Go to sellercentral.amazon.com and sign in with the email and password you registered as a seller, then enter your 2-Step Verification code. No account yet? Register at the same place with a government ID, a chargeable credit card, a bank account, a phone number and tax details, then pass identity verification.
Key takeaways
- Seller Central sign-in needs your seller credentials plus a 2-Step Verification code on every login, and an authenticator app is the most reliable second step.
- Registration asks for a government ID, proof of address, an internationally chargeable credit card, a bank account in your or your business's name, a phone number and tax information.
- Identity verification is a photo of your face and ID or a video call with an Amazon associate, and Amazon says it usually takes three business days or less.
- The Individual plan costs $0.99 per item sold and Professional costs $39.99 a month, with referral fees on top of both.
- Staff and agencies get their own logins through User Permissions. Nobody should ever share the primary account password.
Getting into Seller Central takes thirty seconds when everything is set up right, and a week of lost sales when it is not. Most of the access problems we see on brands doing six figures a month are not technical. They are structural: one founder's phone holds the only 2-Step Verification code, an old assistant still has full permissions, or the account was registered with details that no longer match the bank statement. This guide covers the login itself, then everything around it that decides whether you can keep getting in.
How do you log in to Amazon Seller Central?
Logging in to your Amazon seller account is four steps. Do them the same way every time:
- Go to the right URL. Type sellercentral.amazon.com into your browser for the US. If you registered in another region, use that region's Seller Central, because your account is tied to the region where you signed up. Type the address yourself or use a bookmark rather than clicking a sign-in link in an email, since fake Amazon emails are the easiest way to lose a login.
- Sign in with your seller credentials. Enter the email or phone number and the password you used when you registered as a seller. This is often not the login you use to shop on Amazon, so if the password is rejected, check which email you registered with before you reset anything.
- Enter your 2-Step Verification code. Amazon requires a second step on every Seller Central sign-in, sent by text message or generated by an authenticator app you registered.
- Pick your marketplace and start on Home. Once you are in, you land on the Seller Central home page. If you sell in more than one marketplace, switch between them from the selector in the top bar.
That is the whole login. Everything that goes wrong with it comes down to the wrong email, a lost second step, or an account problem that shows up after you sign in.
Why can't you sign in to your Amazon seller account?
When a login fails, match the symptom to the cause before you try anything drastic:
| Symptom | Likely cause | What to do |
|---|---|---|
| Password rejected even though you are sure of it | You are using your shopping account email, not the seller one | Sign in with the email you registered as a seller, then use "Forgot your password?" only if that fails |
| No 2-Step Verification code arrives | New phone, changed number, or no signal | Use the backup method you registered, or switch to an authenticator app; if you have no working method, follow Amazon's 2-Step Verification troubleshooting flow |
| You get in but cannot list or sell | Verification is still pending, or an account health issue has limited the account | Check the registration status and Account Health, then answer whatever Amazon is asking for |
| A team member cannot see your account | They accepted your invitation while signed in to a different Amazon login | Resend the invitation to the exact email they will sign in with |
One rule matters more than any fix: never open a second seller account to get around a locked one. Amazon allows one account per region unless you have a legitimate business need, and an account opened to dodge a problem on the first one can put both at risk.
How do you set up 2-Step Verification on Seller Central?
Amazon made 2-Step Verification mandatory for Seller Central sign-in, so the only choice you have is which method to use. You can receive a code by text message to a mobile number, or generate one in an authenticator app. To add or change a method, go to Settings, then Login Settings, open the Login and security page, and select Edit next to Two-Step Verification (2SV) Settings.
Use an authenticator app. Amazon itself recommends it for accounts with several users and for anyone who might be without cell service, and it removes the single point of failure of one phone number. Then add a backup method, so a lost or replaced phone does not lock the business out.
Every user signs in with their own Amazon login and their own 2-Step Verification. That is exactly why the primary login should belong to the owner and stay with the owner, and why everyone else should be a separate user, which we cover below.
What documents do you need to open an Amazon seller account?
Amazon verifies every new seller, and missing or mismatched documents are the most common reason registration stalls. Amazon's own registration guide asks you to have these ready before you start:
| What you need | What Amazon asks for | Where it goes wrong |
|---|---|---|
| Government-issued ID | A passport or similar ID, scanned or photographed in color with all four corners visible | Screenshots, blurry photos or cropped edges get rejected |
| Proof of address | A bank or credit card statement dated within the last 180 days | An older statement, or one in a different name or address than you entered |
| Credit card | An internationally chargeable card: American Express, Diners Club, Discover, JCB, Mastercard or Visa. It does not have to be in your name | A card that cannot be charged internationally |
| Bank account | Account and routing number. The account holder name must match your name or your business's name. A US bank account is not required | Using an account held under a different name |
| Business details | Registered business name exactly as filed, company registration number (not your EIN), registered address, and a business license or registration. Sole proprietors can select "None, I am an individual" | Typing a trade name instead of the registered name |
| Personal details | Full legal name, citizenship, country of birth, date of birth and residential address, plus whether you are a beneficial owner, legal representative or both | Nicknames or abbreviated names that do not match the ID |
| Phone and email | A business phone number with country code and an email you control | An email a former employee or freelancer controls |
| Tax information | Your taxpayer details, entered in Amazon's tax interview | Entering details that do not match your tax registration |
The pattern is simple: every name, number and address has to match its source document exactly. Even a small mismatch can push the application into a manual review that adds days or weeks.
How do you set up an Amazon seller account?
With the documents on the desk, setup is mostly data entry. Work through it in this order:
- Start the sign-up. Go to sell.amazon.com or sellercentral.amazon.com and choose to sign up. Use a business email that is separate from your personal shopping account so the two never get confused at login.
- Choose your selling plan. Individual or Professional. You can switch later, and the cost section below shows where the line is.
- Enter your business information. Business location and type, the registered business name exactly as filed, your company registration number and registered address, and a phone number.
- Enter your personal details. Legal name, citizenship, country and date of birth, residential address, and your role as beneficial owner, legal representative or both.
- Add billing and deposits. The credit card Amazon charges for fees, and the bank account where your sales proceeds land.
- Set up your store. Choose the store name customers will see.
- Verify your identity. Upload your ID and proof of address, then complete the photo or video call step described in the next section.
- Finish setup inside Seller Central. Complete the tax interview, set your shipping and return settings, and turn on 2-Step Verification with an authenticator app before you list anything.
Amazon says registration itself often takes just a few hours. If you own a registered or pending trademark, the next move after approval is enrolling in Brand Registry, which we walk through in how Amazon Brand Registry works and how to set it up.
How does Amazon verify your identity?
After you upload your government ID and proof of address, Amazon gives you two ways to finish identity verification: take a photo of your face and your ID, or join or schedule a video call with an Amazon associate. For the video call, have the same ID and proof of address in front of you. Amazon says verification usually takes three business days or less.
Two things decide whether it goes smoothly. First, the documents have to be high quality, in color, with all four corners and legible text, and Amazon explicitly says not to use screenshots or blurry images. Second, the person verifying has to be the person named on the account.
That second point is where growing brands get burned. If a freelancer, assistant or agency registers the account in their own name, the account is legally tied to them. The owner or legal representative of the business should register and verify, and everyone else should be added as a user afterwards.
How much does an Amazon seller account cost?
Amazon has two selling plans, and both pay selling fees on top of the plan price:
| Individual | Professional | |
|---|---|---|
| Plan fee | $0.99 per item sold | $39.99 per month |
| Selling fees | Referral fees and other selling fees apply | Referral fees and other selling fees apply |
| Tools Amazon lists for the plan | Basic listing and selling | Bulk listing and inventory tools, Amazon Ads, Automate Pricing, Amazon Business (B2B), Global Selling, apps and APIs, and brand tools once you enroll in Brand Registry |
The break-even is easy math. Forty items on the Individual plan cost $39.60 in plan fees, so from roughly the forty-first sale each month, Professional is the cheaper plan before you count a single extra tool. For any brand doing $100K a month, Professional is not a decision, it is the starting line, because advertising, bulk tools and API access are where scale comes from.
Referral fees are a percentage of the total sale price or a per-item minimum, whichever is greater. Amazon's pricing page gives examples such as 15% for Home and Kitchen and 8% for Computers, with a $0.30 minimum in most categories. Fulfillment by Amazon fees are separate again. For the full picture, read how much it costs to sell on Amazon in 2026.
How do you navigate Seller Central once you are in?
Everything you do in Seller Central lives under a handful of menus. Learn these and the dashboard stops feeling like a maze:
| Menu | What it is for |
|---|---|
| Catalog / Inventory | Add products, manage listings, edit prices and quantity |
| Orders | View, confirm, and manage customer orders and returns |
| Advertising | Create and monitor Sponsored ads campaigns |
| Reports | Business reports, payments, and tax documents |
| Performance | Account health, feedback, and policy notifications |
| Settings | Account info, login settings, bank details, shipping, and user permissions |
Start every session at Account Health under Performance. It is the single most important screen, because a policy or metric problem there can stop you selling before anything else matters. From there, Inventory and Orders are your daily tabs. If you ship through Amazon's network, the inbound and stock views under Inventory matter as much as Orders; how Amazon FBA works, step by step explains that side.
How do you add users to Seller Central?
Never hand anyone your login. Seller Central has a built-in way to give staff, freelancers and agencies their own access, and it keeps your 2-Step Verification, your password and your audit trail yours:
- Open User Permissions. Go to Settings, then User Permissions.
- Send the invitation. Enter the person's name, the email they will sign in with, and their language, then send the invite. It appears under open invitations, where you can resend or delete it.
- They accept. The person follows the link in the email and signs in to, or creates, their own Amazon account. If the email or phone on their account differs from the one you invited, there is an extra approval step.
- Set their permissions. Once they accept, return to User Permissions, select Manage Permissions next to their name, choose an access level for each tool, and save.
Give each person only the access their job needs. A bookkeeper needs payments and reports, not pricing. A PPC freelancer needs advertising, not your bank details. When someone leaves, remove their user the same day. Review the full list every quarter, because old users with edit rights are one of the quietest risks on any account we audit.
Can you manage your Amazon seller account from your phone?
Yes. The Amazon Seller app is free to download on iOS and Android, and you sign in with the same seller credentials and 2-Step Verification. Amazon describes it as remote access to Seller Central, with customizable push notifications for orders and buyer messages, barcode scanning to check whether a product is already sold on Amazon, listing creation and global selling features.
Use it for alerts and quick fixes: answering a buyer message, checking an order, watching inventory while you travel. Do the heavy work at a desk. Bulk edits, advertising strategy and report analysis are still faster and safer in the browser.
How do you keep your seller account healthy once you have access?
Access is only worth something while the account is allowed to sell. Amazon tracks that with the Account Health Rating. Under Amazon's policy, new sellers start at 200, a rating from 200 to 1,000 means the account is not at risk of deactivation, 100 to 199 means it is at risk, and below 100 it can be deactivated. You lose points when Amazon detects a policy violation and earn them back when you address it.
A simple routine keeps you out of trouble:
- Daily: check Account Health and performance notifications, confirm and ship pending orders or check FBA stock, and answer buyer messages within 24 hours.
- Weekly: review business reports, search term performance, pricing and advertising.
- Monthly: review user permissions, confirm your bank and card details are current, and check that your 2-Step Verification backup still works.
If the rating is already slipping, that is exactly the work our Amazon account health team takes on.
Can you have more than one Amazon seller account?
Usually, no. Amazon's standard rule is one Seller Central account per region. A second account is allowed only with a legitimate business need, and only while all of your accounts are in good standing. Amazon's examples include owning multiple brands run as separate businesses, manufacturing for two distinct companies, or joining an Amazon program that requires a separate account. If any of your accounts is not in good standing, Amazon may deactivate all of them until every one is fixed.
That last line is why a "backup" account is never a safety net. Accounts get linked through shared logins, shared users and shared details, so a problem on one travels. If you already run more than one account and want to consolidate, read our guide to merging Amazon seller accounts before you touch anything.
See it on a real account: how we run Importer AM's Amazon account: $1.4M in sales, end to end.
Ready to run Seller Central without the guesswork?
Setting up an account is the easy part. Operating it profitably, protecting account health and scaling it is the real work, and it is what we do every day. Shaazford runs Amazon operations for established brands with $50M+ in client revenue managed, 130+ brands, and 98% partner retention, on a flat monthly fee, never a percentage of your ad spend. If you want senior account directors in your Seller Central, added properly through User Permissions, instead of trial and error, book an audit, at no cost.