How to Manage Multiple Amazon Seller Accounts?
When scaling your business on Amazon, it’s natural to consider running multiple seller accounts to boost your overall sales. However, this comes with a need for caution — from avoiding suspensions to ensuring smooth profit generation, managing multiple Amazon accounts requires a thorough understanding of policies and best practices.
Before diving in, it’s essential to ask: is owning multiple accounts allowed? What are the requirements and risks? Let’s explore the answers and uncover everything you need to know about handling several Amazon seller accounts efficiently.
Is It Possible for a Seller to Have Multiple Amazon Accounts?
The short answer is yes — as long as you have a valid business reason.
In 2020, Amazon revised its terms of service, allowing individuals and businesses to operate multiple seller accounts. However, each account must meet strict eligibility requirements and be registered independently.
To qualify, sellers must have legitimate business needs, and all existing accounts should be in good standing. Amazon prohibits creating multiple accounts to bypass rules such as negative feedback or performance metrics.
Each Amazon account must be tied to:
- A unique email address
- A distinct bank account
- A different credit card
Additionally, sellers must provide accurate business details, including:
- Tax identification number
- Business address
- Contact information
Managing multiple accounts isn’t simple — sellers must track performance metrics, feedback, and IPI separately. Amazon also monitors for suspicious activity and may suspend or terminate accounts if they detect any policy violations.
Should You Create Multiple Seller Accounts?
There are a few scenarios where operating multiple Amazon accounts makes sense:
1. Expanding to Different Countries
If you plan to sell in multiple regions like the US, UK, or Australia, separate seller accounts are necessary. Each marketplace follows distinct regulations, tax systems, and requirements.
2. Managing Multiple Brands
Sellers managing more than one brand can benefit from different accounts to keep operations organized. This approach allows separate tracking of performance, reviews, and advertising data for each brand.
3. Selling in Various Product Categories
Amazon applies different rules to different product categories. Sellers dealing in diverse categories — for instance, electronics and apparel — might prefer separate accounts to ensure compliance and manage inventory more efficiently.
How to Open Multiple Amazon Seller Accounts
Here’s how you can set up additional seller accounts properly:
1. Create a New Account:
Visit Amazon Seller Central and select “Register now.” Provide your basic details such as name, contact number, and address.
2. Add Business Information:
You’ll need to include tax identification details, bank account information, and category data. Amazon may also require ID verification or supporting documents such as a business license.
3. Configure Account Settings:
Once approved, set up your account preferences — pricing, shipping, and fulfillment options — and list your products accordingly.
4. Manage Accounts Separately:
Each account should have distinct credentials (email, bank, and credit card). Avoid using multiple accounts to dodge penalties or manipulate metrics, as doing so may lead to permanent suspension.
To avoid mistakes, ensure each account operates independently and follows Amazon’s compliance rules.
Things to Keep in Mind When Creating a Second Amazon Seller Account
Sellers often make avoidable errors when setting up new accounts. Here are common ones to watch out for:
1. Using the Same Address for Multiple Accounts
Amazon policies forbid running multiple accounts from the same address. Each account must have its own email, bank details, and business information.
If a second account is necessary, you must request permission from Amazon and provide valid proof for the new setup. Attempting to bypass this with fake details may result in all accounts being suspended or terminated.
2. Using the Same GST Number (Amazon India Sellers)
For sellers in India, each account must be tied to a unique GST number. Amazon uses GST information for tax verification. Having two accounts under one GST number violates both Amazon’s policy and Indian tax law, which can lead to account suspension or even legal action.
Advantages of Maintaining Multiple Amazon Seller Accounts
1. Increased Sales Potential
Running different accounts allows sellers to target multiple niches or markets. For example, one account might sell electronics while another sells clothing — helping diversify products and attract broader audiences.
2. Easier Expansion into New Markets
Separate accounts make it simpler to enter international markets and comply with local legal frameworks while reaching new customers.
3. Stronger Brand Presence
Multiple accounts enable sellers to build specialized brands for each category. Tailoring branding and marketing per niche helps boost credibility and engagement with specific audiences.
4. Lower Business Risk
If one account faces suspension, other accounts can keep operating. This diversification minimizes the risk of total business downtime.
5. Flexibility to Run Different Business Models
Sellers experimenting with B2B or B2C strategies can use separate accounts to maintain clear focus and prevent internal conflicts between business models.
Disadvantages of Maintaining Multiple Amazon Seller Accounts
1. Time and Resource Intensive
Managing multiple stores demands more time, effort, and human resources. Tasks such as customer service, order management, and inventory tracking multiply with each new account.
2. Risk of Suspension
Operating several accounts can invite higher scrutiny. Any misstep or violation could result in suspensions across all linked accounts.
3. Human Errors and Mismanagement
Mixing up orders, listings, or metrics is common when juggling many accounts. These errors can lead to dissatisfied customers and poor feedback.
4. No Guaranteed Increase in Profits
More accounts don’t always mean more revenue. Without proper strategy and consistent attention, sellers might spread themselves too thin, causing underperformance or losses.
Conclusion
Owning multiple Amazon seller accounts can accelerate business growth — but only if done right. By adhering to Amazon’s policies, maintaining separation between accounts, and managing them efficiently, you can prevent suspensions and maximize profitability.
Stay compliant, remain organized, and focus on delivering unique value across each account. With the right balance of strategy and management, multiple Amazon seller accounts can become a cornerstone of your e-commerce success.
