Account Health Rating, shortened to AHR in Seller Central, is Amazon's summary of whether a seller is complying with its policies. It sits on the Account Health page next to the customer-service metrics (Order Defect Rate, late shipment rate, cancellation rate) but measures something different: not how orders went, but whether Amazon has open compliance issues with your listings. It is the number Amazon looks at when deciding whether an account should be deactivated for policy reasons, so sellers in India should check it as often as they check sales.
How AHR is calculated
AHR runs from 0 to 1,000 and is refreshed continuously. Amazon groups it into three bands as of September 2026:
- Healthy (green): 200 or above.
- At Risk (yellow): 100 to 199. Amazon warns that the account is at risk of deactivation.
- Critical (red): below 100. The account is eligible for deactivation.
Every unresolved policy violation in the last 180 days deducts points according to its severity: Low, Medium, High or Critical. Amazon does not publish the exact point value per violation; seller-community sources and Amazon's own forum guidance indicate most violations cost a handful of points, while a Critical violation (for example a counterfeit or a serious product-safety issue) can take the score straight to zero regardless of history. Sales volume pushes the score up, because Amazon scales the rating to account size: an account with many successful orders over 180 days earns a buffer against minor violations that would sink a small account. New accounts start in the Healthy band at 200.
Worked example: a kitchenware seller has an AHR of 232 after a year of steady orders. Two intellectual-property complaints and a restricted-product listing arrive in one week, each deducting points, and the score drops to 196, the At Risk band. Resolving one complaint by submitting an invoice, and deleting the restricted listing, removes those violations and the score returns above 200 within days. Ignoring them for 180 days would have been the only way they "expired", and Amazon may deactivate long before then.
Why AHR matters for sellers
AHR is a leading indicator. Order Defect Rate tells you what customers already think; AHR tells you what Amazon's policy teams have flagged, often before it affects a single order. A drop into At Risk is also the trigger for Amazon's Account Health Assurance programme: sellers who keep an AHR of at least 250 for six months and are otherwise compliant get a promise that Amazon will call before deactivating, which in practice turns a suspension into a conversation. Note what AHR does not include. Violations of ODR, late shipment and cancellation targets are handled separately, and a Healthy AHR does not protect you from an ODR above 1%.
How to keep AHR healthy
- Open the Account Health page weekly and act on every item in the violations list; resolved violations stop counting, unresolved ones sit there for 180 days.
- Answer IP and authenticity complaints with documents, not explanations: supplier invoices, brand authorisation letters, trademark certificates.
- Audit listings against restricted-product rules before uploading, especially in health, beauty, toys and electrical categories where Indian certification requirements (BIS, FSSAI) apply.
- Keep the account contact reachable. Amazon's warning emails and calls go to the primary contact; a missed call can be the difference between a warning and deactivation.
- Do not create duplicate ASINs or variation abuse. These are the most common self-inflicted violations we see in Indian accounts.
Blooprint monitors AHR and files violation responses for clients under Amazon account management. The Amazon seller fees guide covers what a deactivation does to payouts.