Amazon US Seller Profiles to Get Major Upgrade, Increasing Seller Transparency 

Amazon Upgrades US Seller Profiles

On July 8th, Amazon Services notified sellers in the US that, effective September 1st, 2020, Amazon will display a seller’s business name and address on their Amazon.com “Seller Profile page. For individuals, Amazon will display the individual name and address.  

This change will help eliminate seller anonymity on Amazon’s US marketplace, bringing it into alignment with their European, Japan, and Mexico marketplaces.  

Amazon US and UK Seller profile comparison

In their notice, Amazon Services states, “[…] We are making this change to ensure that there is a consistent baseline of seller information to help customers make informed shopping decisions.” You can read the full notice from Amazon at the bottom of this post. 

Why Does This Amazon Update Matter? 

This update will increase transparency on the Amazon platform. Though Amazon has not stated as much, they may be making this change as a result of the Department of Homeland Security’s counterfeit report, which was published in January 2020. The report exposed the full scale of the counterfeit problem on Amazon, stating, “global employment losses due to counterfeit goods were between 2 million and 2.6 million jobs in 2013, with job displacement expected to double by 2022.”  

Among the many recommendations in the report was a call to publicly display seller identities, which would make it easier for consumers and businesses to file legal action in the event of a counterfeit, IPR infringement, or other violation. 

etailz’s Compliance Manager, Jed Nelsen, commented, “Amazon is making a big step forward in transparency. This update will make it easier for brands to track down the 3rd party sellers who are selling their products.” 

How Will This Affect Shoppers and Sellers? 

The anonymity update is unlikely to significantly impact online shoppers, as few take the time to research the seller they’re patronizing.  

Sellers, on the other hand, are much more likely to take advantage of the update. As mentioned above, access to more business information will make it easier for brands and sellers to take action against counterfeits and cases of IPR infringement.  

As Marketplace Pulse notessellers can fake business details to circumnavigate Amazon’s enforcement, so the update will not eliminate Amazon’s issues. But it’s a step in the right direction to protect consumers and businesses in the US. 

What Steps Do Amazon Sellers Need to Take? 

Sellers do not need to take any action, unless they’d like to update view and update their contact information. Amazon Services provided directions on how to do so in their notice: 

  1. Log into your Amazon seller account. 
  2. In the “Settings” menu at the top right corner of Seller Central, click “Account Info” to view your “Seller Account Information” page. 
  3. In the “Business Information” section, click the links for the information you want to view. 
  4. To change your business name, click “Display Name” and to change the address, click “Business Address”. Enter the new information or edit the current information. 
  5. Once completed, click “Submit” to save. 

 

Read the Full Notice from Amazon 

Dear Seller 

Beginning on September 1, 2020, we will display a seller’s business name and address on their Amazon.com “Seller Profile” page. For individuals, we will display the individual name and address. This is consistent with “Seller Profile” pages across the Amazon stores in Europe, Japan, and Mexico. 

Why are we making this change? 

Over the years, we have developed many ways for sellers to share more about their business, including through features like the “Seller Profile” page, “Store” pages for brand owners, and Handmade “Maker Profile” pages. These features help customers learn more about the businesses of a seller and the products they are selling. We are making this change to ensure that there is a consistent baseline of seller information to help customers make informed shopping decisions. 

Can I share more information to help customers beyond my business name and address? 

Yes, you are welcome to add additional information about your business and products that you think would be helpful to customers. However, remember that you should not include an email address in order to prevent spam and abuse. We ask customers and sellers to use our Buyer-Seller Messaging system to communicate electronically. 

How do I ensure that my information is up to date? 

You can view and update your contact information by following the steps below: 

  1. Log into your Amazon seller account. 
  2. In the “Settings” menu at the top right corner of Seller Central, click “Account Info” to view your “Seller Account Information” page. 
  3. In the “Business Information” section, click the links for the information you want to view. 
  4. To change your business name, click “Display Name” and to change the address, click “Business Address”. Enter the new information or edit the current information. 
  5. Once completed, click “Submit” to save. 

 

Regards, 
Amazon Services