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On the last day of October, the "progress bar" for preparations for the 2024 year-end sales season has been filled up. Therefore, a new regulation recently released by Amazon quickly attracted the attention of sellers who were "fully prepared". [Amazon's all-star lineup & billion-level sales review, official support for sellers to get ahead in 2025, sign up now] It is learned that recently, Amazon officially issued an announcement to upgrade the severity of its "repeat violation" policy . According to the announcement, starting from the end of October 2024, Amazon will gradually update the "Account Health Rating-Repeat Violation" (AHR-Repeat Violation) policy . The specific contents are as follows: 1. Definition of Repeat Violations Repeat violations refer to sellers violating the same Amazon policy repeatedly (twice or more) within 180 days , mainly targeting account health policies that affect the account status rating, such as intellectual property policy, restricted product policy, etc.- Policy violations that do not affect the account health rating will not be counted as repeat violations.
- Violations but performance elimination will not be counted in the cumulative number.
2. Upper limit on the number of repeated violations In addition, when determining the upper limit on the number of repeated violations, Amazon also considers factors such as the impact of the violations on the customer experience and applicable laws and regulations. 3. Impact of Repeated Violations on Accounts Repeat violations are marked in the "Impact" column of the Account Status page, such as "High-Repeat violation".- If a seller's account repeatedly violates the rules and regulations by the maximum number of times, it will be marked as a serious violation, and the account health rating (AHR) score will be directly reduced to zero, and the account will be at risk of being deactivated.
It is worth mentioning that before the account is deactivated, the seller will have a grace period of 3 days to resolve repeated violation warnings. If the violations can be successfully resolved within 3 days , the account will not be deactivated and the account status rating will be updated accordingly. In addition, if the seller has joined the Account Health Protection Program (AHA), he or she will receive a call and assistance from an account specialist before the account is deactivated due to repeated violations. We recommend that all sellers resolve all warnings in the account health dashboard as soon as possible once a violation occurs to avoid account deactivation due to repeated violations. It is understood that Amazon has also issued notifications and imposed relevant penalties for high-repetition violations in the past (for example, sellers who have repeatedly violated product restrictions will receive a 72-hour suspension warning and face the risk of permanent account suspension and fund freezing), but has not made a clear definition of the severity of "repeated violations" and the upper limit of the number of times. Therefore, after the new regulations came out, many sellers speculated that Amazon aimed to use this to tighten its review of account health policies. Now that Black Friday and Cyber Monday are approaching, Amazon sellers are "on guard" against the new regulations, and they can't help but consider the intention behind Amazon's compliance upgrade. [Amazon's All-Star Lineup & Billion-Dollar Sales Practice Review, Official Help for Sellers to Get a Head Start in 2025, Sign Up Now] The industry situation is unpredictable, and Amazon's policy changes are always on the minds of sellers. It is understood that the account health policies targeted by "repeated violations" mainly include: intellectual property policy, product authenticity and quality policy, ASIN creation policy, restricted product policy and other Amazon policies that affect the account status rating. According to industry insiders, Amazon will officially implement the new rules in November and define the severity of specific policy violations and the maximum number of violations. After the new rules come into effect, repeated violations of the above policies will be subject to stricter scrutiny and crackdowns. Therefore, many sellers are quite nervous about this new regulation: "Amazon has added a new penalty rule, and sellers can only reply with 'received'." “Sales have not been very good recently. Is Amazon trying to push sellers to other platforms by tightening its policies every day?” "It won't have any impact if it's compliant, since you can appeal anyway." Based on seller feedback, Amazon's tightening of its "repeat violation" policy may be due to multiple factors: From an internal perspective, on the one hand, Amazon aims to ensure that the products sold meet safety standards and protect the rights of consumers ; on the other hand, Amazon may have been touched by sellers in compliance with high-voltage lines, in order to maintain market order . That is, before this, some sellers did not pay attention to the above policies, and illegal operations continued despite repeated prohibitions. Taking the ASIN creation policy as an example, since March this year, sellers have received Amazon's account suspension emails due to variant violations. Except for some sellers who were innocently implicated, most sellers are "accustomed" to the operation of increasing reviews by merging and splitting variants, but in fact, Amazon has already tightened the relevant policy review. From an external perspective, as countries have increasingly higher requirements for product safety and quality, Amazon needs to constantly update its compliance policies and adapt to changes to ensure that the products on its platform comply with the latest local laws and regulations . In general, no matter how Amazon's policies change, if you want to seize the upcoming Black Friday and Cyber Monday sales opportunities, or even build a "new engine" for growth in the more distant future, you cannot do without the long-term spirit of compliance first. What do you think about this? Welcome to discuss in the comment area~
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