In the world of Amazon selling, there’s one topic that sparks both excitement and anxiety: managing multiple seller accounts.
For some sellers, opening a second (or third) account can unlock huge growth potential—whether you’re launching a new brand, selling in a different niche, or managing separate business entities. But here’s the catch: Amazon is extremely strict about its multiple account policy.
Make a wrong move, and Amazon could link your accounts and suspend them all without warning.
So, how do you do it the right way?
In this post, we’re covering the safe and compliant way to manage multiple Amazon seller accounts in 2025, including:
- When Amazon allows multiple accounts
- How to apply for an additional account
- What information must be kept separate
- Tools and best practices to prevent account linking
- Real-world use cases
- Common mistakes to avoid
Let’s dive in.
🛒 Why Manage Multiple Amazon Seller Accounts?
There are several legitimate reasons a seller may want to operate more than one Amazon account, including:
- ✅ Launching a second brand in a completely different category or business model
- ✅ Separating wholesale and private label operations
- ✅ Managing accounts for clients as an agency or service provider
- ✅ Expanding internationally through localized business entities
- ✅ Testing new strategies or niches without affecting your primary store’s metrics
Each account can have its own branding, financials, advertising, and inventory strategy, which provides flexibility and scalability.
But here’s the thing—Amazon wants to know your reasons are valid.
📜 What Is Amazon’s Policy on Multiple Accounts?
Amazon’s official stance is simple:
“Operating and maintaining multiple seller accounts is prohibited unless you have a legitimate business need and all accounts are in good standing.”
That means you can’t open a second account just because your first one got suspended—or because you want a second shot at success.
Legitimate business needs include:
- Owning multiple brands or legal entities
- Selling in distinctly different product categories
- Operating in multiple global marketplaces
- Providing services as an Amazon-approved agency or aggregator
You must request and receive written permission from Amazon before opening a second account (unless it’s tied to a completely separate legal entity with no overlap).
✅ Step-by-Step: How to Open a Second Amazon Seller Account (Safely)
1. Have a Legitimate Business Reason
Be prepared to explain why a second account is necessary. Examples include:
- Running two brands with different supply chains
- Needing separate fulfillment workflows
- Launching a brand in a high-risk or gated category
- Keeping retail arbitrage and private label separate
2. Ensure All Accounts Are in Good Standing
Amazon will not approve your request if your current account has any unresolved issues, policy violations, or performance warnings.
3. Submit a Request to Amazon
You can open a case in Seller Central with the subject:
“Request to Open a Second Seller Account”
In your message, include:
- Your current account’s name and Merchant Token
- A clear explanation of your business need
- Whether the second account is under the same or different legal entity
- Assurances that you’ll keep all operations and logins separate
Amazon may respond with follow-up questions. If approved, they will email you with written confirmation that you can open and operate the second account.
Keep that email safe! You may need to present it in the future if your accounts are ever reviewed.
🔐 Best Practices for Managing Multiple Seller Accounts
Once you’re approved (or operating two separate businesses legally), it’s time to ensure those accounts stay completely unlinked in Amazon’s eyes.
Here’s how:
🔁 1. Use Separate Devices or Virtual Machines
Amazon tracks hardware IDs, MAC addresses, and more. Use different physical computers, or at the very least, run virtual machines (VMs) for each account.
Do not log into two accounts on the same browser or user profile.
🌐 2. Separate IP Addresses
Use different, static IP addresses for each account. This may mean using:
- Different Wi-Fi networks
- Dedicated VPNs (not shared VPNs)
- Tethered mobile hotspots (not recommended long-term)
🧾 3. Separate Email Addresses & Phone Numbers
Each seller account must have its own:
- Login email
- Contact number
- Two-factor authentication method
Even if you own both accounts, they must appear to Amazon as entirely separate businesses.
🏦 4. Separate Bank Accounts and Credit Cards
Amazon requires:
- Separate deposit accounts
- Separate charge methods
Using the same financial institution is okay, but you must use unique account numbers.
🏢 5. Separate Legal Entities (if applicable)
If you’re running two businesses under separate LLCs or corporations, you should also:
- Use separate EINs
- File separate taxes
- Provide Amazon with different business addresses
This strengthens your case that each account is a distinct business.
📂 6. Track Everything
Keep a record of:
- Approval emails from Amazon
- Login devices and IP logs
- Expenses and revenues per account
- SOPs for managing operations
This will help in the event of an account review or audit.
⚠️ Common Mistakes That Get Sellers Suspended
Even experienced sellers can make missteps. Here are the most common reasons Amazon suspends multiple accounts:
❌ Logging into both accounts from the same browser or device
Always use separate user profiles or virtual machines.
❌ Using the same IP address
Avoid logging into multiple accounts from shared Wi-Fi.
❌ Overlapping business information
Don’t use the same tax ID, email, phone number, or business address unless explicitly allowed by Amazon.
❌ Operating a second account without permission
Amazon doesn’t always suspend you immediately, but they do monitor seller activity. When caught, they often suspend all related accounts at once.
📈 Managing Multiple Accounts at Scale
If you’re an agency, aggregator, or portfolio owner managing multiple brands, here’s how to stay organized:
Tools to Use:
- Virtual desktops or remote workspaces (like AWS Workspaces)
- Ad management software like Perpetua, Quartile, or Intentwise
- Inventory management tools like SoStocked, Skubana, or InventoryLab
- Separate accounting systems for each business (QuickBooks, Xero, etc.)
Pro Tip:
Create a standard operating procedure (SOP) for how each account is accessed, managed, and updated. Train your team on compliance best practices to prevent accidental account linking.
💬 What If I Already Have Two Accounts but Didn’t Get Permission?
If you’re operating multiple Amazon accounts without approval and haven’t faced suspension—consider yourself lucky. But don’t wait for the hammer to drop.
Here’s what to do:
- Open a case with Seller Support explaining the situation
- Be honest, clear, and detailed
- Request retroactive approval
- Show proof that both accounts are legitimate businesses
Amazon may approve it—or ask you to shut one account down. Either way, proactively addressing the issue is far better than waiting for enforcement.
🧠 Final Thoughts: Should You Have Multiple Amazon Seller Accounts?
Multiple Amazon accounts can be a strategic asset—but only when:
- You have a valid, compliant reason
- You’re set up to manage them securely
- You follow Amazon’s rules to the letter
- You document everything and stay organized
If you’re managing multiple brands, entering new categories, or working with global clients, a second (or third) account might be worth it. Just don’t treat it like a loophole—treat it like a business.
✅ Action Steps
- Evaluate whether you truly need a second seller account
- If yes, submit a formal request to Amazon
- If approved, set up completely separate systems for operations
- Use best practices to prevent linking
- Monitor account health and performance regularly
- Keep everything documented in case of future reviews
Need help managing or scaling multiple Amazon accounts?
At Marketplace Valet, we help brands and agencies manage listings, ads, inventory, and growth—across accounts, marketplaces, and channels.
📩 Let’s talk about your strategy.
#AmazonFBA #MultipleSellerAccounts #SellerCentral #AmazonPolicy #MarketplaceCompliance #EcommerceStrategy #AmazonSuspension #AccountHealth #FBA2025 #MarketplaceValet
