Overview

Amazon sellers know that a single account suspension can feel like a disaster. Imagine waking up to a “Your Amazon account is at risk of deactivation” email – it’s every seller’s nightmare. For Amazon agency professionals managing multiple client accounts, the stakes are even higher. In this comprehensive guide, we’ll explore how to safeguard and strengthen your Amazon Account Health to avoid suspensions and protect your business. Drawing on insights from an episode of the Marketplace Masters webinar with Amazon compliance expert Leah McHugh, we’ll dive into proactive strategies, real-world examples, and thought leadership on keeping seller accounts in top shape. By the end, you’ll know how to navigate Amazon’s policies, monitor key metrics, and respond effectively when issues arise – all through an expert yet accessible lens.

Understanding Amazon Account Health and Why It Matters

What is Account Health? In simple terms, Amazon Account Health refers to the overall state of a seller’s standing with Amazon, measured by compliance with performance metrics and policy guidelines. Amazon provides an Account Health Dashboard in Seller Central, which gives a snapshot of any policy violations, performance warnings, and your Account Health Rating. This Account Health Rating (AHR) is a score (on a 0–1000 scale) indicating the likelihood of your account being suspended due to policy issues – a high score means healthy, while a low score (e.g. below 100) turns your account status “Unhealthy” and eligible for deactivation. In August 2022, Amazon revamped this system, making it easier for sellers to see if they’re “Healthy” (green), “At Risk” (yellow), or “Unhealthy” (red) based on recent violations.

For brands and agencies, prioritising account health is crucial. A suspended seller account means lost sales, damaged client relationships, and scrambling to appeal to Amazon – something our webinar host, Paul Sonneveld, learned the hard way. “We were running an agency and some of our customers got suspended... It really bit us in the backside,” Paul recalls. That painful lesson led him to develop better monitoring tools (ultimately, the platform MerchantSpring) to ensure no warning goes unnoticed again. In short, healthy accounts = reliable revenue. Neglecting account health, on the other hand, can derail even the most successful Amazon operations overnight.

Amazon’s perspective: It’s important to note that Amazon’s internal teams see more than what’s on your dashboard. The Seller Performance investigators (sometimes perceived as mysterious “Amazon police”) have access to a holistic view of your account’s history. They consider how many times you’ve been warned, whether problems repeat without fixes, and overall compliance behaviour. In other words, your Account Health Dashboard is just the tip of the iceberg – a starting point. Amazon’s internal scorecard may include everything from your Order Defect Rate to the number of policy flags, feeding into your AHR and influencing decisions on warnings or suspensions. This is why even one serious transgression can jeopardise your account. Maintaining a strong health rating isn’t just about avoiding suspension; it’s also about winning Amazon’s trust, which pays off in higher listing visibility and seller support.

Top Account Health Pitfalls (and How They Impact Your Business)

Even diligent sellers can run into Account Health issues. Here are the most common pitfalls Amazon agencies and sellers should watch for, along with their business impact:

• Used Sold as New & Condition Complaints: This is arguably the #1 account health killer. It happens when customers complain that a product arrived used, damaged, or not as described. Often these stem from quality control issues – e.g. a manufacturer error or warehouse mix-up leading to defective or opened items being shipped. The result? Amazon may issue a “used sold as new” policy violation. Repeated complaints trigger listing takedowns and can quickly tank your Account Health Rating. The impact on business is severe: lost sales from blocked listings, negative feedback, and eventually an account suspension if not addressed. To avoid this, sellers need rigorous quality control on inventory sent to Amazon and prompt action on any negative feedback or return reasons indicating product condition problems.
  
  
• Product Policy and Compliance Violations: Amazon has strict rules for product listings, safety, and compliance. Common examples include selling a product that gets flagged as a restricted product (e.g. a beauty item incorrectly flagged as a pesticide), missing necessary certifications for a category, or not including mandated safety warnings. Product safety complaints or non-compliance with regulations (like missing lab tests for children’s products) can lead to immediate listing removals. For sellers, these incidents not only risk account suspension but also pose liability and brand reputation damage. Always ensure you understand the compliance requirements for your category – it can mean the difference between smooth sailing and a sudden Amazon notice asking for documents you don’t have.
  
  
• Intellectual Property (IP) Infringement Claims: IP complaints are common across categories. You might receive an Amazon policy warning that you’ve allegedly infringed on someone’s trademark or copyright – sometimes called a Notice of Intellectual Property Infringement. These can come from rights owners (legitimate or bogus) or even Amazon’s own automated scans (the dreaded “potential IP infringement” flags). If left unchecked, IP claims can suspend a listing or even your entire account. The business impact here includes legal risks and loss of selling privileges. Sellers should proactively ensure they have the rights to sell their products (e.g. authentic products with authorisation, or original designs for private labels) and respond swiftly to any IP complaints with proof or retractions. Tracking your brand’s trademarks and responding to false claims is now part of staying healthy on Amazon.
  
  
• Listing Manipulation and Abuse (Seller Code of Conduct Violations): Under Section 3 of Amazon’s seller agreement, Amazon forbids any abusive or anti-competitive behaviour. This includes things like review manipulation, rating sabotage, or attacking competitors’ listings. One rampant abuse example Leah McHugh shared: a competitor editing your product listing by adding prohibited keywords (like “FDA approved” on a supplement or an unrelated pharmaceutical term) so that Amazon’s bots flag your listing and take it down for a few days. Nefarious tactics like these violate Amazon’s Seller Code of Conduct. 
  
  If Amazon believes you are engaging in such behaviour (e.g. paying for fake reviews or trying to game the system), they can suspend you with no tolerance. The impact is often immediate and harsh – Amazon has been tightening its grip on review manipulation, especially after the U.S. FTC began cracking down on fake reviews in late 2023. Sellers and agencies should have a zero-tolerance policy for black-hat tactics. Not only do they risk permanent suspension, but they’re also increasingly likely to be detected by Amazon’s algorithms and investigative teams.
  
  
• Repeated Policy Violations and Warnings: Sometimes it’s not one big thing but a pattern of smaller transgressions that put your account in jeopardy. For example, repeatedly creating variations that don’t comply with Amazon’s variation policy, or ignoring multiple performance notifications. Each warning on your Account Health Dashboard deducts from your AHR. You might think, “Oh, it’s just a few minor issues.” But Amazon’s view is cumulative. Multiple warnings, even for different issues, signal to Amazon that you’re not taking compliance seriously. This can trigger the dreaded “at risk of deactivation” notice, even if your metrics like ODR or late shipment are otherwise fine. The takeaway: every policy warning matters. Treat each as a serious strike and resolve it promptly – your 100% focus should be on preventing a second strike for the same issue.

Proactive Strategies to Keep Your Account Healthy

The best way to deal with account health issues is to prevent them from happening in the first place. Amazon agencies can differentiate themselves (and save a lot of firefighting) by implementing proactive account health management for their clients. Here’s a playbook of best practices:

1. Familiarise Yourself with Amazon’s Policies: It sounds obvious, but many sellers skip this homework. “A surprising number of sellers don't do this and end up running afoul of policies without even realising it,” Leah noted. Amazon’s policies are extensive – starting with the Amazon Seller Agreement and ranging to category-specific rules and style guides. Spend time in Seller Central’s “Policies and Agreements” section; use the search bar to find policies relevant to your products (e.g. food safety, electronics certifications, listing restrictions). 
   
   Yes, Amazon’s policy pages can be a maze of links and not very user-friendly. But committing a weekend to read the general policies and your category requirements is one of the best proactive steps you can take. And don’t assume policies never change – Amazon does sometimes quietly update wording. Stay engaged in the seller community (Facebook groups, forums, LinkedIn, industry conferences) where news of policy changes often circulates quickly. Just be discerning: there’s a lot of bad advice out there, so stick to credible sources when interpreting new rules.
   
   
2. Implement Off-Amazon Quality Control: Since product quality complaints (e.g. defective or used items) are a top cause of account health problems, put strong quality control processes in place before inventory ever reaches Amazon. If you’re an agency, advise your clients on this. This could include inspecting a percentage of factory shipments, using prep centres to spot-check goods, and having clear warehouse procedures for returns and refurbishments. By catching defects or improper stock early, you can prevent negative customer experiences that lead to complaints. 
   
   Remember, an Amazon Order Defect Rate over 1% (which includes returns due to item defects, A-to-Z claims, or negative feedback) can harm your seller performance metrics. Proactively monitor your Return Reason Reports for hints of issues – for instance, if many customers select “item not as described” or “defective” as a return reason on a SKU, treat it like a fire alarm. Pull that inventory for inspection or fix the listing info before Amazon does it for you.
   
   
3. Monitor the Account Health Dashboard (Daily): Make it a habit to check the Account Health section in Seller Central every day. This dashboard will show any new policy violations or performance alerts. Amazon typically also emails these notifications, but don’t rely on email alone – messages can get missed or filtered. A quick daily glance ensures you never miss a critical warning. Many agencies set up a rotating schedule or an automated reminder for account managers to verify the dashboard status for each client. Catching a policy violation the day it appears might give you enough time to address it before it escalates to an account suspension. For example, if you see an IP infringement complaint on the dashboard, you can reach out to the rights owner immediately to seek a retraction, potentially resolving it in hours.
   
   
4. Leverage Amazon’s Metrics and Customer Feedback: Amazon provides several tools that act as early warning systems for account health. The Voice of the Customer (VoC) dashboard highlights listings with poor customer experience scores – often due to product quality issues. Regularly review it for any ASINs veering into “poor” territory. Similarly, watch your Voice of the Customer comments and reviews for repeated complaints (e.g. multiple buyers saying an item arrived damaged or different than described). Another tip from Leah: review Return Reason Codes via reports. If “Defective” starts trending for a product, investigate immediately. By using these data points, you can spot and fix product or listing issues before Amazon flags them. It’s a form of data-driven account health management, turning analytics into preventive action.
   
   
5. Audit Your Listings for Compliance: Amazon listing policies cover everything from title formats to prohibited content (like certain health claims). On a routine basis (e.g. monthly or quarterly), audit your product detail pages. Ensure you’re not accidentally violating any listing rules – common mistakes include keyword stuffing, using before-and-after photos (not allowed in many categories), or adding unauthorised comparison claims. 
   
   A great tool for this is the Category Listing Report (available under Inventory Reports in Seller Central). It lets you download all your listing data. You can scan it for fields that might have problematic content (like the Keywords or Description fields). Also, the Category Listing Report shows contributions by other sellers on listings you sell. It helps you catch if someone else edited your listing with incorrect info or illegal keywords. By keeping listings accurate and policy-compliant, you reduce the risk of Amazon taking them down for a violation you didn’t even realise was there.
   
   
6. Stay Updated and Connected: Since Amazon policies and enforcement trends evolve, stay plugged into the ecosystem. Follow experts like Leah McHugh or other Amazon policy gurus on LinkedIn, attend Amazon seller conferences or webinars, and participate in reputable seller forums. When Amazon launches something like the Account Health Assurance program (which we’ll discuss shortly), you want to know immediately. Many leading agencies have internal wikis or Slack channels to share Amazon policy news and discuss responses. By staying ahead of the curve, you can adjust clients’ practices proactively – for example, if Amazon announces a stricter policy on, say, pesticide keywords, you can pre-audit your catalogue for any triggers. In the fast-changing world of Amazon, information is armour.

Leveraging Data and Tools (Including MerchantSpring) for Account Health

Amazon account management shouldn’t be completely manual. Given the high volume of data – performance metrics, customer feedback, policy updates – successful agencies use software tools to streamline account health monitoring. Here’s how you can leverage data and technology:

• Track Key Performance Indicators (KPIs) Religiously: Amazon’s performance metrics like Order Defect Rate (ODR), Late Shipment Rate, Cancellation Rate, and Valid Tracking Rate directly feed your Account Health. Set up automated reports or alerts for these KPIs. For instance, if ODR is creeping up due to an uptick in A-to-Z claims, you need to know right away. Similarly, if your Late Shipment Rate is nearing Amazon’s threshold, it signals operational issues to fix. Amazon Seller Central allows you to create Performance notifications, but third-party tools can offer more customisation. Remember, Amazon’s Account Health Assurance (AHA) program (a new initiative that promises not to suspend accounts that maintain an excellent health score) requires keeping your AHR above a certain level (e.g. 250+) consistently. Hitting those metrics means closely monitoring them.
  
  
• Use Multi-Store Dashboards for Agencies: If you manage multiple seller accounts (as agencies and aggregators often do), logging in and out of each account’s dashboard daily is tedious and error-prone. Consider using a centralised analytics platform like MerchantSpring to get a single view of all your clients’ Account Health indicators. MerchantSpring, for example, allows agencies to monitor store health across many accounts in one system. You can see at a glance if any account has slipped into “at risk” status or if any policy violations popped up overnight. Central dashboards can also consolidate customer feedback, returns, and performance trends across marketplaces, giving you a data advantage in spotting issues. The goal is to never be blindsided – and a good tool will send you real-time alerts (email, SMS, etc.) the moment a metric goes out of bounds or Amazon flags an issue.
  
  
• Analytics for Predictive Insights: Data isn’t just for hindsight; it can predict future risks. By analysing historical trends, you might identify patterns – for example, a certain SKU tends to get a flood of returns every holiday season (risking an uptick in complaints), or a particular warehouse routinely causes late shipments. Modern Amazon analytics tools and AI can help flag anomalies. Some software even uses machine learning to predict the likelihood of an account suspension based on current metric trajectories. While that might be advanced, even a simple practice like reviewing 6-month trends of your Account Health metrics can reveal insights. Perhaps your Pre-Fulfillment Cancel Rate has been edging up as you scale – time to address inventory planning before Amazon calls you out. Data-driven management means fewer surprises and a more stable seller account.
  
  
• Automated Policy Change Tracking: Keeping up with Amazon’s policy changes can be like hitting a moving target. Some sellers use change-tracking tools that monitor Amazon’s policy pages and alert you to any edits or additions (yes, these exist!). If Amazon tweaks the wording on its Product Detail Page rules or condition guidelines, you’d get a notification. While Amazon usually announces major changes (and displays them on Seller Central’s homepage News feed), minor updates can slip in quietly. An alternative approach is to follow Amazon’s official seller forums or the Amazon Seller Central news page regularly. Pair this with being active in the seller community, and you won’t be caught off guard by a new rule that could impact your account health.
  
  
• Tap into Account Health Assurance (AHA): Amazon recently introduced the Account Health Assurance program for sellers who consistently maintain a high Account Health Rating. If you’re eligible (e.g. 6+ months of an AHR in the “Healthy” range, and you provide Amazon with emergency contact info), Amazon essentially promises not to suspend your account without first giving you a chance to fix issues with Account Health Support. This is a game-changer for proactive sellers. If your clients qualify, make sure they enroll – it’s like a safety net for your business. However, it’s not a reason to relax; you still must collaborate quickly with Amazon to resolve any issues when they arise, or the assurance can be revoked. Think of AHA as Amazon’s way of rewarding diligent sellers. Use it as inspiration to keep that score green and address problems head-on. It’s far easier to maintain health than to recover from a full suspension.

Responding to Account Health Crises: Warnings, Suspensions, and Appeals

Even with the best prevention, you might one day face an account health crisis – perhaps a surprise suspension or a scary 72-hour deactivation notice. How you respond can make the difference between a quick reinstatement vs. a prolonged outage (or permanent ban). Here’s how to handle it like a pro:

1. Don’t Panic – Read the Notice Carefully: When you receive an “at-risk” warning or suspension email from Amazon, the first thing to do is breathe and read the entire notification thoroughly. “It’s amazing how many sellers see the headline and immediately jump to respond emotionally,” Leah says. Resist that urge. Amazon’s notice will usually tell you why you’re at risk or suspended (the policy violated or performance trigger) and often outline what they want from you (a Plan of Action, supporting documents, etc.). Absorb every word. If any part is unclear, read it again or consult someone who understands Amazon-speak. Many sellers make things worse by shooting off a hasty, emotional response that doesn’t address the actual problem – essentially wasting one of your limited chances to appeal. So slow down and internalise the issue before taking action.
   
   
2. Investigate the Root Cause: Amazon’s notice tells you the symptom (e.g. “suspected IP infringement” or “inauthentic item complaints”) – now you need to find the cause. Do your own internal audit. Check which ASINs are involved, review recent returns or complaints, talk to your team about any operational glitches, and verify if the complaint is valid. Most of the time, Amazon’s flag is grounded in a real issue (a bad batch of product, a listing claim, etc.), but occasionally, Amazon is wrong or a competitor set you up. Identify what went wrong and why. For instance, if it’s an IP complaint for a trademark, is it a case of mistaken identity (wrongly flagged ASIN) or did you truly list a brand item you weren’t authorised for? If it’s an inauthentic complaint, is your supply chain solid, or might you have received some bad units? Document your findings – you’ll need them for the next step. Root cause analysis is the heart of your response; if you misdiagnose the cause, your entire appeal will miss the mark.
   
   
3. If a Plan of Action is required, Nail It: Amazon often asks suspended sellers to submit a Plan of Action (POA). This is a structured appeal where you explain the issues and how you’ll fix them. Think of it as a business doctor’s note and treatment plan. A strong POA has three sections: (a) The Root Causes – explain what went wrong and why (taking ownership of any lapses), (b) Immediate Corrective Actions – detail how you’ve addressed the specific violations or problems (e.g. removed offending listings, contacted buyers to make amends, updated your processes), and (c) Long-Term Preventive Measures – describe what changes you are implementing to ensure this never happens again (e.g. new quality checks, staff training, updated policy monitoring). Keep the tone factual, focused, and solution-oriented. Crucially, do not just regurgitate Amazon’s complaint in different words – they know what the issue is; they want to hear that you understand the deeper reasons and are taking responsibility to fix them. Also, avoid unnecessary fluff or emotion – investigators have limited time per case, so brevity and clarity win. If you address the root cause head-on and show a credible action plan, you make it easy for Amazon to say “case resolved, reinstated.”
   
   
4. If Evidence or Documents Are Required, Provide Them Meticulously: In some cases (especially product compliance or intellectual property disputes), Amazon might skip the POA and ask for specific documentation. For example, they might want safety test reports for a toy, a certificate of analysis for a supplement, or a letter of authorisation from a brand owner. It’s critical to send exactly what they ask for – nothing less, nothing more. If you lack the document, do not forge it. “If you commit fraud, there’s really no coming back from that,” Leah warns. Submitting fake invoices or doctored certificates will almost certainly result in a permanent ban with no appeal. Instead, explain why you might not have that document and provide alternate evidence if possible (or start the process of obtaining the proper documentation). On the flip side, if you do have the required paperwork, make sure it’s clear, legible, and matches Amazon’s request. Highlight relevant parts, translate it if needed, and attach it in the format they want. Often, the Amazon compliance team reviewing these just has a checklist – give them exactly what they need to check the box and reinstate your product or account.
   
   
5. Engage the Amazon Account Health Support (Wisely): Amazon now has an Account Health Support team you can call or chat with for guidance when you get a policy violation or suspension. They can be very helpful in explaining the issue in more detail or advising what a Plan of Action should include. By all means, use this lifeline – but use it smartly. The Account Health reps are there to coach you, not to make decisions on your case. They don’t have the authority to reinstate; that’s up to the Seller Performance investigators. So, ask the Account Health team questions to clarify the situation (“Can you see which ASIN caused this?” or “What did the investigator note as the reason?”). Make sure any advice they give is grounded in the investigator’s notes, not just the rep’s personal opinion. Take notes from these calls – they can be gold in crafting your appeal. Just remember that if a rep says “your POA should focus on X,” it’s not a guarantee that focusing on X will appease the investigator, but it’s a strong clue. Many successful reinstatements have been achieved by combining the Account Health team’s hints with a well-structured POA.
   
   
6. Escalate Strategically if Needed: If you’ve submitted a solid Plan of Action or provided documents and Amazon still hasn’t reinstated your account after a few attempts, it might be time to escalate. An escalation is when you email higher-level Amazon contacts (like the Executive Seller Relations team or Amazon corporate executives) to review your case. These are sometimes called “Jeff letters” (after Jeff Bezos) or now “Dharmesh emails” (after Dharmesh Mehta, Amazon’s VP of Seller Services). However, don’t rush into escalation. As Leah points out, you need a basis for escalating – ideally, evidence that you followed all the steps, provided what was asked, and maybe that the lower teams made a mistake or didn’t properly read your appeal. In your escalation message, be professional and concise: outline the issue, the steps you took, the responses you got, and politely request a higher-level review. Escalations can be a double-edged sword – they often get more experienced eyes on your case, but if you come across as spammy or if your underlying appeal is weak, you may just get a boilerplate rejection again. Do not spam every Amazon email you find with the same appeal (the “spray and pray” approach). That can backfire and mark your account as a nuisance. One targeted escalation with a compelling argument is far better than ten copy-paste pleas to random managers.
   
   
7. Patience, Persistence, and Professionalism: Emotionally, having your Amazon seller account suspended is gut-wrenching – your income is on hold, and you’re essentially at Amazon’s mercy. But as hard as it is, you must approach the process with patience and persistence. It might take several days or even a few weeks of back-and-forth to get it resolved. Leah notes that giving exact timelines is impossible – sometimes a case is fixed in 24 hours, other times it drags on for a month, depending on complexity and Amazon’s backlog. The key is: don’t give up and don’t lose your cool. If Amazon asks for additional info, provide it promptly. If they reject and the reason is unclear, revise your appeal and try again, or seek expert help. Also, keep communications polite and factual – no matter how frustrated you are. Amazon investigators respond best to clear, well-structured information. Ranting about fairness or threatening legal action usually does nothing (or worse, it notes you as a difficult partner). Remember, each message you send is effectively evidence in your case file – make it count.
   
   
8. Know When to Seek Help: If this all sounds daunting, or if you’re in over your head with a suspension that isn’t getting resolved, consider consulting a professional who specialises in Amazon suspensions (there are attorneys and ex-Amazonian consultants like Leah who do this). Yes, it’s an added cost, but when your account livelihood is at stake, it can be a wise investment. These experts know the nuances of Amazon policy, how to interpret certain suspension reasons, and sometimes have contacts or proven escalation paths to leverage. Just vet them carefully – unfortunately, there are also scammers in this space. Look for established Amazon seller consultants or law firms with a track record of account reinstatements. They can help audit your situation and craft a stronger appeal. Ultimately, the goal is to get back to selling and learn from the incident so it doesn’t happen again.

Building Long-Term Resilience (So You Rarely Need to Appeal)

The final piece of the puzzle is fostering a culture of compliance and resilience so that your Amazon accounts stay in good standing long-term. Here are some additional thought-leadership tips for Amazon agencies and advanced sellers:

• Integrate Account Health into SOPs: Treat account health management as a core business process, not an afterthought. Agencies should include daily/weekly account health checks in their standard operating procedures (SOPs). Train staff on the importance of those green/yellow/red indicators. Some successful sellers even tie team KPIs or bonuses to maintaining excellent account health metrics quarter over quarter. When everyone in your organisation is aware that “no policy violations” is a key goal, you’ll have more eyes and ears catching potential issues early.
  
  
• Learn from Close Calls: If you narrowly avoided a suspension or recently got reinstated, conduct a post-mortem. What led to the issue, and what weaknesses in your operation allowed it? Use that incident to implement permanent improvements. For example, after recovering from an inauthentic claim, you might decide to source only from manufacturers or invest in a brand registry to better control your listings. Almost every suspension story is a lesson in disguise – use it to armour your business for the future.
  
  
• Avoid the “Point of No Return” Violations: As mentioned, some actions can end your Amazon journey for good. To reiterate: never submit fake documents or lies to Amazon, never engage in blatantly fraudulent or illegal activities, and steer clear of systematic review manipulation or competitor harassment. Amazon’s tolerance for these is zero. If you’re ever tempted by a “too good to be true” black-hat trick (perhaps a shady service promising to boost reviews or rankings), remember that one moment of cheating can permanently destroy the business you’ve built. It’s just not worth it – especially as Amazon’s detection gets more sophisticated and regulators like the FTC are watching.
  
  
• Multiple Accounts: Use Caution and Transparency: If you have a legitimate reason for multiple Amazon seller accounts (say you manage two distinct brands or you operate in different countries), Amazon’s policy actually allows this now as long as you request approval and each account is truly separate (different tax ID, different inventory, etc.). However, treat this privilege carefully. All your accounts will be linked behind the scenes by Amazon. If one account gets suspended, the others will be automatically suspended too, as a related party. 
  
  There’s no fooling Amazon’s linkage – common info like bank accounts, addresses, or even login locations can connect accounts. The takeaway: don’t think of a second account as a backup or insurance against the first being suspended. Instead, focus on keeping every account healthy. And definitely do not create new stealth accounts to try to evade an old suspension – Amazon will eventually catch the connection and you’ll be back to square one, or worse (they could permanently ban you from selling if they believe you’re willfully evading their rules). The only path to redemption is fixing the original account issues.
  
  
• Engage Amazon’s Programs for Good Sellers: Along with Account Health Assurance, Amazon has other programs that favour sellers with strong performance. For example, Amazon’s Account Health team sometimes proactively calls sellers when a serious issue is detected, giving a chance to fix it before suspension (this is part of Amazon’s recent customer-centric approach – they don’t want to suspend reliable sellers if it can be helped). By keeping your performance metrics in the green and responding cooperatively to Amazon, you increase the chances of benefiting from these programs. High-performing sellers might also get faster support or be invited to pilot programs. It’s a virtuous cycle: good health begets even better support.
  
  
• Thought Leadership and Client Education: If you’re an agency, one value-add is educating your clients on account health. Many brand owners who are newer to Amazon (say, those coming from Shopify or other channels) don’t realise how critical account health is. They might balk at the strict rules or get frustrated by Amazon’s seemingly opaque enforcement. It’s your job to set expectations and instill best practices. Frame Amazon’s rules as the “cost of doing business on the world’s biggest marketplace” – a worthwhile trade-off for the sales potential. Share stories (anonymised) of businesses that ignored account health and paid the price, as well as success stories of those who invested in compliance and enjoyed uninterrupted growth. By positioning yourself as a thought leader on marketplace compliance, you not only protect your clients but also strengthen trust – they see you’re safeguarding their business, not just selling more ads or products.

Conclusion: Safeguard Your Amazon Business and Thrive

In the high-stakes world of Amazon commerce, account health management is your insurance policy and growth engine rolled into one. A healthy account means your hard-earned sales won’t vanish overnight due to preventable mistakes. As we’ve discussed, mastering Amazon Account Health involves a mix of vigilance (monitoring dashboards and metrics), education (staying on top of policies), proactive action (addressing issues before Amazon does), and deft crisis management (calm, data-informed appeals) when necessary. It’s a continuous process – an ongoing commitment to operational excellence and customer satisfaction.

The good news? By investing in account health, you’re also investing in your brand’s reputation and longevity on Amazon. Sellers who play by the rules and prioritise customer experience tend to win in the long run, with more Buy Box time, better reviews, and now even programs like Account Health Assurance protecting them. Amazon wants you to succeed if you align with their standards.

As an Amazon agency professional or savvy seller, make account health a central pillar of your strategy. Encourage your team and clients to view it not as “Amazon’s pesky rules,” but as a foundation for scalable success. When you do, you’ll find fewer emergencies in your inbox – and more time to focus on growth initiatives and marketing, confident that your seller accounts are built on solid ground.

If you’re looking to streamline your account monitoring and get ahead of issues, why not let technology give you an edge? MerchantSpring – the sponsor of the webinar – offers a powerful analytics platform that agencies and brands use to monitor performance and automate Amazon Account Health monitoring across all their accounts. Instead of manually checking dozens of Seller Central accounts, you can receive real-time alerts and consolidated health reports, so nothing slips through the cracks. It’s like having a dedicated account health guardian working 24/7 for you. To learn more, feel free to reach out to MerchantSpring for a demo or to explore how our tool can transform your Amazon journey.

Thank you for reading! We encourage you to implement these strategies and join the conversation. Stay proactive, stay compliant, and you’ll be well on your way to Amazon success with peace of mind.

Keep mastering the marketplace – and remember, the best way to handle a suspension is to prevent it in the first place. 🚀