Can You Have Multiple Seller Accounts on Amazon? Get the Answer Here!

Last updated on October 26th, 2023

Written by Himanshi Raj

All Amazon sellers want one thing: conquer the Amazon marketplace. They achieve this goal by optimizing their digital presence and profitability. Among the tactics they rely on is creating multiple seller accounts on Amazon. But is such a strategy allowed?

Whether you’re a novice seller or have been exploring the marketplace for some time, this article will help you understand more about Amazon account management.

Can You Have Two Seller Accounts on Amazon?

Let’s get straight to the point. Yes. You can have multiple Amazon seller accounts, provided you have sufficient business reasons. Where does this provision come from?

Amazon’s multiple account policy states that you can only keep one Seller Central account per region. With this policy, Amazon can combat the proliferation of deceptive practices and uphold a safe marketplace.

When Can You Create Multiple Selling Accounts on Amazon?

As mentioned earlier, you can create multiple seller accounts as long as you have legitimate business reasons. Such reasons might encompass:

Multiple Brands

Owning more than one brand is a good reason to have different seller accounts on Amazon. When managed correctly, you can keep brand-specific strategies without overlap or conflict. 

Even each brand's revenues, expenses, and profits are delineated. So, everything about the brand, from how it looks to how it talks to customers, will be convenient.

Product Diversification

Sellers can create multiple Amazon seller accounts, given that they manufacture different products. The idea of diversified product lines is to cater to the customer’s specific needs, demands, and strategies suitable for each product category.

For Amazon businesses, this approach is not only advantageous but imperative. Each category should be treated as a business unit with strategies, resources, and considerations. This way, they can adapt based on changing consumer preferences and market dynamics.

Amazon Affiliation

Being recruited for a specific Amazon program is also one of the exceptions to Amazon’s general one-account policy. This participation can include the following:

  • Targeted Marketing Efforts
  • Content Creation
  • Product Promotions

When you are affiliated with an Amazon program, you are expected to adhere to specific rules associated with that program. These guidelines may differ from the standard policies for regular sellers. Having separate accounts for program-related activities can help you follow the policies with both Amazon's general policies and those specific to the program.

The Benefits of Creating Multiple Seller Accounts on Amazon

Consider yourself lucky if you find yourself eligible to handle multiple Amazon seller accounts. Here’s a quick overview of what your advantages will be:

1. Enhanced Brand Management

Managing separate brands becomes more efficient, allowing for the development of what’s listed below:

  • Unique Branding
  • Promotional Strategies
  • Customer Engagement
  • The multifaceted approach to brand management helps you fully realize each brand’s potential, refining its appeal and competitive edge in the Amazon landscape.

    2. Flexible Business Operations

    Multiple accounts give you the flexibility to conduct the following:

  • Execute diverse business strategies
  • Adjust to market changes
  • Discover fresh business prospects
  • You can quickly fine-tune your strategies for each account based on real-time insights and performance data. Leveraging this technique can keep your offerings fresh and relevant. 

    3. Isolated Risks

    Owning multiple Amazon accounts is a safety net for online entrepreneurs. Even if one account faces unforeseen challenges, such as:

  • policy infringements,account deactivations, andmarket fluctuations
  • the continuity of your overall business operations is still there. Any disruption in one account doesn't halt your income stream completely. You can isolate and address challenges in one area without compromising the performance and stability of your overall ecommerce business.

    2 Ways You Can Set Up Multiple Seller Central Accounts

    A white laptop with a screen displaying a photo icon and a 'Create Account' tab.

    Managing multiple seller accounts might be daunting on one side, but it’s a strategic advantage for dominating the marketplace for sellers.

    Intrigued by the perks of having multiple accounts? This is your chance to change your approach and make every effort count. Below are two things you must consider to create multiple accounts.

    1. Focus on Principal Information

    Don’t forget to provide separate principal information for each account when setting up multiple accounts. These data will ensure transparency and authenticity, helping your business maintain a good status.

    Here’s a more detailed explanation.

    • Different Name: Different business names prevent confusion. Each account will be identified as a separate entity, reducing the chance of perceived duplication or fraudulence.
    • Separate Email Address: A unique email address is essential for receiving account-specific notifications, communications, and password resets. Any important updates or alerts are guaranteed to be shown in real time.
    • Separate Bank Account: Using the same bank account can complicate your accounting and tax filing processes. A separate bank account is a must.
    • Separate Credit Card: It allows for easier transaction tracking and dispute resolution. It also secures other accounts in case one encounters security breaches.
    • Separate IP Address: Assigning a different IP address can help you avoid automated flags or potential security risks associated with multiple accounts accessed from a single IP.

    2. Get Amazon’s Approval

    You might believe you meet all the criteria, but the final say rests with Amazon. Your efforts will bear fruit only if Amazon gives the green light.

    So, how do you get Amazon’s approval?

    • Prepare a Comprehensive Request: Present a detailed rationale when seeking approval. Emphasize the uniqueness of each account's products, target audience, and marketing strategies.
    • Provide Necessary Documentation: Amazon may require you to provide supporting documents, such as business registration papers and the principal information we discussed above.
    • Submit Requirements to Amazon Portal: Forward your application via the Amazon Seller Central portal. The approval process may take some time, so be patient. Be ready to provide any supplementary data if Amazon requests it.

    The Setbacks of Creating Multiple Accounts on Amazon

    You must carefully acknowledge risks, especially if you’re not allowed to open a second account. Operating multiple accounts without proper authorization can lead to various complications, including:

    1. Violation of Amazon Terms

    It’s a no-brainer that these actions can lead to immediate repercussions—account suspension or permanent termination. You must be amenable to Amazon’s terms of service to avoid such blatant violations and severe consequences.

    2. Complexity in Management

    Handling various accounts demands substantial time and meticulous effort. Each account requires individualized strategies, continuous monitoring, and regular optimizations to avoid selling problems in the future.

    For small enterprises, this situation can stretch their already limited manpower and financial resources thin, ruining overall business productivity.

    3. Difficulty in Tracking Metrics

    Every account will have its own set of data, including:

    • Sales
    • Customer Engagement
    • Conversion Rates
    • Inventory Levels
    • Performance Metrics

    Such fragmentation can complicate your business gaining a cohesive image of overall business performance. The increased workload in data management can also lead to oversights and inaccuracies, affecting strategic decision-making and business outcomes.

    4. Unfair Competitive Advantage

    Opening multiple seller accounts can give the illusion of diverse options and competition. This action can manipulate search algorithms, product visibility, and bestseller rankings. A lack of transparency can mislead customers about the variety and source of products available, resulting in a breakdown in trust.

    Once customers discern the absence of authenticity and feel deceived, it can severely tarnish the seller's reputation.

    Best Practices in Handling Multiple Accounts on Amazon

    working on a laptop

    If you’re still here, chances are you’ve already contemplated the rewards and challenges of managing multiple accounts. This is a commendable first step!

    But here in Amazon, where policies evolve and market dynamics transition, your adherence to best practices isn't just a recommendation—it's a prerequisite for sustained success. 

    Consider these tips to fully enhance your selling experience and master the art of account management.

    Monitor Your Account Health

    Always check your account health and performance metrics. By doing so, one account's issues won’t go unnoticed while you focus on another. 

    Account HealthPerformance Metrics
    Order Defect Rate (ODR)Sales Volume
    Pre-fulfillment Cancellation Rate (PFCR)Inventory Levels
    Late Shipment Rate (LSR)Customer Feedback

    A vigilant eye on these numbers can sustain high standards of service quality, customer satisfaction, and operational efficiency across all accounts. You can prevent the escalation of minor issues into major complications.

    Manage Your Product Listings and Pricing

    A product listing optimized for one account might not resonate with the audience of another. If one account has stellar listings while another falls short, it can create disparities in customer experience and brand perception. 

    Similarly, a pricing strategy that works wonders in one market segment might be suboptimal in another. Inconsistent pricing strategies across accounts can also confuse customers and potentially erode trust.

    As such, each account demands its unique strategy. Remember, these factors can influence your product's visibility and sales performance. It’s important to represent your brand accurately.

    Rotate Login Times and Devices

    Logging in from the same device or IP address can make the accounts appear interconnected, leading Amazon’s automated systems to flag them for further review or suspension. 

    By varying the times you log in and using different devices or IP addresses for each account, you can maintain a semblance of independence and separation between the accounts, reducing the chance of unwarranted flags or security alerts.

    Implement Backup Data and Security

    Each account, with its unique data set and operational dynamics, necessitates individualized security measures. That way, you can prevent potential breaches or unauthorized entries.

    Establishing robust security protocols, such as two-factor authentication and secure password practices, is crucial for each account to ensure the confidentiality and integrity of the data.

    Learn Amazon Account Management With Seller Interactive

    You should now know the opportunities and obligations surrounding multiple Amazon seller accounts. Having more than one account is possible, but you must be ready to handle the what-ifs and whatnots that come in this venture.

    Seller Interactive can be your companion in learning proper Amazon account management. We can help you sift through the subtleties of Amazon policies, equipping you to manage each account proficiently.
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    Use the power and influence of advertising to increase sales. Learn more about how you can benefit from our management expertise.
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