Overview

Amazon allows sellers to claim recognized business certifications through Seller Central, including diversity designations, quality standards, and federal representations. These certifications can increase your visibility to Amazon Business customers who actively filter for certified suppliers, making this program a potentially valuable tool for eligible sellers looking to win more B2B orders.

Key Points / What Sellers Need to Know

• Certification visibility to buyers — When you claim a certification in Seller Central, it becomes visible to Amazon Business customers whose purchasing preferences match your credentials. This means institutional buyers looking for diverse or certified suppliers can find you more easily.
• Amazon-recognized certifications only — You cannot add arbitrary credentials. Amazon maintains a specific list of accepted certifications from recognized issuing organizations at the national, state, and federal level, as well as select quality and industry standards.
• Four certification categories — The program covers national diversity certifications, state-level diversity certifications, federal compliance representations, and quality or industry certifications such as ISO standards.
• Featured placement potential — Sellers with valid certifications may be featured on Amazon.com to relevant customers, providing additional exposure beyond standard search results.
• B2B advantage — This program is primarily geared toward Amazon Business sellers who supply to government agencies, corporations, and institutions that have supplier diversity requirements.

Supported National Certifications

Amazon recognizes certifications from several major national organizations that verify business ownership and diversity credentials. These include NaVOBA (National Veteran-Owned Business Association), NGLCC (National LGBT Chamber of Commerce), NMSDC (National Minority Supplier Development Council), NVBDC (National Veteran Business Development Council), NWBOC (National Women Business Owners Corporation), and WBENC (Women's Business Enterprise National Council). Additionally, certifications through the U.S. government's SAM (System for Award Management) and SBA programs — including 8(a) Business Development, HUBZone, and various small business designations — are accepted. These national certifications carry significant weight with corporate and government procurement teams that are required to meet supplier diversity targets.