As of 2025, Amazon has expanded AHR visibility across marketplaces and increased enforcement. Consequently, what used to be reactive policy enforcement is now proactive—with more listings flagged and more accounts at risk, even during periods of moderate sales activity.
In addition, past events like Prime DayPrime Day was initially a one-day sales … More or Cyber Week often trigger spikes in policy enforcement—but violations can happen at any time, and Amazon doesn’t need a holiday to act.
📘 Want the full breakdown? See Amazon’s Account Health Rating Program Policy. It covers severity, repeat violations, and deactivation rules.
For a deeper look at how enforcement has evolved and how to stay compliant, read our companion guide: Amazon Policy Violations – The Ultimate Guide.