Amazon Account Health: Account Health Assurance & Manage Your Compliance

We’ve now reached the final part of the Amazon Account Health Series.

This hasn’t been the most exciting series of blogs, let’s be honest lol! but it’s one of the most important. Account health isn’t pretty but it’s about making sure your Amazon business stays alive and secure. Without good account health, everything else falls apart.

In this final post, we’ll cover two last areas:

• Account Health Assurance
• Manage Your Compliance

Account Health Assurance

Account Health Assurance (AHA) is Amazon’s way of giving sellers a safety net once they’ve shown consistent reliability.

What it is:

• If you maintain an account health rating of 250+ for six consecutive months, you’ll qualify for AHA.
• To be eligible, you also need to provide Amazon with an emergency contact number where they can reach you immediately.

Why it matters:

• If something serious happens with your account (for example, a sudden violation or performance issue), Amazon will call you first before taking enforcement action like suspensions.
• This gives you a chance to resolve the problem before your account is restricted.

Benefits of Account Health Assurance:

• Extra layer of protection for your business.
• Peace of mind knowing Amazon won’t pull the plug without contacting you first.
• More time to resolve unexpected issues without disruption.

How to get it:

• Focus on maintaining good account health across all pillars, customer service, policy compliance, and delivery performance.
• Aim to always keep your rating well above 250 to avoid dropping below the threshold.
• Provide Amazon with a valid, monitored phone number in your account settings.

Manage Your Compliance

The last part of account health is Manage Your Compliance.

This is where Amazon asks you to provide documentation to prove your products meet certain compliance requirements. It’s common for resellers to see requests here, especially in categories like toys, electronics, beauty, and groceries. The frustrating thing here is there is not much you can do as a 3rd party seller to combat this as you are quite unlikely to have access to the documents needed, but none the less, we can still try to obtain these.

What it involves:

• Product Compliance Requests – Amazon may ask you to upload safety certificates, test reports, or regulatory documents for certain products.
• Compliance Requirements – Some categories require proof of safety (e.g., CE/UKCA markings in the UK/EU, food safety documentation for consumables, age warnings for toys).

Why it matters:

• If you don’t provide the requested documents, Amazon may remove your listing.

How to combat it as a 3rd party seller:

• Source only from suppliers who can provide compliance documents if needed (Not vital but this will help).
• Avoid sourcing products in high-risk categories unless you know you can get the compliance paperwork.
• If Amazon requests documents, respond quickly, even if you don’t have the documents, delays can mean your listings get taken down.

Final Checklist: Account Health Assurance & Compliance

Here’s a quick reference for these last two areas:

✅ Do’s

• Maintain an account health score of 250+ for six months to qualify for Account Health Assurance.
• Provide Amazon with a valid emergency contact number.
• Monitor your account health dashboard weekly.
• Keep compliance documents (invoices, safety certificates) organised and ready (if possible).
• Source from reliable suppliers who can provide paperwork if needed.

❌ Don’ts

• Don’t ignore compliance requests, they won’t go away.
• Don’t assume all products are automatically compliant just because they’re from a big brand.
• Don’t provide Amazon with incomplete or incorrect documents.
• Don’t let your account health slip under 250, it will remove your AHA safety net.