Second Amazon Storefront

By Carol J. Dunlop

Last Updated January 29, 2020

As your Amazon business starts to grow, you might be thinking about adding a second store front.

I’m sure you’ve heard or read stories about sellers who’ve had their accounts suspended or shut down for apparently no reason.

You’re probably thinking it would be in your best interest to have a second store front, just in case. That way, if anything happens, you’ll have a back up ready to go.

Or if you decide to sell your business, having a second storefront allows you to keep selling and growing your business.

Hold on there partner, there are some things you should know before you take that step of setting up an additional account.

Jeff Bezos Badass


Operating and maintaining multiple Seller Central accounts is prohibited. If you have a legitimate business need for a second account, you can apply for an exception to this policy – Amazon Seller Central

It’s not that Amazon doesn’t want you to open a second storefront, they don’t want one seller to gain a competitive advantage over another.

Opening your account the right way is about following the rules Amazon has put in place.

Not adhering to the rules may make you money for a while, but if you’re caught, you risk losing not only your seller account, but Amazon can hold your money indefinitely.



Here are 5 “legitimate business reasons” for you to use when you’re looking to open a second store front.

  1. Different Owners: You have a group of partners or corporate stockholders and each of them want to open their own storefront. Remember that each account has to have its own EIN and bank account.

  2. Different Sale Items: You want to start selling clothing in addition to tools and hardware, but you don’t want to confuse your branding.

  3. Two Businesses, One Household: A member of your household has their own business and wants to open a storefront for it.

  4. Going Out On Your Own: You want to open a private seller account that is separate from the one you work on for your employer. You will need to disclose this to Amazon in your request since the same IP address will show up when you log on at home.

  5. Company Reorganization: You are reorganizing your company and moving from one type of entity to another. For example, your Partnership agreement is changing to an LLC or S-Corp. Or you may be adding an entity under your umbrella of companies that will not sell the same items as the present storefront.



Opening a second storefont just because . . .

There has to be a justifiable business-related reason as to why you want to open another account.

In order to be approved to open a second storefront, you need the following:

  • You must provide an explanation of the legitimate business need for a second account.
  • You must have an account in good standing with excellent Customer Metrics.
  • You must have a separate email address, credit card and bank account for the new Amazon store.
  • You must not intend to sell the same products in both accounts.

Amazon will respond to your request within 2-3 business days.


By-passing Amazon’s approval process

Every request for opening an additional seller account goes through Seller Performance. The requests are reviewed by investigators as to the validity of the request. The request must be approved in an email from an investigator within Seller Performance.

Once you are approved, be sure to keep this email handy, because Amazon may occasionally ask you why you have multiple storefronts. Presenting this email will keep you out of harms way.


Attempting to Outsmart Amazon’s Detection Algorithm

Amazon employs advanced algorithms to catch sellers with multiple accounts. Most sellers are caught by bots flagging their account for suspicious overlaps of items like bank accounts, credit cards, or IP addresses.


Not Separating Everything

The key to getting your request approved to open another storefront is separation.

Amazon won’t allow you to run more than one storefront using the same bank, credit card, or email address.

Before you more forward, create separate accounts for your new storefront.

This includes separate:

  • Financials including credit cards
  • Taxes
  • IP Address
  • Email Accounts
  • Phone Number
  • Shipping/Billing Address

Basically, the more you can show Amazon that this is an entirely different and separate storefront the better.


Sub-Par Account Performance

The key to getting your second storefront approved quickly is to keep your current seller account performing well.

This includes keeping an eye on your Seller Performance Notifications:

  • Customer Service Dissatisfaction Rate less than 25%
  • Late Shipment Rate less than 4%
  • Contact Response Time below 24 hours
  • Order Defect Rate less than 1%

Opening a Second Storefront

The actual process to apply for a second storefront is pretty straightforward. You can apply for an exception to Amazon’s policy from the bottom of any page in your seller account. Click “Contact Seller Support,” select your account, then select “Other Account Issues.”

Make sure you already have the needed items in place before you submit your information. Wait for Amazon to approve you before opening your second account.

Note: Once your second storefront is approved, it will fall under new policies, meaning Amazon will retain all funds in reserve until 7 days after expected delivery. The second storefront won’t be “Buy Box” eligible for a period of time determined by Amazon.

About the author

Carol J. Dunlop is an Amazon #1 International Best-selling author for her book, UN-Market Your Business; 10 Ways for Savvy Entrepreneurs to Stand Out, Stop Struggling, and Start Profiting. Carol is known as “The Online WOW! Strategist.” She teaches entrepreneurs to convert marketing into money so they can find and perfect the marketing strategy they love to get more clients and live the life they want. Carol’s clients hail from cities across the U.S.A., the U.K., and Australia.

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