Cross-border e-commerce sellers who have lost sleep worrying about sudden account suspensions may find relief in Amazon's newly launched "Account Health Assurance" program. This initiative provides eligible sellers with a 72-hour "golden window" to address issues and avoid account deactivation through active cooperation with Amazon.
Amazon Introduces Account Health Assurance Program
Amazon recently announced the official rollout of its Account Health Assurance program for professional sellers in the U.S. and Canada. The core feature of this program is proactive notification: when a seller's account faces potential suspension risks, Amazon will directly contact the seller and provide a 72-hour response period. If the seller cooperates with Amazon's guidance and resolves issues promptly during this window, their account will be protected from suspension.
Many sellers view this as a positive signal from Amazon, especially after multiple waves of account suspensions in the cross-border e-commerce industry over the past year. Numerous sellers faced account closures even without clear policy violations. The new program provides an additional layer of protection, reducing the risk of losses due to account issues.
Not a "Get Out of Jail Free" Card: Strict Eligibility Requirements
It's important to note that not all sellers automatically qualify for this protection. To enroll, sellers must meet several criteria:
- Account Health Rating (AHR) requirements: Maintain a score of at least 250 points for six consecutive months, with no dips below 250 for ten straight days.
- Accessibility: Provide Amazon with a valid emergency contact number for immediate communication.
- Responsiveness: Actively contact Amazon's Account Health Support team within 72 hours of notification and cooperate fully to resolve issues.
Qualified sellers will be automatically enrolled at no cost and receive email confirmation. Some sellers report successful enrollment, while others remain under review.
The 72-Hour Rescue Process: How It Works
When issues that could lead to account suspension arise, Amazon's Account Health specialists will directly contact sellers to explain problems and propose solutions. The critical factor is establishing successful contact within 72 hours, during which sellers must collaborate with Amazon to resolve issues and prevent suspension. Amazon aims to help sellers focus on business growth with greater peace of mind.
Realistic Expectations: No Absolute Protection
While the program offers significant benefits, sellers should understand it's not an absolute safeguard. Accounts may still face suspension for severe violations, uncooperative behavior, or failure to provide required documentation.
Some sellers note that interpretation ultimately rests with Amazon, and new stores may struggle to meet the 250-point AHR threshold. The scoring system requires approximately 2,500 valid orders over 180 days (about 14 daily orders) while maintaining a perfect compliance record.
However, the 72-hour window provides valuable time to transfer funds, prepare documentation, and negotiate with Amazon to minimize potential losses.
Compliance Remains Paramount
Ultimately, Amazon's Account Health Assurance program offers sellers an important safety net, but sustainable success requires consistent compliance with platform policies. Sellers should view the program as supplemental protection while focusing on building fundamentally sound operations.
Understanding Account Health Rating (AHR)
AHR is Amazon's key metric for evaluating seller account health, scored from 0-1000 with higher scores indicating better standing. The rating considers:
- Policy compliance: Adherence to Amazon's selling policies and code of conduct
- Customer experience: Order defect rates, cancellation rates, and late shipment metrics
- Product quality: Compliance with quality standards and absence of counterfeit/ infringing items
AHR Score Ranges:
- Green (200-1000): Healthy account status
- Yellow (100-199): At-risk status requiring attention
- Red (0-99): Critical risk of account suspension
Improving Your AHR Score
- Thoroughly understand and comply with all Amazon policies
- Enhance customer service to reduce order defects
- Maintain rigorous product quality control
- Address issues promptly before they escalate
Seller Recommendations
- Enroll in the program as soon as eligible
- Maintain constant vigilance over account health metrics
- Respond immediately to any Amazon notifications
- Prioritize compliance in all business operations
Amazon's Account Health Assurance represents meaningful platform support, but sellers must combine this with strong operational fundamentals to thrive in the competitive marketplace.