Amazon seller registration is the process of opening a Seller Central account so you can sell to customers in the Amazon store as a third-party seller. You sign up at sell.amazon.com, choose a selling plan, enter your business, personal and billing details, and then verify your identity.
Creating the account itself is free. You then pay for your plan: $0.99 per item sold on the Individual plan or $39.99 per month on the Professional plan, plus selling fees on each sale. Amazon says many sellers finish the forms in a few hours, and identity verification usually takes three business days or less.
Individual vs Professional Plans and Fees
Amazon suggests the Individual plan for new sellers with under 40 items a month. Above that, Professional usually costs less per item and adds the tools most brands need.
| Feature | Individual | Professional |
|---|---|---|
| Plan fee | $0.99 per item sold | $39.99 per month |
| Referral fees on each sale | Yes | Yes |
| Create new product pages | Yes | Yes |
| Eligible to be the Featured Offer | Yes | Yes |
| Bulk listing and inventory tools (feeds, spreadsheets, reports) | No | Yes |
| Amazon Ads | No | Yes |
| Brand-building tools (with Brand Registry) | No | Yes |
| Set your own shipping rates | No (Amazon sets them) | Yes (non-media products) |
| Promotions and gift services | No | Yes |
| Add users with permissions | No | Yes |
| Apps and APIs | No | Yes |
Referral fees are a percentage of the total sale price or a minimum amount, whichever is greater. The rate depends on the category. Home and Kitchen, for example, is 15% with a $0.30 minimum. Fulfillment by Amazon fees are separate.
On billing, Amazon charges the Professional monthly fee only if you have at least one buyable listing on the billing date. Amazon’s own pages describe the first payment differently, so check the charge shown on the final screen when you sign up. You can switch plans at any time after registration, and your listings stay the same.
What You Need Before You Start
Amazon lists these items for US registration:
- Government-issued photo ID, such as a passport or driver’s license
- Email address and a phone number with country code
- Internationally chargeable credit card. Amazon accepts American Express, Diners Club, Discover, JCB, Mastercard and Visa. The card doesn’t need to be in your name or your business’s name.
- Bank account and routing number, held in your name or your business’s name. A US bank account is not required.
- Business license or registration, if you sell as a registered business
- Proof of address dated within the last 180 days, such as a bank or credit card statement
- Tax information, usually your EIN or Social Security number
Use an email address that isn’t tied to an Amazon customer account. If you already use Brand Registry, Amazon Ads or Vendor Central, use that same login so access syncs.
How to Register, Step by Step
- Sign up. Select Sign up on sell.amazon.com, then enter your name, email and password.
- Business information. Enter your business location, type, exact registered name, company registration number, registered address and phone number. Amazon notes the registration number is not your EIN. If you aren’t incorporated, choose “None, I am an individual.”
- Seller information. Enter your full legal name (including middle name), country of citizenship, country of birth, date of birth and residential address, exactly as they appear on your ID. Say whether you are a beneficial owner (more than 25% ownership or control), a legal representative, or both.
- Billing. Add your bank account for payouts and your credit card for fees.
- Store and products. Pick a store name, which must be unique but doesn’t have to match your business name. Answer questions about product IDs (usually UPCs from GS1), certifications and whether you own the brand.
- Verify your identity. Upload your documents and complete the photo or video step.
One account from sell.amazon.com covers the US, Canada, Mexico and Brazil stores. Europe, Asia-Pacific, and the Middle East and North Africa need separate accounts.
Identity Verification and the Video Call
In the last step you upload your ID and proof of address. Amazon then asks you to do one of two things: take a photo of your face with your ID, or join or schedule a video call with an Amazon associate. For the call, have your ID and proof of address with you.
Amazon’s US document rules are strict:
- The name on your ID must match the primary contact name in your account. Date of birth, ID number and expiration date must match exactly. You must be 18 or older.
- Upload a color copy. Include the back if it carries a signature, expiration date, birth date or barcode.
- Proof of address must be issued within 180 days, show the bank name, stamp or logo, and show the account holder’s name and address.
- Files must be under 50MB, in PDF, JPG, JPEG, PNG, TIF or TIFF format, not password-protected, with no special characters such as $, & or # in the file name.
Business sellers may also be asked for business documents, such as a certificate of good standing or a business license issued or renewed within 180 days.
Why Registration Fails or Gets Delayed
- Names that don’t match. Your ID, account details and business name must match exactly. A single typo in a date of birth or ID number can cause a rejection.
- Old or incomplete proof of address. Documents older than 180 days, or missing your name or address, won’t pass.
- Poor scans. Cropped, angled, blurry, black-and-white or screenshot images are rejected. Show all four corners.
- Resubmitting too early. Amazon reviews documents and may contact you within two business days. It asks you not to resubmit or appeal during review.
- Missing the deadline. If Amazon asks for new documents, you have 30 days. After that, onboarding closes.
- Opening a second account. Amazon allows one Seller Central account per region unless you have a legitimate business need and all accounts are in good standing.
Amazon only accepts documents uploaded through Seller Central, never by email.
What to Do Right After Approval
Once approved, open Seller Central, go to the gear icon, then Settings and Account settings, and work through these first.
Complete the Tax Interview
Every seller on Amazon.com must complete the Tax Information Interview, whatever their sales volume. Your answers decide whether you file a W-9 or a W-8, so you don’t have to choose. Typos in your tax ID can invalidate the form. Amazon’s reporting threshold for Form 1099-K is $20,000 in gross sales and more than 200 transactions a year.
Set Up Shipping
If you ship orders yourself, go to Settings, then Shipping Settings, and build shipping templates using per-item or weight-based rates. Since June 29, 2026, Amazon requires accurate handling times on seller-fulfilled SKUs. Amazon recommends turning on Automated Handling Time.
Enroll in Brand Registry if You Own a Trademark
Brand Registry is free. You need a pending or registered trademark, and Amazon recommends enrolling before you list.
Create Your First Listings
Create a new product page or add your offer to an existing one. Have your GTINs ready.
Learn the Account Health Basics
Your Account Health Rating runs from 0 to 1,000, and new sellers start at 200. A score of 200 or more is healthy, 100 to 199 is at risk, and 99 or below can lead to deactivation. Amazon also expects an Order Defect Rate under 1%. Seller-fulfilled orders need a cancellation rate under 2.5% and a late shipment rate under 4%. If you’d rather not track this yourself, Amazon account management covers the daily checks.
Seller Account vs Vendor Account
A seller account (Seller Central) is open to anyone and lets you sell directly to customers as a third-party seller. Vendor Central is by invitation only from Amazon. Vendors sell wholesale to Amazon, and Amazon then sells to customers. If you haven’t been invited, Seller Central is your route.
Amazon Seller Registration Questions, Answered
How Much Does It Cost to Create an Amazon Seller Account?
Amazon says there is no fee to create the account. You pay $0.99 per item sold on the Individual plan or $39.99 per month on Professional, plus referral fees.
How Long Does Amazon Seller Registration Take?
The forms often take a few hours. Identity verification usually takes three business days or less.
Do I Need an LLC to Sell on Amazon?
No. Choose “None, I am an individual” as your business type and register in your own name.
Can I Get a Refund on the Professional Plan?
If you haven’t used any Professional tools, Amazon offers a one-time refund of up to three months. You must request it within 90 days of the payment.
Velocity helps brands set up and run Seller Central accounts, from verification to account health. See our Amazon account management service, or book a free Amazon audit to talk through your setup.
Sources: sell.amazon.com, “Amazon seller registration in 5 steps”, “How to sell on Amazon”, “How much does it cost to sell on Amazon?”, “Amazon’s Individual vs Professional selling plan” and “Amazon Seller Central”; Amazon Seller Central help, “Selling plan comparison”, “Monthly subscription fee FAQ”, “Global seller identity, address, and business verification”, “If your business location is the United States”, “Set up your account information”, “US Income Reporting & Tax Identity Collection FAQ”, “Set your shipping rates”, “Order Performance program policy” and “Account health rating”. Fees and requirements change, so check these pages and your own Seller Central before you register.
