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How to Open a Seller Account
Are you a brand getting started on Amazon? Here's the roadmap to get going & growing.
Roadmap

1

Sign Up
Sign up for a Seller Central account at sell.amazon.com

2

Add Products
Go to Add Products → Add UPC's and basic product info.

3

Get Brand Registered
Enroll here. If you don't have a trademark yet, use IP Accelerator.

4

Category Approval
Amazon will ask for approval documents depending on the category.

5

Send to FBA
Send stock as soon as inventory is ready.
New Brand Roadmap
Here's a roadmap that I send to brands who are new to Amazon.

1

Sign Up
The first step is opening a Seller Central account at sell.amazon.com. Verification can take days, sometimes weeks, so do this ASAP. Here's the sign up process.

2

Add Products
When inside SC, first thing you need to do is add your products. Go to Inventory → Add a Product. Do this ASAP because it starts the category approval process, and often there are errors. Here's how to add a product.

3

Get Brand Registered
Register here ASAP because it can take days, sometimes weeks. If your brand name isn't Trademarked yet, you'll need to get one via Amazon IP Accelerator which gives you access to BR while your trademark is pending with USPTO. BR is not required but it gives you access to A+ Content, videos, storefront, and more

4

Category Approval
After adding a product, it will prompt you to provide documents if category approval is required. This can take 2-6 weeks, so get this ball rolling ASAP. Here's a list of categories requiring approval. Here are the approval steps for supplements.

5

Send in FBA Inventory
Send in inventory as soon as you can. Go to Inventory > Send/Replenish Inventory. See Amazon’s help video on how to send inventory to FBA.

6

Design Your Pages & Storefront
Get this started as soon as you have samples ready. See my content on how to create high converting listings. You'll also need a matching storefront. You can hire my creative agency for this here.

7

Launch Strong
A strong launch involves driving as many sales as possible in the initial months, known as the "Honeymoon Period" where it's easier to rank. See my Amazon Launch Playbook for exactly what we do.

8

Turn on Amazon Ads
After 3 reviews are live, turn on PPC. Here's Ryan’s PPC setup tutorial. We usually set a $100/day budget to start gathering data, then adjust from there.

9

Test & Optimize
Like any form of marketing, it's all about "test, test, test, keep what's best". Savvy sellers A/B test things like video ads, price, coupons, and A+ content. Testing and optimizing is a continuous process.

10

Manage & Grow
A successful Amazon channel requires ongoing managment & optimization. Add more products. Think of your Amazon store like your second website – it will be around 5, 10, 20, years from now as a steady revenue stream.
That's the general roadmap to get going & growing on Amazon! If you have any questions, let me know.
Let's work together:
If you would like a quote, fill out our Amazon Questionnaire.
If would like to discuss working with us, contact sales@amazingmarketingco.com
Questions? Contact us here.
Riley Bennett
Amazing Marketing Co.
"We Grow Your Brand on Amazon"
5 Steps to Register
Step 1: Provide Business Information
Start by giving Amazon key details about your business:
  • Business Location: Select the country where your business is registered or where you're operating from as an individual.
  • Business Type: Choose your business type (public, private, charitable, or individual).
  • Business Name: Enter your exact registered business name.
  • Company Registration Number: If applicable, provide the number issued when registering your business.
  • Business Address & Phone Number: Enter the official business address and your phone number.
Step 2: Provide Personal Information
Next, give your personal information to verify your identity:
  • Full Legal Name: As shown on your government-issued ID.
  • Country of Citizenship & Birth: Select your respective countries.
  • Date of Birth & Residential Address: Provide these details.
  • Phone Number: Enter your primary phone number.
Finally, confirm whether you are the beneficial owner, legal representative, or both for the business.
Step 3: Provide Billing Information
Enter your banking and credit card details. Amazon uses these to process payments and expenses.
Step 4: Provide Store and Product Information
Set up your Amazon store by choosing your business name, which will be visible to customers. Provide details about:
  • Product Codes (UPC/ISBN)
  • Business Certifications
  • Brand or Manufacturer Status
Step 5: Verify Your Identity
Lastly, verify your identity by submitting:
  • Government-issued ID
  • Proof of Address (e.g., a recent bank or credit card statement).
You may be asked to take a photo of your face and ID or join a video call with an Amazon representative to complete the verification process.
FAQ:
  • What are the document requirements? Documents must be clear and up-to-date, issued within the last 180 days.
Have these things ready
  1. Government ID (passport or ID card). It will go thru an Identity Verification by taking a selfie.
  1. Tax information (personal SS or business EIN - you can change this later)
  1. Proof of address (utility bill or credit card statement)
  1. Bank statement (in your name or your company's name, within 180 days, within 180 days)
  1. Credit card (debit or credit card)
  1. Phone number
  1. Bank account number to get paid (if you don't have a business bank account, you can use your personal bank info for now and switch it to your business bank account later)
  1. Make sure everything has the same address! It doesn’t matter the country.
Step 1) Go to sell.amazon.com
  1. Click Sign Up
Step 2) Select Pro Plan
  1. You will need to the Professional plan ($39.99/mo)
Step 3) Add Business & Personal Info
  1. The business owner must do this. Click Add Account > Create a New Account and use a business email to keep it separate from your personal shopping account. If you don't have a company email, you can can create a quick business @gmail for now, and change it later.
FAQ's – Opening an Account
Do I need UPCs ready to open the account?
No, but you'll need UPCs to add products.
What business bank account do you recommend?
I use Mercury.com and I recommend it. Link.
What is the best credit card for Amazon?
I use and recommend these two cards because they earn the most points on your adspend. Learn more.
Do I need a US bank account?
No, but it must be in your name or your business’s name.
What if I don't have an LLC?
You can register as an individual for now and switch your account owner info to your LLC later. I recommend Bizee to easily register and LLC and get your EIN. Many Amazon sellers choose to register in Wyoming because of its ease to do business, low fees and no state income tax. Link.
How long does it take to get approved as an Amazon seller?
The approval process typically takes a few days, but in some cases, it can take up to 2 weeks depending on the verification of your documents.
Do I need to register my brand before opening a seller account?
No, you do not need to have your brand registered with Amazon to open a seller account, but you’ll need it for Brand Registry and advanced brand protection features.
Can I register multiple seller accounts?
Generally, Amazon only allows one seller account per individual or business, unless you have a legitimate business need and receive permission from Amazon
What I'm not a US company?
Just fine. You can be in any country. Depending on what country you’re in, it may ask for different documents. Just provide what it asks. Sometimes approval takes days, sometimes weeks. They may ask for more info. Sometimes you need to get creative to provide the info they ask for! As always, search google and forums for people who have had the same issues. And as always, be persistent! If they don’t reply to your emails within 2 days, email them again.
When should I open my Seller account?
Overall, getting your account approved is a huge first step that you can do NOW, even before you know what you will sell. This tells the universe that you are serious about cash flowing on Amazon = building digital rental properties.
What happens if my account registration is rejected?
It's normal. Don't panic. They may ask for more info. Sometimes you need to get creative to provide the info they ask for! As always, search google and forums for people who have had the same issues. And as always, be persistent! If they don’t reply to your emails within 2 days, email them again.
Is there a way to expedite the account approval process?
No official expedited process exists, but providing all requested documents promptly and correctly can help speed up approval.
What are the selling fees?
The "referral fee" to be on Amazon is 15% for most categories.
The Fulfilled by Amazon fee is roughly 15%, depending on size & category
So, expect the total overall fee if you are doing FBA to be around 30%.
What should I do if I have issues registering?
1. Amazon Seller Support Contact Form
  • Select "Selling on Amazon": You should find an option to contact Amazon for issues related to opening an account or registration.
  • Fill out the Contact Form: You can submit your details and explain the issue. Amazon will reach out via email.
2. Amazon General Customer Service
  • Call Amazon Customer Service: You can contact their general customer service line and ask to be transferred to the Seller Support team.
  • US Phone Number: 1-866-216-1072
  • International sellers: You can find country-specific support numbers by searching for “Amazon customer service contact number” along with your country.
3. Use the Amazon Seller App (if possible)
  • If you've already downloaded the Amazon Seller App, you can sometimes access support even before your account is fully active. Look for the "Contact Support" option in the app.
5. Social Media
  • You can try reaching out to Amazon through their social media channels like Twitter (@AmazonHelp) or LinkedIn. Sometimes, they respond quicker via these channels, and they may direct you to the right team.
6. Email Amazon Seller Support
  • If you can find an official email for seller support (for example, sometimes support teams may respond through emails like seller-performance@amazon.com), you can try reaching out directly through email with details of your registration issue.
If the country you live in is listed below, you will need to set up a Payoneer account as your virtual bank account and provide that account number to Amazon to pay you.
• Albania • Argentina • Brazil • Cambodia • China • Colombia • Indonesia • Israel • Japan • Jordan• Korea • Lao • Malaysia • Mexico • Nepal • Pakistan • Romania • Russian Federation • South Africa • Sri Lanka • Sweden • Taiwan • Thailand • Turkey • Vietnam

These countries need to use a Payoneer bank account How to provide the bank statement to Amazon through Payoneer.
  1. Go to Payoneer.com and create an account
  1. After creating your account contact Payoneer support and tell them you need a Payoneer bank statement to provide to Amazon. Follow their instructions to get this. Once you have it, provide it to Amazon so they can pay you.
  1. You can get a Payoneer account debit card sent to you if you want. Warning: Sometimes they send the card without a tracking number so make sure your name or company name and phone number and email is on there correctly.
Next steps: a

1

Add Product
Once you're in Seller Central, go to Inventory > Add a Product to list your first item. Here are the steps to add a product.

2

Category Approval
After adding the product, it will ask you for category approval, if your category requires approval. It can take 2-6 weeks, so get this process started right away.

3

Fix Errors
Be prepared to address any errors that come up during the product addition and category approval process.

Here's how to overcome Error 5665.
How to Add A Product
The first thing you need to do when you're inside your account is add a product.
Do this right away because it triggers the Category Approval process.
Have these things ready:
  1. UPC Code (GS1 barcode) – Purchase from gs1us.org.
  1. Product Name – Basic product name (can be changed later).
  1. Brand Name – Exact spelling and capitalization as on Amazon Brand Registry.
  1. Manufacturer Name – Typically your brand name.
  1. Variation Details – For products with variations (Size, Color, etc.), be ready to input variation theme and names.
  1. Offer Info – Pricing and whether the product is Fulfilled by Amazon (FBA) or Merchant Fulfilled (FBM).
  1. Description – Temporary product description.
  1. Main Image – Temporary main image (may need for initial submission).
  1. Real Product Photos with Logo – For Error 5665, Amazon will require a real photo of the product with the logo visible. Take a picture with your phone of the product sitting on a table, in its packaging, of all 6 sides. Here’s how to add a product on Amazon.
1. Go to Add a Product
In Seller Central > go to Inventory dropdown > click Add a Product
2. Add a Product
In Seller Central > go to Inventory dropdown > click Add a Product 2. Add a Product Click ‘I’m adding a product not sold on Amazon’
3. Select Category
Click ‘I’m adding a product not sold on Amazon’ 3. Select your Category Select your Category & Subcategory > click Select category. You may need to look around a bit to see which one fits best.
4. Add Vital Info
  • Fill in the required info in the Vitals tab.
  • Product ID
  • Enter your UPC code: most sellers use UPC codes.
  • Update 2020: you now must purchase a GS1 barcode from on the gs1us.org website and follow the instructions to purchase them (starting at 10 for $250). You will need one for every variation.
  • If you have variations, enter the UPC code(s) in the variations tab, not here.
  • Product name: Put a basic product name. You can change it later.
  • Brand name: Put your brand name (exactly the same spelling and capitalization as on your Amazon Brand Registry, if you have it).
  • Manufacturer: I put my brand name.
5. Add Variations
  • If the product has variations, add a UPC code in this tab. (Before Error 5665, just add 1 variation for now)
  • Select the Variation Theme
  • E.g. ‘SizeNameColorName’ if there’s a Size & Color
  • If it’s just a Size variation, select Size
  • Input the Size name and/or Color name for the 1st variation > Add Variation
* Don’t bother adding them all until you resolve Error 5665 because this listing won’t be able to be saved anyway!
Select your relevant Variation Theme and Input the values.
If your product has variations, add the UPC’s in the variations tab. Don’t bother adding them all because this listing won’t be able to be saved anyway!
6. Add the Offer Info
  • Input a price. I put the MSRP price, as later you can add a ‘Sale Price’.
  • Select ‘Fulfilled by Amazon’ if you’re doing FBA
  • Select ‘Merchant Fulfilled’ if you’re doing FBM
  • If you’re not sure, select ‘Let me skip the offer data and add it later’
  • If you have variations, you will do this in the Variations tab.
7. Add the Description
a. Add a temporary description. You can change it later.
8. Add the Images
a. Add a temporary main image. You can change it later.
You may need to add 1 temporary main image. But often the Error 5665 pops up before this.
After adding the UPC code, error 5665 pops up. 9. When you get Error 5665, Create a Case (support ticket)
9. When you get Error 5665, Create a Case (support ticket)

Now the fun starts! 😅 Eventually, this error pops up. 
  • Click on Products, Listings, or Inventory > Trouble Adding a Product > input your UPC/Product ID > click Next > click Create a Case
  • Send a short message like this:
  • Hi! I’m getting Error 5665 when adding a new product (that is not yet on Amazon. I am the brand owner). Please advise. Thanks!
  • Click Create a Case to send it.
Then, it doesn’t hurt to click Contact Us to get someone on the phone. Read below.
Click on Products, Listings, or Inventory > Trouble Adding a Product > input your UPC/Product ID > Create a case
Type a short message like this: Hi! I’m getting Error 5665 when adding a new product. Please advise. Thanks! Click Create a case. It should confirm with a case #.
10. Check your email
Check your email and case log over the next 72 hours. They can be slow! You should get a reply asking to show a real photo of the product with the logo on it. Follow their instructions from there.
You will get an email like this. Reply with the necessary info.
11. Call Support
You might as well try to call them from the get-go and see what happens. It never hurts to just get someone on the phone! By default, all Cases are done thru email. But there’s a ‘secret’ way to get on the phone with support.
This is can be also be used as a way to expedite things in the future if you don’t hear back within 24-48 hours, or if you have urgent issues.

If you need to create a new case to get to the ‘Contact Us’ button, create a fresh case by doing the below.
On the case creation screen, click Contact Us.
  • Click ‘Need more help with this now? Contact us’
Enter your phone number.
Tick ‘This issue is Urgent and requires immediate attention.‘
Click Call me Now.
They should call you within minutes. Ask the rep nicely to help you with Error 5665. If they aren’t helpful, ask nicely to escalate it to a manager. If they insist on no, hang up and try again with someone new.
They should ask you to send them a photo of the product with the brand on it. The photo must be either:
  • On a table
  • Held in your hand
If you don’t have a final sample of the product with the brand logo on it, ask your manufacturer to take a photo of the final sample on a table. Make sure the brand logo is displayed clearly.
Why is Amazon doing this? Amazon is on a major campaign to crack down on counterfeit goods, so I’m guessing its part of that.

In summary, this is the process to follow when adding a product in Seller Central. I recommend you so this ASAP to get the ball rolling!
Next: Enroll in Brand Registry
How to Enroll in Brand Registry
How do you enroll in Amazon Brand Registry?
If you have a registered or pending trademark, follow these steps:
  1. Go to Brand Registry and sign in with your Seller Central account.
  1. Click “Enroll a Brand.”
  1. Enter your brand details, trademark office, and registration or serial number.
  1. Upload your logo (if applicable) and images of your product or packaging showing your brand name or logo.
  1. Confirm if you’re a seller, vendor, or both.
  1. Select your product categories.
  1. Provide manufacturing and distribution details.
  1. Submit your application.
  1. Send the verification code you receive to Amazon.
FAQ: Brand Registry
Q: What are Amazon Brand Registry costs?
Enrollment is free, but some tools and services may have associated fees.
Q: Do you need a trademark for Amazon Brand Registry?
A: Yes, you need a registered or pending trademark. If pending, select "trademark pending registration" and provide your application number.
Q: Can you sell on Amazon without Brand Registry?
A: Yes, but Brand Registry offers tools for brand protection, management, and trust-building.
Q: How long does approval take for Amazon Brand Registry?
A: It depends. If you have a registered trademark, it takes a few weeks. Pending applications take longer.
Q: How do I enroll a brand?
A: Visit the Brand Registry page for requirements and enrollment steps.
Q: Can I register someone else’s brand?
A: No, only brand owners with trademarks can register.
Q: Does Brand Registry improve product visibility?
A: Yes, with access to tools that boost visibility and sales.
Q: Is Amazon Brand Registry worth it?
A: Yes, it’s free and provides brand-building and IP protection tools.