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Seller_Udi0JNbTrsmUV
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Amazon replied

Hi Canadian sellers! 👋

Whether you're just getting started on Amazon.ca or updating your existing account, understanding what "ownership information" means — and why Amazon asks for it — can save you time and prevent verification delays down the road.

We've put together this quick guide to help you navigate the Business Information section of your account with confidence.

Why Does Amazon Need Ownership Information?

Amazon is required to verify the identity of sellers operating on our marketplace. In Canada, this aligns with Know Your Customer (KYC) regulations and helps protect both you and your buyers. Providing accurate ownership details upfront means:

  • Faster account approval
  • Fewer verification requests later
  • Smoother access to disbursements and payouts

What You'll Need to Provide

When setting up or updating your account on Amazon.ca, here's what falls under "ownership information":

  • Legal business name — The exact name registered with your provincial or federal government
  • Business type — Sole proprietorship, corporation, partnership, etc.
  • Registered business address — Must match your official business registration documents
  • Primary contact person — The individual responsible for the account (must be a legal representative or authorized point of contact)
  • Beneficial owner(s) — Individuals who own 25% or more of the business
  • Identity documents — Government-issued ID for the primary contact and beneficial owners

Pro Tip: If your point of contact is not a legal representative of the business, you may need to provide a Letter of Authorization. Having this ready in advance can prevent delays.

Common Mistakes to Avoid

  • Mismatched names: Ensure your business name matches exactly what's on your registration documents — even small differences (e.g., "Ltd." vs. "Limited") can trigger a review
  • Outdated addresses: If you've moved, update your business registration first, then update Seller Central
  • Incomplete beneficial owner info: All individuals with 25%+ ownership must be disclosed

Helpful Resources

💬 Let's Talk — Your Turn!

We'd love to hear from you! Drop a comment below:

🔹 What part of the account setup process did you find most confusing when you first started?

🔹 Do you have any tips for fellow Canadian sellers navigating the verification process?

🔹 Is there a specific ownership-related topic you'd like us to cover in more detail?

Share your experience — your insights could help a fellow seller avoid a common pitfall!

Getting your ownership information right from the start sets a strong foundation for your selling journey on Amazon.ca. If you're still unsure about anything, don't hesitate to reach out through Seller Support — we're here to help.

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So I was expecting a payout of $425,000 today. With Amazon's new policy my payout was reduced to only $120,000. So I am out of pocket $305,000 indefinitely and Amazon get's to invest my money. I sure could use that money to invest myself! I am very lucky to have such high sales volume and even luckier to have the cash reserves to absorb this, but it is still going to add up to hundreds of thousands of lost investment grown between now and retirement. If I were younger it could result in a million or more in lost investment income between now and retirement.

How are other sellers, who have less or like in most cases these days, NO cash reserves going to absorb this?

Come on Amazon, this is NOT designed to protect the buyers. It is pure greed! 95% of my orders are FBA, so there is little chance of A-Z claims impacting my account balance in any significant way. Even If I had $20,000 in returns the day after my normal payout amount my balance would cover it. Even smaller accounts that are predominantly FBA would fall into the same scenario.

A class action lawsuit is in order. I will be reaching out to my MPP tomorrow.

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Customer Service by Amazon (CSBA) Enrollment
by Seller_AYvnXqYWy3EsQ
Amazon replied

Hello,

We keep on receiving emails about being enrolled for a 90 day trial to CBSA but we don't to be added. We have filled in the link that says "Do not auto enroll us" but on completion, it says, thank you for filling the in the survey.

Who do we speak to about ensuring we are not enrolled?

Thank you in advance.

@Seller_xkwDczt8sPSmx@Seller_hme3Wbydd1ihr

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Seller_VHQEWfhuDYZSw
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new seller central
by Seller_VHQEWfhuDYZSw
Amazon replied

I do not like the new seller central. It is very confusing and very not useful.

Can someone please tell me how to go to manage seller fullfill inventory? I click on the manage seller fullfill section, it does not direct me to my inventory page. And where do I see the advertising page? How long can I still using the classical ( old version) seller central ?

Any advise would be much appreciated.

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Forced passkey use in 2 weeks?????
by Seller_cuqbWem1a7BaZ
Amazon replied

I just got an email "Starting in two weeks, passkeys will start to be required on a rolling basis for Amazon accounts. This will be required for all of your accounts, including Seller Central and Amazon.com. As part of our ongoing commitment to security, we're increasing passkey usage to all accounts to protect against unauthorized access and fraud."

I am on a desktop.......

I don't have a webcam, nor do I have a fingerprint scanner. How can we bypass this?? I don't have a passkey on my computer.

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Seller_qb8gdA0Ou6WSh
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Hello,

I am requesting assistance from the Seller Identity Verification Team or a moderator who can escalate this issue internally.

Our Ontario sole proprietorship registration had expired, and we re‑registered the business with the same name. We were assigned a new Business Identification Number (BIN).

Business-Name-Registration-for-a-Sole-Proprietorship.pdf

This is the official, valid, and current Ontario business registration document required for Canadian sole proprietorship verification. Initially, I accidentally attached a CRA document which caused the verification to fail. I contacted Amazon seller support and resubmitted the document required.

However, the Identity Verification Team responded with:

“We have reviewed your submission, but we could not complete your verification. As a result, your account will not be activated.”

We replied to Case 21748339041 and asked them to review the correct document, but the case has not been updated. Additionally, there is no option anywhere in Seller Central to re‑upload or replace the document, leaving us unable to proceed with verification.

We also received the Complete Account Verification email, which states that our selling privileges will be terminated by September 21 (60 days after the notification) if verification is not completed. This makes the situation extremely time‑sensitive.

We urgently need clarification on:

What additional documents are required, if any, since the one we submitted is valid and meets Amazon’s stated requirements.

How to re‑upload the correct document when Seller Central no longer provides an upload option.

Whether Case 21748339041 can be escalated directly to the Seller Identity Verification Team for manual review.

We would greatly appreciate assistance from a moderator to escalate this case, as our selling privileges are at risk due to the inability to submit the correct document.

Thank you for your help.

@Seller_j9Bd91CW3ZVpr

@Seller_p6OFPTiQ65IG6

@Seller_vtQxROP6UNr1O

@Seller_vW3l7M6oLYiHv

@Seller_7I1InA30aApWy

@Seller_CnfW62x6yxvJw

@Seller_Udi0JNbTrsmUV

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@Seller_PIHyltK09pbl3

@Seller_dnxnrsZIeTNo3

@Seller_WD80mtpYHjvBN

@Seller_zukQNO61PzGck

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@Seller_FJwyF3iu5qxUY

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Seller_4fbDzWiGrs8kG
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I'm a Canadian seller trying to update my account's legal entity from my sole proprietorship to my newly incorporated business, which I solely own and control. I've hit a wall and I'm hoping a Community Manager can route this to the verification or registration team, because Selling Partner Support and Account Health Support haven't been able to help.

Some background: I originally ran this account as a sole proprietorship, and I've since incorporated a corporation that I'm the sole shareholder and director of. The same person and the same country of establishment apply — this is purely a change from operating as a sole proprietorship to operating through my own corporation, with no change in beneficial owner. I want to keep the same seller account, with all of its history, approvals, and standing intact, while completing verification under the correct entity.

There are two things blocking me. First, I completed the tax interview and went to update my legal entity under Business Information, but the Company Registration Number field is greyed out and won't let me enter my corporation's number. From what I can tell this looks like a backend lock tied to my account's current verification state rather than a browser issue — I've confirmed it's not editable regardless of how I access it. Second, I opened a case about it and got an email stating my only options are to revert to my sole proprietorship or open a brand new seller account under the corporation. I do not want to open a new account — it would mean losing my account history and standing and would create a multiple-account problem, and reverting is no longer accurate now that I'm incorporated.

So far I've completed the tax interview for the new entity and tried updating the business information directly, which is where I hit the locked field.

Could a Community Manager please route this to the team that can complete a sole-proprietor-to-corporation entity update on an existing account? I can provide whatever documentation is needed — certificate of incorporation, proof that I'm the sole shareholder and director, government ID, and corporate bank details.

Thanks in advance — happy to send documents through whatever secure channel preferred.

Case IDs for reference: 20870123511, 20860716081, and 20845272501.

@Seller_4GjtS9k0cnHHv@Seller_5zI0wsS66MHFL@Seller_Udi0JNbTrsmUV@Seller_9Kb3jdNMszN2C@Seller_WIFV02H2XUFgS@Seller_j9Bd91CW3ZVpr

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Help Please! Identity Verification Issue on Amazon.ca
by Seller_KbRLI9m3rZK3V

Hello everyone,

I’ve been experiencing a recurring issue while trying to complete the Amazon.ca identity verification process.

I’ve already opened a support case (Case ID: 18653108961), but I wanted to share it here as well in case someone can help or has experienced something similar.

Here’s what happens:

After I fill out the verification form completely and click “Submit for verification,” the system enters the automatic verification stage. However, after about 15 minutes, it redirects me back to the “Identity Information” page without any message or progress — as if I never submitted anything.

During this process:

  • No document upload field or button ever appears.
  • The system doesn’t ask for any documents (like a passport or proof of address).
  • I don’t receive any email or notification about the verification.

I’m sure that I’m doing the verification through my Amazon.ca Seller Central panel, not the U.S. one.

Every time I try again, it feels like déjà vu :/ the same thing happens over and over, and I can’t complete the verification.

Could someone please help me figure this out?

Thank you very much for taking the time to read and look into this.

Lumeris

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