For years, one of the largest concerns among Amazon sellers has been the much-feared account suspension. Overnight deactivation might destroy revenue, leaving sellers desperate to appeal and wondering if their business would ever be restored. Today, Amazon has launched something that might alter this equation: Account Health Assurance (AHA).
This initiative is meant to provide additional stability and reassurance for sellers. Rather than dreading a surprise suspension, sellers who qualify according to Amazon can have confidence in one-on-one assistance for fixing issues before the situation gets out of control. Let’s take it apart step by step, what it does for your company, and why it could be the most significant update for Amazon sellers in years.
What is Account Health Assurance?
Account Health Assurance is a new program from Amazon designed to enable sellers to safeguard their accounts against unexpected deactivation. Amazon will no longer deactivate your account instantly in the event of an issue when you’re qualified. Rather, they’ll contact you, let you know what’s wrong, and provide an opportunity for you to correct it while still leaving your account active.
Consider it a safety net. To responsible sellers, it offers the assurance that one misstep or forgotten problem won’t immediately derail the entire enterprise.
Who is Eligible for Account Health Assurance?
Enrollment is not available to all. You have to show sustained account health and supply good communication information. In particular, you must:
Have an Account Health Rating (AHR) of 250 or more for six months. Throughout this time, your account cannot dip below that rating for ten or fewer days.
Have an active emergency contact phone number entered in Seller Central, so Amazon can contact you right away in case something happens.
If you qualify, registration is free and automatic—you don’t need to apply or pay additional fees.
How Does It Work in Practice?
Here’s what happens after you’re under AHA:
If there is a problem with your account, rather than suspending you immediately, Amazon will phone you. An expert will tell you what happened, take you through the facts, and help you figure out how to fix it.
Provided that you reply within 72 hours and actively follow up on what Amazon instructs you to do, your account will stay active while resolving the issue.
Short answer: Your privileges to sell remain in place while you fix the problem.
Important Exceptions to Know
It’s also important to mention that AHA doesn’t provide immunity from all suspensions for sellers. More severe offenses—such as fraud, counterfeit goods, or criminal activity—can result in deactivation regardless of your qualification.
The program is intended to enable authentic, compliant sellers who encounter problems that can be resolved, not to protect unscrupulous actors.
Why This Matters for Sellers
For many sellers, this update could be a game-changer. Sudden suspensions have long been one of the most stressful parts of selling on Amazon. Even minor infractions, misunderstandings, or errors could put accounts at risk. Now, those who maintain healthy performance metrics have a safeguard.
The benefits are clear:
- Reduced stress: Sellers no longer have to fear waking up to a deactivated account.
- Direct communication: Amazon specialists proactively reach out, rather than leaving sellers to guess at vague notices.
- Time to fix issues: With 72 hours to respond, sellers can resolve problems without losing sales momentum.
At the same time, this program reinforces the importance of consistently monitoring your Account Health Rating. Sellers who let their metrics slip won’t enjoy this protection.
Final Thoughts
Amazon’s Account Health Guarantee is not just another policy tweak—it’s a real change in how the platform handles seller responsibility. By rewarding sellers who consistently have healthy performance, Amazon is creating a more balanced system that benefits both customers and sellers.
If you are dedicated to building a sustainable Amazon business, now is the time to redouble your efforts at keeping your Account Health Rating in first-class form. Not only will this keep you eligible for AHA, it will also defend your business from interruption that will make growth plateau.
