From June 23 to 26, 2026, Amazon Prime Day is in full swing in 22 countries around the world. When orders flood in like a tide, it is also the time when account risks are highest. Every year during Prime Day, a large number of sellers are suddenly suspended due to store performance issues during the order peak period, watching helplessly as traffic and orders slip through their fingers.

The following five "pitfalls" of store performance are harvesting countless sellers during Prime Day - it's not too late for self-inspection now.

Pitfall One: Account Health Rating (AHR) falls below 99 points, and the account will be suspended directly if not handled within 72 hours

Amazon scores AHR based on the seller's compliance record and shipping performance in the past 180 days. The score range is clear at a glance: greater than 200 points is green and healthy, 100 to 199 points is yellow warning, and less than or equal to 99 points is red danger.

The special rule during Prime Day is: Once the AHR drops to 99 points or below, sellers only have 72 hours to pull the score back above 100 points, otherwise the account will be suspended directly, completely out of reach of the traffic dividends of Prime Day.

What's more cruel is, the system only automatically adds 4 points for every 200 successful deliveries. No matter how many orders there are during the promotion period, the speed of scoring by shipping is far slower than the speed of deducting points for one violation.

Suggestion to avoid pitfalls: Log in to the seller's backend account status page immediately to check the AHR score. If there are any violation records, go through the appeal or rectification process immediately. Simply deleting the Listing cannot eliminate the violation record.

Pitfall Two: Delivery performance exceeds the standard, self-delivery permission is removed, and the shopping cart is lost

The order volume during Prime Day is usually 3 to 5 times that of ordinary days, and the logistics pressure rises exponentially. Once the delivery performance exceeds the standard, the self-delivery permission will be removed, and the Listing will directly lose the shopping cart. In severe cases, the entire account will be frozen.

The core indicators of delivery performance include: Order Defect Rate (ODR), Valid Tracking Rate (VTR), Late Shipment Rate, etc. Any indicator that crosses the line during the promotion period may cause you to lose your sales qualification at the peak of traffic.

Suggestion to avoid pitfalls:

• Confirm that the FBA and local warehouse inventory of each site are sufficient to avoid order cancellation due to stock shortage

• Set a reasonable processing time according to the actual operation capacity, and do not fill in an unachievable short validity period just to attract clicks

• Use logistics service providers integrated with Amazon to ensure effective uploading of tracking numbers

• Log in to the account status page every day during the event to monitor indicator changes

Pitfall Three: Review violation - even "thank you for your review" may be judged as a violation

This is currently the most concealed and easily overlooked pitfall.

Recently, a large number of sellers have received violation notices, and the reasons are shocking - just writing polite phrases such as "your feedback is valuable to us" or "thank you for your review" on the small card in the product, was judged by Amazon as "review abuse violation".

Amazon's official document clearly states: If the text description in the product manual in the packaging contains information inducing customers to leave a review, inducing buyers to leave or delete a review by email will also trigger judgment.

How serious are the consequences of the violation? Once judged as a review abuse violation, the account status will show yellow and red marks, and the performance score will be directly cleared. Amazon requires sellers to handle violations within 72 hours, otherwise the account will be suspended. If the same type of warning is triggered twice, the risk of account suspension is very high.

Suggestion to avoid pitfalls:

• Absolutely prohibit any form of material incentives: cash back for good reviews, discounts for reviews, gift cards for reviews

• Absolutely prohibit guiding jumps to independent stations, WeChat and other off-platform QR codes

• Avoid all the following words and phrases: review, feedback, share your experience, thank you for your review

• Compliant practice: only place brand thanks, product usage instructions, installation tutorials, official warranty policies

Pitfall Four: Intellectual property infringement - images, designs, and trademarks are full of mines

Intellectual property infringement is a high-frequency minefield during Prime Day, which can be divided into three types:

Copyright infringement: Stealing others' pictures or copywriting on the detail page, using unauthorized anime and film images. Some sellers downloaded scene pictures from competitors' official websites and uploaded them to the Listing. Two weeks later, they were complained and the Listing was removed on the same day.

Design patent infringement: Selling products that have no obvious difference from the registered appearance design. Some sellers chose a uniquely shaped folding water cup, prepared 500 pieces and sent them to the overseas warehouse. On the third day of listing, they were complained that the folding structure had been registered as a design patent, and the inventory could only be destroyed, resulting in a loss of tens of thousands of yuan.

Trademark infringement: Trademarks have strict territoriality - registration in the United States does not mean protection in Europe. Some sellers have stores in both the US and European sites, but their brands are only registered in the United States. Local sellers in Europe registered trademarks with the same name and complained, and the European site was removed.

The most fatal thing is: If restricted goods and IP infringement occur repeatedly within 180 days, no matter how high the AHR score is, the account may be directly suspended, without any room for negotiation.

Suggestion to avoid pitfalls:

• Listing pictures must be original or legally authorized

• Do a patent search before listing, and don't believe that "if the factory can produce, it can be sold"

• Multi-site operation must layout trademarks in each market in advance

Pitfall Five: Agreement Three Checks - random spot checks without distinction, and a large number of accounts have been caught before Prime Day

Since March 2026, Amazon has launched a large-scale account cleanup operation according to Article 3 of the "Business Solutions Agreement", and entered a concentrated outbreak period on the eve of Prime Day.

This verification changes the previous rule of "only focusing on violation shops" and becomes a platform-wide random spot check without distinction - whether it is a new store or a store operating for 10 years, none is spared.

Many compliant sellers suddenly received platform suspension emails, with a unified prompt in the email: identity verification needs to be completed through one-to-one video call, which is also the only way to unlock the account.

According to industry statistics, this video verification only has one chance. Once the verification fails, the difficulty of subsequent appeals rises exponentially, and even the store may be permanently closed. And 90% of the verification failure cases are due to corporate officer's answering card jamming, information inconsistency, and script errors.

The most tricky thing is: using corporate officer accounts (using relatives and friends' identities to register companies, and corporate officers not understanding Amazon rules) has become the hardest hit area of this check.

Suggestion to avoid pitfalls:

• Ensure that the corporate officer, operation, and material information are unified

• The corporate officer should be familiar with the basic situation of store operation in advance and do a good job in video verification drills

• Operations/partners can appear in the same frame, but they must clearly explain the relationship between the two parties to the auditor and provide supporting materials (labor contracts, social security records, etc.)

• Make an appointment for video verification immediately after receiving the suspension email, and don't delay

Finally

2026 Prime Day is in full swing. The 180-day scoring cycle, the 72-hour life and death line, the slow rise of 4 points for every 200 orders, the 35-fold order pressure, and the zero tolerance for repeated violations - every data is reminding us: What Prime Day magnifies is always the vulnerabilities accumulated by sellers in peacetime.

There is still time before the promotion ends. Take immediate action: Check the AHR score, monitor delivery performance, investigate all Listings and packaging contents, confirm intellectual property compliance, and prepare corporate officer video verification materials.

Don't let the orders come and the account disappear.

Tiger Station Outdoor Promotion Written on June 24, 2026, during Prime Day