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This article applies to selling in: United Kingdom

Account Health FAQ

What is the purpose of the Account Health page?

The Account Health page provides an overview of your selling account’s adherence to the performance targets and policies required to sell on Amazon. To ensure that we are delivering a great experience for our customers, Amazon can take action on these metrics if they don’t comply with our targets.

We regularly review the performance of all sellers and notify them when they are off-target. The intent of this review is to give you the opportunity to improve your performance before the issue affects your ability to sell. Occasionally, seller accounts with very poor performance are immediately deactivated.

If your selling account has been deactivated, you may be eligible for reinstatement. You can appeal by providing us with a plan of action for correcting the problems that contributed to the enforcement action. Learn how to appeal the restriction or removal of selling privileges.

How does the Account Health Rating work?

The Account Health Rating (AHR) is a new feature that helps you monitor your account health based on your adherence to Amazon’s selling policies. It takes into account factors such as the number of unresolved policy violations on your account at any given time, the relative severity of those violations and the extent to which you positively impact the customer experience via your selling activities. This rating does not change Amazon’s existing selling policies and will continue to be refined over time.

To maintain “Good” account health, address all the policy violations in a timely manner. If your AHR is ‘At Risk’ or ‘Critical’, your account may be at risk of deactivation. Some selling policies are not reflected in it. Ensure overall compliance with our terms, policies and applicable laws to avoid account deactivation, independent of your AHR. To learn more about the AHR, visit Account Health Rating: Frequently asked questions.

What do I do if I have one or more violations, issues or complaints listed on my Account Health page?

If you have any violations, issues or complaints listed on your Account Health page, take a moment to review them by clicking View details on the Product policy compliance section of the page. Here, you will see a history of all the content (listings, images etc.) that was removed, along with their current status and the next steps to resume selling. To resume selling a product that has been removed, follow the guidance next to the item in the Next steps column.

Learn how to appeal an account deactivation or listing removal.

My selling account’s performance against a metric or a policy on the Account Health page is off-target, but the Account Health page does not tell me that my account is at risk of deactivation, or is deactivated. Why is that?

We take into consideration order volume when calculating your account health.

For example, if you have only ten orders and one of them has a defect, your ODR will be 10%. While that is technically over our target of 1%, it does not necessarily reflect an actual problem with your performance given the low number of orders.

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