Managing access and account security inside Amazon Seller Central (SC) is critical to keeping your storefront secure and your operations running smoothly. From updating your login credentials to assigning user permissions, Amazon gives sellers several ways to manage access, but only if you know where to look.
Here’s how to stay in control of your Seller Central account.
Update Login Settings in Amazon SC
- In Amazon SC, navigate to the upper right corner, hover over the gear icon, and click on “Login Settings” to access the login and security options.
- From there, sellers can edit their account access settings by clicking on the “Edit” next to each one.
Email Address:
- After changing the email address, Amazon will send a two-step verification code to the new email address, which should be provided for the change to take effect.
- Amazon may automatically revert email address changes, mistaking them for security breaches. To prevent this from happening, it’s advisable to submit a case with seller support 24 hours before making any updates. This gives Amazon prior notice of the change and provides backup documentation in case the update is flagged or reversed
- Changing the admin email in Seller Central will also affect the buyer’s email if both are the same, so sellers should keep this in mind before making any changes.
Password:
- For extra security, use a combination of numbers, symbols, and upper and lowercase case letters, with a length of 8+ characters.
- Avoid easy-to-guess words, and avoid using personal details.
Two-Step Verification (2SV):
- It’s advisable to enable the 2SV to add an extra layer of protection.
- When enabled and after entering the password, a code is received on a registered device to complete the login.
- Sellers can add a mobile authenticator app by scanning a code and entering the provided OTP.
Account Lockouts
It’s important to implement security measures that ensure login is always possible.
Here are some actions that can be taken to mitigate the risk of a potential account lockout:
- Setting up a secondary admin account with full permissions, in case of a potential primary account lockout.
- Multiple users should avoid sharing the same login credentials.
- Using an authenticator app instead of a phone number for two-step verification. This adds an extra layer of security and guarantees access even when outside the country.
Managing User Permissions in Amazon SC
- Sellers can grant access to other 3r parties, such as employees, agencies, or contractors, allowing smooth collaboration while keeping control of account activities.
- To assign user permissions, one must first become a professional seller.
- Account owners are also known as “Primary Users” and have full access and control over permissions, whereas individuals invited by them to collaborate on the account are known as “Secondary Users” and are assigned levels of access.
To access User Permissions:
- In Amazon SC, navigate to the upper right corner, hover over the gear icon, and click on “User Permissions”.
- From there, account owners can:
– Manage existing authorized user permissions.
– Add new users to help manage the account.
– Accept invitations to collaborate in other accounts.
- Account owners can assign roles with different levels of access, such as “Viewer”, “Editor”, or “Admin”.
Removing Authorized Users:
- Within the “User Permissions” section, click the “Edit” button next to the user and select the “Remove user” option. If this option isn’t available to a specific user, that means they lack the necessary permissions to execute this action.
- Removed users won’t receive a notification, and their access will be revoked immediately. If they are logged in at the moment of the removal, they’ll be logged out.
Managing Login Settings During Account Transfers
Amazon allows account transfers but requires account owners:
- To submit a case with seller support, clearly stating that the business has been sold.
- Amazon will then acknowledge the request, making the transfer process smoother.
It is advisable to set the email address that will assume control over the account as an “Admin User” at least two weeks before changing the primary email. This decreases the chance of Amazon flagging any login modifications to the account.
Changing the Primary Email in Amazon SC
- In Amazon SC, navigate to the upper right corner, hover over the gear icon, and click on “Account Info.”.
- In the “Account Management” section, go to “Notification Preferences” and change the primary email address from the “Merchant Default Contact” section.
- Amazon will send a verification code to the new email, which should be entered on the verification page when prompted to verify the change.
Primary email addresses are blocked from editing in the “User Permissions” section.
Final Thoughts
Maintaining secure login settings and user permissions is crucial for protecting sensitive information and ensuring smooth account operations. By regularly updating login details, enabling two-step verification, and managing user access carefully, sellers can safeguard their accounts from unauthorized access and potential disruptions, allowing them to focus on growing their business with peace of mind.
Frequently Asked Questions (FAQ)
How do I reset my Amazon Seller Central password?
If you’re locked out or forgot your password, go to the Password Assistance page and follow the prompts to create a new one.
Once updated, make sure to update your password inside any third-party tools that use your login (inventory, PPC, analytics, etc.).
I’m not receiving the Two-Step Verification code. What should I do?
If your 2SV code isn’t coming through, try:
-
Checking that your phone number is correct and has signal
-
Switching to a voice call instead of SMS
-
Connecting your phone to Wi-Fi if mobile reception is poor
-
Using an authenticator app for more consistent access
See Amazon’s full Two-Step Verification FAQ and Account Recovery Guide for step-by-step help.
Can I disable Two-Step Verification on my account?
No. 2SV is required for all Seller Central accounts. However, you can:
-
Add backup methods like a second phone number
-
Switch to an authenticator app (like Google Authenticator or Authy)
These adjustments make it easier to log in—especially when traveling or changing devices.
How do I change the email address on my account?
To change your email:
-
Go to Settings > Account Info
-
Click into Notification Preferences
-
Update the address under Merchant Default Contact
Amazon will send a verification code to the new address. Enter the code to confirm the update.
Important: If your buyer and seller accounts use the same email, both will be updated. Submit a case with Seller Support at least 24 hours in advance to avoid reversals or account flags.
What should I try first if I can’t log in at all?
Run through this checklist:
-
Double-check your email and password (look for extra spaces or typos)
-
Make sure you’re using the most recent 2SV code
-
Clear browser cookies and cache
-
Try a different browser or device
-
Use Wi-Fi instead of mobile data to receive codes
Still stuck? Contact Amazon via their Seller Support portal.
How do I add a new user to my Seller Central account?
Go to Settings > User Permissions and enter the user’s email address.
You can assign them a role:
-
Viewer – Read-only access
-
Editor – Limited management rights
-
Admin – Full access, including permissions management
You’ll need a Professional Selling Plan to enable this feature.
Can I remove a user without notifying them?
Yes. Navigate to User Permissions, click Edit next to the user, and select Remove User.
Amazon will revoke access immediately—no email notification is sent. If they’re logged in at the time, they’ll be signed out right away.
What’s the safest way to avoid getting locked out of my account?
-
Use an authenticator app instead of SMS for 2SV
-
Set up a secondary admin user as a backup
-
Keep your recovery phone number and email up to date
-
Avoid sharing credentials between team members
These steps help prevent unnecessary account freezes and reduce support delays.
Can I transfer my Seller Central account to someone else?
Yes, but you need to follow the process carefully:
-
Submit a case to Amazon explaining that your business has been sold
-
Add the new owner as an Admin User at least two weeks before changing the primary email
-
Once confirmed, update the email under Notification Preferences
This prevents Amazon from flagging the change as a security risk.
What’s the difference between a Primary and Secondary User?
The Primary User is the original account owner with full permissions.
Secondary Users are invited team members or partners with assigned access levels.
Only the Primary User can reassign admin rights or initiate account-level changes like email transfers.
Want Expert Help Securing and Scaling Your Amazon Seller Account?
Managing logins, permissions, and account access might seem like admin work—but one wrong move can cost you momentum, sales, or even your entire account. Whether you’re preparing for a team expansion, a brand sale, or just want to prevent future lockouts, having the right setup matters.
At BellaVix, we’ve helped dozens of brands tighten their account security while building scalable systems that support long-term growth. From secondary admin access to role-based user permissions and 2SV best practices, we’ll make sure your backend is as strong as your front end.
Fill out the form below and get in touch with one of our Amazon experts. We’ll review your current setup and show you how to protect your store—so you can focus on growing it.
Secure your foundation. Scale with confidence. Let’s talk.