TikTok Shop Account Health Rating: How the Score Works, and How Not to Lose Your Shop

On 29 June 2026 TikTok Shop replaced its Violation Points system with the Account Health Rating, a single number from 0 to 1,000 that every US seller now carries. The old system counted strikes. The new one is a balance: you start at 200, you earn points by shipping orders and passing policy quizzes, and you lose them for violations and missed performance standards. Enforcement happens at fixed marks on the way down.

The reason it matters this quarter is that the score is quiet. Nothing interrupts a seller who is drifting from 200 toward 150; the first restriction lands when the number crosses the line, and the forum posts from August and September are almost all the same story: a shop deactivated "out of nowhere" by a seller who had never opened the Account Health page. This article is that page, explained, with the arithmetic TikTok publishes and the routine that keeps the number where it should be.

Every seller begins at 200 points, which TikTok calls the base. From there the rating moves with what the shop does over a rolling 180-day window: points earned and points lost both expire 180 days after the date they were earned or lost, so the score is always a picture of the last six months and nothing older.

TikTok colour-codes it. Green is 200 and above, which it calls healthy. Orange runs from 51 to 199, which it calls at risk. Red is 0 to 50, where deactivation is the next step. A new shop is at the bottom of green on its first day, one violation from orange, which is the part new sellers do not expect.

If you have read a version of this with a 90-day window, four tiers and 16 points a week, that is TikTok's policy for Indonesia, the Philippines, Singapore, Thailand and Vietnam. The US page says 180 days, three colours and 20 points a week, and it is the US page that governs a US shop.

Two ways, and only two. Completed orders earn 4 points for every 200 orders completed in the last 180 days, capped at 20 points a week. Policy quizzes earn a variable number of points, and the quizzes are tied to violations: after a breach, TikTok offers the quiz that covers the policy you broke.

The order arithmetic is worth doing once. Twenty points a week is the ceiling, and it takes a thousand completed orders in the window to reach it. A shop doing fifty orders a week earns about one point a week from orders. That is the whole of the upward pressure for most sellers, which is why the score behaves like a savings account with a small deposit and occasional large withdrawals: you cannot earn your way out of a bad month quickly, so the work is in not having the bad month.

Points come off for policy breaches and for performance failures, and the deduction scales with the severity of the violation and how often you commit it. TikTok's page does not publish a fixed table for the US market, so treat any list of exact deductions you see elsewhere as somebody's reading of individual cases rather than the rule. What the page does say is the principle: a repeat of the same violation costs more than the first, and the serious categories (prohibited products and category rules, intellectual property, misleading claims, fulfilment failures) cost the most.

The performance side is easy to forget because it is not a rule you break on purpose. Late dispatch, cancellations you initiated, and returns and disputes decided against you all count as performance failures, and a bad fulfilment week during a campaign spike can take more points than a listing mistake; it is one of the reasons Fulfilled by TikTok is worth the stock commitment for a shop that cannot guarantee its own dispatch times. The shops that fall furthest in the forum threads are usually the ones that had a good month of sales and a bad month of shipping right after it.

TikTok acts at four marks on the way down, and the actions are published. At 150 points the shop is restricted for 7 days from creating new listings and from enrolling in mega campaigns. At 100 points the same two restrictions run for 14 days. At 50 points they run for 28 days, and this milestone reaches the shop's money as well: TikTok's US Account Health Rating Requirements page, updated on 2 November 2026, says that at 50 points "The shop may not be able to withdraw funds for 30 days." At 0 points the shop may be permanently deactivated, and reactivation is at TikTok's discretion. The same page says that at 0 "The shop may not be able to withdraw funds for 90 days", and that the shop may be placed in the Deferred Settlement Period tier, the settlement tier TikTok uses while it completes platform or seller security checks.

The pattern matters more than the numbers. Every milestone before zero takes away the two things that grow a shop, new listings and campaign entry, for a fixed spell, and each spell is twice the last. The third, at 50, can reach the bank account as well: a shop that may not be able to withdraw its funds for 30 days pays for its next stock order from other money. A shop at 100 in the run-up to the holiday campaigns has just been locked out of them for two weeks. That is the cost that the score is designed to make you feel before the last one, which is the shop itself.

For each milestone there is a quiz. Passing the milestone quiz reduces the duration of the restriction; it does not cancel it, and it does not restore the points. TikTok's page does not say whether the quiz shortens a withdrawal limit, so a shop at 50 should plan its cash on the full 30 days and a shop at 0 on the full 90. Take it on the day the restriction lands, because every day it shortens is a day of listings and campaigns back.

A violation can be appealed through its ticket, and TikTok's enforcement policy says that a successful appeal or correction removes the enforcement actions for that violation and restores any privileges withdrawn. TikTok's US requirements page, updated on 2 November 2026, speaks of points "returned to you after a successful appeal or correction" and sends the seller to the Seller Enforcement Policy for the route. It gives no deadline itself; the policy, updated on 9 October 2026, does. A first appeal must be filed within 30 days of the notification and a second within 15 days of a rejection, with two appeals at most per violation, and an appeal raised after those dates is not reviewed. Some violations are not enforced at once, and for those an appeal, or a correction where TikTok offers one, must be made within 12 to 72 hours of the notification, the exact time depending on the violation. What a TikTok Shop appeal needs sets out the letter and the documents.

An appeal is a claim that the violation was wrong, with evidence: the listing as it was, the invoice for the product, the tracking that shows the dispatch date, the customer message that shows the claim was answered. An appeal that says the penalty is unfair is not an appeal. And a correction is not an appeal either: fixing the listing removes the cause, and TikTok says a correction can lift the action, but it is a separate step from disputing the finding, and a seller who has done one has not necessarily done the other.

The Account Health page holds a second number, and the two are easy to confuse. The Shop Performance Score is, in TikTok's words, "a rating of a shop's ability to provide an excellent shopping experience", on a scale from 0 to 5. TikTok's US guide to its new version, updated on 10 November 2026, says a score is generated once "the shop has completed at least 30 orders within the past 90 calendar days", not counting fake, sample or gift orders.

It measures the experience rather than the rules. The new version scores three areas: product satisfaction, from the negative review rate and the rate of returns and refunds that were not the buyer's fault; logistics and fulfilment, from dispatch time, transit time and the seller fault cancellation rate; and customer service, from after-sales handling time and buyers' dissatisfaction with message replies.

What it controls differs too. The Account Health Rating restricts a shop and, at zero, can end it. The performance score unlocks privileges: TikTok ties flash deals, faster settlement, affiliate marketing and campaigns to levels of it, and its guide says that below 3.0 affiliate and campaign benefits are revoked, with 3.5 needed to win them back. TikTok is moving the score to a new version, so read the current levels in Seller Center rather than in any article, this one included.

The two meet where it hurts most. A bad shipping week costs Account Health points for the late dispatches and cancellations, and the same orders pull down the fulfilment part of the performance score, so a shop can lose campaign access by two routes: by crossing 150 on one score or by falling under 3.0 on the other. The guide adds that shops "must also remain compliant and have no violation risk to unlock benefits". Both numbers sit on the Account Health page, so the Monday routine below can write down both in the same minute. What a brand needs first on TikTok Shop covers the performance score from the launch side.

Open the Account Health page every Monday and write the number down. That single habit is the difference between the sellers in the forum threads and the ones who are not in them: a score you have watched drop from 200 to 170 over three weeks is a problem you can act on, and a score you first see at 50 is a shop you are about to lose.

Read every violation ticket the day it arrives, decide that day whether it is a correction or an appeal, and do it, because on some violations the window for either closes within 12 to 72 hours. Take the policy quiz TikTok offers after a breach, because it is the one way to earn points that does not depend on order volume. Watch dispatch time and cancellation rate as performance, not as customer service, because the score counts them as breaches. And before enrolling a campaign, check the number: a shop sitting at 160 with a campaign inventory arriving is one late-shipping week from a 7-day lockout in the middle of the campaign it bought stock for.

None of this is complicated. It is the same discipline the Amazon account health page asks for, with a different scale and a shorter memory, and it is the first thing we put in place when we take on TikTok Shop management for a brand. The shops that keep it open are the ones that treat the number as a weekly figure rather than a warning they will hear about.