How to Set Up an Amazon Seller Account in the UK: Registration and Verification
Most new UK sellers lose their first few weeks not to sourcing but to registration: a name that does not match, a blurry statement, a card in someone else's name. This guide covers what to prepare, which plan to choose, and how to get through verification first time.
Before you start, gather a valid photo ID, a recent bank or card statement in the same name, a card that can be charged, a bank account for payouts and a phone number. Decide whether you are registering as an individual (sole trader) or a company, and make every detail match exactly across every document. Choose the Professional plan if you plan to use FBA seriously. Expect Amazon to check your identity, which can include a short video call.
What to have ready before you register
Amazon's own "how to start selling" guidance lists the same core items in every marketplace. For a UK account, have these ready:
- Photo ID: a valid passport or driving licence for you, and for any other beneficial owners if you register a company.
- Proof of address or a recent statement: usually a bank or credit card statement, in the same name and at the same address as your registration.
- A chargeable credit or debit card in your name (or the company's).
- A bank account that can receive your payouts. A business account keeps the books clean. See Wise vs Revolut Business for Amazon sellers.
- A phone number and business email you will keep long term.
- Company details if you are a limited company: the registered name and number exactly as shown at Companies House.
Every name and address must match, letter for letter, across your ID, statement, card, bank account and the form. Most stalled verifications are caused by a middle name on one document and not another, an old address, or a statement for a different account holder.
Sole trader or limited company?
You can start as an individual (sole trader) and move to a company later, but changing the legal entity on an existing Amazon account is a separate process with its own checks. If you already know you want a company, set it up first. Our sole trader or limited company guide compares the two with gov.uk sources. GOV.UK's sole trader guidance (read 28 October 2026) also covers registering for Self Assessment and keeping records from day one.
Individual or Professional plan?
| Plan | How you pay | Suits |
|---|---|---|
| Individual | A fee for each item sold, no monthly subscription | Testing with a handful of sales a month |
| Professional | A monthly subscription instead of the per-item fee | Anyone planning regular FBA sales, advertising or applying for approvals |
Both plans also pay referral fees and, for FBA, fulfilment fees. Amazon publishes the current UK amounts on its selling-plan and pricing pages; check them there rather than relying on figures in blog posts, because they change. Our worked UK fee example shows how the fees stack on one product. In practice, most features resellers rely on, such as advertising, bulk listing tools, reports and category applications, sit on the Professional plan.
How identity verification works
- Fill in the business and personal details. Use your legal name as it appears on your ID.
- Upload documents. Use clear colour scans or photos with all four corners visible. Do not crop, edit or password-protect files.
- Verify in person if asked. Amazon may ask you to join a short video call and show the original ID you uploaded, or verify your address another way.
- Wait for the decision. If Amazon asks for more information, reply with exactly what was requested. Sending a different document “instead” usually restarts the wait.
Once you are in, set up two-step sign-in properly and add team members as secondary users rather than sharing your login. See Seller Central passkeys and secondary users.
Mistakes that get new accounts stuck
- Name or address mismatches between documents.
- Virtual office or mail-forwarding addresses that do not match your ID or statement.
- Using a family member's card or bank account. Everything should be in the account holder's name.
- Opening a second account. Amazon's policies limit sellers to one account unless there is a legitimate business need that Amazon approves. A second account can put both at risk.
- Registering through someone else's device or network that is linked to another seller account.
Your first week after approval
- Complete tax and VAT settings. If you are not VAT registered, say so. Read when to register for VAT.
- Open the Account Health page in Seller Central so you know what is measured from day one.
- Search the ASINs you want to sell and confirm you are eligible. See restricted categories and ungating.
- Practise a few deals on paper before spending. Our paper trading guide shows how.
The free UK FBA Starter Framework turns these steps into a checklist, and the £29 Amazon FBA Playbook covers sourcing, prep and the numbers once the account is live.
Sources
Amazon, How to start selling on Amazon (read 28 October 2026). GOV.UK, Become a sole trader (read 28 October 2026). Amazon Seller Central UK help pages on identity verification and selling plans (login required). Requirements change; the registration screens always show the current list for your account.