Overview

Amazon requires every seller to supply a set of business details that appear publicly on the seller’s profile and next to each product listing. These details give shoppers a clear view of who they are buying from, which helps build trust and keeps sellers compliant with Amazon’s policies. Keeping the information up‑to‑date is crucial because inaccurate data can erode buyer confidence and trigger account issues.

Key Points

• Display name — The name that customers see on listings and the storefront, such as “BestGear Supplies,” serves as the public‑facing identity for the seller.
• Legal business name — For incorporated sellers, Amazon shows the registered entity name (e.g., “BestGear Supplies, LLC”). Individual sellers see their personal name (e.g., “John Doe”) displayed instead.
• Business address — Sellers must provide either a street address or a P.O. Box; this address appears on the “About Seller” page and can be the corporate headquarters or the individual’s operating location.
• Communication limits – Amazon blocks personal email addresses and phone numbers from the public profile; all buyer‑seller messages must travel through Amazon’s internal messaging system.
• Optional supplemental details – Sellers may add extra text about their brand story, product focus, or service guarantees, but they cannot include direct contact information.

How to Update Your Seller Information

1. Access Account Settings — Log into Seller Central, click the Settings gear in the upper right, and choose Account Info. For example, a seller who recently moved from Chicago to Dallas would start here to locate the address fields.
2. Edit Business Information — In the Business Information section, select the edit icon next to the field you need to change (e.g., “Business Name”). If “Acme Gadgets Inc.” rebranded to “Acme Tech Solutions,” the seller updates the legal name in this step.
3. Save and Verify — After entering the new data, click and confirm that the changes appear on the seller profile preview. A seller who added a new P.O. Box should verify that the updated address now reads “P.O. Box 12345, Austin, TX 78701.”