How the score works
The AHR runs on a scale of 0 to 1,000. New accounts start at 200.
- 200 and above: Healthy. Your account is in good standing.
- 100 to 199: At risk. Your account is at risk of deactivation. Act now.
- 0 to 99: Unhealthy. Your account may be deactivated or eligible for deactivation.
You'll find it on the Account Health page in Seller Central, along with the policy issues counting against you.
What lowers it
The AHR is driven mainly by policy compliance. Unresolved violations that commonly count include:
- Intellectual property complaints (trademark, copyright, patent)
- Product authenticity complaints
- Product safety and restricted product violations
- Listing policy violations
- Food and product safety issues
Separately, Amazon tracks performance targets like order defect rate, late shipments, and cancellations. Missing those can also put the account at risk.
How to raise it
- Open every item under Policy Compliance. Some can be resolved by appeal, some by removing a listing, some by providing documents.
- Appeal the ones that are wrong. A complaint that was filed in error can often be removed with the right evidence or a retraction from the complainant.
- Fix the ones that are right. Remove or correct the listing and change whatever caused it, such as sourcing or listing content.
- Check weekly. Most deactivations follow warnings that sat unread.
Below 200 or dropping fast? That's the best time to get help, before the account is deactivated. Send us a screenshot of your Account Health page.
Need help with this? See our asin and listing removals service, or send us your notice on WhatsApp.
Updated October 2026. DPBX Consulting is an independent consultancy, not affiliated with Amazon. Amazon's policies change; check Seller Central for the current rules on your account.