Amazon's newly implemented Account Health Rating system, launched in August, is significantly impacting seller operations. Currently active in the U.S. and Canadian marketplaces, the platform plans to expand this system globally by 2023. The updated rating mechanism replaces the previous vague three-tier classification with a precise numerical scoring system, giving sellers clearer visibility into their account standing.
From Vague Categories to Precise Metrics
The previous system categorized accounts simply as "Healthy (green)," "At Risk (yellow)," or "Unhealthy (red)." The new version introduces specific numerical ranges:
- Healthy (Green): 200-1000 points - Indicates good standing with no suspension risk
- At Risk (Yellow): 100-199 points - Signals potential issues requiring immediate attention
- Unhealthy (Red): 99 points or below - Account may be suspended or facing imminent suspension
New sellers begin with 200 points, which can increase through compliant operations. Violations result in point deductions, with scores only recovering after resolving issues. Notably, accounts entering "At Risk" or "Unhealthy" status must address violations within seven days to avoid suspension. Repeated violations accelerate rating declines.
Zero-Tolerance Violations: IP Infringement and Restricted Products
Intellectual property violations and restricted product policy breaches represent critical thresholds. Amazon enforces strict limits: maximum five IP violations and two restricted product violations within 180 days. Exceeding these limits triggers automatic suspension regardless of current account rating, meaning even "Healthy" accounts face risk from historical violations.
Retroactive Review Mechanism
The updated system includes a six-month lookback period, where past violations may prompt immediate listing removals. This enhanced scrutiny increases compliance pressure, making proactive self-audits essential for all sellers regardless of violation history.
Protecting Your Seller Account
To maintain account health under the new system, sellers should implement these strategies:
- Conduct regular account audits: Monitor your Account Health Rating frequently through Seller Central's detailed reports
- Master platform policies: Thoroughly understand Amazon's rules, particularly regarding intellectual property and restricted products
- Build compliance infrastructure: Establish systems ensuring policy adherence across all operations from product selection to customer service
- Respond promptly to violations: Address any infractions immediately with corrective actions and comprehensive appeals
- Train your team: Educate all staff on Amazon's policies and compliance requirements
The updated Account Health Rating system reflects Amazon's commitment to marketplace integrity and consumer protection. For sellers, compliance has transitioned from optional to mandatory. Those who adapt quickly to the new standards and maintain rigorous operational practices will be best positioned for long-term success on the platform.