor registered email, phone, Case Log, and Performance Notifications.

30-Day Account Health Improvement Plan

Days 1-7: Risk Audit

Export or record all current violations
Prioritize by severity and deadline
Review operational metrics
Identify high-risk suppliers and ASINs
Resolve easy catalogue and documentation gaps

Days 8-15: Corrective Actions

Submit evidence-based appeals
Correct inaccurate listings
Quarantine questionable inventory
Improve packaging and return inspection
Update restricted-product controls

Days 16-23: Prevention

Create supplier-verification SOPs
Create a compliance-document register
Implement listing approval
Restrict account permissions
Train catalogue, warehouse, and support teams

Days 24-30: Monitoring and Governance

Create the daily Account Health dashboard
Review repeat violations
Set document-expiry reminders
Test escalation and emergency-contact workflows
Define monthly management review

Common Account Health Mistakes

Deleting a Listing and Assuming the Violation Is Resolved

Removing an offer may stop future sales, but the seller must still address the policy issue through Account Health.

Using Generic Plan of Action Templates

Copied appeals often fail because they do not explain the actual root cause or actions.

Submitting Edited or Unverifiable Documents

False or altered documents can create more serious account risk.

Blaming Customers, Amazon, or Employees

The appeal should focus on facts, control gaps, corrective actions, and prevention.

Opening Multiple Cases for the Same Violation

Duplicate cases can create confusion and do not replace the correct appeal workflow.

Ignoring Low-Severity Issues

Repeated low-severity violations may reveal a weak internal process.

Monitoring Only the AHR Score

Operational performance, product compliance, notifications, and customer claims also require attention.

Frequently Asked Questions

1. What is a good Amazon Account Health Rating?

A healthy rating is one that is shown as green and not at risk in the seller's Account Health dashboard. Sellers do not need a score of 1,000.

2. What happens if AHR falls below 100?

Amazon has stated that a score below 100 indicates a high risk of deactivation. The seller should resolve the highest-severity violations immediately.

3. Do all new sellers start with the same AHR?

Amazon has explained that new sellers generally begin at 200, but the live dashboard should be treated as the final account-specific source.

4. Does deleting an ASIN remove the violation?

No. The seller must still resolve or appeal the policy issue shown in Account Health.

5. How quickly should a seller respond to a policy violation?

Respond as soon as possible and always before the deadline shown by Amazon. Critical or high-severity issues should be investigated immediately.

6. What is an Amazon Plan of Action?

It is a structured explanation of the root cause, completed corrective actions, and preventive measures for a policy or performance issue.

7. Can invoices be used in an authenticity appeal?

Yes, when they are genuine, readable, relevant to the affected products and quantities, and meet the requirements stated by Amazon.

8. What is Account Health Assurance?

It is an additional protection programme for qualifying professional sellers who maintain a high AHR and work with Amazon promptly to resolve serious issues.

9. Does Account Health Assurance prevent all deactivations?

No. Sellers must remain eligible, respond to Amazon, and resolve the issue. The programme does not permit continued policy violations.

10. Can an account be deactivated even with a healthy AHR?

AHR is an important risk indicator, but severe policy, verification, fraud, legal, or operational issues may still require immediate Amazon action.

11. How can sellers prevent authenticity complaints?

Source from reliable suppliers, retain invoices, verify brands and identifiers, inspect inventory, and ensure listings accurately describe the product.

12. Can DigiCommerce help with Amazon Account Health?

Yes. Support can include dashboard audits, violation tracking, document checklists, listing correction, Plan of Action drafting, case preparation, process improvement, and ongoing account-health monitoring.

How DigiCommerce Supports Amazon Sellers

DigiCommerce supports brands, manufacturers, retailers, distributors, and marketplace sellers with Amazon account-health and compliance workflows.

Account Health dashboard audits
Violation and deadline tracking
ASIN and listing investigation
Invoice and document checklists
Plan of Action drafting support
Listing and catalogue corrections
Authenticity and IP workflow support
Restricted-product and compliance coordination
Operational-performance monitoring
Daily and weekly account-health reporting
Preventive SOPs and team training

Conclusion

Amazon Account Health Rating helps sellers understand policy-related risk, but maintaining a healthy account requires more than watching a number. Sellers should review every violation, product-compliance request, performance notification, customer-service metric, and shipping metric.

The strongest account-health process combines genuine sourcing documents, accurate listings, product-compliance controls, reliable fulfilment, clear customer communication, fast investigation, evidence-based appeals, and preventive operating procedures.

For Amazon Account Health audits, policy-violation tracking, Plan of Action support, listing correction, compliance workflows, and ongoing seller-account management, connect with DigiCommerce Solutions.

Amazon Account Health Rating and Policy Compliance Guide

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