Want to Sell on Amazon? 2024 Seller Requirements and Onboarding Process Explained

Amazon's 2024 onboarding for new sellers is open, but the rules have tightened noticeably compared with previous years. If you plan to open an Amazon store without checking the latest requirements, getting blocked during review and then trying to fix everything can be costly. This guide explains the full process through "policy changes + a 6-step onboarding process + account environment isolation."

Important policy change: individual businesses are no longer accepted

Recently, Amazon stated by email that sites worldwide will no longer accept registration applications from individual businesses, and such applications will be rejected at the initial review stage:

• Individual businesses that have not yet registered cannot enter through a new application.
• Individual businesses that registered successfully but have not activated a selling account cannot activate it either.
• Existing accounts that were registered and activated successfully are not currently affected in normal operation.

This means that if you planned to open a store as an individual or individual business, you must first register a corporate business license before applying to Amazon. This increases the upfront cost of opening a store and extends the overall preparation period, so it is best to plan ahead.

Customer service channels have confirmed that there is no transition period for this policy direction, so resolve this requirement before preparing to open a store.

6-step onboarding process

Step 1: Prepare onboarding documents

Amazon has fairly standardized requirements for onboarding documents. They mainly include:

• Color scan or photo of the company business license: documents issued in Mainland China, Hong Kong, or Taiwan are accepted.
• Identity document of the legal representative: a color scan or color photo of an ID card or passport.
• International payment credit card: VISA, MasterCard, or AMEX are accepted; a card in the legal representative's own name is recommended.
• Contact information: contact email and phone number, plus the company's address and phone number. Make sure everything is current and accurate.
• Bank account for receiving payments: choose one of three options—a domestic bank account for Amazon Global Selling collections, an overseas or Hong Kong bank account, or a deposit account supported by a third-party service provider.

Starting the application before all documents are ready is a common mistake and can directly slow down the entire review timeline. It is better to prepare all five categories at once before starting.

Step 2: Fill out the seller onboarding interest form

After preparing the materials above, add an Amazon business development manager as your contact and follow the instructions to complete the "2024 Amazon New Seller Onboarding Interest Registration Form." After the account manager reviews it, they are expected to contact you by phone or email within about two weeks.

Step 3: Start registration

Once you receive the registration link from the account manager, follow the link to enter the company name, company type, legal representative information, and other basic details, then proceed to the next review stage.

A few details are worth noting here:

• Registration timing: apply as close as possible to the point when registration opens for the new year; new accounts may have a relatively better chance of approval.
• Network and device: use a clean network and computer for registration. Repeated failed registrations or repeated applications from the same IP/device may cause the account to be flagged later or blocked at the initial review.
• Browser environment: complete the entire registration process in one independent, uncontaminated browser environment, and keep subsequent logins and operations in the same environment.

Step 4: Qualification verification

Amazon may require identity verification, video verification, or both:

• Identity verification: follow the interface prompts to submit the front and back of the legal representative's ID card or the personal information page of their passport, together with color scans or photos of company business documents, then wait for review.
• Video verification: an Amazon manager will initiate a video call and ask about company information, trademark information, business operations, and similar topics. Prepare the answers in advance so you can respond clearly and calmly.

After approval, you will receive an email saying: "Your account information has been verified. You can now log in to Seller Central for the next steps."

Step 5: Submit supplementary materials

Different marketplaces may trigger different types of review:

• United States marketplace: tax review.
• European marketplaces: KYC (Know Your Customer) review.

After receiving the email notice, submit clear and accurate information and documents according to the requirements in the email. The longer supplementary-document review takes, the later your store goes live.

Step 6: Account review (secondary review)

After registration, an "account review" (often called a "secondary review") may be triggered as a second risk-control check. It is not mandatory for every seller, but you should be ready with:

• A utility bill issued within the last 90 days in the company name or the legal representative's name. A water, electricity, gas, or internet service bill is acceptable.

Missing bills are one of the most common blockers at this stage. Keeping recent utility bills under the legal representative's or company's name in advance can significantly reduce the chance of delays.

Put the new account in an independent environment

Successfully registering a new account is not the finish line; it is the starting point for daily operations. Amazon is strict about account association—multiple accounts sharing the same computer, IP, or Cookie may be treated as related.

A more controlled operating approach is to create a separate browser environment for each Amazon account:

• One independent environment per account: set the operating system, Chromium kernel version, UA, language, time zone, location, fonts, WebGL, WebRTC, and other parameters for the target market; do not reuse them across different accounts.
• Completely isolate Cookies and local data between environments: if one account enters secondary review, receives a warning, or is temporarily frozen, it does not affect the others.
• Bind proxies by business region: bind each environment to a proxy that matches the target market; when changing a proxy, you do not need to edit every environment individually.
• Keep operations traceable: members, roles, permission groups, and operation logs record "who is operating which account."

PurpleMark's web version provides this type of workspace—one environment per account, centralized proxy management, and configurable team permissions. When registering a new account, it is especially useful to first open PurpleMark Web and create a clean environment, then keep both registration and daily operations in that environment instead of mixing them with your normal home or office browser. If you need the local browser component, install it from the download page.

Quick practical path

If you decide to open an Amazon store, you can proceed in this order:

1. Prepare corporate qualifications: register a corporate business license first; individual businesses are no longer accepted.
2. Prepare the five categories of onboarding documents: business license, identity document, credit card, contact information, and receiving account.
3. Add an account manager: fill out the onboarding interest form and wait for contact.
4. Complete registration in an independent environment: use a clean browser environment and keep the same environment from start to finish.
5. Complete qualification verification, supplementary documents, and secondary review: submit clear documents at each step and follow customer service requirements.
6. Keep environments independent after launch: use one environment per account and avoid switching devices or IPs between multiple accounts.

Frequently asked questions

Can an individual business still open an Amazon store? No. Amazon marketplaces worldwide no longer accept new registration applications from individual businesses. Existing activated accounts are temporarily unaffected, but previously registered accounts that have not been activated will not be activated. To open a store, you need a corporate business license.

What can I use if I do not have a credit card? You must use a credit card that supports international payments (VISA / MasterCard / AMEX). A card in the legal representative's own name is recommended to avoid issues caused by mismatched cardholder and legal representative information.

What will they ask during video verification? Video verification may cover basic company information, trademark information, business operations, and similar topics. Prepare these materials in advance so you can answer clearly and confidently.

Will account review always be triggered? Not necessarily. Account review is a second risk-control check and is not required for every seller. However, it is recommended to prepare a utility bill issued within the last 90 days (water, electricity, gas, or internet) in case it is requested.

Can multiple accounts become associated? Repeatedly switching between accounts on the same computer, browser, or IP can increase association risk. Keeping each account in its own browser environment and binding region-appropriate proxies is a direct way to reduce that risk.