Running an Amazon business often requires updates to your account information. Whether you’re rebranding, restructuring your company, adding partners, switching from individual to LLC, or aligning your Amazon business name with legal documents, one question many sellers ask is: How to change legal name in Amazon Seller Central?
Changing your legal name on Amazon is not difficult, but Amazon has strict policies and document requirements that you must follow to avoid delays or account verification issues. In today’s Amazon environment—where compliance is becoming more strict—it’s more important than ever to do it correctly.
If you’re also considering updating your brand name or want a deeper breakdown of the steps involved, you can explore this detailed guide.This guest post will walk you through how to change the legal name in your Amazon seller account, the common reasons sellers need to do it, the documents required, and the right way to avoid verification problems or suspensions.
Why Sellers Need to Change Their Legal Name on Amazon
There are several common reasons why sellers choose to update their legal name:
✔ Business Rebranding
If your company goes through a name change for branding purposes, Amazon must reflect the new legal name to avoid discrepancies during verification.
✔ Switching from Sole Proprietorship to LLC or Corporation
Many sellers start as individuals and later form an LLC or corporation. Amazon requires the legal name to match your new structure.
✔ Partnership or Ownership Adjustment
If owners change or you add a new business partner, your legal documents change too.
✔ Acquiring Another Brand or Selling Your Business
When Amazon accounts are transferred as part of a business sale, the legal name must be updated.
✔ Correction of Mistakes
Sometimes the initial legal name entered during registration was misspelled or incomplete.
Regardless of the reason, Amazon requires full compliance with documentation before approving any changes.
Legal Name vs. Display Name – Know the Difference
Many sellers confuse legal name with store display name.
Legal Name
- The registered name of your business
- Must match your government documents
- Used for verification, tax information, and payments
- Not visible to customers
Store Name / Brand Name
- The public-facing name customers see
- Can be different from your legal name
- Used for branding and storefront identity
How to Change Legal Name in Amazon Seller – Step-by-Step Guide
Here is the complete process to update it correctly in 2025:
Step 1: Log In to Your Amazon Seller Central Account
Start by signing in to your Seller Central using your primary account. Only the main admin account has permission to make changes to legal business information.
Step 2: Go to “Account Info” Section
Inside Seller Central:
- Navigate to the top-right corner
- Click Settings
- Select Account Info
This section contains all details related to your business profile.
Step 3: Click on “Legal Entity” or “Business Information”
Depending on the marketplace, this may appear as:
- Business Information
- Legal Entity
- Business Details
This is where Amazon stores your legal name, business type, and official records.
Step 4: Edit the Legal Name
Click Edit beside:
- Legal Entity Name
- Registered Business Name
- Legal Business Owner Name
Enter the new legal name exactly as it appears on your official business documents.
⚠ Important:
If there is any mismatch between the documents and the name entered, Amazon may suspend your ability to sell until verification is complete.
Step 5: Upload Required Documentation
Amazon will ask for documents based on your business type:
If you’re an Individual Seller
Amazon may request:
- Government-issued ID
- Utility bill or bank statement with your name
If you’re an LLC or Corporation
Provide:
- Business registration certificate
- Articles of incorporation
- EIN documentation
- Updated business license
If you’re changing ownership
Amazon may also ask for:
- Partnership agreement
- Share transfer documents
Upload clear, unedited, non-expired documents. Blurred or cropped images are often rejected.
Step 6: Wait for Amazon Verification
Once submitted, Amazon reviews your documents.
The process usually takes:
- 24–72 hours for simple updates
- 3–7 days for company structure changes
- Up to 14 days for cross-country or high-risk category accounts
You’ll receive status updates under Performance Notifications.
Step 7: Confirmation
After approval:
- Your legal name will be updated
- Your tax and payment profile will reflect the new legal entity
- You can continue selling without interruptions
If issues arise, Amazon will request additional documentation.
Common Problems Sellers Face (and How to Avoid Them)
❌ Name Mismatch
The most common reason for rejection.
Solution: Enter the legal name EXACTLY as shown on documents.
❌ Submitting Incorrect Documents
Many sellers upload brand documents instead of legal business documents.
Solution: Use officially issued government documents.
❌ Blurred or Cropped Scans
Amazon rejects unclear images.
Solution: Use high-quality scans or photos.
❌ Wrong Business Type Selected
Changing from Individual to LLC requires updated tax info.
Solution: Update tax information after changing the legal name.
❌ Multiple Owners Not Reflected
If ownership has changed, Amazon wants full transparency.
Solution: Upload proof of transfer, partnership agreements, etc.
Changing Your Brand Name As Well?
If you’re not only changing your legal business name but also rebranding, you can follow the complete brand-name change guide here.
This explains how to change:
- Brand name
- Storefront name
- Product detail page brand attribute
- Trademark-linked brand details
It’s a helpful resource if you’re going through a full identity update.
Final Thoughts
Changing your legal name in Amazon Seller Central is straightforward—but only if you understand Amazon’s documentation expectations. Whether you’re rebranding, restructuring your business, or simply correcting errors, following the correct steps ensures you avoid delays, verification issues, or suspension risks.
The key is to be consistent, accurate, and prepared with proper documents.
To learn more about updating brand information and navigating Amazon changes, check this helpful guide:
👉 https://saecomfbapro.com/how-to-change-your-brand-name-on-amazon-in-2025/
