Overview

Amazon's Account Health Assurance (AHA) program offers qualified professional sellers a critical safeguard against sudden account deactivations. Sellers enrolled in AHA receive an extra layer of protection — if an issue arises that would normally trigger a deactivation, Amazon will keep the account active while working with the seller to resolve the problem within 72 hours. For sellers who have built their business on consistently strong account health, AHA represents a meaningful safety net that can prevent costly disruptions.

Key Points / What Sellers Need to Know

• AHR score of 250+ required — Sellers must maintain an Account Health Rating of 250 or higher for at least six consecutive months, with no more than 10 days below that threshold during that period.
• Emergency contact number is mandatory — Even if your AHR qualifies, you won't be enrolled until you provide and verify a valid emergency contact phone number.
• Automatic enrollment — There's no application process. Amazon continuously reviews accounts and enrolls sellers as soon as they meet all eligibility criteria, notifying them via email.
• 72-hour response window — When Amazon contacts you about an issue, you must engage within 72 hours to maintain your AHA protection.
• Available in select stores — AHA is currently offered in certain Amazon stores, with plans to expand to additional marketplaces over time.

How AHA Works

Once enrolled, AHA acts as a buffer between a policy issue and account deactivation. Instead of immediately suspending your selling privileges when a compliance concern arises, Amazon will reach out via phone and email to work through the issue collaboratively. You can continue selling throughout the resolution process, which is a significant advantage over the standard enforcement approach where sellers often lose access to their accounts first and must appeal afterward. This means no interrupted sales, no stranded inventory, and no panicked appeals — as long as you respond promptly and work in good faith to address the problem.

Eligibility and Enrollment

Qualifying for AHA requires a sustained track record of strong account health rather than a one-time achievement. Your Account Health Rating must remain at or above 250 for at least six months, and you cannot have dropped below that mark for more than 10 days during that window. Additionally, you must have a verified emergency contact number on file so Amazon can reach you quickly when issues arise. Verification involves a simple one-time code sent to your phone. You can check your progress toward eligibility on the AHA eligibility page within Seller Central, and Amazon will send you a confirmation email once you qualify and are enrolled.