Overview

Amazon requires identity verification to activate certain Brand Registry benefits on your seller account. This process involves confirming your identity through either an automated biometric method or a live video call, and understanding how it works can help you navigate potential issues smoothly. Here is what sellers need to know about the verification process, appeals, and common problems.

Key Points / What Sellers Need to Know

• Verification is required for Brand Registry benefits — Amazon will not activate certain account protections and tools until the primary contact person completes identity verification successfully.
• Biometric verification is optional — Sellers can choose between automated facial recognition or a live video call with an Amazon associate. Amazon will never collect facial data without explicit consent.
• Processing takes up to 15 minutes — Once all required documents and information are submitted, Amazon typically completes the verification within 15 minutes.
• Appeals are available after a decline — If your first verification attempt is declined, you can submit an appeal through Seller Central. However, post-appeal decisions are final.
• Information cannot be edited after submission — Once you submit your identity documents and details, you cannot make changes or upload new documents while verification is in progress.

How the Verification Process Works

Sellers begin the identity verification process through their Brand Registry account in Seller Central. During the process, you will be offered a choice between two methods: an automated verification that uses facial recognition technology, or a live video call with an Amazon associate. If you select the automated option but have not yet uploaded documents, you can exit the experience before any biometric data is created. If you later decide you do not want to use biometrics at all, you can contact Amazon support to switch to the video call method instead. The primary contact person — defined as the individual who has access to the Brand Registry account, provides registration information on behalf of the account holder, and performs activities using Amazon's services — is the one who must complete this step. Any actions taken by the primary contact person are considered to be taken by the account holder.