Monitor, Alert, Diagnose & Restore
Mastering Amazon Account Health
Monitor & Protect Your Account Now... or face the threat of suspension and frozen funds
Your Amazon Account Health is a measure of how well your brand adheres to the platform’s performance targets and selling policies. It is the single most important factor in determining your ability to sell, avoid suspension, and drive profitable growth. This guide explains the core metrics and how to resolve the issues impacting your rating.
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- Proactively monitor your Amazon Account Health with Ave7LIFT’s patent-pending tech.
- Get daily alerts for Account Health, showcasing the potential revenue impact.
- Diagnose the root cause of Account Health issues with Agentic AI and get recommended fixes.
- Need help trying to restore your Account Health? Just click the “Fix It For Me” button.
- Boost your profits and gain peace of mind.
Don't Let Amazon Health Issues Cost You Sales!
Table of Contents
What is Amazon Account Health and Why It's Critical for Profitable Growth
Your Amazon Account Health is more than just a score; it’s the foundational pillar of your brand’s ability to achieve sustainable, profitable growth on the platform. It’s Amazon’s system for measuring your adherence to their stringent seller policies and performance targets. Ignoring it is not an option, as it directly impacts your visibility, your sales, and ultimately, your account’s survival.
How do I check my Amazon account health?
You can check your Amazon Account Health directly within Seller Central through the Account Health dashboard. This dashboard provides a summary of your performance against the key metrics Amazon uses to evaluate your account.
Navigating to this page is the easy part. The real challenge lies in interpreting the data, understanding the root cause of any violations, and taking corrective action before they escalate. The dashboard shows you what is wrong, but rarely explains the specific why. This is where brands lose valuable time and revenue—manually digging through orders, messages, and listings to diagnose a problem that an automated system has already flagged. Ave7LIFT provides strategic clarity by continuously monitoring this dashboard for you, sending intelligent alerts prioritized by revenue impact, and using AI to diagnose the precise root cause of any issue, turning eCommerce chaos into a clear, actionable plan. For a direct look at your own dashboard, you can visit the Account Health page in Seller Central.
What are the most common reasons for a poor account health rating?
A poor account health rating is typically caused by violations in one of three core areas: Customer Service Performance, Product Policy Compliance, and Shipping Performance. These pillars form the basis of your Account Health Rating (AHR) and are designed to measure the quality of the customer experience you provide.
Understanding these pillars is crucial, as Amazon’s automated enforcement systems are unforgiving. A sudden influx of A-to-z claims or an overlooked IP complaint can quickly spiral, leading to listing suppression or account suspension. The most common reasons for a drop in your rating include:
- Customer Service Performance: This is primarily measured by your Order Defect Rate (ODR), which must remain below 1%. An ODR spike is usually caused by an increase in Negative Feedback, A-to-z Guarantee Claims, or credit card chargebacks. Manually identifying the trend causing these defects—be it a product issue, a fulfillment error, or a listing inaccuracy—is a reactive, time-consuming process.
- Product Policy Compliance: This is the most complex area and carries the highest risk. Violations can range from Suspected Intellectual Property (IP) Violations and Product Authenticity Customer Complaints to Restricted Product Policy Violations. The root cause is often buried in your listing copy, imagery, or even your supply chain.
- Shipping Performance: For sellers using Fulfillment by Merchant (FBM), this is critical. Your Late Shipment Rate (LSR) must be under 4%, and your Valid Tracking Rate (VTR) must be above 95%. A single day of shipping delays can trigger a warning that impacts your entire account.
Ave7LIFT’s AI-enabled technology is designed to navigate this complexity. We don’t just alert you to a high ODR; our agentic AI analyzes customer feedback and claim data to Diagnose the specific ASINs or fulfillment issues causing the problem. When a policy violation occurs, we provide clear recommendations to Restore your standing, helping you protect your brand and maintain your growth trajectory.
What is a good account health rating on Amazon?
A good account health rating is a score of 200 or higher, which places your account in the “Healthy” green category. This numerical score, ranging from 0 to 1,000, provides a real-time assessment of your account’s risk of deactivation.
Amazon uses a simple color-coded system to provide an at-a-glance status of your account. All new sellers start with a score of 200, and points are added for fulfilling orders and deducted for policy violations. Understanding your standing is the first step to protecting your business:
- Healthy (Green | 200-1,000): Your account is not at risk of deactivation. This is the target for all sellers and indicates a consistent adherence to Amazon’s policies.
- At Risk (Yellow | 100-199): Your account is at risk of deactivation. This serves as a critical warning that you have unresolved issues that require immediate attention.
- Unhealthy (Red | 0-99): Your account is either eligible for deactivation or has already been deactivated. This is a severe status that requires an immediate and effective Plan of Action to resolve.
According to Amazon’s official Account Health Rating program policy, the severity of a violation will determine the number of points deducted. The goal is not just to fix issues as they arise, but to proactively maintain a high score to ensure your brand is protected from unforeseen algorithmic hurdles.
Is your Account Health "At Risk"?
The True Cost of Neglecting Your Account Health
An account health issue is rarely just a single, isolated warning. It’s a leading indicator of systemic problems that create a significant drag on your revenue. The true cost isn’t just the stress of a potential suspension; it’s the quiet, daily erosion of profits caused by unresolved issues that suppress your brand’s visibility and sales velocity.
Can a low account health rating affect my product’s visibility and sales?
Yes, a low account health rating directly and significantly damages your product visibility and sales. It is one of the most critical factors in losing Buy Box eligibility and can lead to your listings being suppressed from search results, causing an immediate and often drastic decline in revenue.
The Amazon A9 algorithm is designed to reward sellers who provide a superior customer experience, and your Account Health Rating is the primary measure of this. When your rating drops into the “At Risk” category, you are sending a clear signal to the algorithm that your brand is a higher risk. The immediate consequences include:
- Loss of the Buy Box: Over 80% of Amazon sales happen through the Buy Box. A dip in your account health makes you less likely to win it, even if you have the best price. Your sales velocity can plummet overnight.
- Listing Suppression: Active policy violations can cause Amazon to remove your product from search results entirely. Your ASIN becomes invisible to new customers, grinding your sales to a halt.
- Reduced Advertising Efficiency: Poor account health can impact the performance and placement of your advertising campaigns, leading to wasted ad spend and lower returns.
Simply put, a healthy account is a prerequisite for profitable growth. Ave7LIFT’s core function is to protect your standing by identifying the issues that put your visibility at risk, allowing our team to resolve them and Restore your brand’s rightful place in the search results.
Why is manually monitoring account health a losing battle?
Manually monitoring account health is a losing battle because the process is fundamentally reactive. By the time a violation appears on your dashboard, the damage has already started. Trying to find the root cause is a time-consuming process of digging through data, a luxury most brands can’t afford in Amazon’s fast-paced environment.
The challenge is not a lack of effort; it’s the platform’s inherent complexity. You are up against:
- Algorithmic Hurdles: Amazon’s automated enforcement systems operate 24/7. They detect violations and penalize your account instantly, without context or warning.
- Vague Violations: A notification for a “Product Authenticity Complaint” doesn’t tell you which customer, which order, or what specific comment triggered the alert. You are left to guess, wasting hours that should be spent on growing your business.
- Delayed Data: The information in Seller Central can sometimes lag, meaning you are acting on outdated information while the problem continues to impact your sales.
This reactive cycle of finding a problem, diagnosing the cause, and implementing a fix is inefficient and costly. Ave7LIFT flips the script. Our proprietary AI-enabled technology Monitors your account around the clock, sends intelligent Alerts prioritized by revenue impact, and instantly Diagnoses the precise root cause of the issue. We turn the chaos of manual monitoring into a clear, manageable process designed to keep your brand protected and your growth on track.
The Ave7LIFT Advantage: From Reactive Firefighting to Proactive Resolution
Staying ahead of Amazon’s algorithmic hurdles requires a fundamental shift in strategy. The old model of manually checking a dashboard and reacting to problems is no longer sufficient to protect your brand or your revenue. The future of Amazon compliance is proactive, data-driven, and powered by intelligent technology.
What makes the Ave7LIFT approach to account health different?
The Ave7LIFT approach is fundamentally different because it is a complete, proactive resolution system, not just a monitoring tool. While competitors focus on flagging issues after they have already occurred, our proprietary AI-enabled technology is designed to get ahead of risks, provide a precise root cause diagnosis, and deliver a clear, actionable path to resolution.
Our entire methodology is built on a deep understanding of the Amazon ecosystem, developed by a team of former top sellers and ex-Amazonians. We don’t just show you data; we provide strategic clarity. The core difference lies in our shift from reactive firefighting to proactive problem-solving. We move you from asking “What’s wrong?” to confidently saying “I know exactly what to do.” This isn’t about working harder; it’s about leveraging a smarter, data-driven system to protect your assets and drive profitable growth.
How does Ave7LIFT’s AI technology provide a clearer path to resolution?
Our AI technology provides a clear path to resolution by transforming complex data into a simple, prioritized action plan. The system is built on a four-step process designed to turn eCommerce chaos into clarity, ensuring you focus on the issues that have the greatest impact on your revenue.
This is how we deliver unmatched clarity at every stage:
- Continuous Monitoring: Our system connects directly to your Seller Central account, monitoring your performance metrics and policy compliance 24/7. It acts as a vigilant co-pilot, watching for the earliest signs of trouble so you can address issues before they escalate into revenue-damaging problems.
- Intelligent Alerts Prioritized by Revenue Impact: We eliminate the noise. Instead of a flood of confusing notifications, Ave7LIFT sends intelligent, consolidated alerts that are prioritized by financial impact. You’ll always know exactly which issue to tackle first to protect your bottom line.
- Agentic AI for Precise Root Cause Diagnosis: This is our core differentiator. A standard alert from Amazon tells you the “what,” but not the “why.” Our agentic AI goes deeper, analyzing data from across your account to determine the precise root cause of the violation, whether it’s a problematic keyword in a listing, a fulfillment issue with a specific ASIN, or a trend in customer feedback.
- Actionable Recommendations & Optional ‘Done-For-You’ Resolution: Once the root cause is diagnosed, we provide clear, step-by-step instructions to resolve the issue effectively. For brands that need additional support, our team of experts can implement the solution for you with our “Fix It For Me” service, turning a complex problem into a closed case.
Stop Guessing What's Hurting Your Account
Conclusion: Turn eCommerce Chaos into Profitable Growth
- Your Account Health is Critical: Your Amazon Account Health is a direct measure of your adherence to Amazon’s policies and is the single most important factor determining your ability to sell and avoid suspension.
- Neglecting It Drains Revenue: A poor rating is more than a warning; it actively damages your business by causing lost Buy Box eligibility, suppressed search visibility, and a direct hit to your profitable growth.
- Reactive Monitoring is a Losing Strategy: Manually trying to fix issues after they appear is an inefficient, costly cycle that leaves your brand vulnerable to Amazon’s automated enforcement systems and algorithmic hurdles.
- The Proactive Solution is Clear: The only way to protect your brand is to shift to a proactive strategy. Ave7LIFT provides the complete solution to Monitor for risks 24/7, receive intelligent Alerts, Diagnose the precise root cause with AI, and get a clear plan to Restore your account to a healthy, profitable state.
Amazon Account Health FAQs
What happens if my Amazon account health is at risk?
When your Account Health Rating (AHR) falls into the “At Risk” category (a score of 100-199), it serves as a critical warning that your account is in danger of deactivation. The first steps you should take are to immediately review your Account Health dashboard to identify the specific policy violations or performance issues, and then prioritize addressing the most severe violations to stop any further negative impact on your rating and sales.
The challenge is that the dashboard often provides vague information, making it difficult to diagnose the precise root cause. This is a critical period where a swift, accurate response is necessary to prevent escalation. Ave7LIFT’s technology provides a significant advantage by instantly Diagnosing the root cause of the alert and providing a clear, actionable plan to Restore your account’s standing before it leads to suspension.
How do I improve my Amazon account health rating?
You can improve your Amazon Account Health Rating by systematically addressing every violation listed on your Account Health dashboard and consistently meeting Amazon’s performance targets over time. The process involves appealing incorrect violations with a clear Plan of Action, fixing the root cause of legitimate issues in your operations or listings, and fulfilling orders flawlessly to add positive points back to your score.
Improving your AHR is a continuous process, not a one-time fix. Without a system to proactively manage compliance, you will remain in a reactive cycle of fixing problems as they arise. Ave7LIFT helps you break this cycle. Our platform helps you Monitor for potential issues 24/7 and sends intelligent Alerts so you can resolve them before they impact your rating, ensuring a steady, long-term improvement in your account’s health.
How is the Amazon Account Health Rating calculated?
The Account Health Rating (AHR) is a point-based score calculated over a rolling 180-day period. All new sellers start with a score of 200. Points are added for successfully fulfilling orders, while points are deducted for policy violations. The number of points deducted depends on the severity of the violation, with “critical” violations causing the most significant drops.
Because the calculation is dynamic and based on both your sales volume and your compliance, it can fluctuate daily. Manually tracking these changes and understanding their impact is nearly impossible. Ave7LIFT provides strategic clarity by translating these complex calculations into a prioritized action plan, allowing you to focus on the key levers that will most effectively protect and improve your score.
What is the Amazon Account Health Assurance program?
Account Health Assurance (AHA) is a benefit for sellers who consistently maintain a high Account Health Rating (a score of 250 or higher for at least 6 months) and have a valid emergency contact number on file. If an eligible seller’s account is at risk of deactivation, Amazon will proactively contact them to help resolve the issues before suspending the account.
While AHA provides a valuable safety net, qualifying for it requires a sustained period of excellent performance. It is not a substitute for a robust compliance strategy. Ave7LIFT’s proactive Monitoring and Alert system is designed to help you achieve and maintain the high AHR required to qualify for the AHA program, providing an extra layer of protection for your brand.
How can I prevent my Amazon account from being deactivated?
The most effective way to prevent deactivation is to maintain a “Healthy” Account Health Rating by proactively addressing issues before they escalate. This involves rigorously auditing your listings for compliance, ensuring your supply chain provides authentic products, and maintaining excellent customer service and shipping performance to keep your metrics well within Amazon’s targets.
Prevention requires constant vigilance, which is a significant challenge for busy sellers. Ave7LIFT provides the necessary leverage by continuously Monitoring your account for the earliest signs of risk. Our system is designed to help you stay ahead of Amazon’s automated enforcement systems and resolve potential issues long before they ever threaten your account.
How long does it take to improve my account health rating?
The time it takes to improve your account health rating can vary from a few days to several months. A successful appeal can add points back almost immediately, while improvements to performance metrics like your Order Defect Rate will take at least 60 days to be reflected in your rating. The key factors are the severity of the violations and the speed and effectiveness of your response.
Waiting for metrics to improve can be a stressful period where your account remains at risk. Ave7LIFT helps shorten this timeline by providing an instant Diagnosis of the root cause, allowing you to implement a more precise and effective fix. This data-driven approach is critical for building a compelling appeal and helping you Restore your account’s healthy status as quickly as possible.
How do I handle intellectual property (IP) complaints?
Handling intellectual property (IP) complaints requires immediate and precise action. You must first investigate the claim to determine its validity, then either provide Amazon with documentation proving your right to sell the product (like invoices or a letter of authorization) or immediately remove the infringing content from your listing and appeal the violation.
IP complaints are among the most serious violations and can quickly lead to account suspension if ignored. The complexity lies in identifying the specific infringing element—a brand name in the backend keywords, a logo in an image, or a patent issue. Ave7LIFT’s agentic AI can help Diagnose the potential root cause of these complaints, providing you with the data-driven insights needed to build an effective appeal and Restore your listing.
What is the difference between "At Risk" and "Unhealthy" account status?
“At Risk” (yellow, score 100-199) is a warning that your account has unresolved violations and is in danger of deactivation. “Unhealthy” (red, score 0-99) is a critical status meaning your account is either already deactivated or eligible for immediate deactivation. The key difference is the urgency: “At Risk” requires immediate action, while “Unhealthy” requires an immediate and successful appeal to continue selling.
The goal is to never reach either status. The best way to do this is to have a system that gives you early warnings. Ave7LIFT acts as that system, sending intelligent Alerts for issues that could push you into the “At Risk” category, giving you the time and insight needed to resolve them while your account is still “Healthy.”
How does FBA affect my account health metrics compared to FBM?
Using Fulfillment by Amazon (FBA) positively impacts the shipping performance metrics on your Account Health dashboard, as Amazon takes responsibility for on-time shipping and delivery. However, you are still fully responsible for Customer Service Performance (ODR) and all Product Policy Compliance. A common misconception is that FBA protects your entire account, which is not the case.
Even with FBA, your account can be suspended for issues like Product Authenticity Complaints or IP Violations. In fact, because FBA scales your volume, it can accelerate the impact of a problematic product. Ave7LIFT Monitors your entire operation, providing a holistic view of your account’s health regardless of your fulfillment method.
What is the difference between a policy warning and a policy violation?
A policy warning is a notification that your listing or account activity may be at risk of violating a specific policy, serving as a proactive heads-up from Amazon. A policy violation is a confirmed instance where your account has failed to adhere to Amazon’s selling policies, which will deduct points from your Account Health Rating and requires a direct appeal or resolution.
Think of a warning as a yellow light and a violation as a red light. The challenge for sellers is that the line between the two can be blurry, and a warning can quickly become a violation without clear action. Ave7LIFT helps you manage both by providing Alerts for at-risk activity, giving you the chance to correct course before a formal violation occurs and damages your account’s health.
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