Identity Verification (KYC) | Amazon Seller Appeals

Identity verification (KYC) is Amazon's process of confirming a seller's legal entity, beneficial owners, and supporting documents before or during selling. Failure or mismatch can pause disbursements or deactivate the account. Appeals supply consistent legal names, bank records, utility bills, and corrected entity linkage across Seller Central.

Why it matters

KYC failures often freeze payouts before any listing-level warning appears, which makes cash-flow impact immediate. Mismatches between bank account names, business registration, and Seller Central profiles are the most common rejection reasons. Video verification and beneficial-owner updates must match uploaded documents character for character. Until identity checks pass, other appeals may not unlock disbursed funds. Re-read every field in the identity portal after any legal name or address change before resubmitting. Use the same business address on utility bills, bank statements, and registration filings to avoid automatic mismatches. Scan documents at full resolution so text remains readable after upload.

Example

Amazon requests re-verification after a legal name change. The seller uploads amended articles of organization, updates the bank account holder name, and completes video verification with the same ID used in the document pack. Every Seller Central field is checked against the registration PDF before submit.

Related terms

Disbursement Hold: A disbursement hold is an Amazon payment freeze that stops settlement of seller funds while a risk, authenticity, or verification review is open.
Section 3 Violation (BSA): A Section 3 violation is an enforcement action under the Amazon Business Solutions Agreement when Amazon believes a seller breached core platform rules, often resulting in account deactivation.
Account Health Rating (AHR): Account Health Rating (AHR) is Amazon's consolidated account-level health score reflecting unresolved policy and performance problems across a seller account.