The Risks of Having Two Amazon Seller Accounts

Early this year, just before I launched my first product, I hit a major roadblock. I received an email from Amazon Seller team informing me that my account has been deactivated. It was both surprising and stressful, as I had no idea what could have caused it. I immediately called Account Health to get some answers and as it turned out my account was deactivated because, apparently, I have 2 seller accounts that share the same profile name. It didn’t make sense at the time so I went back and forth with an Account Health Specialist.

Finally, I got an answer. I did open another seller account back in 2022 but completely forgot about it, I didn’t even finish the verification process at the time–I just abandoned it completely. Big mistake on my end because it got my other account deactivated. Fortunately, it didn’t take long for my account to be reactivated but I had to do a lot of convincing. Ultimately, I was told to finish the verification of the other account, which I did, and the 2nd account was reactivated almost instantly.

Why did I open 2 seller accounts to begin with?

With the first account I opened, I didn’t have proof of address yet at that time since I just moved to Spain. I couldn’t complete the verification process so I parked it (translation: totally forgot about it). As a workaround, I opened another account, a 2nd account, using my partner’s details since he has proof of address ready. The 2nd account was verified completely and that’s what I’m using right now. As for my first account, I closed it so as not to risk my 2nd account. Who would want to go through this again anyway?

If it’s not obvious yet, don’t make the same mistake as I did to lessen your headaches. But if you need or want to open a 2nd seller account to separate your brands or product categories, I would recommend that you proceed with caution.

Maintaining more than one seller account on Amazon can come with significant risks, and Amazon enforces strict rules around account ownership. In most cases, sellers are not permitted to open more than one account without explicit permission from Amazon. Violating this policy can lead to severe consequences that may ultimately harm your business.

Here are some of the main risks associated with having two Amazon seller accounts:

1. Account Suspension or Permanent Ban

One of the biggest risks is that Amazon may suspend or permanently ban your accounts if it detects you have more than one without permission. Amazon’s guidelines explicitly prohibit multiple accounts without written approval, and any violation is treated seriously. Amazon uses sophisticated algorithms to detect multiple accounts, tracking IP addresses, business details, and even shared devices to identify linked accounts. If they find a violation, they may suspend both accounts, which can halt sales, negatively impact your cash flow, and put your entire Amazon business at risk.

2. Loss of Sales History and Reviews

If Amazon suspends one or both of your accounts, you may lose all sales history, customer reviews, and rankings associated with those accounts. Reviews and a strong sales history are critical assets on Amazon, as they build trust with customers and boost product rankings. Losing this data can severely impact your business, making it challenging to reestablish credibility and visibility if you are allowed to sell again.

3. Increased Operational Costs and Complexity

Operating two Amazon seller accounts means duplicating the work, from inventory management to advertising, customer service, and product listings. This can lead to higher operational costs and more complex management, diverting resources that could be focused on scaling a single, compliant account.

How to Avoid These Risks

If you genuinely need a second account, contact Amazon Seller Support to request approval, and provide a clear business justification. Amazon may grant permission in cases where businesses have completely separate brands or inventory that requires distinct management. Without this approval, it’s best to focus on expanding your business within a single account.

In summary, while the idea of having two Amazon seller accounts may seem beneficial for testing different product strategies, the risks often outweigh the potential advantages. Unauthorized multiple accounts can lead to suspension, loss of business data, customer confusion, and operational inefficiencies. By following Amazon’s policies and focusing on growth within a single account, sellers can build a strong, sustainable presence on the platform without risking their business.

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