Account Health Rating 200 does not mean your Amazon account is safe
Most sellers open Account Health in Seller Central, see the gauge in the green, and close the page. On the accounts we checked, that habit would have missed every warning that mattered. The rating stayed at 200 or above while the page header said At risk, and the reason sat in a separate box with a deadline.
Every number below comes from the Account Health page itself: 14 seller accounts, 111 account and marketplace pairs in Europe and the US. For each pair we took the latest page we had, captured between September 19 and October 6, 2026.
Three places on the same page
The Account Health page tells you three different things, and they do not always agree:
- The label in the header: Healthy or At risk.
- The Account Health Rating gauge. Amazon's own sentence under it: "This rating reflects your adherence to Amazon's selling policies." The scale printed on the gauge is 0, 100, 200, 1000.
- The Priority actions box, with the item, a deadline and the words "Action required to avoid account deactivation". On the pages with nothing open, the box was not there at all.
Below the gauge there is a list of policy categories with a count next to each one. Regulatory compliance is the last one.
At risk, with the rating in the green
19 of the 111 pairs were labelled At risk, across 4 accounts. In 18 of those 19 the rating was 200 or higher. In 17 it was exactly 200, and one pair showed 252. Only one At risk pair had a rating below 200 (160).
So the rating did not show the risk. All 19 At risk pairs had a Priority actions box and at least one item under Regulatory compliance.
Being at 200 tells you little anyway. Of the 79 Healthy pairs, 73 sat at exactly 200.
What was in the box
In 18 of the 19 At risk pairs, the item was the same: "Establishment verification required for VAT purposes". This is a tax and documentation request, not a problem with your listings, your reviews or your shipping. The rating did not move for it.
The remaining pair is a different story. It had 14 received intellectual property complaints, 7 restricted product violations, and two listings that sold well were already removed. That pair was the only one with a rating below 200 (160).
The deadline is per marketplace
Three accounts had the VAT verification item. In two of them the deadline was not the same on every marketplace:
- One account had October 10, 2026 on six marketplaces and March 10, 2027 on two others.
- Another account had October 20 on three marketplaces, November 19 on one, and on one marketplace the item was already PAST DUE.
If you only check your home marketplace and see a deadline five months away, you can miss the one that expires in two weeks, or the one that has already passed.
What PAST DUE leads to
Two accounts in our data had pages that said "Address the below issues to reactivate your account", 13 marketplace pages in total. On 12 of the 13, the rating showed 0.
- On the first account, Identity verification was PAST DUE on all 9 marketplaces.
- On the second, 4 marketplace pages said reactivate, and on three of them European VAT registration requirements was PAST DUE. Meanwhile another item on the same account still had 16 to 20 days left.
The second account is the warning: a deadline still running on one item does not protect you from an item that has already expired.
The label changes, the rating does not
During the four weeks we followed these pages, two pairs moved from At risk to Healthy. The rating was the same before and after in both cases (204 and 200). The label switched back, the gauge did not move. Watching the gauge, you would have seen neither the risk nor the fix.
The count alone is not the signal
7 Healthy pairs also had an item under Regulatory compliance. Six of them had no Priority actions box. One had a box with a PAST DUE packaging item and a well-selling listing at risk, and the header still said Healthy.
Neither the header nor the category count alone tells you whether you have a deadline. Open the Priority actions box every time.
Ten minutes a week
- Open Account Health and switch through every marketplace you sell on, in the marketplace selector at the top. Do not stop at your home marketplace.
- On each one, read the header label and the Priority actions box. Ignore the gauge unless it is below 200.
- Write down the exact date, not "in 155 days". The day count moves every time you open the page, the date does not.
- Anything marked PAST DUE comes first, before any deadline that is still running, even on a marketplace where you sell little.
- When the item is a VAT, identity or packaging request, the fix is a document, not a listing change. Start collecting it the day it appears. Proving where your business is established, or getting an official translation, can take weeks.