Amazon has recently added a new feature for sellers enrolled in the Account Health Assurance program called Seller Challenges, offering a prioritized way to re-appeal decisions that have already gone through the standard appeal process. Seller Challenges allow you to push back against Amazon’s automated system failures, adding a new layer of due process that could ultimately help brands recover lost revenue faster.
What are "Seller Challenges" in Seller Central?
Seller Challenges is a new benefit for sellers enrolled in the Account Health Assurance (AHA) program. To be eligible for the AHA program, you must maintain an Account Health Rating of at least 250 for the past 6 months and provide an emergency contact number. Seller Challenges allow sellers to request an enhanced internal review of a previously rejected appeal submission. Each AHA-enrolled seller is given 3 seller challenges every 180 days.
How Amazon Sellers can Utilize the Seller Challenges Feature
Sellers can find the Seller Challenge option inside Seller Central under the Product Policy Compliance section next to violations with failed appeal attempts. If an issue qualifies, Amazon will display a “Seller Challenge” prompt that allows you to submit a request for prioritized review.
According to Amazon, these enhanced reviews are handled by highly trained internal team members who will aim to make a decision within 48 hours. This timeframe is significantly faster than most standard appeal processes, which matters when it’s a high-volume mover being taken down.
When to Fight Amazon via the Seller Challenges Function:
If a violation is having a significant impact on your revenue, brand visibility, or time-sensitive promotion, it makes sense to utilize the Seller Challenges feature in that scenario. Certain product categories such as consumables, supplements, or children’s products get more frequent false flags due to Amazon’s overly abundant caution. With only three Seller Challenges available every 180 days, timing and prioritization matter.
With the constant updates in online marketplaces, it’s important to stay up-to-date with the latest changes. If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
For more updates on marketplaces, visit our full Marketplace Updates content gallery.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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