Are you selling products on Amazon.co.jp?
In this blog, we are sharing some tips to manage your amazon business in Japan.
Understanding Amazon Japan's Account Health Rating (AHR)
Amazon Japan has an Account Health Rating (AHR) system that helps sellers monitor their compliance with Amazon’s selling policies. This score ranges from 0 to 1,000 and is color-coded to indicate the risk level of account deactivation due to policy violations or low performance.
Green (Healthy: 200-1,000) – Your account is in good standing.
Yellow (At Risk: 100-199) – Your account is at risk of deactivation.
Red (Unhealthy: 99 or below) – Your account is at high risk of deactivation or already deactivated.
The AHR score is dynamic and updates based on policy adherence and selling activity over the last 180 days.
Why Did My AHR Drop on Amazon Japan?
Recently, I noticed that my Amazon Japan Seller Central account was flagged as at risk. Initially, I thought it was due to a trademark violation—a product image on my catalog page included a hairdryer with the “Panasonic” logo, which Amazon flagged for trademark infringement.
However, after further investigation, I realized that the drop in AHR was actually due to low sales volume in the past 180 days. I had been focusing on consulting and had not actively sold products under my own account. As a result, my score dipped just below 200 to 198. Since this is still close to the threshold, I don’t need to take immediate action, but it’s a reminder that consistent sales activity is necessary to maintain a healthy AHR.
How Can Foreign Sellers Maintain a Healthy AHR on Amazon Japan?
To avoid account deactivation, here are some key takeaways for foreign companies selling on Amazon Japan:
Ensure Compliance with Amazon Japan’s Policies
Regularly check for policy violations on your Account Health page.
Avoid using images with branded logos unless you have permission.
Familiarize yourself with Amazon Japan’s Program Policies to ensure compliance.
Understand Cultural and Regulatory Differences
Amazon Japan has strict regulations on trademarks and product descriptions.
Japanese customers expect high-quality product listings, clear images, and detailed descriptions.
Misleading claims or incomplete information can result in policy violations.
Monitor and Respond to Violations Quickly
If a violation occurs, address it immediately.
Appeal or correct the issue to regain lost points.
Maintain Consistent Sales
AHR takes into account your sales volume over the past 180 days.
Regular sales help increase your score and keep your account healthy.
If you’re inactive for a long period, your score may drop even if there are no policy violations.
Understand Amazon Japan’s Consumer Expectations
Fast and reliable shipping is highly valued. Consider using FBA (Fulfillment by Amazon Japan) for better customer experience.
Customer service in Japanese is crucial. If you don’t speak Japanese, consider hiring a customer support agency.
High return rates can negatively affect your account health, so ensure your product descriptions and quality match customer expectations.
Avoid Fraudulent or Harmful Activity
Even with a high AHR, Amazon Japan can immediately deactivate accounts involved in fraud, illegal, or deceptive practices.
What If My AHR Drops Below 100 on Amazon Japan?
If your AHR drops below 100, your account is at high risk of suspension. To recover:
Identify and resolve all violations.
Increase sales by launching new products or running promotions.
Ensure customer satisfaction to avoid policy breaches related to returns, complaints, or poor seller metrics.
Final Thoughts
Selling on Amazon Japan as a foreign company comes with unique challenges, including cultural expectations, language barriers, and regulatory differences. However, by staying compliant, selling consistently, and understanding Japanese consumer preferences, you can successfully maintain a healthy AHR and grow your business in Japan.
For foreign sellers, stay active, sell regularly, and follow Amazon Japan’s guidelines to ensure long-term success!
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