Navigating Amazon Account Migrations: A Step‑by‑Step Guide for Sellers and Buyers

Changing the legal backbone of an Amazon seller account – whether you’re converting from a sole proprietorship to an LLC, merging affiliates or selling your business – is anything but straightforward. Amazon permanently locks critical account fields to prevent fraud, and unapproved changes can trigger identity‑verification resets, account locks or even permanent suspension. This guide explains why migrations are so sensitive and lays out a proven process to update ownership safely and legally.

Why Amazon account migrations are complicated

Every seller account on Amazon is tied to a specific legal entity. The Business Solutions Agreement (BSA) prohibits assigning or transferring your account without Amazon’s prior written consent. In practice, that means you can’t simply edit your tax ID or legal name and hope for the best. Amazon locks fields like entity type, country of establishment and legal business name to protect against fraud. Attempting to change them without approval can trigger seller‑identity verification holds or immediate suspension.

Migrations are also time‑sensitive. When an ownership change is underway, new regulations like the INFORM Consumers Act require Amazon to verify your identity and contact information, and delays can freeze disbursements or force listings offline. A structured, legally grounded migration process is the only way to preserve your account history and keep sales flowing.

Common reasons to migrate an Amazon account

Amazon sellers pursue migrations for many reasons:

Upgrading a legal structure: Converting from an individual account to a registered entity such as an LLC or Ltd.
Reorganising ownership: Moving an account under a new subsidiary, affiliate or holding company.
Full acquisition or sale: Transferring an account to a new owner as part of an asset purchase, merger or exit.
Cross‑border transfers: Migrating a U.S. account to a non‑U.S. buyer (or vice versa), requiring compliance with multiple jurisdictions.
Preparing for due diligence: Ensuring the account can be reassigned smoothly during an M&A transaction.

Any of these scenarios require formal approval from Amazon and documentation showing that the new entity is entitled to operate the account.

Section 18 and locked fields: understanding the rules

Section 18 of Amazon’s Business Solutions Agreement states that sellers may not assign the agreement without Amazon’s prior written consent; only transfers to affiliates under common control are allowed and even those must be disclosed. Amazon enforces this rule by locking the entity‑type, country and legal business name fields inside Seller Central. Unapproved changes to these “greyed‑out” fields can result in seller‑identity verification resets or permanent account suspension.

Obtaining written consent requires a formal case submission referencing Section 18. Once approved, Amazon temporarily unlocks the fields so you can update them. Attempting to bypass this process is one of the most common causes of migration‑related suspensions.

Step‑by‑step migration process

Based on hundreds of successful migrations, ASA Compliance Group recommends the following sequence:

Assess the account and define the transition. Determine whether the change is a same‑owner restructure or a full sale. Conduct an audit of account health, compliance flags and ongoing verifications.
Prepare documentation. Gather government‑issued registration certificates, articles of incorporation, asset purchase agreements and tax letters. Create a clear ownership chart showing the old and new entities; missing UBOs or outdated signatures are common reasons for rejection.
Submit a Section 18 request. Open a case via Account Health or Selling Partner Support requesting permission to update the legal entity. Reference Section 18, specify whether it’s a restructure or sale, and attach all supporting documents. Wait for Amazon to approve before making any changes.
Unlock and update core fields. Once Amazon approves, they will unlock the grayed‑out fields (entity type, legal name and country). Update these fields with the new entity details and upload the updated identity documents.
Sequentially update backend credentials. After the legal entity is updated, change tax information (W‑9 or W‑8) first, then payment method, credit card and finally the contact phone and email. Do not update everything at once; simultaneous changes can trigger fraud flags and Seller Identity Verification holds.
Transfer trademarks and Brand Registry. If the account is Brand Registered, record a formal trademark assignment with the USPTO or relevant office and update Amazon’s Brand Registry with the new owner.
Align insurance coverage. For U.S. and Canadian sellers, Amazon requires general liability insurance that matches the legal entity on file; update this policy after the migration.
Conduct a post‑migration audit. Monitor account health, ASIN status and brand tools for at least 30 days to catch any anomalies. Provide a final compliance report and a documented SOP for future ownership changes.

Avoiding common mistakes

Many sellers treat migrations as simple backend edits. They attempt to change bank details or upload a new EIN without notifying Amazon, which often triggers verification holds or suspensions. Other common mistakes include:

Failing to define the transition type. A same‑owner restructure requires different documentation than a full sale.
Submitting incomplete paperwork. Missing signatures, outdated organizational charts or absent UBO declarations are top reasons for rejection.
Updating multiple fields at once. Changing tax IDs, bank accounts and contact info simultaneously can set off fraud alarms.
Ignoring locked fields. Attempting to bypass greyed‑out fields without approval can lead to an immediate SIV hold.

How professionals can help

ASA Compliance Group has executed over 4,250 account migrations, restructures and reinstatements with a 100 % preservation of account history and zero suspensions triggered during their process. Founder Or Shamosh has personally led migrations and acquisitions across U.S., EU and international marketplaces, managing ownership changes, Section 18 compliance and end‑to‑end coordination.

Working with experienced attorneys and compliance specialists ensures your migration is properly documented, executed in the correct sequence and monitored post‑transfer. If you’re planning a restructure, acquisition or cross‑border migration, consult a professional to avoid unnecessary downtime and protect the asset you’ve built.