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The Amazon launch checklist

Forty-one checks, in the order our account managers work through them when a new store opens.

Written by the people who fix the accounts that skipped it. 41 checks, five phases, from before the account exists to the ninetieth day.

1. Before the account exists

Almost every suspension we are called in to fix traces back to something decided in this first week.

Skip it and: A mismatch between the business name on the bank account and on the registration can hold verification for a month.

Register the business first, and use that exact legal name everywhere: registration, bank, utility bill, Seller Central.
Open the bank account in the business name, in a country Amazon accepts for your marketplace.
Use one device and one network for registration, and never one that has touched another seller account.
Have the identity documents photographed flat, in colour, all four corners visible, under 10 MB.
Prepare a utility bill or bank statement dated inside the last 90 days, showing the same address as the registration.
Decide the seller plan before you register: Individual costs more per unit past 40 sales a month.
Book the video verification call for a time you can take it yourself, on the device you registered with.
Turn on two-step verification with an authenticator app, not SMS, and store the backup codes off the device.

4 more phases, 33 more checks

Stock and margin, the listing, the inbound shipment, and the first ninety days. Give an email and the rest opens here, with a copy sent to you.