Does anybody know the magic behind Amazon’s Account Health Rating (AHR)? We know sellers who appear to be doing everything right – and show excellent account metrics–yet their AHR fluctuates from green to red. It’s terrifying for sellers.
Steady, strong account health ensures your livelihood. Poor account health usually results in account suspension and, often, complete termination.
To maintain a positive selling status, it’s imperative to understand your account health rating. Today, we’re breaking down the Amazon account health rating and how to ensure a positive rating now and in the future.
What does Amazon account health rating mean?
The Amazon Account Health Rating (AHR) indicates whether your account is at risk due to noncompliance with Amazon policies and procedures. Unfortunately, the scoring system isn’t always black and white and may not always match changes to your AHR score.
Where is your AHR? Your AHR is visible at the top of Seller Central when you sign in.
Alternatively, log into Amazon Seller Central and click the Performance tab. Next, click Account Health to view your Amazon Account Health Rating. Because of the AHR, sellers can prioritize compliance issues and promptly address infractions from mild to severe to regain a healthy selling status. You’ll be notified via your account health page if and when your rating lowers to a critical level.
How is the Amazon account health rating calculated?
Your overall Amazon account status is broken down into three categories.
- Active: Sales and payments are permitted as per normal.
- Under Review: Amazon has either limited your funds, selling, or both while they investigate a concern.
- Suspended: You won’t be permitted to sell on the platform, and funds will be temporarily withheld.
Your Amazon account health rating is a good indicator of your account status, so familiarize yourself with the indicators above.
The Amazon account health rating is measured using color codes and numbers. If Amazon detects policy violations, you’ll lose points. If you correct compliance issues, you should, in theory, gain points. AHR is updated in real-time, so you always know your account status– one significant benefit of the account health dashboard.
Healthy = Green = 200 – 1000
At Risk = Yellow = 100 – 199
Unhealthy = Red = 0 – 99
Sellers who maintain a green rating are in the Healthy range. Sellers with At-Risk and Unhealthy ratings must be concerned about their selling status and promptly address compliance issues.
Your Amazon account health rating considers three main factors regarding policy enforcement. Your goal is to achieve a zero rating across all three policy factors. Find all three below.
1. Customer Service Performance
The customer service metric is one of the most important, but it can be challenging to navigate. The Order Defect Rate (ODR) contributes heavily to your account health status. Your ODR must be less than one percent over the last 60 days, but one percent will meet the requirements. ODR considers A-to-Z claims, negative feedback, and chargeback claims. Considering Amazon upholds exceptionally high customer service standards, you’ll want to keep your ODR as close to zero as possible.
2. Policy Compliance
This section features defects Amazon thinks you should address, encompassing everything from product conditions to seller actions that violate Amazon’s Code of Conduct.
3. Shipping Performance
Shipping performance is measured in three categories:
- Late Shipment Rate (under 4 percent)
- Pre-Fulfillment Cancel Rate (under 2.5 percent)
- Valid Tracking Rate (over 95 percent)
Shipping Performance can be challenging to manage as several factors affect this vital metric, often out of a seller’s control. On-time shipping is critical. Weigh this important factor when reviewing your AHR and look for ways to optimize shipping and inventory management.
What happens if my Amazon Account Health Rating is low?
When a low rating occurs, your account is notified that it is at risk, and you’ll be encouraged to take immediate action. Failure to take action can mean one more accumulating factor toward having your Amazon account suspended. Before suspending a seller, Amazon may opt to hold funds or request a preemptive account appeal.
If your account fails to meet the minimum 200-point threshold, Amazon may request a Plan Of Action (POA). If a POA is requested, it is best to take responsibility and indicate the exact steps you will take to rectify the situation, ensuring it won’t happen again.
If your account is suspended, however, you won’t be able to sell products on the platform. While an appeal is possible, it can take weeks, sometimes months, to find a resolution. Keep your account health in good standing to avoid such harsh consequences.
9 ways to improve your Amazon account health
Improving your Amazon account health comes down to two things: diligence and action. Creating standard operating procedures (SOP) to monitor and review your account health rating is one of the best ways to stay on top of your account and compliance.
#1 Follow Amazon’s code of conduct
Seems simple, right? You’d be surprised to learn what is and what isn’t in line with Amazon’s code of conduct and how many sellers try to tip-toe around the rules.
To keep your Amazon account in top-notch order and avoid the need for Amazon account reinstatement services, you must follow the rules set forth by Amazon and not take the platform for granted. The Seller Code of Conduct protects you while ensuring a safe experience for Amazon’s customers. Here are a couple of essential seller code of conduct rules to live by:
❌ Don’t intentionally damage or abuse other sellers
❌ Don’t influence or promote reviews, whether authentic or fake
❌ Never try to circumvent the platform’s procedures to meet your needs
Familiarize yourself with Amazon’s seller code of conduct and selling policies.
#2 Ongoing elevated customer service
It’s no secret that Amazon prioritizes its customers. But here’s the thing sellers often overlook– Amazon customers belong to Amazon. You need to provide the same level of customer service, if not better, to Amazon’s customer base. Amazon is essentially lending you access to its platform and its ready-to-buy customers.
Respond to customer inquiries within the required 24-hour period to help keep your seller rating in good standing. Keep your replies polite, professional, and proficient with accurate details. Amazon consultation services can help you drastically reduce returns, chargebacks and refunds. Avoiding returns and refunds can help prop up your account health rating in the long term.
#3 Sell quality products customers love
Product quality issues can fracture the trust and loyalty you’ve built with customers. Enhance product quality by conducting thorough product research and implementing rigorous shipping inspections to eliminate substandard items. Cost-effective, high-quality products should be your top priority to keep customers returning and your Amazon account rating in the green.
#4 Stay informed of Amazon policy updates
We get it. Amazon has dozens of policies; many are updated daily. Staying informed may not be cut and dry. But consider the ramifications if you don’t. A suspension can result from a poor Amazon account health rating, which means no sales and one less marketplace to scale.
Stay up to date by reviewing policy updates in Amazon Seller Central. Set Google alerts for news and updates about the Amazon platform. Network with sellers or join reputable Amazon Facebook groups to stay abreast of policy updates. Be sure to include us for the latest news about Amazon. Be cautious about information; fact-check sources. There is rampant misinformation out there.
Outdated Amazon policies won’t safeguard your Amazon account. Review Amazon policies to stay informed and put into practice what you learn quickly.
#5 Review your entire product catalog
Adding products to your catalog is a sign of growth, so congrats. But if you don’t take the time to review your catalog, you could be unknowingly putting your account at risk.
Adding additional products can increase the chances of keeping older products not intended for sale in your catalog. Review your Amazon catalog listings quarterly or even monthly to eliminate the risk of products not being in circulation, which can harm your account health rating.
#6 Remove stranded inventory
Stranded inventory can mean a lower IPI score (Inventory Performance Indicator) and lead to an at-risk or unhealthy account status. Amazon provides 30 days to take action against stranded inventory, so stay on top of stranded inventory to ensure a positive account health rating.
#7 Meet the performance targets Amazon sets
On-time performance is vital to your Amazon account health rating. Meeting shipping timelines makes customers happy, which we know customers and Amazon love. Consider a 3PL or inventory management software to help streamline your inventory management and boost your Amazon account health rating.
Shipping is only one of Amazon’s performance metrics, however. Meet other critical performance metrics such as the order defect rate, cancellation rate under 2.5 percent, late dispatch rate, etc.
#8 Review seller feedback
Your seller rating impacts your account health rating, as does seller feedback. Amazon customers can leave seller feedback after a return through the feedback page.
Open a case file with Amazon seller support to remove irrelevant feedback from negative or neutral reviews that pile up against your Amazon account health rating. Removing irrelevant feedback can help mitigate a negative AHR. If you get stuck, you can always employ expert Amazon consultation services.
#9 Optimize your product listings
Ensure the content you post on Amazon is high-quality and accurate and upholds Amazon’s code of conduct to maintain a positive account health rating. Optimize your product listing for relevant keywords, compelling copywriting, and, most importantly, accurate product details. Customers should know quickly what they get to build trust with Amazon and your business.
How can an Amazon expert help your account health rating?
Amazon’s AHR remains a mystery since we’ve seen AHR dive into red with no Amazon action, and sellers with a stellar Green AHR get immediately hit with a suspension. With that said, it always helps to have experts and advisors on your team.
#1 Monitoring and managing: Stay on top of what’s happening in Seller Central. We have experts who can proactively monitor your account health, prevent problems and avoid suspensions. Prevention is paramount.
#2 Amazon Appeal: Policy violations occur. Amazon wants to see a plan of action: We walk you through the process to get you reinstated through high-level Amazon disputes.
The best approach is to consider our Seller Account Protection (SAP) service. It provides ongoing account health management by offering:
- Proactive approach
- Precise information
- Personal experience
- Continuous improvement
- Collaborative experts
- Customized strategies
- Cost-effective program
Your account health rating matters; don’t let it slip
There’s a fine line between monitoring your Amazon account health rating and obsessing over it. Don’t get complacent thinking a healthy account standing means your AHR can’t spiral– it can, and quickly. Remember, prevention is critical. Maintain a healthy Amazon account by following the Seller Code of Conduct, selling high-quality, safe products, optimizing your product listings with accurate information, and offering world-class customer service to meet and exceed customer demands. A healthy selling account is your lifeline to sales on the marketplace. Don’t take it for granted.
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