This article is for sellers whose selling account was reinstated after a suspension once before, only to receive another suspension notice. We start by confirming how repeat violations are treated under Amazon's rules, then walk through isolating the cause by comparing the previous and current notices, reviewing the corrective actions you committed to last time, building this appeal, and running your account after reinstatement.
When a notice arrives, first check (1) the submission deadline (a 3-day response window if you have reached the repeat-violation limit), (2) the list of affected products at the bottom of the first notice, and (3) where to submit ("Reactivate your selling account" (出品用アカウントの再開) or Product Policy Compliance (商品規約の遵守)).
How repeat violations are treated: the mechanisms Amazon officially describes
What official materials confirm is not how much harder a second reinstatement is, but a set of mechanisms that treat repeated violations less favorably under the rules. This article is based on Help pages and policies as of September 2026. Policies and screens can change, so please also check what is currently displayed.
The Account Health Rating and repeat violations
The Account Health Rating (アカウント健全性の評価, AHR) is a metric that shows the risk of suspension due to violations of certain selling policies. It is displayed for each store as a score from 0 to 1,000 along with a color. Red (99 or below) means the account is subject to suspension or has already been suspended. The score is calculated from your policy compliance and sales activity over the past 180 days (for details, see how to check your Account Health score). Here is what Amazon officially says about repeat violations.
| Item | What Amazon officially explains |
|---|---|
| Determining severity | In addition to how much customer satisfaction is harmed and legal and regulatory requirements, the number of past violations of the same policy is also considered |
| Point deductions | Normally 2–8 points per violation. Repeated violations of the same policy may double the deduction |
| Violation limit | Reaching the limit within 180 days may result in suspension (the FAQ describes a 3-day response window). For high-severity violations, the limit may be as low as two |
| Policies covered | Since July 23, 2025, expanded beyond the two areas of intellectual property infringement and restricted products to any policy covered by the AHR |
| On-screen display | A repeat-violation label appears in the Impact column of the Product Policy Compliance page. Amazon has announced that repeat violations will also be shown at the top of the dashboard |
The limits in older materials ("five for intellectual property infringement, two for restricted products") have been removed from Amazon Japan's current FAQ. Don't try to estimate "how many more I have left"; check your store's screens and Help instead. The Intellectual Property Policy also states that Amazon may, in appropriate circumstances, close the accounts of users who repeatedly infringe the rights of others.
What happens when you reach the limit
When repeat violations reach the limit, the violation is labeled "Critical" (重大) and you are also notified by email. Your rating turns red with a score of 0, and you have a 3-day response window before suspension. Amazon explains that you can appeal from the Product Policy Compliance dashboard by following the steps in the banner at the top of the page, and that if you address the critical violation within 3 days, your account will not be suspended and your score will be updated accordingly. If you don't respond, your account will be suspended until you complete submitting an appeal on that dashboard.
Line up the previous and current cases: use a comparison table to find what's shared and what's different
The policy, the affected products, and the required submissions may differ from last time. Before resending your previous appeal, compare the previous and current cases item by item.
What to have on hand before comparing
- The previous suspension and reinstatement notices, plus copies of the appeal you submitted and its attachments
- The current notice and the list of affected products
- Records showing you carried out the measures you committed to last time, and invoices for the affected products
Check the current notice under Performance (パフォーマンス) > Performance Notifications (パフォーマンス通知) and in your email inbox. In Account Health (アカウント健全性) > Product Policy Compliance, opening "View all" (すべて表示) shows the history of removed content (listings and images), its current status, and "Next steps," but violations whose appeals were approved or that are more than 180 days old may not be displayed. Because official Help does not say how long notices are retained, rely primarily on your own copies for the previous case. Don't fill gaps in your records from memory; rebuild the facts from your sourcing and operational records instead (how to organize past notices and current documents may also help).
| Item to compare | Where to check | What to compare |
|---|---|---|
| Policy name | Notice, violation details | Same policy or a different one? |
| Grounds for suspension | Body of the notice | Suspension based on the score (Section 3(d)), suspected fraudulent or harmful activity (Section 3(b)(c)), or reaching the repeat-violation limit? |
| Affected products | List at the bottom of the first notice | Does it include the same ASINs, suppliers, or brands? |
| Required submissions and deadline | Notice, appeal screen | Types of documents, appeal format, deadline |
| Where to submit | Account Health page | "Reactivate your selling account" or Product Policy Compliance? |
Once the table is filled in, classify your situation using these three questions.
- Is it a violation of the same policy? If so, it may be related to the repeat-violation limit
- Did it arise from the same products, suppliers, or workflow? If so, review on the assumption that last time's measures did not work
- Has the type of suspension changed? A suspension based on the score may have become a suspension over suspected fraud
Read the 180-day clock: is the previous violation still being counted?
A previous violation that has disappeared from your screen is not necessarily behind you. The FAQ explains the following three points.
- Even a violation removed after an approved appeal may still count toward the repeat-violation limit for 180 days if you did not dispute the fact that it occurred
- If your account was suspended because of the AHR, all violations remain and are not removed even after 180 days have passed
- Closing a listing or removing it from inventory does not remove the violation
A "dispute" (異議申し立て), which presents evidence of a false positive, and an "appeal" (申し立て), which asks for the violation to be reversed on the grounds that it occurred but was unintentional, are separate procedures. Even if last time's appeal acknowledging the violation was approved, that does not necessarily mean your repeat count was reset. Also, avoid choosing a dispute that doesn't match the facts just to avoid the count; doing so can undermine the credibility of your entire appeal.
How to apply your own dates
- From your records, write down the date the previous violation appeared, the date you submitted your appeal, and the date your account was reinstated
- Count whether the date the current violation appeared is within 180 days of the previous violation date
- Use the comparison table to check whether it is the same policy, and check whether a repeat-violation label or a "Critical" label is shown
The table below uses a hypothetical example, not a real case, to show how to read the timeline.
| Point in time | Event (hypothetical) | What it tells you |
|---|---|---|
| Previous violation date | A violation of the detail page rules is displayed, and the account is suspended | A rough starting point for counting 180 days |
| About 1 month later | An appeal acknowledging the violation is approved and the account is reinstated. The violation disappears from the screen | Because it was not a dispute, it may still count |
| About 4 months later | A violation of the same policy is displayed for a different product, and after a "Critical" label appears, the account is suspended again | Possibly a case of reaching the repeat-violation limit. Check Product Policy Compliance as the place to submit |
If more than 180 days have passed or the policy is different, don't narrow the cause down to reaching the limit alone; reread the notice with other possible routes in mind. If the previous suspension was caused by the AHR, the FAQ explains, as noted above, that violations are not removed even after 180 days. How other suspensions from more than 180 days ago are treated has not been made public, so use the content of the current notice as your baseline.
Identify the type of suspension: what the current screen asks you to submit
Being on your second suspension doesn't mean a longer plan of action is automatically better. The appeal format differs by type of violation, so first identify the type of suspension and follow the guidance on the screen.
| Type of suspension | Clues in the notice and on screen | What to check and submit |
|---|---|---|
| Suspension based on the AHR score | The rating is red and unresolved violations are listed | An appeal for each violation (or a dispute if the violation is in error). Amazon explains that the account is reinstated once the score returns to the threshold level (100) |
| Reaching the repeat-violation limit | The violation is labeled "Critical," the score is 0, and a banner appears at the top | Appeal from the Product Policy Compliance dashboard within 3 days. If you are suspended after the window, the suspension continues until you complete your submission on that dashboard |
| Suspected fraudulent or harmful activity | Suspension regardless of score. Wording that mentions deceptive, fraudulent, or illegal activity, etc. | An explanation of the facts requested in the notice, with supporting documents |
| Related accounts or multiple accounts | Wording that mentions a relationship with other accounts | What the notice requests (such as an explanation of how the accounts are related). If there is a problem with any of them, the suspension may continue until all accounts have been processed |
| Product condition violations | An appeal screen where you choose between two options | Evidence supporting corrective and preventive action. A plan of action is not accepted |
Section 3 (Term and Termination) of the Amazon Services Business Solutions Agreement (the "Agreement") lists cases where Amazon may suspend immediately, including (b) use for deceptive, fraudulent, or illegal activity, (c) harm to the lawful interests of others (both including cases where Amazon identifies the possibility), and (d) when the AHR falls below the suspension threshold. Even if your AHR is green, your account may be suspended regardless of score where required by law or where you have violated a policy not covered by the AHR. Compare this against the "Grounds for suspension" row in your comparison table. If you have been told your accounts are related, also see how to organize your response when told your accounts are linked.
Review last time's corrective actions: did the measures you promised continue?
Using your records, check each measure you committed to last time, one by one, against the current facts.
What to check for each previous measure
- What exactly the measure was (who you said would do what, and when)
- Whether records of carrying it out remain (checklists, inspection records, etc.)
- Whether it stopped partway or became a formality. If it stopped, when and why
- Whether the underlying assumptions changed, such as a change in staff or an expanded product range
- Whether it was designed to prevent the current cause in the first place
When the comparison shows the same policy and the same workflow
If the violation arose from the same policy and the same workflow as last time, it is important to work out internally why last time's measures didn't work. Don't stop at "our checks were not thorough enough"; dig into why the process allowed checks to slip through. From there, you might replace it with a system that doesn't rely solely on a particular person's memory or attention, such as a procedure that blocks listing without approval from a second staff member, regular verification of suppliers, or records of rights checks before listing. Only include measures in your appeal that your business can actually operate.
When the comparison shows a different policy or a different workflow
If the cause is a different policy or workflow from last time, the focus is on laying out the current facts and your response specifically. Still, check whether the fact that last time's measures were limited to specific products or workflows is a shared underlying factor.
Build this appeal: steps that follow Amazon's official guidelines
Help says that appeals should be clear, concise, and fact-based, without emotional language; that they should explain all the issues and identify the root cause; and that they should provide evidence for all products under review.
STEP 1. Confirm the affected products and the submission deadline
Evidence is required for every product under review listed at the bottom of the first notice. Cross-check against your comparison table to avoid omissions, and confirm the submission deadline as well.
STEP 2. Write the root cause and "why it wasn't prevented last time" separately
Help gives unverifiable suppliers, inventory management problems, and quality control problems as examples of root causes. For a second suspension, it's easier to stay organized if you write out "the cause of the current violation" and "why last time's measures didn't prevent it" separately.
The official guidelines don't say whether you should mention the previous suspension, and they ask you not to include information about other questions or ongoing cases. If the cause is the same, one approach is to limit yourself to stating that last time's measures didn't work, only to the extent needed to explain the current root cause.
STEP 3. Show the actions you took and your preventive measures with dates and documents
Amazon asks you to present the actions you took along with detailed descriptions, the dates the changes were made, and related documents. For a second suspension, make it clear what you added since last time and what you replaced with a system. The basics of how to write this are covered in how to structure a plan of action.
Sample explanation when last time's measures did not work
The following is a sample showing the outline of an explanation for a case where a violation appeared again for the same cause. It is a hypothetical example, not a real case, so replace it with your own facts, dates, and documents, and with measures you can actually operate.
The cause of this violation was that, for products we had newly started carrying, the procedure for checking the content of the product detail page before listing was not carried out. Last time, we established that checks would be performed before listing, but because the checks were left to a single staff member and there was no system for keeping records, they stopped being performed after that staff member was replaced.
In response, by X/X/20XX we reviewed and corrected all affected listings, and we also checked other listings created during the same period.
To prevent recurrence, starting X/X/20XX we changed our procedure so that nothing can be listed without a completed checklist and approval from a second staff member, and once a week we cross-check approval records against our listings (we have attached the revised checklist and copies of the most recent approval records).
STEP 4. Check your evidence against the requirements
If you submit invoices, Help sets out requirements such as the following.
- Issued within 365 days before you received the Performance Notification, and covering quantities sufficient for your sales volume over the past 365 days and your inventory on hand
- Showing product codes and the supplier's contact information, and an unaltered original (prices may be redacted)
- Quotes, documents issued by the seller themselves, and editable formats (.xlsx, .docx, etc.) are not accepted for review
If you reuse invoices from last time, recheck whether their issue dates and quantities meet these requirements based on the current notice. Amazon may also contact your supplier to verify. Amazon advises highlighting key parts of your documents, such as ASINs and supplier names, for example by circling them.
STEP 5. Submit and be ready for further requests
Appeals for account suspension are normally made from "Reactivate your selling account" at the top of the Account Health page: follow the instructions and click "Submit." However, Amazon explains that a suspension for reaching the repeat-violation limit continues until you complete your submission on the Product Policy Compliance dashboard, so submit from the screen you confirmed in the "Where to submit" row of your comparison table. If additional information is requested, submit it from "View Account Health requests" (アカウント健全性の要請を見る). Amazon says it will respond within about 2 days at most, but that is not the time until reinstatement. If an appeal that includes invoices is rejected, check the reason in Performance Notifications. The overall process is laid out in the full picture from account suspension to reinstatement request.
Where to turn when you're unsure
Professional sellers can reach an Account Health Specialist through the "Contact us / Call me now" (お問い合わせ／今すぐ電話がほしい) button on the Account Health page. Sellers can also consult the "Digital Platform Transaction Consultation Desk (for businesses using online marketplaces)" (デジタルプラットフォーム取引相談窓口（オンラインモール利用事業者向け）), a program commissioned by the Ministry of Economy, Trade and Industry, free of charge, but it is a supplementary resource that does not mediate or broker disputes.
What not to do when you're suspended again
- Reusing your previous appeal: It explains neither the current cause nor why last time's measures didn't work (see also: what reused templates fail to explain).
- Opening another account to keep selling: You may have only one account per selling region unless you have a legitimate business need and all of your accounts are in good standing. Selling on a separate account while suspended does not meet these conditions, and Amazon states that attempts to circumvent its systems may lead to suspension regardless of score.
- Altering documents or giving explanations that don't match the facts: Altered invoices are not accepted for review, and deceptive conduct can be grounds for suspension regardless of score.
Operating after reinstatement so it doesn't happen again
Reinstatement is the starting point for running your business without violations over the next 180 days. Decide how often to check and who is responsible, and keep dated copies of the appeal you submitted and its attachments.
Check once a week
- Your score and color, the list of violations, and whether any repeat-violation labels appear
- New messages in Performance Notifications
- Records of carrying out the measures you committed to in your appeal
Check once a month
- Whether your emergency contact phone number is verified (green) under Emergency Notifications (緊急通知) in Notification Preferences (通知設定)
- Trends in metrics such as an order defect rate under 1%, cancellation rate under 2.5%, late shipment rate of 4% or less, and valid tracking rate above 95% (shipping metrics apply to seller-fulfilled orders only)
- Records of checking the rights status of new products you carry and whether they are restricted
If you are a Professional seller, the conditions for Account Health Assurance (アカウント健全性アシュアランス) are also a useful benchmark. Professional sellers who have maintained an AHR of 250 or higher for at least six months (with no more than 10 days below 250) and have a valid emergency contact phone number registered are enrolled automatically (you can check your progress on the eligibility page). The requirements for staying enrolled include "not allowing the same compliance issue to occur repeatedly." It is not a guarantee against suspension, but it makes a good operational target. Details of day-to-day management are covered in daily management to prevent another suspension.
Frequently asked questions
Q. Does a second suspension mean I can never be reinstated?
A. We could not find any information in official materials on whether, or how often, accounts are reinstated after a second or later suspension. The basic approach is to follow what the current notice asks for and show specifically how things differ from last time.
Q. Why was I suspended without any advance warning?
A. It depends on the route to suspension, and the Agreement specifies cases where Amazon may suspend immediately. In addition, Japan's Act on Improving Transparency and Fairness of Specified Digital Platforms (commonly called the Transparency Act) generally requires disclosure at least 30 days in advance when a platform refuses to provide all services to a seller who uses it on an ongoing basis. However, the enforcement regulations include an exception: where a seller has repeatedly violated the terms of service and this is likely to interfere with the operation of the business, it is sufficient to disclose that fact without delay (a similar exception on disclosing reasons also applies to partial refusals). Whether this applies to you is a legal judgment, so consider consulting a lawyer.
Q. What happens to my sales proceeds while I'm suspended?
A. If Amazon determines there is a risk, funds are generally held for 90 days, and the hold may be extended if the risk or investigation continues. If Amazon determines the account is being used for deceptive, fraudulent, or illegal activity or to violate its policies, funds are held until it is confirmed that no problematic activity occurred, and Section 2 of the Agreement also provides that Amazon may permanently withhold payments if it determines the account is being used to repeatedly violate program policies. If a hold is not released, you can separately file a request for payment (labeled 異議申立, "dispute," in Help) once 60 days have passed since the date of the hold. For details, see how to check your sales proceeds after a suspension.
Q. I received a notice saying my account will not be reinstated.
A. A notice declining reinstatement may state that Amazon may not be able to respond to further inquiries. We could not confirm in official Help whether any further procedures are available after that. Keep a record of the grounds and reasons given in the notice, and consider consulting the advisory desk mentioned above or a lawyer.
Summary
If you're suspended again, line up the previous and current cases to isolate the cause before resending your previous appeal.
- Repeat violations are treated less favorably in terms of point deductions, severity, and the limit on violations within 180 days
- Violations cleared through an appeal may still be counted for 180 days, and closing a listing does not remove a violation
- Use a comparison table to check whether the policy, affected products, grounds for suspension, and required format are the same as last time
- If the cause is the same, work out why your measures didn't work and replace them with a system; if the cause is different, show the current facts and your response
- After reinstatement, regularly check for repeat-violation labels, your metrics, and your emergency contact
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Free consultation, 24/7 *This article provides a general explanation. The appropriate response in individual cases depends on the circumstances.
