Amazon‘s Account Health Rating (AHR) is a performance system that evaluates sellers on three main metrics: customer service, policy compliance, and shipping performance. Falling short can lead to account restrictions, loss of revenue, or even suspension. To help sellers avoid these issues, Amazon offers tools like the Account Health Dashboard and support from Account Health Specialists.
Key Updates for 2025:
- Enhanced Metrics: Amazon now evaluates long-term patterns and provides faster notifications for policy violations.
- Specialist Support: Dedicated Account Health Specialists are available to help resolve issues quickly.
- U.S.-Specific Improvements: Tailored guidance, clearer violation explanations, and optimized dashboards for U.S. sellers.
Tips to Maintain a Healthy Account:
- Monitor Metrics: Keep your Order Defect Rate (ODR) below 1%, ensure timely shipments, and respond to customer inquiries within 24 hours.
- Stay Compliant: Regularly review Amazon’s policies and address violations promptly.
- Utilize Tools: Leverage the updated Account Health Dashboard for real-time insights and actionable steps.
Sellers can also benefit from external services like Emplicit, which specializes in account management and compliance, helping businesses focus on growth while minimizing risks. Maintaining a strong AHR isn’t just about avoiding penalties – it’s about building a reliable and efficient Amazon business.
Account Health Rating Overview | Seller University
Main Components of Amazon Account Health Rating
Amazon evaluates account health based on three key areas: customer service, policy compliance, and shipping performance. Let’s break down each component to help you manage your account effectively.
Customer Service Performance
Amazon assesses customer service using the Order Defect Rate (ODR). This metric combines negative feedback, A-to-Z Guarantee claims, and chargeback rates. To maintain a good standing, sellers must keep their ODR below 1%. Another critical factor is the Buyer-Seller Contact Response Time (CRT) – you need to respond to customer inquiries within 24 hours, even on weekends and holidays, to avoid impacting your rating.
Policy Compliance
Staying compliant with Amazon’s policies is essential. Since these guidelines can change, sellers must regularly review and adjust their practices. Falling short of compliance can lead to account suspensions or penalties.
Shipping Performance
This component focuses on how well you handle order fulfillment. It includes timely processing, accurate delivery, and providing customers with up-to-date tracking information. Reliable shipping performance is key to maintaining customer satisfaction and a healthy account rating.
Amazon Account Health Rating Changes in 2025
Amazon has introduced significant updates to its Account Health Rating system for 2025, aiming to provide a more thorough and supportive approach for sellers. These updates enhance how Amazon evaluates seller accounts and offer better tools to help maintain compliance.
Enhanced Assessment Features
Amazon’s updated system goes beyond traditional metrics, offering a broader evaluation of seller performance. The new approach focuses more on patterns of compliance and policy violations, rather than just isolated metrics. It now considers your account’s entire history, including how quickly and consistently you resolve issues.
Sellers will receive faster notifications when policy violations occur, giving them a chance to address problems before they escalate. With stricter thresholds in place, sellers must be more proactive in ensuring compliance across all aspects of their operations. The dashboard has also been updated to provide real-time insights, reflecting any changes to your account status immediately. This makes it easier to monitor and address issues as they arise.
Dedicated Account Health Specialists
One of the standout changes for 2025 is the introduction of Account Health Specialists for professional sellers worldwide, including those in the U.S. These specialists serve as a dedicated support resource, helping sellers navigate the Account Health page and better understand Amazon’s policies.
"Account health support is a dedicated support channel for professional sellers worldwide who have questions or need support regarding their account health." – Amazon Seller Central Help
These specialists offer hands-on assistance for a range of issues, from performance defects and listing deactivations to addressing policy violations that could impact your account standing. If a critical violation occurs, specialists will reach out within a three-day grace period, giving you time to take corrective action.
To access this support, professional sellers can use the "Contact us" button on their Account Health page in Seller Central or through the Amazon Seller app, which initiates a callback. The Account Health Support team is available seven days a week, ensuring help is always within reach. Make sure your emergency contact phone number is current in your Notification preferences to take full advantage of this service.
Updates for U.S.-Based Sellers
Sellers in the U.S. are seeing tailored improvements to account health management. These include more consistent policy enforcement and clearer guidance on addressing violations. When a violation occurs, American sellers now receive more detailed explanations, making it easier to understand and resolve issues. Additionally, the dashboard has been optimized for U.S. users, displaying measurements and currency in familiar formats and aligning notification timing with standard U.S. business hours.
Amazon is also working on new features to help track repeat violations, giving sellers better visibility into patterns that could impact their account health. These updates aim to provide U.S. sellers with the tools they need to maintain strong account performance over time.
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How to Maintain and Improve Account Health
Keeping your Amazon account in good standing isn’t just about avoiding suspensions – it’s about building a sustainable, thriving business. With Amazon’s 2025 updates, sellers now have access to improved tools and support. But the real key to success lies in knowing how to use these resources effectively.
Using the Account Health Dashboard
To check your account’s health, head to Performance > Account Health in Seller Central. This dashboard provides a real-time view of crucial metrics like Order Defect Rate (ODR), Late Shipment Rate (LSR), and Policy Compliance. These metrics are displayed with color-coded indicators – green for good performance, yellow as a warning, and red signaling immediate action is needed.
The updated dashboard also offers more detailed insights into Policy Violations. If an issue arises, you’ll see the affected product ASINs, the specific policy violated, and clear steps to fix the problem. Plus, the violation history feature helps you track recurring issues that could harm your account over time.
To stay ahead, make sure your notification settings are up-to-date in Seller Central. This ensures you receive alerts promptly and that Amazon’s Account Health Specialists can reach you during emergencies. While the dashboard is a powerful tool, keeping a close eye on your metrics and addressing issues as they arise is critical to maintaining account health.
Methods for Managing Key Metrics
Managing your account health means staying on top of three main areas: ODR, LSR, and policy compliance. Here’s how to handle each effectively:
- Order Defect Rate (ODR): This metric includes negative feedback, A-to-Z guarantee claims, and credit card chargebacks. To keep your ODR under 1%, focus on providing accurate product descriptions and high-quality items. If negative feedback happens, respond quickly and work to resolve customer concerns.
- Late Shipment Rate (LSR): Avoid late shipments by managing inventory carefully and setting realistic handling times. For busy periods like Prime Day or the holidays, give yourself extra processing time. If you’re using Fulfillment by Amazon (FBA), monitor your shipments to ensure products reach Amazon’s warehouses on schedule.
- Policy Compliance: Regularly review Amazon’s seller policies, as updates happen frequently. Pay attention to areas like product authenticity, restricted items, and intellectual property rules. Double-check new product listings to ensure they meet Amazon’s guidelines.
Additionally, keep an eye on customer service metrics. Respond to buyer messages within 24 hours to maintain a strong response rate. Using templates for common questions can save time while ensuring your replies remain professional and helpful.
Pros and Cons of Management Approaches
There are different ways to manage your account health, each with its own benefits and drawbacks. Here’s a quick breakdown:
| Approach | Pros | Cons |
|---|---|---|
| Manual Management | Full control over decisions; no software costs; deep understanding of issues | Time-consuming; prone to human error; hard to scale as your business grows |
| Automated Tools | 24/7 monitoring; scalable; faster trend detection; reduces workload | Subscription costs; less flexibility; potential for false alerts; setup time required |
| Professional Services | Expert support; saves time; advanced strategies | Higher costs; less direct control; possible communication delays |
Many sellers find a hybrid approach works best – using automated tools for constant monitoring while keeping manual oversight for critical decisions. This way, you get the efficiency of automation without losing the ability to make nuanced judgments.
The right approach depends on your business size and resources. If you handle fewer than 100 orders per month, manual management might be enough. But larger businesses often benefit from automation or professional services. Consider how much time you can dedicate to account management and your comfort level with technology when deciding what works best for you.
How Emplicit Can Help with Account Health Management
Keeping your Amazon account in good standing has become increasingly complex, especially with the constant policy updates and metric tracking required in 2025. Partnering with seasoned professionals can make all the difference between struggling with compliance headaches and maintaining a healthy, thriving account.
Emplicit offers proactive account management services that align with Amazon’s 2025 requirements. Their strategy focuses on prevention rather than just reacting to problems. This includes daily monitoring, regular compliance audits, and a rapid response team ready to handle urgent issues. By digging into the root causes of problems, Emplicit has helped clients reduce listing compliance issues by an impressive 35%. This proactive approach connects seamlessly with broader ecommerce strategies, ensuring your business stays competitive.
Emplicit’s Comprehensive Ecommerce Services
Account health doesn’t operate in a vacuum – it’s tied to every part of your Amazon business. Emplicit takes a holistic approach, bringing together a team of marketplace experts and USA-based account managers to ensure all aspects of your operations work in harmony. Their brand protection services stand out, keeping a close watch on your catalog for unauthorized sellers and counterfeit products, ensuring your account remains compliant with Amazon’s policies.
Tailored Solutions for Amazon Growth
Emplicit goes beyond offering standard services – they craft customized strategies to address the unique challenges your account faces. Their "4D Plan" framework – Diagnose, Design, Deploy, and Dominate – ensures a targeted approach to account health management. For example, AllGood saw its monthly revenue skyrocket from $35,000 to $165,000 in just three months, achieving 5x growth. Similarly, Trtl Travel experienced 4x growth within a year, while long-term client Just Thrive achieved 210% total growth over four years, maintaining a steady 20% year-over-year increase.
Emplicit’s proprietary tools provide real-time performance insights and automate routine monitoring tasks.
"Their proprietary Amazon software helps brands optimize listings, protect their catalog, and stay in control of inventory and performance." – My Amazon Guy
Conclusion: Maintaining a Healthy Amazon Account in 2025
In 2025, keeping your Amazon account in good standing requires more than just avoiding suspensions – it demands a forward-thinking approach that prioritizes compliance and operational efficiency. Success hinges on consistently meeting Amazon’s guidelines while optimizing performance to sustain growth.
Top-performing sellers recognize that staying ahead means being proactive, not reactive. As Jyotiraditya Sahoo, an E-commerce Growth Strategist, explains: "When you said health scores beat reactive firefighting, that’s the shift. A rising ODR combined with an IPI dip predicted a Buy Box loss 10 days before an ACoS spike – fixing operations beats dumping ad spend." This perspective emphasizes the value of monitoring key metrics to address potential issues before they escalate.
By consolidating critical data into a single actionable score, sellers can quickly identify areas of risk and take corrective action. This data-driven approach minimizes disruptions and ensures smoother operations.
As Amazon’s policies become more intricate, having access to expert guidance is increasingly essential. Sellers who collaborate with professionals can handle challenges like suspensions, growth stalls, or scaling hurdles more efficiently and effectively.
"Proactive account health is the difference between scaling and firefighting on Amazon."
- Abdullah Azzam, Amazon Listings That Convert | Creatives for Brands & Agencies
Integrating expert insights with internal processes creates a strong foundation for long-term success. Whether through in-house systems or partnerships with specialists like Emplicit, treating account health as a core business strategy – not just a compliance task – ensures growth while minimizing setbacks. Proactive management isn’t just about avoiding problems; it’s about building a resilient and scalable business.
FAQs
What do the 2025 updates to Amazon’s Account Health Rating mean for sellers managing their accounts?
Amazon’s 2025 updates to the Account Health Rating (AHR) system bring stricter guidelines and greater transparency, raising the stakes for sellers. With tighter thresholds and more vigilant monitoring, even minor policy violations could now have a noticeable effect on your AHR, potentially leading to account suspension.
To safeguard your account, it’s crucial to keep a close eye on your AHR, promptly resolve any warnings or flagged issues, and consistently deliver top-notch customer service while adhering to Amazon’s policies. These changes highlight the need for a proactive approach and attention to detail to thrive on the platform in the long term.
How can I quickly address policy violations to maintain a strong Amazon Account Health Rating?
To keep your Amazon Account Health Rating in good shape, swift action is key when dealing with policy violations. Start by checking the Account Health page in Seller Central to spot any flagged issues. Once identified, either appeal or resolve these violations as soon as possible. Staying on top of your account for warnings – especially those tied to ASINs or policy compliance – can help you avoid the risk of account deactivation.
A solid understanding of Amazon’s policies is equally important to steer clear of future problems. If an appeal is necessary, make sure your Plan of Action is straightforward, well-organized, and tackles the root cause of the issue. Taking a proactive approach to managing your account health not only speeds up issue resolution but also protects your business from unnecessary interruptions.
How can working with Emplicit help sellers meet Amazon’s updated account health standards?
Partnering with Emplicit provides sellers with the guidance they need to manage Amazon’s updated account health standards. Their expertise spans critical areas like account health management, marketplace strategies, and personalized growth plans to help businesses thrive.
Emplicit offers services such as PPC management, listing optimization, and inventory management, making it easier to meet Amazon’s requirements. By ensuring your account stays in good standing, they help minimize suspension risks and support sustainable growth for your business.