Think of the Amazon account verification process as the key to unlocking Amazon’s golden doors. Without proper verification, you risk being left out in the cold, unable to access the platform’s vast customer base and opportunities.
This guest blog is written by Lesley Hensell at Riverbend Consulting, a NCP partner.
By Lesley Hensell
Why is account verification paramount? Verification ensures the integrity and security of the Amazon platform, safeguarding you and your customers against fraudulent activity. By confirming your identity and legitimacy, Amazon maintains trust and confidence in its marketplace.
Unfortunately, the verification process is not always clear or consistent. It can leave you paralyzed in frustration and action, not knowing how to best navigate the process to meet Amazon’s requirements.
How does Amazon verify your account?
After deciding to sell on the marketplace, the next step is to navigate through Amazon’s account verification process. Each marketplace may require different verification steps. For the purpose of this article, we’ll focus on the USA marketplace.
There are two ways to navigate Amazon account verification:
- Video verification
- Traditional verification
Amazon recently initiated a new video verification process– a robust method to ensure account legitimacy. Upon Amazon’s request, you may be required to undergo video verification, which involves providing a video recording to verify your identity and account ownership. You’ll introduce yourself, state your name, and provide your seller ID or associated email, sometimes displaying identification documents. You’ll submit the video to Amazon for review. Amazon’s team assesses it, and your account status is updated upon approval. If further verification is needed, you’ll be notified. This process enhances marketplace security and trust between sellers and customers.
If Amazon does not request video verification, you will encounter the traditional process which involves document submission and identity confirmation. Let’s review the traditional process below.
Step 1: Preparation
Before opening your Amazon seller account, gather essential information and documents. Prepare details, such as your legal name, address, and phone number, ensuring they match your identification. Have your official business name, address, and tax identification number ready for the account creation process. Collect required documentation and gather payment information.
Step 2: Account creation
Start by creating an Amazon seller account. Visit the Amazon Seller Central website and click the “Sign up” button. Provide information such as your name and email address, and create a password to get started.
Step 3: Personal and Business Information
Once you’ve created your account, you must provide more detailed information about yourself and your business. Amazon requires your legal name, address, phone number, and tax identification number (TIN) or Social Security number (SSN). If registering as a business, you must provide relevant business information, including your company’s legal name, address, and contact details. Lucky for you, you’ll have already gathered this information in step one.
Step 4: Verification documentation
Now comes the crucial part – providing documentation that verifies your information as accurate. Amazon may request various documents depending on your account type and location. Commonly requested records include government-issued photo identification such as a driver’s license or passport, bank statements or utility bills to confirm your address, and business registration documents if you’re registering as a business entity.
Step 5: Identity verification
Once you’ve submitted your documentation, Amazon will review it to verify your identity and the legitimacy of your business. This process typically takes a few business days. Sometimes, Amazon may request additional information or clarification if there are any discrepancies or issues with your documents.
Step 6: Phone verification
Amazon may require phone verification to confirm your identity as an additional security measure. You’ll receive a verification code via SMS or automated phone call to the phone number you provided during registration. Enter the code on the verification screen.
Step 7: Account activation
Once Amazon has successfully verified your account, you’ll receive confirmation that it is active.
Amazon will carefully assess your submission to verify your identity and the legitimacy of your business. Double-check that your documents are accurate and meet Amazon’s standards to ensure account verification.
What is Amazon account re-verification?
Amazon account re-verification refers to periodic reviews conducted by Amazon to validate the accuracy and legitimacy of your seller account. This process helps to confirm that sellers continue to meet Amazon’s standards and adhere to its policies and guidelines.
Last summer, Amazon initiated a re-verification process in response to a new U.S. federal law to bolster consumer protection measures. The legislation is known as the INFORM Consumers Act and was enforced by the Federal Trade Commission (FTC) on June 27th, 2023. The law’s primary objective is to safeguard online shoppers from purchasing counterfeit or stolen goods and prevent criminals from exploiting anonymity on marketplaces. In response to these regulatory changes, Amazon implemented a re-verification procedure to ensure compliance with the new requirements.
Updates may include changes to account verification requirements, documentation, or the frequency of re-verification intervals. For example, Amazon may now require you to provide updated documentation or undergo additional identity verification steps during the re-verification process.
Notwithstanding the new legislation, several situations and events can trigger re-verification requests. These include inactive accounts resuming selling activities, changes made to critical account information (such as legal entity or payment methods), account health issues, and accounts under review due to unusual changes in activity, such as sudden spikes in sales velocity.
Monitoring Amazon communications and maintaining accurate and up-to-date information within your account, including contact details and business information, is paramount to facilitate the re-verification process smoothly. Documents and details Amazon may request for re-verification:
Business
- Specify whether your business is a sole proprietorship, limited liability company (LLC), corporation, or another legal entity type.
- Ensure that your business-type information aligns with your official registration documents.
Product(s)
- Provide details about your products, including sourcing, brand names, manufacturers, and suppliers.
- Be prepared to share information about your product sourcing practices and supply chain management.
Compliance
- Demonstrate proof of compliance with relevant laws and regulations governing your business and products.
- Ensure you have documentation verifying adherence to product safety standards, labeling requirements, and other applicable regulations.
Tax identification number
- Provide your tax identification number (e.g., Employer Identification Number (EIN) or Value Added Tax (VAT) number).
- Confirm that the tax identification number matches the information on your tax documents and registration records.
Contact information
- Submit contact details for the person responsible for the Amazon seller account and any authorized representatives.
- Ensure your contact information is accurate and current to facilitate timely communication with Amazon.
Additional documents
Be prepared to submit any additional information or documentation Amazon requests during re-verification. Examples include:
- Business registration or tax documentation, such as a business license or tax return.
- Product images or detailed product descriptions.
- Proof of identity for the authorized representative(s) associated with the account, such as a passport, driver’s license, or government-issued ID.
- Brand authorization documentation from manufacturers or suppliers.
- Proof of compliance, such as product safety certifications or permits.
- Invoices or purchase orders.
- Proof of address such as a utility bill or bank statement.
Gather and verify all necessary information proactively to ensure a smooth re-verification process and minimize potential disruptions.
Account verification and re-verification challenges to look out for
Navigating Amazon’s account verification and re-verification process can present a few challenges.
- Complex information and documentation: You may not know what information to enter or what documents Amazon will approve. Amazon doesn’t always accept P.O. boxes and bulk mailboxes. Scan your documents in color and ensure they do not exceed 50MB. And lastly, any financial statements you submit must be issued within the last 180 days.
- Potential delays: Rejections or requests for additional information prolong the process, delaying you from starting or continuing to sell on Amazon.
- Evolving requirements: Changing re-verification criteria may require adjustments to your process while causing frustration. Internet service or cell phone statements may not be accepted as identity proof, but Amazon is inconsistent with these documents. Avoid these document types where possible. Note: the ID holder must be 18 years or older.
- Time constraints: Submitting documentation within a limited timeframe can be challenging, especially if you have an extensive product catalog.
- Communication hurdles: Communication with Amazon seller support and the verification team is not always straightforward. You may find yourself caught in a constant loop of seller support.
- System errors: Technical glitches or system errors during both processes can further complicate matters and prolong the process. Examples include pages that may not correctly populate, while the system may forbid accurate information submission.
- Accurate info: One mistyped word across any information you submit or the documents you submit may delay your submission. Always double-check information before submission.
Best practices for Amazon Account verification and re-verification
Following these best practices enables you to navigate the account verification and re-verification process to ensure compliance with Amazon’s requirements.
Account verification tips
Provide accurate information: Ensure all information provided during the account verification process is correct and current. Any discrepancies or inaccuracies may lead to delays or rejection of the verification application. Ensure completeness when providing documents. If you’re submitting a multi-page bank statement, include all pages rather than only the first. Ensure to provide images of both sides for each page submitted.
Submit high-quality documentation: Upload clear, legible copies of required documents, such as government-issued identification and proof of address. Avoid submitting screenshots or altered documents, as Amazon may reject them. For documents like bank or credit card statements, it’s crucial that they are recent, typically issued within the last 90 to 180 days. Follow Amazon’s requests regarding documentation.
Stay informed: Keep abreast of Amazon’s verification requirements and any updates or changes to the process. Regularly check Amazon’s Seller Central for announcements and guidance regarding account verification procedures.
Amazon account transition services: Enlist Riverbend Consulting to help navigate the verification process smoothly. Riverbend Consulting has expertise in navigating Amazon’s policies and procedures, providing valuable guidance and support to ensure your success.
Amazon help pages: Exploring Amazon’s help pages can be helpful if you’re a new seller. Besides ensuring that your documents meet basic requirements like document type and date, adhering to Amazon’s specific format and technical specifications is crucial. Submitting documents in the incorrect file format or exceeding file size can result in rejection.
Account re-verification tips
Monitor account status: Track your account’s re-verification status and upcoming deadlines. Set reminders to ensure timely preparation and submission of required documentation.
Review and update information: Periodically review and update your account information, including contact details, business registration, and product information. Ensuring data is accurate and up to date will facilitate the re-verification process.
Be responsive to requests: If Amazon requests additional information or documentation during the re-verification process, provide the requested information promptly. Delayed responses may result in extended verification timelines.
Seek expert assistance: Consider leveraging Riverbend Consulting’s expertise to navigate the re-verification process efficiently. Riverbend Consulting provides guidance on gathering accepted documents, addressing any issues that arise, and ensuring compliance with Amazon’s requirements.
What happens if verification fails?
Facing a failed verification on Amazon is frustrating, especially when the reasons for failure are ambiguous. Often, sellers are left to scrutinize their submitted information and documents to identify potential discrepancies. Common issues leading to verification failure stem from minor inconsistencies in document details, such as discrepancies between your business name on a bank statement and your business license. These seemingly minor discrepancies can result in failed account verification, leaving your account status in limbo.
If verification fails, don’t panic. Conduct a thorough audit of all submitted documents, meticulously comparing them to the information you provided during the account setup process.
Don’t go the verification or re-verification process alone
Both the verification and re-verification process demand meticulous attention to detail, proactive engagement, and adaptability. The truth? You’ll likely encounter a few hurdles, from gathering complex documentation to meeting Amazon’s standards and adapting to evolving requirements.
As Amazon periodically reviews seller accounts to ensure ongoing compliance, staying updated on changing requirements and adhering to strict timelines is vital. Clear communication with Amazon’s verification team, proactive account status monitoring, and timely submission of required documentation are key strategies for effectively navigating the re-verification process.
Don’t attempt account verification alone. Riverbend Consulting is here to help. Our experts possess the knowledge and experience to identify potential issues, rectify discrepancies, and provide strategic guidance on resubmitting documents for verification. Contact us today for help with all your Amazon problem solving needs.
Amazon. Solved.
Author
Lesley Hensell
Lesley Hensell is co-founder and co-owner of Riverbend Consulting, which solves Amazon problems for third-party sellers and vendors. Lesley has personally helped hundreds of third-party sellers get their accounts and ASINs back up and running. She has been an Amazon seller for more than a decade, thanks to her boys, who do most of the heavy lifting.
