Amazon has introduced a powerful new feature—Seller Challenge—designed exclusively for sellers enrolled in Account Health Assurance (AHA). This enhancement provides sellers with a structured and transparent way to request deeper reviews of enforcement actions, especially when traditional appeal options have been exhausted.

In this detailed guide, we’ll break down what Seller Challenge is, how it works, and why it can be a game-changer for Amazon sellers who want more clarity and control over their account health.

What Is Seller Challenge?

Seller Challenge is an optional benefit available to AHA-enrolled sellers. It allows you to request additional, more detailed evaluations of certain enforcement actions taken on your listings—after you have already gone through the standard appeals process.

This feature is particularly useful for situations where you feel that:

• Your evidence wasn’t fully considered

• The original decision lacked important context

• Additional documentation may help clarify your compliance

• You need another chance to present your case

In short, Seller Challenge provides a structured pathway to escalate and review complex listing issues.

How Seller Challenge Works

Seller Challenge operates under a straightforward system designed to ensure fairness, transparency, and timely resolutions.

1. Three Challenges Every 180 Days

Sellers are allowed up to three listing-level challenges within a 180-day period.
These can be used for eligible policy decisions, giving sellers multiple opportunities to address unresolved issues.

2. Fast Review Turnaround

Once a challenge is submitted, Amazon’s trained specialists aim to issue a decision within 48 hours.
This quick turnaround helps keep your operations running smoothly and minimizes downtime for affected listings.

3. Submit Additional Documentation

Each challenge gives you the opportunity to upload:

• Compliance certificates

• Invoices

• Product photos or packaging details

• Explanations or clarifications

• Any supporting documentation relevant to your case

Providing strong evidence can significantly increase your chances of a successful review.

4. Listing Reinstatement if Approved

If Amazon approves your challenge:

• The previous decision is overturned

• Your listing is reinstated

• You regain the ability to sell the product

This gives sellers a renewed opportunity to recover listings that may have been incorrectly or unfairly removed.

5. Failed Challenges Replenish After Six Months

Even if a challenge is denied, it isn’t permanently lost.
Each challenge slot automatically refreshes after 180 days, giving you ongoing access to this powerful review option throughout the year.

Why Seller Challenge Matters

Seller Challenge offers major benefits for Amazon sellers, including:

✔ More Transparency

It provides deeper insight into enforcement decisions and gives sellers a structured way to request clarity.

✔ Additional Opportunities to Resolve Issues

If standard appeals don’t resolve your concern, Seller Challenge provides another path to resolution.

✔ Faster Reinstatement

With decisions often made within 48 hours, sellers may see faster reinstatements compared to traditional routes.

✔ Reduced Business Disruption

Quick reviews and potential reinstatements mean less downtime for affected listings—protecting revenue and account health.

Ask Amazon Event: December 3, 2025

Amazon will host an Ask Amazon event on the Seller Forums on December 3, 2025.
This is an excellent opportunity to:

• Ask questions directly to Amazon experts

• Understand eligibility criteria

• Learn best practices for submitting strong challenges

• Get clarity on how Seller Challenge integrates with Account Health Assurance

Sellers are encouraged to participate to make the most of this new tool.

How to Check if You’re Enrolled in Account Health Assurance

To see whether your account is part of the AHA program:

1. Go to your Amazon Account Health Dashboard

2. Look for the Account Health Assurance banner in the top-right corner

If the banner is visible, you’re enrolled and eligible to use Seller Challenge.

Where to Learn More

Amazon provides multiple resources to help sellers understand the feature:

• Account Health Assurance FAQ

• Seller Challenge FAQ

• Account Health Assurance overview video

These guides offer additional details on eligibility, document requirements, and best practices for submitting challenges.

Final Thoughts

Seller Challenge is a significant step forward in supporting Amazon sellers. It adds transparency, accountability, and speed to the review process—especially in complex cases where standard appeals may not provide sufficient resolution.

For sellers seeking stronger control over their account health and listing reinstatements, this feature is a valuable addition to Amazon’s existing tools. As Amazon continues prioritizing seller support, Seller Challenge stands out as a practical and impactful enhancement.