Amazon has introduced a new "Account Health Assurance" program designed to give qualified sellers a 72-hour window to address account issues before facing suspension. The initiative aims to reduce sudden account deactivations that can wipe out a seller's listings and advertising investments.
What Is the Account Health Assurance Program?
The program functions as an early intervention system. When Amazon detects potential issues with a seller's account, the company will proactively contact the seller and provide 72 hours to resolve the problem. This "grace period" allows sellers to correct issues before facing account suspension.
Eligibility Requirements
To qualify for the program, sellers must meet specific criteria:
- Marketplace: Currently available only to professional sellers in the U.S. and Canada
- Account Health: Must maintain an Account Health Rating (AHR) above 250 points for at least six months, with no more than 10 days below this threshold
- Contact Information: Must provide a valid emergency contact phone number in seller settings
Eligible sellers will receive automatic enrollment notifications. Those meeting the AHR requirements but lacking emergency contact information will receive reminders to update their details.
How the Resolution Process Works
When issues arise, Amazon will initiate contact through both phone calls and detailed email instructions. Sellers who miss initial calls will receive follow-up attempts. Alternatively, sellers can proactively reach Amazon's dedicated team through the "Call me now" button on their Account Health page.
Sellers may submit written action plans through their Account Health dashboard, though Amazon may require additional phone consultations to fully resolve complex issues.
Important Limitations
The program does not provide blanket protection. Amazon reserves the right to immediately remove sellers involved in fraudulent, deceptive, illegal, or harmful activities. The initiative primarily serves to protect buyers, other sellers, and Amazon's marketplace integrity.
Compliance remains paramount - the program offers remediation opportunities for policy violations but doesn't exempt sellers from maintaining proper business practices.
Key Takeaways
The Account Health Assurance program represents a significant development in Amazon's seller relations strategy. By establishing formal communication channels and remediation timelines, the program reduces the risk of abrupt account suspensions due to misunderstandings or correctable issues.
Qualified sellers should verify their enrollment status and ensure their contact information remains current. While the program provides valuable safeguards, sustainable success on Amazon's marketplace ultimately depends on consistent compliance with platform policies.