Overview

Amazon has introduced a feature called Seller Challenge, available exclusively to US-based sellers enrolled in the Account Health Assurance (AHA) program. This tool gives qualifying sellers an additional escalation path when they've been unable to resolve specific listing enforcements through standard channels. For sellers who have struggled with enforcement decisions they believe are incorrect, Seller Challenge offers a structured way to request an enhanced review.

Key Points / What Sellers Need to Know

• Exclusive to AHA sellers — Seller Challenge is only available to US-based sellers who are currently enrolled in the Account Health Assurance program, making AHA enrollment even more valuable for active sellers.
• Three challenges to start — Eligible sellers receive three Seller Challenges initially, giving them multiple opportunities to escalate enforcement disputes.
• Six-month replenishment — Each failed challenge replenishes after six months, so sellers aren't permanently penalized for unsuccessful attempts.
• Listing-level enforcements only — Challenges can only be applied to eligible listing-level enforcements, not account-level actions or other types of decisions.
• 48-hour response target — Amazon aims to respond to all Seller Challenge cases with a decision within 48 hours, providing relatively quick resolution.

How Seller Challenge Works

To use a Seller Challenge, sellers need to navigate to the Account Health page within Seller Central. When viewing a response to an enforcement issue, eligible enforcements will display a distinct Seller Challenge icon along with specific text indicating that the challenge option is available. Sellers can then click the designated link to access the submission form where they can present their case for an enhanced review. The process is designed to be straightforward, allowing sellers to submit additional context or evidence to support their position on the enforcement in question.

Eligibility and Limitations

Seller Challenge is limited to eligible listing-level enforcements only, meaning not every enforcement action can be challenged through this system. Eligible enforcements are clearly identified within Seller Central by a specific icon and accompanying text, so there should be no ambiguity about which issues qualify. Sellers can have multiple challenges open simultaneously, which is useful for those dealing with several enforcement actions at once. However, each individual enforcement can only have one Seller Challenge applied to it, preventing repeated challenges on the same issue.