Recently, Amazon’s global store opening officially clarified the “specific measures” for account protection, and at the same time clarified the “title standard” for the first time, and launched a dialogue mechanism that is more friendly to sellers— Account Health Assurance ( AHA for short) ).

In the past, Amazon had a tough and ruthless attitude towards account bans. For illegal operations, especially infringement, swiping orders and swiping praises, etc. suspected of falsifying, manipulating reviews, and deceiving buyers, Amazon will take penalties such as freezing or canceling accounts and freezing funds. Under the Account Health Assurance Program ( AHA ) program, Amazon no longer blocks seller accounts for disagreements. The platform classifies and grades specific violations, and treats different violations such as order swiping, inserting pages, requesting reviews, and product problems. Behaviors are defined separately and given severity, high, medium and low ratings respectively.

The descriptions of these levels are as follows:

① Serious : Violations of this severity will have serious and unacceptable impact on buyers, violate certain laws and regulations, or infringe the rights of others. A single breach of this severity will result in immediate account suspension.

②High: Given the degree to which such violations negatively impact buyers or may also violate applicable laws and regulations, we have little tolerance for high-severity violations.

③Medium: Repeated violations of this severity can significantly erode the trust of buyers and selling partners.

④Low: We can tolerate occasional non-compliance of a lesser severity because we understand that failures are inevitable in the course of business.

Source: Network

We can see from the example in the figure that "request for product reviews or contain non-compliant inserts", that is, the behavior of requesting reviews or product small cards used by our sellers, belongs to the "serious" violation level, such as infringement and counterfeiting It belongs to the "high" level of violations, and "manipulating search results or sales rankings" belongs to the "medium" level. In contrast, Amazon has a low tolerance for review behaviors, and generally speaking, the risk of banning accounts is relatively high, which requires Amazon sellers to be cautious. Operate, don't take risks.

But with these clear title standards, the help to sellers is still predictable. Once there is a risk of banning the account, the Amazon platform will take the initiative to contact the seller. Instead of directly banning the account without warning, it will help the seller to defend, clarify, and appeal to save the account. In addition, where can the seller know how far away from the title it is?

In fact, seller friends can check their " account health score " at any time to check whether there is a risk of account closure. Through the seller's account health rating ( AHR ) score, you can directly understand the security level of your own account. In addition, the platform has added an account health score, ranging from 0 to 1000 points, with three colors of green, yellow, and red to distinguish the account health status . However, it is worth noting that the account status rating score cannot be used as the only criterion for judging Amazon’s title. As long as the platform suspects violations, the account will be suspended. Based on this background, what sellers need to do is to clarify the compliance requirements of the platform and not violate the rules and policies. If violations occur, the serious violations need to be dealt with in time to avoid greater losses.

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