Identity Verification Periodically to Maintain your Handmade at Amazon Account and Prove Your Identity

Identity Verification Periodically to Maintain your Handmade at Amazon Account and Prove Your Identity

Selling handmade goods online can be a rewarding experience, but it also requires you to navigate various regulations and policies set by the platforms you use to sell your products. One such policy is the requirement to verify your identity as a seller (Amazon re-verification), which may be requested by Amazon in certain circumstances. If you're a handmade seller and have received an email from Amazon asking you to reverify your identity, this blog post will guide you through the process.

What does it mean to verify your identity?

Verifying your identity as a seller means providing Amazon with information about yourself that confirms your identity and legal status. This may include your name, address, phone number, and tax identification number. Amazon uses this information to ensure that sellers are who they say they are and to prevent fraudulent activity on their platform. 

Why does Amazon ask for re-verification of identity?

Amazon may ask sellers to reverify their identity for a variety of reasons, such as if they suspect fraudulent activity or if a seller's information has changed. Reverification may also be required periodically as part of Amazon's ongoing efforts to maintain the integrity of their platform. Remember, the Handmade category is a juried category; it requires proof of identity upon acceptance and they *try* to uphold the integrity of this category by performing these evaluations.

What should you do when you receive the email from Amazon?

If you've received an email from Amazon asking you to reverify your identity, it's important to act quickly to avoid any interruption in your ability to sell on the platform. This is the current email :


Email from Amazon asking for identity verification


The first step is to log in to your Amazon Seller Central account and go to the Performance section.  It may also show on your Seller Dashboard to take you directly to the link.   There, you'll see a notification asking you to complete the identity verification process. Click on the notification to start the process.

What information do you need to provide for identity verification?

The specific information you need to provide for identity verification will depend on the requirements of your country and the policies of Amazon. However, in general, you'll be asked to provide personal information such as your name, address, and phone number, as well as government-issued identification documents such as a passport or driver's license.

You may also be required to provide additional documentation, such as tax identification numbers or proof of business registration. Make sure to carefully read the instructions provided by Amazon and provide all the requested information to avoid any delays or issues.

Below are the current screenshots of the required boxes to complete.

Upon starting the verification, you will see this screen :

Screen # 1 in verification is Business Information.  Sensitive data has been blocked out, but nothing important that will affect how you answer:



Fill out the above and click Next.  It will take you a two step screen #2. 



The first confirms Business location and Name.  The biggest hangup as of late from my clients is choosing their business type.  I have received clarification that Individual basically is the equivalent of an Individual Selling account, which is used as a casual selling account which generally isn’t for profit and doesn’t create much activity.  You cannot have an Individual Selling account and be in the Handmade category – we are required to have the Professional Selling account.  This means Handmade artists should choose the Privately Owned Business option.

Once you hit Agree and Continue, it takes you to the second step of Screen #2



You will provide all necessary information and hit Submit for Verification.

This screen will provide confirmation of completion : 


CAVEAT: I have had clients indicate that they have had to provide additional video proof but I have never seen where this comes into play in this documentation so just be aware that if you are asked to provide video of your Handmade business, you simply need to show them your shop and you making the items.  It doesn't need to be professionally filmed; in all honesty, I'd say you're better off having it be super off-the-cuff.  Remember, their goal is to ensure you're not a factory somewhere pretending to be a Handmade small business.

What happens after you complete the verification process?

After you've provided all the necessary information for identity verification, Amazon will review your application and may contact you for additional information or documentation if needed. Once your identity is verified, you'll be able to continue selling in the Handmade category on Amazon.

It's important to note that the verification process can be immediate, or it can take several days or even weeks, depending on the volume of applications Amazon is processing at any given time.  If you have any questions or concerns during the process, you can contact Amazon's seller support team for assistance.

This is the email you will receive upon completion of verification : 


To ensure a smooth and successful identity verification process, here are a few tips to keep in mind:

Double-check your information: Before submitting your application, make sure to review all the information you've provided to ensure that it's accurate and up-to-date. Any errors or inconsistencies may cause delays or lead to your application being rejected.

Provide clear and legible documents: When uploading identification documents, make sure they are clear and legible. Blurry or low-quality images may be rejected, causing delays in the verification process.

Be patient: Identity verification can take time, so be prepared to wait several days or even weeks for a response from Amazon. Avoid contacting Amazon repeatedly for updates, as this may slow down the process.

Keep your information up-to-date: To avoid having to reverify your identity in the future, make sure to keep your personal and business information up-to-date in your Amazon Seller Central account. This includes updating your contact information, business address, and tax identification numbers.

Understand Amazon's policies: It's important to familiarize yourself with Amazon's policies and requirements for selling in the Handmade category. This includes understanding the rules for product listings, pricing, and customer service. Failure to comply with these policies can lead to account suspension or termination.

Contact seller support if needed: If you have any questions or concerns during the identity verification process, don't hesitate to contact Amazon's seller support team for assistance. They can provide guidance and help resolve any issues that may arise.

If you're a handmade seller on Amazon and receive an email asking you to reverify your identity, don't panic. The process may seem daunting, but by carefully following the instructions provided and providing all the necessary information, you can ensure a smooth and successful verification process. Remember to keep your information up-to-date and comply with Amazon's policies to maintain a successful and profitable business on the platform.  And you can always reach out to me in the Facebook Group for help if you get stuck!


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