Are you thinking of opening a second Amazon seller account? If so, you’ll want to make sure that you fully understand how to comply with the rules and regulations of Amazon.
It’s important for every business owner on the platform to understand these new changes, because any detection of suspicious activity can affect your account ratings if not followed correctly.
This blog post will discuss the background of multiple Amazon seller accounts, how you can set up a new account, and what you need to know to avoid suspension.
Background of Multiple Seller Accounts on Amazon
In the past, operating multiple Amazon seller accounts was prohibited. There were only exceptions if sellers opened a case with Amazon and had clear communication with them about the reasons why having a second account is valid. Sellers could consider themselves lucky to get approved.
To safeguard themselves, Amazon monitors our IP addresses and cookies. In the past, if you were to utilize the same IP address to access more than one seller account, you were likely to get suspended.
Since a lot of people want to open a second account, it likely gets harder and harder for Amazon to personally analyze each individual case. Now, Amazon allows multiple seller accounts without their approval, as long as the process is done right. You also don’t have to worry anymore about using the same IP address while accessing them.
Read on to learn more about how to properly open a second seller account so that the chances for any problems to occur are very slim.
How Amazon Allows Multiple Seller Accounts Today
Amazon defines having multiple seller accounts if an Amazon seller owns, operates, has involvement, or even has access to more than one Amazon selling account.
Sellers are allowed to operate multiple accounts if there is a “legitimate business reason” for it, described as having a completely separate business entity in which the items sold are under a different product line.
Managing these brands under separate accounts makes it easier for an Amazon seller to maintain them. Amazon sellers also like to have a separate account if they are thinking of eventually selling their first FBA business and need to stay organized by keeping the accounting, data, and records completely separate from their other business entity.
Your original seller account will need to be in good standing to make it easier for you to manage a second one, regardless of the regions you are operating in. This is because if any of your seller accounts get deactivated for violating any policies, Amazon may end up deactivating the other seller accounts as well.
What Do I Need to Do to Open an Additional Seller Account?
Sellers are not currently required to request approval from Amazon to open a second account, but you will need the following:
Separate Bank account
You must use a different bank account from the one that is used on your original seller account. The only exception to this is if you sell across regions (for example North America and Europe), wherein Amazon allows the same bank account to be used if the seller accounts are linked through Amazon Global Selling.
Separate Email Address
Your email address needs to be a completely different one for the new seller account. It takes less than 10 minutes to sign up for a new email account, so this mistake is very preventable.
To take it a step further for more credibility, we recommend that you purchase a domain name relevant to your business so that your business email address is connected to your website.
Products and Services for the New Seller Account are Different
It is very important that the products sold on your multiple accounts are distinct from each other and are from different brands. Otherwise, there is a risk of the second account appearing fraudulent. It makes the most sense anyway to keep the same products on one account so that all records of sales are in one place that is easily accessible to download and provide to your accountant.
Performance Metrics must be in Good Standing
Make sure that you have not experienced any suspensions or other major issues with Amazon. You don’t have to worry too much about negative product reviews or seller feedback here and there, as long as your overall Account Health is in a Good range. You can access this on Seller Central by hovering over Performance on the toolbar, then clicking Account Health.
Although it is no longer a requirement to get Amazon’s approval to open a second seller account, it is recommended that you open a case with them anyway to ask permission and be on the safe side. This way, you will avoid any risks to your original account.
Sellers who already have multiple seller accounts still reach out again to Amazon after some time to check that it is still allowed so that they can gather evidence to prove that Amazon gave permission in case it will need to be presented in the future.
It usually takes only one day to hear back from Amazon, and this time waiting is worth it for the peace of mind and reassurance that will be given to you.
Why Multiple Seller Accounts May Not Be For You
Amazon may now allow multiple seller accounts, but this does not mean it is always the best option.
Having one account is hard enough, and managing additional ones can affect your performance on your original account. You can spend your focus on growing your sales and expanding your product line on your main account instead.
If you are a small business, the goal should ideally be to grow your business, not manage multiple businesses at once just for the hopes of higher income. If you have the means to build a team to help you manage them, that’s the ideal time to start your second seller account.
If you already had multiple companies before selling on Amazon and they each have their own separate inventory and orders, then it may work for you.
Final Thoughts
As the e-commerce industry grows, so does the management of the platforms. It’s important to stay up to date with what is and isn’t allowed, because your entire account and livelihood can be affected by a suspension or worse, a closure.
Now that you know what to do, you may be considering taking the next step. If opening a second Amazon seller account is something you are very interested in, we hope that this article has been very valuable for you in learning the dos and don’ts.
With over 14 years of experience in e-commerce, you can trust that you can talk to us!
For more Amazon selling related content, read the Sourcing Monster blog!