Amazon’s “Account Assurance” – Is It Legit?

Amazon just rolled out a new feature called “Account Health Assurance,” giving sellers a way to challenge enforcement decisions and avoid sudden account suspensions.

The highlight? Sellers can now request a second review of listing-level policy decisions up to three times every 180 days through a new “Seller Challenge” process. 

Think of it like a coach’s challenge in sports: if you believe Amazon got it wrong, you now get a limited shot at overturning the call. Is it a game-changer or just another layer of red tape? Let’s break it down.

What is Account Health Assurance (AHA)?

Account Health Assurance (AHA) is a benefit for professional sellers who maintain a strong track record on Amazon. Specifically, you need to main an Account Health Rating of 250 or higher for at least six months.

If your account runs into a problem that would typically trigger a suspension, AHA gives you 72 hours to work it out with Amazon support—without getting kicked off the platform immediately.

It also allows you to appeal a listing deactivation as well.

Sellers are limited to three challenges in any 180 day period.

Eligibility and Requirements

To qualify for AHA, Amazon sets a few key conditions:

• Maintain an Account Health Rating (AHR) of 250 or higher for at least six months.
• Have no more than 10 days under that 250 threshold during that period.
• Keep a verified emergency contact number on file.

Once you qualify, enrollment is automatic—but you’ll get an email and a banner notification in your Account Health dashboard when it kicks in.

Is Amazon Account Health Assurance Legit?

Amazon Account Health Assurance seems to be a legitimate and positive step towards eliminating the effect of an erroneous account suspension or listing deactivation.

A classic example is an item erroneously flagged as being hazmat and/or a pesticide which simply requires a set of human eyes to determine it's neither. 

The big question remains though – is the level of service a seller will get from this service from a team with an elevated level of authority(think Jeff@A mazon.com)? Or will it simply put sellers in the same infuriating loop they often get with general seller support? Time will tell.