Overview

In 2025 Amazon overhauled its Account Health Rating (AHR) by moving to continuous scoring, applying enforcement every day of the year, and extending monitoring to every marketplace a seller uses. The new floor of 200 points now triggers an immediate suspension threat, making daily compliance essential for anyone who wants to keep their storefront open.

Key Points

• Real‑time score updates — The health dashboard refreshes every few minutes, so a policy breach logged at 09:12 am appears on the seller’s page by 09:14 am, as a recent case with a late‑shipment violation demonstrated.
• Year‑round enforcement — Amazon no longer clusters compliance actions around Prime Day or holiday spikes; a minor listing error flagged on a quiet Tuesday can lead to the same penalty as one found during the busiest sales week.
• Cross‑marketplace monitoring – A single AHR score now aggregates performance from the U.S., Canada, Europe, and Japan, meaning a violation on the German site drags down the overall rating for a seller who also sells in the U.S.
• Expanded automated detection — Machine‑learning scanners continuously audit listings, shipping metrics, and customer comments, catching issues such as prohibited keywords within seconds of a new product upload.
• Formal resolution required — Deleting a flagged ASIN no longer clears the violation; sellers must submit a structured Plan of Action (POA) through Seller Central before the score can recover.
• Immediate suspension risk under 200 — Accounts that slip below the 200‑point threshold are placed in “high‑risk” status and can be deactivated within 24 hours, as illustrated by a seller whose score fell from 215 to 185 after three unresolved policy alerts.

How the Scoring System Works

1. Score calculation – Amazon starts each account at a baseline of 1,000 points and subtracts weighted penalties; for example, a critical product‑restriction violation removes 120 points, while a minor late‑shipment notice deducts 15 points.
2. Violation severity weighting – Unresolved high‑severity alerts (such as counterfeit claims) cause steep drops, whereas low‑severity issues (like a missing product image) chip away gradually; a seller with three minor image warnings saw the score dip from 980 to 945 over a month.