Selling your brand on Amazon using your own seller account can be a powerful way to reach a massive customer base, but it also comes with significant responsibility. Understanding what Amazon expects from sellers is critical to launching successfully and maintaining long-term account health.

Step One: Set Up a Professional Seller Account

To sell your brand on Amazon, you must open a Professional Seller account through Amazon Seller Central. This requires verified business information, including legal entity details, a physical address, a chargeable credit card, bank account, government-issued identification, and tax documentation. Amazon closely reviews this information, and inconsistencies can delay or prevent approval.

Seller verification is not a one-time step. Amazon may request additional documentation or video verification at any stage of the process.

Step Two: Register Your Brand

Once your seller account is approved, enrolling in Amazon Brand Registry is strongly recommended. Brand Registry requires a registered trademark and confirms that you are the brand owner or authorized representative. This step gives you greater control over your listings, protects your brand from unauthorized sellers, and unlocks tools such as A+ Content, Brand Stores, and enhanced advertising options.

Without Brand Registry, brand owners have limited control and increased exposure to listing issues.

Step Three: Create Compliant Product Listings

Your product listings must meet Amazon’s strict content and category guidelines. This includes accurate titles, compliant bullet points, approved imagery, and proper product categorization. Claims, wording, and even image details are monitored and can result in listing suppression or account risk if they violate policy.

High-quality, compliant listings are essential not only for approval but also for conversion performance.

Step Four: Choose a Fulfillment Strategy

Brands selling with a seller account must choose between Fulfillment by Amazon (FBA), Fulfilled by Merchant (FBM), or a combination of both. FBA offers Prime eligibility and outsourced logistics, while FBM provides more control but requires reliable shipping and customer service processes.

Your fulfillment choice directly impacts customer experience and account metrics.

Step Five: Launch and Manage Advertising

For most new brands, advertising is necessary to generate visibility. Amazon’s pay-per-click ad platform requires active keyword management, budget control, and performance monitoring. Poorly managed campaigns can quickly erode margins.

Ongoing Responsibility and Risk

Operating a seller account means you are fully responsible for compliance, account health, customer satisfaction, and policy adherence. Suspensions can happen quickly and are often difficult to reverse.

For brands that can manage this responsibility, selling on Amazon with a seller account offers direct control and long-term opportunity.

If you’re evaluating whether this path is right 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.