How to Create a Child Account on Amazon | Setting Sub User Access in 2024

Have you ever wondered how to navigate the complexities of Amazon Seller Central when you need to share the load with a team? Well, the solution is simpler than you might think – it's all about creating a 'child' account on Amazon. 

In this blog, we'll reveal the straightforward steps to create a child account on Amazon Seller Central. We'll also show you how to maintain control by setting user limits and safeguard your sensitive information. 

Stay with us, and let's unlock the secrets to expanding your Amazon business while keeping it secure and efficient! 😉

Definition of Child Account

A child account isn't a brand-new Amazon account; it's more like opening the door to your Seller Central dashboard for others. This feature is available exclusively to those with a Professional selling plan. When might you consider creating a child account? 

Here are a few common scenarios: 

  • Expanding Your Team: Perhaps you've brought in the expertise of an agency, hired a virtual assistant (VA), or welcomed new team members to your business. You can create a child account to grant them specific task-based access. 

  • Collaborating with a Partner: If you're working closely with a business partner, a co-owner, or even a trusted friend, and you want to give them access to your store, a child account can be the solution. 

  • It's important to note that if you're looking to outsource tasks or grant access to others, always go the route of creating a child account by adjusting user permissions. 

    Avoid the temptation to set up an additional Amazon seller account, as doing so can lead to serious consequences, including the potential suspension of all your seller accounts. Safety first!


    Do's and Don'ts of Multiple Amazon Seller Accounts

    Managing multiple Amazon accounts can be a tricky business, and it's crucial to stay within Amazon's guidelines. Here are some do's and don'ts to keep in mind:

    The Do's:

    1. Genuine Business Needs: If you have valid business reasons, like owning multiple brands with distinct names, selling products from different manufacturers, or participating in specific Amazon programs, you're allowed to have multiple seller accounts without needing Amazon's prior approval.
    1. Adherence to Policies: Ensure that you strictly follow all applicable selling policies, both general Amazon policies and those specific to your regional marketplace.
    1. Maintain Seller Performance: Keep your seller performance top-notch for all your storefronts. If one account falls below standards, it can affect your other accounts.

    The Don'ts:

    1. Avoid Unnecessary Multiple Accounts: Unless you genuinely require multiple accounts, don't try to create additional ones. This goes against Amazon's seller code of conduct.
    1. Violating Policies: Violating Amazon's seller code of conduct can lead to serious consequences. This includes product listings going inactive, payment withholding or suspension, and, in extreme cases, deactivation of all your seller accounts.

    In summary, if you have valid business reasons for multiple Amazon accounts, be sure to maintain high standards, follow the rules, and understand the potential consequences of not doing so. Amazon's policies are there to ensure a fair and trustworthy marketplace for all sellers and customers.


    How to Create a Child Account?

    The Amazon Seller invitation process takes three steps:

    • The account manager sends an email invitation to each user that contains a link to Seller Central.
    • The user clicks the link and navigates to a page that gives access to a unique confirmation code. At this stage, the user is a “pending user.”
    • The user enters the confirmation code and establishes the account. At this stage, the user is now a current user. After the invitation process is complete, the user has a username and password to access the system. 

    Let’s discuss the first two steps below:

      Stage 1: Account Manager Sending Invitation To User

      This is the stage wherein the account administrator will send the invitation to a specific user.

      Step 1: In the first step, we’ll invite the user. Click Settings, and then click User Permissions. The User Permissions page will appear. (as below).

      Step 2: Under “Add a New User,” enter the name and email address ( for sending the invitation. Within a couple of minutes, a confirmation will appear and the following message will reflect in your Seller Central.


      Stage 2: User Accepting the Invitation

      In this stage, the user whose email address has been mentioned in the last step will follow certain procedures to accept the invitation. Here are the complete steps:


      Step 1: Within a few minutes, the user will receive an email from Amazon. Follow the link included in the email, and you’ll be redirected to the sign-up page on Amazon.

      Fill in all the information, such as Email address/phone number and password. Once done, tap on the “sign in” button. 

      As the last step, select the desired marketplace. 

      Basic Guidelines to Follow:

      • The person or agency you're inviting should use the same email address they received the invitation on to create a child account. During this process, they can set up two-factor authentication with their phone number and choose the correct marketplace. 
      • The invited individual must accept the invitation sent to their email address. Ensure that you inform them about the email invitation, and don't hesitate to send a friendly reminder if needed.

      Once the selected marketplace is confirmed, the child account creation process is finished. Amazon will then send you a notification to set user permissions for the child account user(s). It's essential to pay close attention to the next section to ensure you don't inadvertently grant excessive authority to secondary users!

      Please Note: Ensure you (the account administrator) provide access to only the required or necessary options. (take reference from the below video)

      To edit or view the authorized permission, click “Manage Permissions” under the “User Permission” section. Once done, click the “Continue” button, and the new changes will appear in the next window.

      Frequently Asked Questions (FAQs)

      Here are some answers to frequently asked questions regarding child accounts on Amazon: 

      Q1: What is a sub-account in Amazon?

      A sub-account, also known as a secondary account, is a child account on Amazon. It allows you to grant limited access to your Seller Central account to a third party. You can manage this by visiting the User Permissions section in the Settings menu, delegating authority to sub-account users, and assigning new administrators.

      Q2: What are the advantages of sub-accounts?

      The primary benefit of creating child or sub-accounts is the automation of various aspects of your Amazon business. It makes outsourcing tasks to skilled virtual assistants or agencies more manageable. However, exercise caution when granting viewing and editing permissions to external users to maintain control. 

      Q3: Can I Transfer my Amazon Seller Account?

      In general, Amazon seller accounts are not transferable. These accounts hold historical data and buyer feedback. When you create a seller account, you enter into an agreement with Amazon that prohibits transferring your account to another entity. If business ownership changes, the new owner must create a new seller account. 

      Conclusion - Granting Access to Your Amazon Seller Central Account

      Creating a child account on Amazon is a straightforward process, but it's essential to entrust power to the right individuals. Rushing into this can lead to overlooking user permissions. Recruiting inexperienced Amazon service providers increases the risk of account suspensions and the potential leakage of sensitive information. 


      In the competitive world of Amazon selling, knowledge is power. To stand out and excel, consider joining a mentorship program to gain valuable insights and take your Amazon business to the next level.



      About AMZPro

      AMZPro Group is an Amazon Marketing Agency based in New York, USA that provides Amazon marketing services to small businesses, medium and large-sized enterprises around the world.