Detailed explanation of Amazon platform registration: Comprehensive comparison between self-registration and global store opening

For Chinese sellers, there are two main ways to register a seller account on Amazon: self-registration and global store opening. This article will introduce in detail the characteristics of these two registration methods and their specific processes.

Detailed explanation of self-registration

Registration process and required information

Self-registration is the traditional method of registering a seller account directly through the Amazon registration webpage. Currently, both Chinese personal and corporate identities can register and open a store on Amazon. Taking the North American site as an example, you need to provide the following information to register and open a store on Amazon:

• Clean computer network and mobile phone number (no registered Amazon account)
• Company business license
• Visa or Master credit card (credit card not bound to other sellers’ accounts)
• Overseas bank collection account (for example, a third-party payment company like Skyee)
• Front and back of legal person ID card (need to be prepared in advance)
• Public account statement for the past three months (with detailed company address)
• The company or legal person’s water, electricity, gas or communication bills in the past three months
• Need pictures of 5 different products sold on Amazon
• Apply for company attributes: factory, brand owner, trader. The factory needs to provide 3 to 5 factory photos, the brand owner needs to provide brand registration certificate, and the factory and traders need to provide auxiliary proof of transactions between the goods and other companies in the past three months
• Apply for company name, contact person, phone number (the phone number must be reachable), registered email address, and provide links to similar products if you need to go to the US site to sell products

Analysis of advantages and disadvantages of self-registration

Advantages:

• No company is required, individuals can register by themselves.

Disadvantages:

• Difficulty attending events. Unless a registered seller performs outstandingly and receives an invitation from Amazon, there is no way for the seller to apply for a flash sale event.
• Account security is low, the lockout rate is >56% (official statistics), and there is no early warning or assistance after the account is reviewed.
• No account manager, no official training to support ordinary seller accounts.

Detailed explanation of global store opening

Registration process and required information

Global store accounts, whether it is a mainland company or a Hong Kong company, must be registered in the name of the company. To register an Amazon seller account, no matter what account it is, you need to register on different sub-sites.

Analysis of advantages and disadvantages of global store opening

Advantages:

• You can apply for flash sale activities on each site. For sellers who have opened stores around the world, as long as they meet the requirements of FBA inventory quantity, sales price and store performance, they can apply through their account manager.
• There are corresponding online and offline trainings. The account manager will guide the completion of the registration process, and the online manager will inform the seller of Amazon’s requirements for images, titles, descriptions, and keywords. At the same time, if sellers encounter any operational problems during the process, they can seek help from the online manager.
• Review warning for account problems, with stronger security performance.

Disadvantages:

• It is difficult to apply. Global store accounts only accept businesses, and seller qualifications are strictly reviewed. The approval rate for sellers who apply to open a global store by themselves is less than 5%. Once a seller fails to apply for a global store, the company that applied for a global store can no longer apply for a global store.
• The cycle is very long. The registration period for a global store account generally takes about more than one month.
• Regulation is very strict. To operate a global store account, we must strictly abide by Amazon’s platform rules. Product images, title formats, etc. must strictly comply with the requirements, otherwise you will be warned.

Conclusion

Self-registration and global store opening have their own advantages and disadvantages. Sellers need to choose a suitable registration method based on their own conditions. No matter which method is used, sellers are required to provide true and valid information and comply with the regulations of the Amazon platform to ensure account security and normal operation.