Overview

Amazon has introduced the Account Health Assurance (AHA) program, a free safety net that stops eligible sellers from being abruptly shut down. Instead of deactivating an account first and then explaining the reason, Amazon now contacts qualifying sellers early and gives them time to fix the issue. Sellers with consistently strong health metrics should care because the change protects sales continuity and inventory flow.

Key Points

• Eligibility threshold — Sellers must keep an Account Health Rating (AHR) of 250 or higher for six straight months, with no more than ten days below that level.
• Automatic enrollment — Qualified sellers are added to AHA without any signup steps and receive an email confirmation.
• Proactive specialist outreach — When a violation that would normally trigger a shutdown appears, a dedicated account‑health specialist contacts the seller first.
• 72‑hour grace period — Sellers have three full days to acknowledge the issue and start remediation before any enforcement action is applied.
• Free participation — The program carries no fee; the only requirement is a current emergency‑contact phone number so Amazon can reach the seller quickly.
• U.S.‑only launch — Initially limited to professional sellers on the Amazon.com marketplace, with plans to expand internationally later this year.

How Account Health Assurance Works

1. Issue detection — Amazon’s compliance engine flags a problem (e.g., an intellectual‑property complaint on a listing). Example: A seller of branded accessories receives a notice that a product may infringe a trademark.
2. Specialist notification — Instead of deactivating the account, an AHA specialist emails and calls the seller, explains the specific violation, and outlines the steps needed to resolve it. Example: The specialist provides a template for a removal request and a deadline for submitting proof of authenticity.
3. 72‑hour response window — The seller must reply within three days to confirm receipt and begin corrective action. The seller acknowledges the email on day 1 and uploads the required documentation by day 2.