If Amazon has asked you to verify your identity as a seller, here's a clear walkthrough of what the process involves, what information you'll need, and what happens when it's done.

Periodically, Amazon asks sellers to verify their identity — this can happen when you first set up your account, when your information changes, or as part of Amazon's ongoing effort to maintain the integrity of their marketplace. If you've received a notification asking you to complete identity verification, it can feel alarming. It isn't. It's a standard process, and sellers who complete it with accurate information move through it without issue.

This post walks you through exactly what to expect and what choices to make at each step — including one important decision point that trips up a lot of Handmade sellers.

Why Amazon Asks for Identity Verification

Amazon uses identity verification to confirm that sellers are who they say they are and to prevent fraudulent activity on their platform. For Handmade specifically, there's an additional layer of purpose: the Handmade category is a juried category that requires proof of identity at acceptance, and Amazon periodically re-verifies sellers to uphold the integrity of that standard. Remember, they're trying to keep factories and non-handmade operations out of the category. That's actually in your interest as a legitimate handmade seller.

How to Find the Verification Request

When Amazon sends an identity verification request, it usually arrives by email and also appears as a notification in your Seller Central account. The most reliable place to find and complete it is through the Performance section of Seller Central — look for a notification there directing you to the verification process. Some sellers also see it directly on their Seller Central dashboard as a prominent action item.

What the Verification Process Covers

The process moves through a series of screens. Here's what you'll encounter and what to pay attention to at each step.

Business Information
The first screen asks for your business information — your name, address, phone number, and tax identification details. Make sure everything matches your current, accurate information. Any discrepancies between what you enter here and what's on file with other parts of your account can cause delays.

Business Location and Business Type
This is the screen where many Handmade sellers make a mistake that causes complications. Amazon will ask you to select your business type, and the options typically include Individual and Privately Owned Business (or similar language depending on your country).

Do not select Individual. The Individual option corresponds to an Individual Selling account — a casual, lower-volume account type that is not permitted for Handmade sellers. Amazon requires sellers in the Handmade category to have a Professional Selling account. Selecting Individual here can create a mismatch with your account type and cause issues with your Handmade category access and fee waiver.

Select Privately Owned Business (or the equivalent Professional account option in your country). This is the correct choice for Handmade artisan sellers.

Identity Documentation
Amazon will ask you to provide government-issued identification — typically a passport or driver's license. Your documents need to be clear and legible. Blurry, low-contrast, or poorly cropped images slow the process down or cause rejection. Take the time to capture clean images before you upload.

Depending on your situation and country, you may also be asked for additional documentation such as a tax identification number or proof of business registration.

Submission
Once all information and documents are submitted, you'll receive a confirmation screen. Save or screenshot this for your records.

What Happens After You Submit

In many cases, verification is confirmed quickly — sometimes immediately after submission. In other cases it can take several days or longer, depending on how many verifications Amazon is processing at that time. You'll receive an email confirmation when the process is complete and your verification is approved.

During the review period, your ability to sell may or may not be affected depending on the type of verification requested. If you have questions about your specific situation, contact Amazon Seller Support and reference the verification request.

If You're Asked for Video Verification

Some sellers are asked to provide a short video as part of the verification process. If this happens, don't overthink it. They want to see your handmade business — your workspace, your products, yourself making items. It does not need to be professionally filmed. In fact, a simple, genuine, off-the-cuff video is better suited to what they're looking for. They're trying to confirm you're a real person running a real handmade business, not a factory operation. Show them that authentically and you're fine.

Tips for a Smooth Process

• Double-check all information before submitting. Errors or inconsistencies cause delays and may require you to resubmit.
• Upload clear, legible document images. If your image quality is poor, Amazon may reject the documents and ask you to resubmit.
• Select Privately Owned Business for your business type. This is the most common mistake Handmade sellers make at this step.
• Keep your information current. Updating your contact information, business address, and tax details in Seller Central regularly reduces the chance of future verification requests being complicated by outdated data.
• Be patient. The timeline varies. Avoid contacting Seller Support repeatedly for status updates — this doesn't speed the process and can create confusion in your case history.
• Reach out to Seller Support if you get stuck. If something doesn't look right or you receive an error you don't understand, open a case. They're there to help.

Keep Your Account Information Current Going Forward

The best way to minimize friction with future verification requests is to keep your Seller Central account information accurate and up to date at all times. When your address changes, update it. When your tax information changes, update it. Accounts with consistent, current information move through verification processes significantly faster than accounts with outdated or mismatched data.

Ready to Build a More Resilient Amazon Handmade Business?

Understanding and navigating Amazon's account processes — verification, policy compliance, account health — is part of running a sustainable handmade business on this platform. Inside The Growth Thread, the Amazon content covers everything from initial setup through scaling, including how to handle the platform's occasional administrative requirements without losing momentum in your business.

Enrollment isn't always open, but you can get on the waitlist and be first to know when doors open:

Join the Waitlist at TheGrowthThread.com

Not ready for that yet? A good next read is the guide to the re-verification email from Amazon's Handmade Integrity Team — a related process that comes up for some sellers and is just as manageable when you know what to expect.