Amazon growth is not only about strong keywords, better bids, clean images, or compelling A+ Content.

Those things matter, but your team first needs the right access.

If the correct Brand Registry selling role is not assigned, a seller, vendor, reseller, or agency may not be able to access important brand benefits such as A+ Content, Brand Stores, product videos, Sponsored Brands, Amazon Vine, Brand Analytics, Posts, and other tools that support visibility and conversion.

That is why Amazon’s Brand Registry update matters.

Effective July, 2026, Brand Registry Administrators will use Account IDs instead of Merchant Tokens to assign and manage selling roles. This change is designed to make role management simpler, especially for brands operating across multiple Amazon stores, regions, seller accounts, vendor relationships, agencies, and reseller networks.

For Amazon sellers and brand owners, this is a good time to review who has access, what role they have, and whether your brand benefits are set up correctly.

What Changed in Amazon Brand Registry?

Amazon Brand Registry Administrators will now use Account IDs when assigning or modifying selling roles.

A selling role defines the relationship between a selling partner and the registered brand. This role can make the account eligible for brand selling benefits and listing privileges.

This update affects:

• Brand Registry Administrators
• Seller Central accounts with assigned selling roles
• Vendor Central accounts with assigned selling roles
• Sellers requesting access to brand benefits
• Agencies managing Amazon creative, ads, and content
• Authorized resellers connected to a registered brand
• Brands managing multiple accounts across different marketplaces

The main shift is simple: Brand Registry is moving away from marketplace-specific identifiers and toward one unified Account ID.

Why Amazon Is Moving From Merchant Tokens to Account IDs

A Merchant Token is a unique seller identifier that has traditionally been used inside Amazon systems and third-party application access.

The issue is that many Amazon businesses are no longer simple one-account operations.

A brand may have:

• One Seller Central account in the US
• Another account in Canada or the UK
• A Vendor Central relationship
• An agency supporting content and PPC
• Authorized resellers
• Multiple team members managing permissions
• Several marketplace-specific identifiers

Managing this through Merchant Tokens can become messy.

Account IDs simplify that process by giving each seller or vendor company one unified business identifier across Amazon’s global marketplaces.

In most cases, Account IDs start with:

amzn1.pa.o

For Brand Registry Administrators, this creates a cleaner way to connect the right selling partner account to the right brand.

Why This Update Matters for Amazon Growth

This is not just a backend account update.

Selling role access affects real business execution.

If access is incorrect, your team may run into delays with:

• Uploading or editing A+ Content
• Building or updating Brand Stores
• Adding product videos
• Running Sponsored Brands campaigns
• Accessing Sponsored Display
• Using Amazon Vine
• Reviewing Brand Analytics
• Managing experiments
• Working with Posts
• Reviewing Brand Metrics
• Supporting launch or scaling work

For a growing brand, those delays can affect sales momentum, campaign readiness, conversion improvements, and content execution.

If your team is preparing for a product launch, seasonal campaign, catalog cleanup, A+ refresh, or advertising push, Brand Registry access should be reviewed before the work begins.

Selling Roles and Protection Roles Are Different

One of the most important points to understand is that Amazon Brand Registry has two separate role groups.

Selling Roles: For Brand Benefit Access

Selling roles define how a selling partner is connected to the brand from a sales and marketplace benefits perspective.

The two main selling roles are:

• Brand Representative
• Reseller

These roles can unlock eligibility for brand selling benefits and listing privileges, depending on account type, marketplace, and Amazon eligibility.

Protection Roles: For Brand Protection Access

Protection roles define how a Brand Registry account is connected to the brand for protection-related activity.

These roles include:

• Administrator
• Rights Owner
• Registered Agent

Only Administrators can assign or remove both selling roles and protection roles.

The key point: selling roles do not automatically provide protection access.

For example, the Report a Violation tool is a protection benefit. Access to that tool comes through a protection role, not a selling role.

Brand Representative vs. Reseller: Which Role Fits?

Brand Registry Administrators can assign two types of selling roles.

Brand Representative

A Brand Representative is an internal, first-party selling partner directly connected to the brand.

This role is generally used when the selling account is operated by the brand or by a team directly representing the brand.

A Brand Representative may receive broader eligibility for certain brand selling benefits, depending on Amazon’s marketplace and account rules.

Reseller

A Reseller is an external third-party selling partner authorized by the brand to sell its products on Amazon.

This role is useful when brands work with distributors, retail partners, or outside sellers but still want to create a clear relationship inside Brand Registry.

Amazon remains an open marketplace. Sellers without an assigned Brand Registry selling role may still sell products on Amazon if they follow Amazon’s selling policies. However, they may not have access to the same brand selling benefits.

Brand Selling Benefits Connected to Selling Roles

Brand selling benefits are tools and programs that help eligible selling partners manage branded products and improve brand visibility.

Depending on store, role, account type, and eligibility, these benefits may include:

• A+ Content
• Brand Stores
• Product videos
• Sponsored Brands
• Sponsored Display
• Sponsored Products
• Amazon Attribution
• Amazon Brand Analytics
• Amazon Live
• Amazon Vine
• Brand Metrics
• Customer Reviews
• Manage Your Experiments
• Posts
• Subscribe & Save
• Virtual Bundles
• New Seller Incentives
• Brand Referral Bonus

For serious Amazon brands, these are not “nice to have” tools. They are often central to conversion, advertising, brand trust, customer education, and catalog growth.

How to Find Your Account ID in Seller Central

Only the Account Owner can view the Account ID.

To find it:

1. Click the gear icon at the top of Seller Central.
2. Select Settings.
3. Select Manage Accounts.
4. Locate the Account ID.

If you cannot see the Account ID, you may not have owner-level access.

How to Find the Account Owner

If you need the Account ID but do not know who owns the account, follow these steps:

1. Go to User Permissions.
2. Look for the user listed as Owner under Account Role.
3. Contact that person to request the Account ID or the required access.

If User Permissions is not available, contact your Seller Central Administrator.

This step is especially important when an agency, reseller, consultant, or internal team member needs brand benefit access.

How Brand Administrators Assign Selling Roles

Only Brand Registry Administrators can assign selling roles.

To connect a selling partner account, the Administrator can follow this general process inside Brand Registry:

1. Click Manage.
2. Select Manage Selling Roles.
3. Click Connect a Selling Partner Account.
4. Choose Seller Central accounts or Vendor Central accounts.
5. Select the selling role: Brand Representative or Reseller.
6. Choose one of your accounts or select Other Account.
7. Enter the Account ID when inviting another seller or vendor account.
8. Choose the registered brand.
9. Click Connect Selling Account.

After this, the account owner for Seller Central or the account administrator for Vendor Central will receive an invitation. Once accepted, the selling role will show as active.

Administrators can connect as many selling partner accounts as needed.

Why Selling Role Invitations Can Get Stuck

A selling role invitation must be accepted by the correct account user.

For Seller Central, the invitation goes to the Account Owner. For Vendor Central, it goes to the Account Administrator.

Seller Central Administrators can manually share the invitation link with other users on the account. However, those users can accept only if Brand Benefit Eligibility has been activated for them in User Permissions.

This is one of the most common places where access issues happen.

The invitation may be sent, but the wrong person may be waiting for it. Or the user may receive the link but still not have the required permission to accept it.

For teams working on A+ Content, Stores, PPC, or Vine, this can create unnecessary delays.

How to Manage Existing Selling Roles

Brand Registry Administrators should regularly review connected accounts.

To update roles:

1. Go to Manage Selling Roles.
2. Choose Seller Central accounts or Vendor Central accounts.
3. Open Connected Seller Central accounts or Connected Vendor Central accounts.
4. Find the account ID you want to edit.
5. Click Manage Access.
6. Add or remove roles by checking or unchecking the right boxes for each brand.
7. Click Update.
8. Confirm the changes.

This review is useful when adding a new agency, changing resellers, removing an old vendor, or correcting the wrong role.

How to Manage Open Invitations

Administrators can also review pending invitations inside Brand Registry.

From the Open Invitations section, they can:

• Copy the invite link
• Resend the invitation
• Withdraw the invitation
• Review the seller or vendor account ID linked to the invite

This helps brands keep access clean and avoid old invitations staying open longer than needed.

What an “Out-of-Sync” Selling Role Means

Some connected Seller Central accounts may show a yellow “Out-of-sync” banner.

This means Amazon needs the Brand Registry Administrator to verify the correct selling role as part of the transition from Merchant Tokens to Account IDs.

When the Administrator clicks Manage Access, both Brand Representative and Reseller may appear selected for at least one brand.

The Administrator should choose the correct role and update the access.

Ignoring this warning can create confusion around permissions, benefits, and account relationships.

Brand Benefit Eligibility for Sellers

Seller Central users can use Brand Benefit Eligibility to review existing brand relationships and request selling roles.

Sellers can use this tool to:

• Review brands eligible for selling role requests
• Request Brand Representative access
• Request Reseller access
• View brands where a selling role is already assigned
• Request a Brand Representative role if currently assigned as a Reseller

If the Brand Registry Administrator approves the request, related benefits may become available within 48 hours.

Vendors cannot request access this way. They need to connect directly with the brand Administrator.

How Administrators Manage Selling Role Requests

When a seller submits a request for a selling role, the request appears on the Administrator’s Manage Selling Roles page.

Administrators have 30 days to approve or reject the request before it expires.

To review requests:

1. Click Manage.
2. Select Manage Selling Roles.
3. Select Seller Central accounts.
4. Click Access Requests.
5. Find the seller account name or Account ID.
6. Accept or reject the request.

This gives brands better control over who receives selling benefits connected to their registered brand.

Common Mistakes Brands Should Avoid

Brands should avoid treating this as a small technical update.

Common mistakes include:

• Not collecting the correct Account ID
• Still relying only on Merchant Tokens
• Giving Brand Representative access to the wrong partner
• Confusing selling roles with protection roles
• Assuming selling roles provide Report a Violation access
• Leaving old reseller or agency access active
• Ignoring “Out-of-sync” warnings
• Not checking pending invitations
• Waiting until an A+ Content or advertising deadline to fix access
• Not confirming whether users have Brand Benefit Eligibility activated

These issues can slow down content production, campaign setup, listing optimization, and marketplace growth.

Big Internet Commerce Perspective: Access Setup Is Part of Amazon Growth

We help Amazon brands grow through PPC management, SEO, listing optimization, A+ Content, Storefront design, creative strategy, catalog management, inventory health, and full-service Amazon account support.

But even the best growth strategy can slow down if the right permissions are not in place.

A strong Amazon account should have:

• Clean Brand Registry setup
• Correct selling role assignments
• Proper User Permissions
• A+ Content access
• Brand Store access
• Advertising eligibility
• Brand Analytics access where available
• Vine access where eligible
• Clear connections between brand owners, sellers, vendors, resellers, and agencies

We help brands find and fix these operational gaps so growth work can move faster.

Whether a brand is launching on Amazon or already selling and trying to scale, the right account structure supports better execution.

What Brands Should Do Now

Amazon brands should run a quick Brand Registry access review.

Start with this checklist:

1. Confirm who the Brand Registry Administrator is.
2. Identify the Account Owner for each Seller Central account.
3. Collect the correct Account IDs.
4. Review connected Seller Central and Vendor Central accounts.
5. Confirm whether each partner should be Brand Representative or Reseller.
6. Resolve any “Out-of-sync” warnings.
7. Review open invitations.
8. Remove outdated access.
9. Check Brand Benefit Eligibility where needed.
10. Confirm your team can access the tools needed for content, advertising, and growth.

This simple review can prevent delays before important launches, promotions, creative updates, or account management work.

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Quick FAQs

What changed after July, 2026?

Brand Registry Administrators now use Account IDs instead of Merchant Tokens to assign and manage selling roles.

What is an Amazon Account ID?

An Account ID is a unified business identifier for a seller or vendor company across Amazon’s global marketplaces.

Where can I find my Account ID?

Account Owners can find it in Seller Central by going to Settings and then Manage Accounts.

What are the available selling roles?

The two main selling roles are Brand Representative and Reseller.

Do selling roles give access to Report a Violation?

No. Report a Violation is a protection benefit and requires the correct protection role.

What does “Out-of-sync” mean?

It means the Brand Registry Administrator needs to verify the correct selling role during the transition from Merchant Tokens to Account IDs.

How long does access take after approval?

If a selling role request is approved, related benefits may become available within 48 hours.

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Do Not Let Access Issues Block Amazon Growth

Amazon’s move from Merchant Tokens to Account IDs is designed to make Brand Registry selling role management easier.

But brands still need to take action.

If your Amazon business depends on A+ Content, Brand Stores, Sponsored Brands, Vine, Brand Analytics, product videos, or agency support, now is the time to confirm that the correct selling roles are assigned.

We help Amazon brands review account health, catalog structure, listing performance, PPC opportunities, creative assets, and growth operations.

Schedule a strategy call with our team.

Follow Big Internet Ecommerce (BIE) on Instagram & LinkedIn to stay updated with the latest trends in Amazon selling.

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