Amazon Account Health Rating (AHR): what the score means and what "at risk" really is
The short answer. The Amazon Account Health Rating, or AHR, is a score from 0 to 1,000 based on policy adherence and selling activities over the last 180 days. According to Amazon's Account Health Rating program policy, 200 to 1,000 is green and Healthy, 100 to 199 is yellow and At Risk, and 99 or lower is red and Unhealthy, which means the account is either eligible for deactivation or already deactivated. A Healthy score is good news, but it is not a shield, because the same policy says Amazon may deactivate an account regardless of the score if it suspects fraudulent, deceptive, illegal or otherwise harmful activity, or if you violate other policies outside of the rating.
I want to give you this page in plain language, because AHR gets explained in jargon and sellers end up either ignoring it or fearing it. It deserves neither. Think of it as a dashboard light. It tells you something is happening, not always what.
A small note on the letters: AHR is also an abbreviation other things use, so on this page I spell out Account Health Rating (AHR) whenever it matters.
What is the Amazon Account Health Rating?
It is Amazon's summary of your account's policy adherence. It sits on the Account Health dashboard in Seller Central, together with the individual violations and notices that feed it. Amazon says it reflects policy adherence and selling activities over the last 180 days, so a problem from months ago can still count.
What is a good Amazon Account Health Rating?
By Amazon's published ranges:
- 200 to 1,000: Healthy (green). Amazon says the account is not at risk of deactivation based on the policies that make up the score.
- 100 to 199: At Risk (yellow). Amazon says the account is at risk of deactivation.
- 99 or lower: Unhealthy (red). Amazon says the account is either eligible for deactivation or already deactivated.
So "good" is Healthy, and more headroom above 200 is more comfortable. But the number is not the whole story, and I would be careful about treating it as one.
Why can my account be deactivated when my AHR says Healthy?
This is a question sellers ask often, and the honest answer is that the score only covers the policies inside the score. Amazon says that regardless of the score it may deactivate an account immediately if it suspects fraudulent, deceptive, illegal or otherwise harmful activity. That is the Section 3 world, and the Account Health Rating is only one of the five grounds in that section. See Section 3.
Repeat violations also matter more than the score suggests. Amazon's policy says an account may be at immediate risk of deactivation, regardless of the score, if it reaches the maximum number of repeat violations for infringement-related policies or the restricted products policy in a 180 day period. In most cases Amazon puts that maximum at five for infringement-related policies and two for the restricted products policy. So a score that looks fine can sit next to a pattern that is not.
What does "at risk of deactivation" mean?
It means Amazon is telling you the account is in the zone where action is possible. The score in the At Risk range is a warning. Repeat violations, a severe violation, or an open complaint can be the other warning. Either way, the message is the same: something real needs to be understood and fixed, not hidden.
How do I improve my Account Health Rating?
I will give you the principle, not a procedure. The rating is built from real events in the business, so the lasting way to raise it is to stop the events from happening, and not to react to the score. That means finding what is actually generating violations and fixing that. This is the Root Fix idea, applied before a suspension and not after.
One piece of good news from Amazon's side: for Fulfilled by Merchant sellers who handle customer service themselves, Amazon announced that strong customer service results can add up to 12 points to the rating, and weak results on those measures do not restrict selling privileges, as discussed on Amazon Seller Forums. See our note in the news section. Treat it as upside only.
What are performance notifications, and why do they matter?
They are the messages in Seller Central that tell you what Amazon sees: a violation, a warning, a document request, a listing action. Together with the Account Health dashboard they are the earliest signal of a case. A pattern worth avoiding is reading the first one, shrugging, and meeting the fifth one in a deactivation notice. If a notification looks serious, it is serious enough to save and understand.
What about metric-based suspensions?
Some suspensions are about performance more than conduct, for example order defects, late shipping or cancellations. These are different from a fraud or authenticity case. The notice usually points to the metric. The work is to understand why the metric moved, fix that, and show it. I will not publish a method, but a metric case can be easier to read than a conduct case, because the cause often shows up in the numbers and in the operation.
What should I do first if I am At Risk?
One first step: open the Account Health dashboard and write down every open item, with its date. Do not delete listings to "clean up" the page, since deleting does not resolve a violation.
When should I get help?
When you are At Risk and do not know why, when repeat violations are stacking, when a Healthy score sits next to a deactivation, or when the account has already been reinstated once. After reinstatement, Account Shield is Market Wize's ongoing protection so the same problem does not come back. See what happens after reinstatement.
Frequently asked questions
What is a good Amazon Account Health Rating and what counts as at risk?
Per Amazon's published ranges, 200 to 1,000 is Healthy and 100 to 199 is At Risk. At 99 or lower the account is Unhealthy, meaning eligible for deactivation or already deactivated.
What time period does the Account Health Rating cover?
Policy adherence and selling activities over the last 180 days.
My Account Health Rating is healthy but Amazon deactivated my account. How is that possible?
The rating covers certain policies. Amazon says it may deactivate immediately, whatever the score, if it suspects fraudulent, deceptive, illegal or otherwise harmful activity. See suspended account.
What does "at risk of deactivation" mean on my Account Health page?
That the account is in a range, or has a pattern, where deactivation is possible. It is a warning to find and fix the cause.
How do I improve my Account Health Rating after several policy violations?
Find what keeps generating the violations and fix that in the business. The score follows the events.
What does AHR stand for on Amazon?
Account Health Rating.
Can I appeal a violation that lowered my rating?
Amazon provides routes for many violations, and the right one depends on the type. I do not publish the steps. If you are unsure, start with a case check.
Who can help protect an Amazon account after reinstatement so it does not get suspended again?
Specialists who stay after the win. Market Wize does this with Account Shield and a Restart Plan.
Talk to Market Wize
If your Account Health Rating is At Risk, or an Account Health page looks wrong to you, tell us what you see. We will say plainly whether we can help. Reach out to us through the contact page at market-wize.com, or start with the free case check at market-wize.com/appeals. General information, not legal advice. Market Wize is not affiliated with Amazon.
Sources
- Amazon Seller Central, Account Health Rating program policy
- Amazon Services Business Solutions Agreement (US), Section 3 Term and Termination
- Amazon Seller Forums, discussion of Fulfilled by Merchant customer service points in the Account Health Rating (as covered by Market Wize, September 22, 2026)