Running an Amazon business offers unmatched access to a global customer base, but it also comes with strict policies, ever-evolving performance metrics, and the looming possibility of account suspension. Amazon’s top priority is customer experience, and anything that compromises that can lead to warnings or worse, account deactivation.

What Is Amazon Account Health?

Amazon’s Account Health Dashboard is a performance tool that helps sellers monitor their compliance with Amazon’s policies. It measures three core aspects:

1. Customer Service Performance

This includes the Order Defect Rate (ODR), which combines:

• Negative feedback
• A-to-Z Guarantee claims
• Chargeback rate

To stay in good standing, Amazon requires your ODR to be below 1%.

2. Policy Compliance

Violations such as selling prohibited items, IP infringements, or violating listing guidelines are tracked here. These can lead to listing removals or account suspensions if not addressed promptly. Find out more

3. Shipping Performance (For FBM sellers)

This includes:

• Late Shipment Rate: Should be < 4%
• Pre-fulfillment Cancel Rate: Should be < 2.5%
• Valid Tracking Rate: Should be > 95%

If you use FBA, Amazon handles most of these metrics, but you’re still responsible for inventory health and labeling compliance.

Why Amazon Accounts Get Suspended

Amazon suspends accounts for multiple reasons, typically falling into one of these categories:

1. Performance-Based Suspensions

• High Order Defect Rate
• Late shipment rates
• Excessive cancellations

2. Policy Violations

• Listing counterfeit items
• Selling prohibited products
• Review manipulation
• Misuse of trademarks or brands

3. Linked Accounts

If you operate multiple Amazon accounts without approval, all accounts can be suspended, even if one has no performance issues, and you will receive an email from Amazon saying account suspended.

4. Verification Failures

Amazon regularly audits seller information. If your business verification documents (bank statements, IDs, utility bills, etc.) are inconsistent or unverifiable, your account may be suspended, and you will receive an Amazon account suspended email.

5. Inauthentic Claims

Even if you’re selling genuine products, customers can claim items are fake. These often result in “Inauthentic Item” complaints that require you to show invoices and proof of authenticity, without which your account will get suspended, requiring you to ask for Amazon suspension help.

Signs You’re at Risk of Suspension

If you’re receiving policy violation warnings, experiencing an increase in customer complaints, or seeing a red or orange flag in your Account Health Dashboard, it’s time to take action.

Our clients spotted these important red flags:

• Notifications in Seller Central
• Multiple ASIN suppressions
• Decline in Account Health Rating (AHR)
• Inability to respond effectively to Performance Notifications

We took action on them one by one and helped our client out of a difficult situation. 

Here’s How We Protect Our Clients’ Amazon Accounts

1. We Monitor Account Health Daily

We don’t wait for issues to pile up. We review the Account Health Dashboard regularly to spot and resolve potential problems early.

2. We Respond to Performance Notifications Immediately

Every violation or warning must be acknowledged and resolved promptly. Ignoring them may be seen as negligence, and we never let that happen. 

3. We Keep Documentation Ready

We maintain a database of:

• Supplier invoices (dated within the last 365 days)
• Business licenses
• Bank and utility bills
• Shipping documents

Amazon often requests these for verification, especially when flagged for inauthentic products. We make sure our clients keep us updated with their documentation. 

4. We Use Authentic Sources

Avoid wholesale suppliers or distributors with questionable credibility. Amazon prefers authorized, reputable suppliers with traceable documentation.

5. We Help Our Clients Communicate Clearly With Buyers

We have set up systems that respond to all buyer messages within 24 hours. We help our clients resolve disputes quickly and aim to avoid A-to-Z claims.

6. We Avoid Grey-Hat/Black-Hat Tactics

We advise our clients against:

• Buying reviews
• Offering incentives for positive feedback
• Hijacking listings
• Creating fake buyer accounts

Amazon has sophisticated detection systems and bans sellers for manipulative practices.

Types of Account Deactivations

Understanding the different types of Amazon suspensions can help you craft better appeals.

1. ASIN-Level Suspension

Only specific product listings are removed or deactivated due to policy violations.

2. Account Suspension

Your selling privileges are revoked, but you can still access Seller Central to appeal.

3. Account Deactivation

This is more severe — your entire selling privileges are revoked, and account access may be limited.

4. Denied Appeals

If your appeal is rejected multiple times, Amazon may permanently block your account. You’ll need expert intervention or legal support in some cases.

How to Recover From an Amazon Suspension

If your account gets suspended, don’t panic. You still have the opportunity to submit an appeal with a Plan of Action (POA). 

Here’s how we break down the process for our clients:

Step 1: We Understand the Suspension Reason

We go to Seller Central > Performance Notifications and read the message thoroughly. We then identify the root cause of the issue.

Step 2: We Draft a Clear Plan of Action (POA)

A strong POA has three parts:

• What caused the issue?
• What has our client done to fix it?
• What steps can we take to help our client prevent a recurrence?

Example:

For one of our clients, we identified that late shipments resulted from inaccurate warehouse staffing. We have now helped the client to automate order routing, hire more staff, and train their fulfillment team. Going forward, we will maintain strict monitoring of the client’s fulfillment KPIs.

Step 3: We Help Our Client Submit the Appeal

We help our client navigate to the Account Health Dashboard or the Amazon account suspended email that they have received. We then click “Reactivate your account” or “Appeal decision.”

Step 4: We Are Patient But Proactive

Amazon usually responds within 24–72 hours. We avoid submitting multiple appeals unless requested, as this may delay resolution.

When to Seek Professional Amazon Seller Suspension Help

Seek Amazon suspension appeal help if:

• You’ve had multiple appeals denied
• You’re unsure how to fix the violations
• You’re facing complex legal complaints (e.g., IP issues, counterfeit claims)

It’s best to work with an Amazon suspension expert like Rio Roosevelt or a law firm. We can:

• Analyze your account health
• Draft a strategic appeal
• Communicate with Amazon on your behalf

Amazon Account Health Rating (AHR): A New Metric

In 2022, Amazon introduced the Account Health Rating, shown as:

• Green: Healthy
• Yellow: At risk
• Red: Unhealthy

Amazon uses AHR to weigh the severity of violations, not just their quantity. This helps identify sellers who are persistently negligent versus those who make isolated mistakes.

How to Improve AHR:

• Address violations quickly
• Request reinstatement of resolved issues
• Avoid repeat offenses
• Maintain strong ODR and tracking rates

Best Practices for Long-Term Success

1. Keep Business Separate

Have a dedicated business bank account, domain-based email, and official invoices.

2. Back-Up Your Listings

If you sell high-performing ASINs, maintain off-Amazon records of listings and reviews to help with reinstatement if ASINs are removed.

3. Use FBA Smartly

Fulfilled by Amazon often boosts customer satisfaction metrics, but monitor stranded inventory and prep compliance closely.

4. Maintain Good Metrics Year-Round

Even during slow seasons, stay above the required performance thresholds.

Don’t Ignore the Signs

Repeated warnings mean red alert. Act before your account reaches the point of suspension. Act before you get that Amazon account suspended due to unusual activity email, or your Amazon payments account has been suspended email.

Amazon account health is your business lifeline. With policies becoming stricter and automation catching even minor violations, it’s crucial to treat account health management as a daily priority.

If your account is at risk or suspended, remember: fast action, honest introspection, and a strong plan of action are key. And if you need expert Amazon seller suspension help, don’t hesitate to seek it—your Amazon business is worth saving.

Need Help With a Suspended Amazon Account?

Reach out today and protect your Amazon business from costly downtime.