It is possible to set up a legitimate second account if you have a legitimate business need, such as a parent company with multiple sub-brands, each with its own storefront. In order to create separate accounts, the brands need separate banking information, including distinct tax ID numbers. So, if you want multiple Amazon Seller accounts without getting suspended, you must at least have different tax ID numbers. Keep in mind there is a big difference between multiple accounts and duplicate accounts. Multiple accounts can be set up for different businesses with distinct banking accounts, but duplicate accounts cannot be set up to circumvent Amazon’s guidelines.
Main Problem with Multiple Amazon Seller Accounts
Amazon Seller Power_Spirit asks if it is possible to open a second Amazon Seller account here: https://sellercentral.amazon.com/forums/t/how-to-get-the-permission-to-open-a-second-seller-account/697263/3
In September of 2020, user old_marine states to get a second Amazon Seller account you must apply to see if you qualify for a special exception, but user Oneida_Books claims that Amazon no longer requires special approval for second accounts. Oneida_Books then quotes Amazon directly saying that they received a message from Amazon stating the following:
“Amazon is no longer requiring sellers to obtain approval for multiple selling accounts. However, Amazon recommends that you only open a second selling account if you have a legitimate business need and all your current accounts are in good standing.”
Oneida_Books then links to the Amazon Seller Policies and Guidelines so you can see the exact wording of the policy: https://sellercentral.amazon.com/gp/help/G1801.
Additional Problems with Multiple Amazon Seller Accounts
In addition, if your account has been suspended, you cannot simply create a duplicate account and begin selling the same products again. Amazon will detect the duplicate account and then you will have no chance of appealing to Amazon to reinstate your account.
In conclusion, if you have a parent company with multiple sub-brands, then set up an account for each brand. This will allow you to manage sales for each brand separately. To do this, you will need to provide distinct banking information for each brand, so Amazon can verify the business as a legitimate distinct business, and not a duplicate account attempting to circumvent suspension.