How to Create an Amazon Seller Account in 2026 (What Actually Matters)
If you’re an established product brand setting up an Amazon seller account for the first time, this process is a lot more fragile than it looks.
I talk to one or two brands every month who get completely stuck at this stage. Almost none of them are missing major requirements. The problem is usually small inconsistencies, misunderstood fields, or decisions that felt harmless at the time but caused Amazon’s system to flag the account.
The frustrating part is that once you submit the application incorrectly the first time, fixing it can take weeks or even months. Amazon doesn’t always tell you exactly what’s wrong, and retrying without understanding the real issue often creates more problems.
This guide walks through the entire Amazon seller account setup process from start to finish, based on what Amazon is actually requiring as we move into 2026. It’s written for real product brands — not side-hustle sellers — and focuses on doing this cleanly the first time.
What This Guide Covers
- What Amazon expects you to have before you apply
- How to create the login without getting blocked by phone number issues
- How to correctly fill out the seller application
- What happens during identity verification and how to avoid rejections
If you already tried signing up and ran into issues, this guide will also help you pinpoint where things likely went wrong.
Step 1: Get the Foundation Right Before You Touch Seller Central
Before Amazon looks at anything else, it wants to know who it’s actually dealing with. In 2026, that means a real, registered business entity with clean, consistent records.
You Need a Proper Business Entity
For most U.S.-based brands, this means an LLC or a corporation.
Signing up as an individual and “fixing it later” used to work. With the INFORM Act now in place, changing the legal entity after signup is risky and often slow — and in some cases can trigger account reviews or temporary shutdowns.
You should already have:
- A legally registered business with your state
- The exact legal business name as it appears on your registration
- A registered business address
Everything else in the signup process traces back to this information.
Choose the Business Address Carefully
Amazon sometimes verifies addresses by sending a physical postcard that you must receive and confirm.
Because of that, I recommend using an address you actually have access to — your office or home if possible. Using a lawyer’s office, registered agent, or other third-party address can work, but only if you are absolutely sure you can reliably receive mail there.
Whatever address you choose must be consistent across:
- Entity registration
- Business bank account
- Business credit card
- Documents submitted to Amazon
Once Amazon starts comparing information, consistency matters more than explanations.
Step 2: Amazon’s Real Requirement Is Consistency
Amazon isn’t just checking whether documents exist. It’s checking whether everything lines up.
The system is constantly asking one simple question: Is this clearly the same real business and the same real person everywhere?
If the answer isn’t obvious, the account gets flagged.
Common Consistency Problems That Cause Rejections
- The business address on the entity doesn’t match the bank account
- The business name isn’t an exact match across documents (DBAs cause this a lot)
- The personal ID address doesn’t match the proof of address submitted
- A bank account belongs to a parent company instead of the exact entity being registered
None of these feel like major issues when you’re filling out forms. To Amazon’s system, they’re red flags.
The goal is not to convince Amazon after the fact. The goal is to remove anything that gives the system a reason to question the account in the first place.
Step 3: Business Registration Number (This Is Not Your EIN)
This is one of the most misunderstood fields in the entire signup process.
When Amazon asks for your business registration number, it is not asking for your EIN or sales tax ID.
It’s asking for the number your state (or country) assigned to your business entity when it was created.
Examples
- California: Entity Number / File Number
- Texas: File Number
- Florida: Document Number
- Utah: Registration Number
- Canada: Corporation Number or Business Number
- UK: Company Registration Number (CRN)
Amazon uses this number to verify that your business exists in official government records.
To find it, search “[your state or country] business entity lookup” and pull it directly from the government registry. Entering your EIN here is one of the fastest ways to trigger a rejection.
Step 4: Creating the Login (And Avoiding the Phone Number Issue)
Before you ever see the seller application, you need to create the Amazon login that the seller account will live under.
This is where a lot of brands get blocked immediately.
Why the Phone Number Error Happens
Amazon does not allow the same phone number to be used across multiple Amazon logins.
Most people already have their phone number tied to a personal Amazon customer account, so when they try to create a new login, Amazon returns the message that the phone number is already associated with another account.
Your Options (And the Tradeoffs)
- Use an existing Amazon customer account email: Works, but permanently links the seller account to the buyer account. This can cause issues with employee access or selling the business later.
- Use a landline: Amazon allows landlines using voice delivery. This works well if the number has never been used with Amazon.
- Google Voice: Sometimes works, sometimes doesn’t. You can only change the number once per year.
- Temporary forwarding number (CallRail): The most reliable option. You can use it temporarily and later switch to an authenticator app so you never need the number again.
The key thing to understand is that you do not need a permanent new phone number — you just need one that works during login creation.
Step 5: Filling Out the Seller Application Correctly
Once logged in, go to sellercentral.amazon.com and start the application.
This is where brands most often enter correct information into the wrong fields.
Selecting the Primary Contact
The primary contact is the person Amazon will actually verify.
This should be an owner or very senior leader who is unlikely to leave the company.
They will need:
- A valid passport or driver’s license
- Proof of address under their name
Acceptable proof of address includes a personal bank statement, personal credit card statement, or utility bill. Ideally, the address matches what’s on the ID.
Bank Account and Credit Card
Amazon allows debit cards, but I’ve seen many cases where debit cards cause verification loops later.
If possible:
- Use a business credit card
- Use a business bank account
- Make sure both are under the exact same business name and address
Statements must be official PDFs — screenshots are not accepted.
Multiple Seller Account Risk
If you’ve ever had a seller account in the past, creating a new one without resolving the old one can cause both to get suspended.
Amazon allows multiple accounts only for legitimate business reasons. If Amazon’s system can connect a new account to a suspended one — through names, addresses, devices, or IPs — it will usually flag it.
Do the Signup on Your Own Computer
Amazon tracks device fingerprints, IP addresses, and location data.
Do not have an agency, freelancer, or friend who sells on Amazon sign up for you on their computer. Always do this on your own device.
Step 6: Identity Verification (Final Step Before Approval)
After submitting the application, Amazon immediately moves to identity verification using facial recognition.
What to Expect
- The primary contact must be present
- You must physically hold the ID to the webcam
- Amazon takes photos of the front and back of the ID
- For driver’s licenses, it will scan the barcode on the back
- You’ll also take photos of your face looking straight and to each side
This is harder than it sounds. People often block their own screen while holding the ID.
Tips:
- Rest your elbow on a desk to steady the ID
- Avoid glare
- Make sure all text is readable
- Retake photos if anything looks blurry
If Amazon rejects a photo, it will force you to redo it. That’s normal.
What Happens After Verification
Amazon usually reviews the account within 3–5 business days.
Monitor the email tied to the seller account and check Seller Central notifications.
If approval stalls, it’s usually due to small issues like mismatched addresses, incorrect dates, or documents uploaded in the wrong section.
Final Thoughts
This entire process is simple if everything is lined up correctly.
Most brands who struggle here didn’t do anything reckless — they just didn’t realize how strict Amazon’s system is about consistency.
If you slow down, prepare everything first, and enter information exactly where Amazon expects it, seller account setup is usually predictable and fast.
If you want a walkthrough, the video above covers this step-by-step. And if you’ve got a quick question about your situation, leave a comment on the video and I’ll try to point you in the right direction.