Step-by-Step: Setting Up Your Amazon Seller Account in 2024

Amazon’s vast marketplace presents an unprecedented opportunity for entrepreneurs and businesses looking to expand their reach.

With over 300 million active customers worldwide, establishing an Amazon Seller Account has become a critical gateway for business growth in the e-commerce landscape. In 2024, the process has evolved with new verification requirements and features designed to streamline the seller experience while maintaining marketplace integrity. Whether you’re a side hustler looking to monetize your passion or an established business seeking to tap into Amazon’s massive customer base, setting up your seller account correctly from the start is essential for long-term success.

Throughout this comprehensive guide, you’ll learn the exact steps to create and configure your Amazon Seller Account, understand the different account types, prepare the necessary documentation, navigate the registration process, optimize your seller profile, list your first products, and implement strategies to ensure compliance and success in your first month of operations.

Understanding Amazon Seller Accounts in 2024

Before diving into the setup process, it’s important to understand what Amazon offers to sellers in the current marketplace environment.

An Amazon Seller Account serves as your business hub on the platform, allowing you to list products, manage inventory, process orders, and communicate with customers. In 2024, Amazon has refined its seller ecosystem with enhanced analytics tools and streamlined verification processes to better support merchants while protecting consumers.

Amazon Seller Account Types

Individual Seller Account

Cost structure: $0.99 per item sold + standard selling fees
Best for: New sellers testing the waters with low sales volume (fewer than 40 items per month)
Limited features: No bulk listing tools, advertising capabilities, or gift-wrapping options
No monthly subscription fee

Professional Seller Account

Cost structure: $39.99 monthly subscription + standard selling fees (no per-item fee)
Best for: Established businesses or serious sellers expecting to sell more than 40 items monthly
Enhanced features: Access to bulk listing tools, inventory reports, advertising options, eligibility for Buy Box, and promotional opportunities
Ability to sell in restricted categories (after approval)
Access to API integration capabilities

Vendor Central (invitation-only)

Wholesale relationship with Amazon (Amazon purchases directly from you)
Products sold as “Ships from and sold by Amazon.com”
Different dashboard and relationship structure
Not available through standard registration processes

When setting up your account, you’ll also need to decide on your fulfillment method—either Fulfillment by Amazon (FBA) or Fulfillment by Merchant (FBM). With FBA, Amazon handles storage, packing, shipping, customer service, and returns for your products. With FBM, you manage these aspects yourself. Your choice doesn’t affect your account type selection, as both Individual and Professional sellers can use either fulfillment method.

In 2024, Amazon has updated its fee structure for FBA services, with tiered storage fees based on product size and seasonality. Professional accounts now also gain access to expanded inventory management tools and enhanced brand protection features.

Before you register: what you need to prepare

Proper preparation before beginning the registration process can save you significant time and prevent frustrating verification delays.

To ensure a smooth registration experience, gather these essential items before starting your Amazon Seller Account setup:

Basic Registration Requirements

Business or personal information: Decide whether you’re registering as a business entity or individual
Government-issued ID: Driver’s license, passport, or national identity card (must be valid and non-expired)
Dedicated email address: Professional email address that you check regularly
Phone number: Mobile number capable of receiving verification codes
Tax information: SSN for individuals or EIN for businesses (international sellers need VAT or equivalent)
Bank account details: Account that can accept deposits in your marketplace currency
Credit card: Valid credit card for charging seller fees (debit cards are acceptable but may face issues)
Business address: Physical address for your business operations

Additional Business Documentation (if applicable)

Business registration certificates
Articles of incorporation or equivalent
Business license (for certain product categories)
Proof of address (utility bill dated within last 90 days)
UPC/EAN codes or GTIN exemption (for creating new product listings)

Common Registration Pitfalls to Avoid

In 2024, Amazon has strengthened its verification processes to combat fraudulent accounts. Avoid these common mistakes:

Information mismatch: Ensure all provided information matches exactly across documents
Using VPNs during registration: This triggers security flags in Amazon’s system
Blurry document uploads: Make sure all documents are clearly legible
Using temporary bank accounts or prepaid cards: Amazon requires permanent financial accounts
Sharing accounts: Each business entity needs its own seller account

Taking time to gather all these materials in advance will streamline your application process. Amazon’s enhanced Know Your Customer (KYC) procedures in 2024 mean that verification is more thorough but also potentially faster when all documentation is properly prepared.

How to create your Amazon Seller Account: step-by-step registration walkthrough

With your documentation ready, it’s time to navigate the registration process to create your Amazon Seller Account.

Step 1: Start your registration

Visit sell.amazon.com or navigate to the “Sell” link at the bottom of Amazon’s homepage
Click “Sign up” to begin the process
Select your preferred marketplace (country where you’ll be selling)
Choose between “Professional” or “Individual” account type based on your business needs
Sign in with an existing Amazon account or create a new one specifically for selling

Step 2: Enter business information

Select your business location and business type (individual, business)
Enter your business name, registration details, and address
Provide your personal contact information as the account representative
For business accounts, add your beneficial owner information (required in 2024 for enhanced verification)

Step 3: Complete verification procedures

Phone verification: Enter your phone number to receive a PIN code via SMS or automated call
Identity verification: Upload clear images of your government-issued ID (both sides)
Address verification: Provide proof of business address if requested
Video call verification: Some sellers may need to complete a brief video call verification (new in 2024 for certain regions)

Step 4: Set up billing and deposit information

Enter your credit card information for billing seller fees
Add your bank account details for receiving payments
Amazon will verify your bank account through micro-deposits or instant verification depending on your bank
Set your deposit schedule (typically biweekly for new sellers)

Step 5: Complete tax interview

Provide your tax identification information (SSN, EIN, VAT, etc.)
Answer questions about your tax status and business structure
Complete W-9 (US sellers) or W-8BEN/W-8BEN-E (international sellers) forms electronically
Review and confirm tax withholding settings

Step 6: Set up two-factor authentication (2FA)

Choose your preferred 2FA method (SMS, authenticator app)
Follow the prompts to activate 2FA on your account
Save backup codes in a secure location

Step 7: Complete store details

Create your storefront name (visible to customers)
Select your primary product categories
Answer questions about product types, brands, and manufacturing relationships
Indicate whether you’ll use Amazon’s brand registry or not

After completing these steps, Amazon will review your application. In 2024, most straightforward applications are approved within 24-48 hours if all documentation is in order. However, some accounts may undergo enhanced review, which can take 5-7 business days. You’ll receive email notifications throughout the process and can check your application status by signing into Seller Central.

If Amazon needs additional information, respond promptly through the case communication system to avoid delays. Once approved, you’ll gain immediate access to your Seller Central dashboard—the command center for your Amazon business.

Configuring your seller profile, brand presence, and settings

Once your account is active, properly configuring your seller profile and settings establishes your brand identity and operational parameters for success.

Your seller profile serves as the face of your business on Amazon, while your settings determine how your operation functions.

Let’s configure both for optimal results:

Setting up your seller profile

Access your profile: From Seller Central, navigate to “Settings” > “Account Info”
Complete “About Seller” section: Create a brief, professional company description (250 characters maximum) that builds customer trust
Add logo: Upload a high-quality company logo (400×400 pixels minimum, professional appearance)
Verify contact details: Ensure customer service email and phone number are accurate
Add return/refund policy: Create clear, customer-friendly policies that comply with Amazon’s minimum requirements

Configuring critical account settings

Shipping Settings

Navigate to “Settings” > “Shipping Settings”
Set your shipping rates and times for each region you’ll service
Define standard, expedited, and any premium shipping options
Configure international shipping options if applicable
For FBM: Enter accurate handling times that you can consistently meet

Tax Settings

Go to “Settings” > “Tax Settings”
Configure product tax codes for your inventory types
Set up tax collection settings based on your nexus requirements
For US sellers: Review Marketplace Facilitator states where Amazon collects sales tax automatically

Notification Preferences

Access “Settings” > “Notification Preferences”
Enable critical notifications for orders, customer messages, and account issues
Set up notification routing to appropriate team members (if applicable)
Configure mobile alerts for time-sensitive issues

User Permissions (Professional accounts)

Go to “Settings” > “User Permissions”
Add team members with appropriate access levels
Implement role-based permissions for security
Ensure primary account holder maintains admin access

Brand Registry enrollment (if eligible)

In 2024, Amazon’s Brand Registry offers enhanced protection and marketing tools. To enroll:

Verify you have an active registered trademark
Navigate to brandservices.amazon.com
Sign in with your Seller Central credentials
Follow the enrollment process, providing trademark information
Wait for approval (typically 2-4 business days in 2024)

Brand Registry benefits include access to A+ Content, Sponsored Brands ads, Brand Analytics, and improved protection against counterfeit products—making it a worthwhile investment for brand owners.

Take time to thoroughly configure these settings before listing products. A complete, professional seller profile and optimized settings create the foundation for operational efficiency and customer trust. Remember that in 2024, Amazon’s algorithm gives preference to sellers with complete profiles and consistent performance metrics.

Listing your first products and understanding fulfillment options

With your account properly configured, you’re ready to begin adding products and determining how they’ll reach your customers.

Adding products to your inventory

Amazon offers two primary methods for listing products:

Option 1: Adding existing products (matching to Amazon catalog)

Navigate to “Inventory” > “Add Products”
Search for your product by name, UPC, EAN, or ASIN
Select the correct match from search results
Enter your specific offer details:
- Condition (new, used, refurbished)
- Your selling price
- Quantity available
- Fulfillment method (FBA or FBM)
- SKU (your unique internal identifier)
Save and finish

Option 2: Creating a new product listing

Navigate to “Inventory” > “Add Products”
Select “Create a new product listing”
Choose the appropriate product category
Complete the product detail form with:
- Product title (200 characters maximum, include key features)
- Product images (main image on white background, 7+ additional images showing product details)
- Bullet points (5 benefit-focused points)
- Product description (detailed information, 2000 characters)
- Search terms (hidden keywords)
- Product identifiers (UPC/EAN/ISBN or GTIN exemption)
- Size, color, material and other relevant attributes
Set price, quantity and fulfillment method
Submit for review (new listings typically go live within 24 hours)

For Professional sellers looking to add multiple products, explore these efficient options:

Inventory file upload: Add up to 10,000 products via spreadsheet template
Amazon Marketplace Web Service (MWS): API integration for automated inventory management
Third-party listing tools: Software solutions that offer bulk listing capabilities

Choosing your fulfillment strategy: FBA vs. FBM

Understanding the differences between fulfillment methods is crucial for your operational success:

Fulfillment by Amazon (FBA)

How it works: You send products to Amazon’s warehouses; Amazon stores, packs, ships, and handles customer service
Pros:
- Prime eligibility (higher conversion rates)
- Hands-off shipping and returns management
- Amazon handles customer service for orders
- Easier international selling
- No need for warehouse space
Cons:
- Higher fees (storage, fulfillment, removal)
- Less control over inventory
- Preparation requirements and compliance rules
- Long-term storage fees for slow-moving products
2024 costs: FBA fees include fulfillment fees (based on size/weight) starting at $3.22 for small standard-size items, plus monthly storage fees ($0.87-$2.40 per cubic foot, higher during Q4)

Fulfillment by Merchant (FBM)

How it works: You manage storage, packing, shipping, and customer service for each order
Pros:
- Lower direct fees to Amazon
- Complete control over inventory and fulfillment
- No preparation requirements or compliance rules
- Direct relationship with customers
Cons:
- No automatic Prime eligibility (unless enrolled in Seller Fulfilled Prime)
- Lower search visibility compared to FBA listings
- Operational burden of shipping each order
- Must meet Amazon’s shipping time requirements
Costs: You pay only referral fees (category-specific, typically 8-15%) plus $0.99/item for Individual sellers

Hybrid approach (recommended for 2024)

Many successful sellers implement a hybrid strategy:

Use FBA for fast-moving, lightweight, high-margin products
Use FBM for oversized, fragile, slow-moving, or low-margin items
Maintain FBM capabilities as backup during FBA disruptions or peak seasons

When setting up your first listings, start with your most promising products and ensure all content adheres to Amazon’s guidelines to avoid listing suppressions. Remember that high-quality images, keyword-rich titles, and detailed bullet points dramatically improve search visibility and conversion rates.

Launch, optimize, and stay compliant: your first 30 days

The initial month of selling on Amazon sets the foundation for your account health and long-term success on the platform.

Your first 30 days as an Amazon seller are critical for establishing a positive selling history and avoiding common pitfalls. Focus on these key areas:

Monitoring critical performance metrics

Amazon evaluates sellers based on several key performance indicators that directly impact your account health:

Order defect rate (ODR): Must remain below 1% (includes negative feedback, A-to-Z claims, and chargebacks)
Late shipment rate: Keep below 4% to maintain good standing
Cancellation rate: Aim for less than 2.5% of orders
Valid tracking rate: Provide valid tracking for 95%+ of orders
Customer response time: Answer all customer messages within 24 hours

In 2024, Amazon has enhanced its Performance Dashboard with more detailed analytics. Check it daily during your first month to catch and address any issues promptly.

Managing orders and customer communications

Order processing:
- For FBM: Confirm orders within 24 hours and ship within your stated handling time
- For FBA: Monitor inventory levels and replenish proactively
Customer messages:
- Respond to all buyer messages within 24 hours, including weekends and holidays
- Use professional, solution-oriented language
- Never request positive feedback or include marketing in correspondence
Order issues:
- Address problems proactively before they escalate to claims
- Issue refunds promptly when warranted
- Document all customer interactions

Driving initial sales and visibility

New seller listings typically have limited visibility. Accelerate early sales with these strategies:

Competitive pricing: Start with prices slightly below competitors to gain initial sales velocity
Amazon Advertising: Even a modest daily budget ($10-20) can significantly increase visibility
- Start with Sponsored Products automatic campaigns
- Set conservative bids (under $1) initially
- Target 10-15% Advertising Cost of Sale (ACoS)
Early reviewer program: If eligible, enroll products to gain initial reviews
“Request a Review” button: Use this for each order (available 5-30 days after delivery)
External traffic: Direct some traffic from your existing channels (social media, email list) to your Amazon listings

Avoiding common compliance issues

Amazon has stringent policies, and violations can lead to listing removal or account suspension. Be vigilant about:

Intellectual property: Never list counterfeit goods or use trademarked terms inappropriately
Product safety: Ensure all products meet applicable safety standards and include required warnings
Restricted products: Verify your products aren’t on Amazon’s restricted list
Listing accuracy: All claims, specifications, and images must accurately represent the product
Review manipulation: Never attempt to influence customer reviews through inserts, emails, or incentives
Multiple accounts: Don’t create additional seller accounts without explicit Amazon approval

Staying informed and prepared

Amazon’s policies and features evolve constantly. Stay updated through:

Seller Central announcements and newsletters
The “Performance Notifications” section in your account
Amazon Seller Forums
Official Amazon Seller support channels
Reputable third-party seller communities and resources

By the end of your first 30 days, aim to establish a solid operational routine, positive account metrics, and at least a few initial sales and reviews. These early foundations will position you for scaling your Amazon business effectively in the months ahead. Remember that consistent performance is more important than rapid growth—focus first on flawless execution before expanding your product catalog.

Conclusion

Setting up your Amazon Seller Account in 2024 requires careful attention to detail, thorough preparation, and strategic decision-making. By following the comprehensive steps outlined in this guide—from choosing the right account type and preparing essential documentation to configuring your seller profile, listing products effectively, and maintaining compliance during your crucial first month—you’ve laid a solid foundation for e-commerce success. The Amazon marketplace continues to evolve with enhanced tools, stricter verification processes, and new opportunities for growth, making proper setup more important than ever. Remember that Amazon selling is a marathon, not a sprint; focus on building a sustainable operation with excellent metrics, compelling listings, and customer-centric service. With your account properly established, you’re now positioned to tap into Amazon’s vast customer base and begin your journey toward building a thriving online business.

Frequently Asked Questions

What documents do I need to set up an Amazon Seller Account in 2024?

You’ll need a government-issued ID, business or tax info (EIN or SSN), a bank account, credit card, and a working phone number.

What is the difference between Individual and Professional Amazon Seller accounts?

Individual accounts pay $0.99 per sale and are best for low volume sellers; Professional accounts pay a monthly fee but unlock bulk tools, ads, and cost-savings for those with higher sales.

Can international sellers open an Amazon Seller Account?

Yes, sellers from many countries can register if they provide valid documents and bank details; check Amazon’s list of accepted countries for updates.

How much does it cost to start selling on Amazon?

Costs include the account plan fee ($0 for Individual, $39.99/month for Professional), selling fees, and potentially product/fulfillment costs.

How long does Amazon Seller Account approval take?

If all documents are in order, approval can take a few hours, but verification delays can extend it to several days.