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Amazon has rolled out a new “Seller Challenge” feature for eligible Account Health Assurance (AHA) sellers: after exhausting standard appeal routes, sellers can now submit up to three enhanced appeals every 180 days for listing-level enforcement actions, with the platform committing to a decision within 48 hours.

Key Dates / Highlights

  • Early October 2025: Feature began rolling out.
  • 180-day cycle: Eligible sellers receive three challenge “slots” every 180 days.
  • 48-hour target: Amazon aims for a decision within 48 hours of submission.
  • Listing-level only: Challenges apply only to listing-level enforcement actions, not full account suspensions.
  • Slot regeneration: If a challenge is denied, that slot replenishes after six months.
  • AHA restriction: Only sellers enrolled in the Account Health Assurance program get access.

Seller Impact and Analysis

  • Risk mitigation: Faster, structured review for listing suspensions or deactivations — a major improvement over traditionally slow appeal cycles.
  • Eligibility barrier: Only AHA sellers qualify, requiring strong account health, policy compliance and timely responses.
  • Resource limitation: With just three slots per 180 days, sellers must prioritise high-value cases.
  • Speed vs. quality: While reviews are targeted at 48 hours, decision transparency and consistency remain concerns.
  • Strategic advantage: Faster reinstatement can protect revenue on high-velocity SKUs, especially during seasonal peaks.
  • Operational caution: Listings remain deactivated during review—sales losses may still accrue until reinstatement.

Steps to Take

  • Verify AHA status: Check your Account Health dashboard to confirm enrollment or identify gaps preventing eligibility.
  • Understand full terms: Read the Seller Challenge FAQ in Seller Central—learn which enforcement types qualify and what evidence is needed.
  • Audit enforcement actions: Flag listing-level deactivations or suppressions where standard appeals failed or may fail; assess ASIN value before using a slot.
  • Prepare strong evidence: Collect corrections, compliance documents, and rights-owner retractions; craft a clear, policy-aligned narrative.
  • Allocate slots strategically: Use them only for mission-critical ASINs with strong recovery potential.
  • Monitor and act fast: Track the 48-hour window; relist and optimise immediately if reinstated. Prepare contingencies if denied.
  • Maintain account health: Protect your AHA eligibility by sustaining strong customer service, compliance and operational metrics.

CedCommerce POV

At CedCommerce, we regard Amazon’s new Seller Challenge feature as a meaningful step toward improved procedural fairness for sellers. But the tool must be used strategically, not casually. For eligible AHA sellers facing mission-critical listing enforcement, it offers valuable leverage, though not a replacement for strong compliance discipline.

  • Treat it as an escalation tool: Deploy only when the revenue impact is large and your case is strong.
  • Improve internal readiness: Maintain organised evidence, appeal templates, and documentation of prior enforcement cases.
  • Eligibility first: Prioritise maintaining AHA status — losing it means losing access to this feature and other protections.
  • Think in six-month cycles: Slots regenerate only after 180 days, so preserve them for high-value issues.
  • Quality still matters: A fast decision does not guarantee a favourable one; your evidence and narrative drive success.
  • Use it within a broader strategy: Maintain compliant listing content, strong performance metrics, and proactive risk management.

If you’d like help evaluating AHA eligibility or prioritising which SKUs warrant challenge use, our CedCommerce team is ready to support you.


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