Do Brands Sell on Amazon With No Seller Account?

Yes! For many brands, the idea of selling on Amazon starts and ends with opening a Seller Central account. But what happens when that path isn’t available, isn’t approved, or simply doesn’t make sense for your business model? The reality is that yes, brands can sell on Amazon without a seller account—and many successful brands already do.

Understanding how this works requires looking beyond the traditional Seller Central setup.

Why Some Brands Don’t Use Seller Central

Managing an Amazon seller account comes with strict compliance requirements, operational complexity, and ongoing risk. Brands are responsible for account health, policy adherence, customer service, advertising management, and fulfillment coordination. For manufacturers, international brands, or growing companies focused on product development, this level of involvement can be distracting and costly.

In some cases, brands may also face Amazon application rejections, category restrictions, or verification issues that prevent them from selling directly.

The Alternative: Selling Through Established Sales Networks

Selling on Amazon does not require every brand to operate its own Seller Central account. Many brands sell through established, compliant sales networks that already meet Amazon’s operational and policy standards. In these models, the sales network owns and operates the seller account, while the brand supplies approved products under structured agreements.

This approach allows brands to access Amazon customers without managing the technical, administrative, and compliance burdens of Seller Central.

How This Model Works in Practice

When brands sell without a seller account, they work with an authorized sales partner that handles listing creation, pricing strategy, advertising, order processing, customer support, and fulfillment coordination. Products are sold through approved structures, including merchant fulfillment, third-party logistics, or fulfillment services such as FBA or Walmart Fulfillment Services where applicable.

Brands maintain focus on product quality, inventory readiness, and brand positioning, while the sales partner manages the day-to-day Amazon ecosystem.

Why Brands Choose This Path

Selling without a seller account reduces operational risk and speeds up market entry. It also eliminates the learning curve and compliance exposure that often derail new sellers. For many brands, this structure provides a cleaner, more controlled way to test Amazon performance or scale without internal overhead.

A Structured, Compliant Approach

Amazon My Brand was built to support brands seeking legitimate access to Amazon without operating their own seller account. Our model prioritizes approved selling structures, policy alignment, and long-term sustainability.

If you’re exploring whether this approach makes sense for your brand, get started with a free brand evaluation to determine whether our sales network is a fit for accelerating your brand’s performance.