Can You Operate Multiple Amazon Stores with the Same GST Number?

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For growing businesses in India, expansion often means launching new brands or product lines. A common question that arises is: “Can I use my existing GST number to open a second Amazon seller account?”

Can You Operate Multiple Amazon Stores With The Same GST Number, Infobeam Solution

The answer is not a simple yes or no. It hinges on a critical distinction between “one business” and “multiple, legally distinct businesses,” and misunderstanding this difference is a leading cause of account suspensions.

This guide will clear the confusion, explain Amazon’s official policy, and show you how to expand correctly.

Table of contents

The Short Answer: It’s Against Amazon’s Policy

Generally, No, you cannot use the same GST number to operate multiple, separate Amazon seller accounts.

Amazon’s Terms of Service strictly prohibit one person or entity from operating multiple Seller Central accounts without a legitimate business need. Their systems are designed to detect linked accounts, and using the same GST number is a primary red flag that will link those accounts immediately.

Doing this without permission will result in all associated accounts being permanently suspended for violating Amazon’s “Operating Multiple Seller Accounts” policy.

The “Why”: Understanding Amazon’s Logic

Amazon imposes this rule to maintain a fair and trustworthy marketplace.

  • Preventing Abuse: It stops bad actors from circumventing restrictions. If one account gets banned for policy violations, the seller can’t just open a new one with the same credentials.

  • Maintaining Fair Competition: It prevents a single seller from unfairly dominating search results or the Buy Box by creating multiple listings for the same product.

  • Ensuring Account Health: Each account must maintain its own performance metrics. Comingling metrics across multiple businesses would make it impossible to hold a single seller accountable.

The Exception: When Can You Have Multiple Accounts?

Amazon does allow multiple accounts, but only under specific, pre-approved circumstances. The core principle is that each account must represent a separate, legitimate legal entity.

You can apply for a second account if you own multiple, distinct businesses that fall into these categories:

  1. Different Legal Entities: You own multiple independently registered businesses (e.g., different Private Limited companies, LLPs, or Partnerships). Each entity must have its own unique GST number and other legal documentation.

  2. Different Product Lines: You are manufacturing and selling vastly different types of products (e.g., one business sells books and another sells car parts).

  3. Acquiring Another Business: You have acquired another company and need to operate its existing Amazon account.

Crucial Point: Even if you qualify for an exception, you must get approval from Amazon before creating the second account. You cannot create it first and ask for forgiveness later.

How to Apply for a Second Seller Account

If you believe you have a valid reason, follow these steps:

  1. Contact Seller Support: Use the “Contact Us” feature in your existing Seller Central account.

  2. Select Your Reason: Navigate to: Account Settings > Manage Your Case Log > Request to Open a New Selling Account.

  3. Provide a Detailed Justification: Clearly explain your legitimate business need for a second account. Be prepared to provide documentation proving your businesses are separate legal entities (e.g., different GST certificates, company incorporation documents, bank account details).

The Right Way to Sell Multiple Brands or Product Lines

For most sellers, the goal is to sell different types of products, not to manage separate legal entities. The good news is that you can achieve this easily under one Seller Central account.

Use a Single Account with Multiple Brands:

  • This is Amazon’s intended and preferred model.

  • You can list an unlimited number of products from an unlimited number of brands under one account.

  • For each brand you own, you simply enroll it separately in the Amazon Brand Registry. This allows you to access brand-specific tools (A+ Content, Brand Stores, protection) for each brand, all from within your single seller account.

  • This approach is simpler, safer, and avoids the hassle of managing multiple account logins, performance metrics, and fee structures.

What Are the Risks of Using the Same GST Number for Multiple Accounts?

Attempting to circumvent Amazon’s policy by using the same GST number is extremely high-risk. The consequences include:

  • Immediate Account Suspension: Amazon’s systems will link the accounts and automatically suspend all of them.

  • Permanent Ban: Reinstating accounts closed for this violation is very difficult, and you may be permanently banned from selling on Amazon.

  • Funds Withheld: Your selling proceeds will be held for 90 days or longer, potentially crippling your business cash flow.

Conclusion: One Business, One Account (Usually)

While operating multiple legal entities may require multiple Amazon accounts, operating multiple brands does not.

For the vast majority of Indian sellers, the correct and safe path is to:

  1. Operate a single Seller Central account.

  2. Use a single GST number for that account.

  3. Expand by adding new brands and products to that same account.

  4. Protect each brand through separate Brand Registry enrollments.

Always prioritize the long-term health of your business over a shortcut that could end it. When in doubt, stick to one account or contact Amazon for pre-approval.

Confused about account structure or Brand Registry? The experts at Infobeam Solution can help you develop a compliant growth strategy that protects your business. Schedule a free consultation with us today to ensure you’re building on a solid foundation. Call us: +91 96545 53640 or email sales@infobeamsolution.com.

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