How to Open a Second Amazon Account

Part 3: Legitimate Business Reasons and the Burden of Proof

The Difficulty of Demonstrating a "Legitimate Business Need"

Since there is no formal approval process, the burden of proof rests entirely on the seller to demonstrate a truly legitimate business need for multiple Amazon seller accounts. What are the legitimate reasons for multiple Amazon seller accounts? Amazon's interpretation of this has become increasingly narrow. Simply wanting to sell in different categories or increase selling capacity is NOT sufficient.

Acceptable scenarios *might* include:

• **Truly Separate Brands with Distinct Products:** Owning and operating multiple, legally separate brands, each with its own unique product line, branding, inventory, and *demonstrably independent* operations.
• **Distinct Businesses with Separate Operations:** Operating completely separate businesses under different legal entities, each selling entirely different types of products and functioning independently.

Part 4: Dealing with Related Account Suspensions

My multiple Amazon seller accounts got suspended - what to do?

If Amazon suspends your accounts due to suspected or confirmed violations of the multiple account policy, immediate action is crucial. Do not attempt to open another account. This will only worsen the situation.

How to Appeal a Suspension for Related Amazon Seller Accounts

Appealing a related account suspension is extremely difficult. How to appeal an Amazon seller account suspension in this context requires a deep understanding of Amazon's policies and a meticulously crafted Plan of Action (POA).

Your POA must:

• Acknowledge the connection between the accounts, if one exists.
• Clearly and convincingly explain, with supporting evidence, why the accounts are legitimately separate and meet Amazon's stringent requirements for a "legitimate business need."
• Detail the concrete steps you have taken to rectify any past overlap between the accounts and to ensure complete and verifiable separation going forward.
• Provide comprehensive supporting documentation to demonstrate the legitimacy and separateness of your businesses, such as business licenses, tax documents, brand registrations, and operational details.

How to unlink multiple Amazon seller accounts? This is a complex process that requires demonstrating to Amazon that the accounts are, and will remain, completely independent. You'll need to provide substantial evidence of their operational and financial separation.

Due to the extreme complexity and high stakes of these appeals, it is strongly recommended to seek professional legal assistance. AMZ Sellers Attorney® has a proven track record of successfully appealing related account suspensions.

Remember, success rates for these appeals are low. You need a compelling case and expert legal guidance. Do not use a template or a non-attorney. Contact a qualified Amazon Seller Attorney immediately.

Part 5: Alternatives to Multiple Accounts and Conclusion

Focus on Building a Strong Brand Within a Single Account

Instead of risking the perils of unauthorized multiple accounts, focus on maximizing the potential of a single, well-managed Amazon Seller Account. Develop a strong brand identity, optimize your product listings, and provide exceptional customer service. Utilize Amazon Seller University resources and consider Amazon Brand Registry to enhance your brand presence and protect your intellectual property.

Consider Expanding to Other Marketplaces

If you need to reach a wider audience or diversify your sales channels, consider expanding to other e-commerce platforms instead of creating multiple Amazon accounts. This approach allows you to grow your business without violating Amazon's policies.

The Definitive Guide to Related Amazon Seller Accounts & Multiple Account Policies

Navigating the Increasingly Complex Landscape of Amazon's Rules - By AMZ Sellers Attorney®

Published on: July 23, 2020 | Updated: January 14, 2025

Introduction: The High Stakes of Amazon's Multiple Account Policy

Amazon's marketplace is built on a foundation of fair competition and a positive customer experience. To uphold these principles, Amazon enforces a strict, and now even more complex, policy regarding multiple Amazon seller accounts and related accounts. Operating multiple accounts without a demonstrably legitimate business purpose and without absolute separation is a serious violation that can lead to immediate and often permanent account suspensions. This comprehensive guide, brought to you by AMZ Sellers Attorney®, will dissect Amazon's policies, clarify the significant risks, and provide guidance on how to navigate this challenging terrain.

Part 1: The Foundation - Your Primary Amazon Seller Account

Setting Up Your Amazon Seller Account Correctly

Before even considering multiple accounts, your primary Amazon Seller Account must be impeccably established and maintained. Choose between an Individual Seller or Professional Seller account based on your sales volume. Understanding the difference between Amazon individual and professional seller accounts is fundamental.

How to create an Amazon seller account:

1. Visit Sell on Amazon.
2. Choose your account type (Individual or Professional).
3. Provide accurate business and tax information.
4. Complete the Amazon Seller Account Verification process.
5. How to link my bank account to Amazon seller account? You'll need to provide this for payment disbursements.

Understanding Amazon Seller Central

Amazon Seller Central is your central hub for all selling activities. How to use Amazon Seller Central dashboard? Master its features, including inventory management, order fulfillment, advertising, and performance monitoring.

Amazon Seller Fees: A Necessary Cost of Doing Business

How much does it cost to sell on Amazon? Understand the various Amazon Seller Fees, including referral fees, per-item fees (for Individual sellers), the monthly subscription fee (for Professional sellers), and fulfillment fees (if using Amazon FBA).

Maintaining a Healthy Amazon Seller Account

Your Amazon Seller Account Health is paramount. Key Amazon Seller Metrics, such as Order Defect Rate, Cancellation Rate, and Late Shipment Rate, directly affect your account standing. Consistently monitor your Amazon Seller Performance and strive to exceed Amazon's targets. A history of policy violations on your primary account will make any possibility of multiple accounts even more remote.

Proactively manage your inventory. How to manage Amazon seller account inventory? Use Seller Central's tools or consider third party software.

How to improve Amazon seller account feedback rating? Provide excellent customer service and encourage feedback. How to get more reviews on Amazon seller account? Use ethical methods, like Amazon's "Request a Review" button.

Part 2: The Extreme Risks of Unauthorized Multiple Amazon Seller Accounts

Amazon's Strict and Increasingly Complex Policy on Multiple Seller Accounts

Amazon's policy prohibits sellers from operating multiple Amazon seller accounts without a demonstrably legitimate business purpose. What is the Amazon policy on multiple seller accounts? It's designed to prevent unfair advantages, manipulation of the marketplace, and circumvention of Amazon's rules. **There is no longer a formal approval process.** This makes the situation significantly more precarious for sellers. Is it legal to have multiple Amazon seller accounts? Only if you have a truly legitimate business reason that meets Amazon's increasingly stringent, yet often opaque, criteria, and maintain absolute separation between the accounts.

The Risks of Violating the Policy: Suspension and Permanent Bans

Risks of having multiple Amazon seller accounts without a legitimate reason are exceptionally high and can result in:

• Immediate suspension of all related accounts - both old and new.
• Permanent banning from the Amazon platform.
• Withholding of funds.
• Potential legal action.

Amazon uses sophisticated algorithms and detection methods to identify related accounts. How to avoid getting caught with multiple Amazon seller accounts is a dangerous and often futile pursuit. Do not attempt to deceive Amazon. The only viable path to multiple accounts is to have a truly legitimate business reason and maintain complete operational separation.

Understanding "Related Accounts": Amazon's Broad Detection Methods

Amazon can link accounts based on a wide range of factors, including but not limited to:

• Shared bank accounts, credit cards, or tax information.
• Identical or similar addresses (physical or IP).
• Shared computer usage or network access.
• Similar product listings or selling patterns.
• Any connection between the accounts that suggests common ownership or control.

Even seemingly minor connections can trigger an account linkage and result in suspension. Amazon's algorithms are constantly evolving, making it increasingly difficult to circumvent their detection methods.

The key is **absolute and verifiable separation** in every aspect of the businesses.

The Imperative of Maintaining Complete Separation

If you believe you have a legitimate business reason for multiple accounts, you MUST maintain complete and total separation between them. Any overlap or connection can and likely will lead to account suspensions.

This absolute separation includes, but is not limited to:

• Separate business entities with different owners
• Separate IP addresses
• Separate bank accounts
• Separate email addresses
• Different products and services
• Maintaining excellent Performance Metrics and good standing for each account.
• Separate Credit Cards
• Separate Telephones
• Separate physical addresses
• Separate points of contact
• Separate EINs
• Separate Management
• Separate employees
• Separate domains and separate domain hosts
• Separate warehouses
• Separate products
• Separate marketing and advertising efforts

How to separate inventory for multiple Amazon seller accounts? Each account must have its own dedicated inventory, with absolutely no commingling of stock. How to create different brands under multiple Amazon seller accounts? Each brand should have its own unique branding, product listings, marketing materials, and legal registrations. Can I use the same bank account for multiple Amazon seller accounts? Absolutely not. This is a major red flag for Amazon and will almost certainly lead to suspension. Can I use the same address for multiple Amazon seller accounts? No. Separate physical and IP addresses are mandatory. Can I use the same IP address for multiple Amazon seller accounts? No. Using different IP addresses for each account is crucial.

Seek Expert Legal Guidance

Navigating the complexities of Amazon's policies, especially regarding related and multiple accounts, is incredibly challenging. AMZ Sellers Attorney® specializes in providing legal guidance and support to Amazon sellers. We can help you understand the rules, assess the risks, and develop strategies to protect your business.

Don't risk your Amazon business by attempting to navigate these complex issues alone. The rules have changed, and the risks are higher than ever. Contact AMZ Sellers Attorney® for expert guidance and representation.

For further information, please visit: Amazon Related Account Suspension Appeals

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