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How to Open and Manage Multiple Amazon Seller Accounts Legally

How to Open and Manage Multiple Amazon Seller Accounts Legally

Detailed Guide: Operating Multiple Amazon Seller Accounts (2025 Policy) | AMZ Sellers Attorney®

Your Comprehensive Guide to Operating Multiple Amazon Seller Accounts (2025 Policy)

By AMZ Sellers Attorney® | Last Updated: May 7, 2025

Navigating Amazon's Selling Policies is crucial for any successful e-commerce business. One area that often causes confusion and significant risk for sellers in the U.S., UK, Canada, and globally is the policy on operating multiple Seller Central accounts. While Amazon generally restricts sellers to one account per region, there are specific, limited circumstances where operating more than one account is permitted. Understanding the nuances of the 2025 policy and the strict requirements is essential to avoid severe penalties, including permanent account suspension.

Key Takeaway: Amazon's policy states you are allowed one Seller Central account per region UNLESS you have a legitimate business need AND keep all associated accounts in good standing. Attempting to open multiple accounts without meeting these stringent criteria is a major policy violation.

Amazon's Multiple Account Policy Explained (2025)

Amazon's stance on multiple seller accounts is designed to prevent marketplace manipulation, ensure fair competition, and maintain a trustworthy shopping experience for customers. Historically, explicit permission was required to open a second account. However, the policy has evolved. As of 2025, Amazon permits sellers to operate multiple accounts without prior approval, provided they meet two fundamental conditions:

  1. Your existing account(s) must be in **good standing** (not suspended or deactivated).
  2. You must have a **legitimate business need** for each additional account.

While the need for upfront permission has been relaxed, Amazon's sophisticated systems constantly monitor for related accounts. If accounts are linked and *any* associated account is found to be in violation or is not in good standing, *all* linked accounts are at risk of suspension. This is often referred to as a "related account" suspension.

What Constitutes a Legitimate Business Reason?

Amazon determines what qualifies as a legitimate business need at their sole discretion. Simply wanting to restart after a suspension or attempting to gain an unfair advantage (like manipulating search rankings or circumventing performance metrics) are NOT legitimate reasons and will lead to suspension. Common examples of reasons Amazon *may* consider legitimate include:

  • Selling **distinctly different product lines** that require separate branding and operational structures (e.g., electronics vs. apparel).
  • Operating **separate businesses** with different ownership structures or legal entities.
  • Selling in **different geographical regions or countries** that necessitate separate accounts (though Amazon Global Selling often facilitates this within a single account).
  • Manufacturing products for **two distinct and separate companies**.

Crucially, you must be able to clearly demonstrate and document this legitimate separation if requested by Amazon.

Strict Requirements When Operating Multiple Accounts

Even with a legitimate business reason, successfully operating multiple accounts requires strict adherence to Amazon's requirements for maintaining distinct separation. Failing to meet these criteria is a primary trigger for related account suspensions. For each additional account, you MUST have:

  • A **separate bank account** within the same region. Using the same bank account for multiple Seller Central accounts is a major red flag.
  • A **unique email address** not associated with any other Amazon account (buyer or seller).
  • A **different credit card** associated with the account.
  • **Distinct products or services** with absolutely no overlap in ASINs.
  • A **unique physical address** for the business or warehouse location.
  • A **separate phone number** dedicated to that account.

Advanced Separation & Best Practices to Avoid Detection

Beyond the basic requirements, Amazon's monitoring systems are sophisticated. To minimize the risk of related account suspensions, particularly for experienced sellers or those who have faced prior issues, consider these advanced separation techniques, often recommended by experienced Amazon seller attorneys:

  • Use **separate legal business entities** (e.g., different LLCs or corporations) with distinct tax IDs (EINs).
  • Access each account from **separate, dedicated IP addresses** and physical devices. Avoid logging into multiple accounts from the same computer, network, or even browser profile unless using specialized, compliant software designed for this purpose.
  • Ensure **separate management teams or individuals** operate each account, if possible, to avoid any cross-contamination of operational patterns.
  • Maintain **completely separate operational infrastructures**, including different warehouses, employee teams, software tools, and even internet service providers if feasible.
  • Avoid any **cross-linking** between accounts, such as linking from one account's storefront to another, or using the same third-party service provider if that provider links account data.
  • Maintain **impeccable performance metrics** on *all* accounts. One poorly performing or suspended account will likely impact all others.

Amazon utilizes various data points, including device fingerprints, IP addresses, cookies, browser history, and even subtle operational similarities, to link accounts. Proactive and rigorous separation is your best defense.

Consequences of Violating the Multiple Account Policy

The penalty for violating Amazon's multiple account policy is severe: **suspension of all linked accounts**. If Amazon detects accounts are related and finds that one account is in violation (or was previously suspended), they will typically deactivate all associated accounts simultaneously. Reinstating these accounts is a complex and challenging process.

Often, the original violating account must be successfully reinstated *first* before any related accounts can even be considered for reactivation. This can lead to significant loss of revenue, inventory complications, and long-term damage to your ability to sell on the platform.

Expert Assistance for Amazon Sellers in the U.S., UK, & Canada

Navigating Amazon's related account policy, especially after receiving a suspension notice, is intricate. The appeals process requires a deep understanding of Amazon's internal workings and the specific evidence needed to prove legitimate separation. An experienced Amazon seller attorney, particularly one familiar with related account issues and U.S., UK, and Canadian marketplaces, can provide invaluable assistance.

Legal counsel can help you:

  • Assess if your business reason for multiple accounts is likely to be considered legitimate by Amazon.
  • Review your existing account setups to identify potential linking risks.
  • Develop a strategy for safely establishing a second account if you qualify.
  • Prepare a robust Plan of Action and gather necessary documentation if your accounts have been suspended.
  • Communicate effectively with Amazon's Account Health support or legal teams.

Get Help From AMZ Sellers Attorney®

At AMZ Sellers Attorney®, a leading U.S. law firm specializing in Amazon seller legal issues, we have extensive experience helping sellers in the United States, United Kingdom, and Canada with complex account matters, including related account suspensions. We understand the critical need to resolve these issues swiftly and effectively to minimize impact on your business. Our team can provide the expert guidance and representation you need to understand Amazon's policies, ensure compliance, or fight for the reinstatement of your accounts.

Related Resources:

  • Amazon's New Policy on Related Accounts (Source Blog)
  • Amazon Account Suspension Attorney Services

Don't risk your Amazon business. Get expert legal help today.

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CONTACT DETAILS:

AMZ Sellers Attorney
9350 Wilshire Blvd. suite 203
Beverly Hills, CA  90212 (virtual office, mailing address)
​Kenneth Eade, Esq. (licensed state of CA)
Michael S. Brandt, Esq. (licensed WA, CA, USPTO)
US: +1 888 806 2440​
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  • Consultation
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    • Amazon Appeal Process >
      • Amazon Appeal Inauthentic Item Suspension
      • Amazon Appeal ODR Suspensions
      • Amazon Appeal OTDR Suspensions
      • Amazon Unsuitable Inventory Investigation Appeal
      • Amazon Related Account Appeals
      • Appeal Amazon Verification Suspension
      • Amazon Restricted Product Appeals
      • KDP & ACX Account Termination Appeals | AMZ Sellers Attorney®
      • Amazon Drop Shipping Policy Appeals
      • FBA Reimbursement Abuse Suspensions| Appeals
      • Amazon Relay Suspension Appeals
      • Amazon Appeal VTR Suspensions
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      • Amazon Price Gouging/Fair Pricing Suspensions Appeals
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      • Amazon Variation and PDP Abuse Appeals
      • Amazon Forged or Manipulated Documentation Appeals
      • Amazon Fraud or Illegal Activity Deactivation Appeals
      • Amazon Account Hacked Suspension Appeal
      • Amazon Funds Appeal
      • Amazon Mechanical Turk Suspension Appeals
    • How to Resolve Amazon TROs & Unlock Seller Funds | AMZ Sellers Attorney®
    • Settle Prop 65 Claims & Unfreeze Amazon Funds | AMZ Sellers Attorney®
    • Amazon Arbitration Lawyers | Sue Amazon & Win with AMZ Sellers Attorney®
    • Amazon Brand Registry Enrollment & Brand Protection
    • Legal Help for E-commerce Sellers Worldwide | AMZ Sellers Attorney®
    • E-Commerce Intellectual Property Attorneys | AMZ Sellers Attorney® >
      • Amazon Intellectual Property Infringement
      • Trademark Attorneys for Ecommerce
      • Registered Patent Lawyers Online
      • Amazon Copyright Lawyers
      • DMCA Safe Harbor and Takedown Notices
      • Amazon Neutral Patent and APEX Program | Expert Patent Attorneys
      • Trademark Trial & Appeal Board Attorneys
    • Amazon Hijacker Removal Service
    • Merch by Amazon Termination Appeals
    • Ebay Suspension Appeals
    • Walmart Suspension Appeal
    • Etsy Suspension Appeal
  • Reviews
  • About Us
  • Amazon Suspension Prevention with Free Appeals
  • TikTok Seller Suspension Appeal
  • Appeal Closed or Limited PayPal Account
  • Temu Seller Suspension Appeal
  • Twitter Account Suspension Appeals
  • Target Suspension Appeal
  • How to Open Multiple Amazon Seller Accounts
  • Amazon Listing (ASIN) Removal? Reinstate Listing
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