Can I Sell Products Under Multiple Brands on Amazon?
Diversification is a core principle of business growth. For Amazon sellers, this often leads to a pivotal question: “Can I sell products under multiple different brands from a single seller account?”
The short answer is yes, you absolutely can. Amazon allows you to sell products from numerous brands under one seller central account. However, successfully managing a multi-brand portfolio requires strategic planning and a clear understanding of Amazon’s policies to avoid brand confusion, operational headaches, and potential account risks.
This guide will walk you through the how, why, and what-to-avoid of managing multiple brands on Amazon.
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How to Sell Multiple Brands Under One Amazon Account
Technically, you don’t need to do anything special. You can simply list products from Brand A, Brand B, and Brand C all from your single Seller Central dashboard. When customers check the “Other Sellers on Amazon” box, they will see your seller name.
However, to do this effectively and professionally, you must consider branding and structure.
1. The Role of Amazon Brand Registry
This is the most important tool for multi-brand sellers. For each unique brand you own, you must enroll it separately in Amazon Brand Registry.
Why it’s essential: Brand Registry gives you dedicated tools and protection for each brand. This includes:
Brand-Specific Analytics: View reports and vitals for each brand individually.
Protection from Hijackers: Use the Report a Violation (RAV) tool to protect each brand’s intellectual property.
Enhanced Marketing Content: Create A+ Content and Brand Stores unique to each brand.
How it works: You will have one Seller Central account, but within it, you will be registered as the owner of multiple brands. You can switch between these brand “portals” to access brand-specific tools.
2. Creating Separate Listings
Each product must be listed under its correct brand name. The brand name is a crucial, locked-down attribute in the Amazon catalog. You cannot list a product from “Brand A” and set its brand field to “Brand B”; this is a policy violation.
The Strategic Pros of a Multi-Brand Strategy
Diversification of Risk: If one brand faces a temporary setback (e.g., a supplier issue, a negative review wave, a seasonal slump), your other brands can sustain your business income.
Market Segmentation: You can create separate brands to target different customer demographics or price points. For example, a premium brand with high-quality materials and a value brand for budget-conscious shoppers.
Testing New Markets: Launching a new product under a new brand allows you to test a niche without risking the reputation of your established flagship brand.
Acquisition Potential: Well-defined, standalone brands are more attractive assets if you ever decide to sell your business.
The Challenges and Cons to Consider
Operational Complexity: Managing inventory, PPC campaigns, and keywords for multiple brands is significantly more work than for one.
Brand Dilution: If not managed carefully, promoting too many brands can dilute your overall marketing efforts and make it harder to build a loyal customer base for any single brand.
Increased Customer Service Load: You’ll need to be an expert on the products and potential issues for all your brands.
Account Risk Consolidation: This is the biggest risk. All your brands operate under one Seller Central account. If that account is suspended due to a policy violation with one brand, all of your brands are suspended simultaneously. Your entire business is tied to one account’s health.
Best Practices for Managing Multiple Brands
Separate Your Brands Completely:
Unique Brand Identities: Ensure each brand has a distinct name, logo, and packaging.
Dedicated Brand Stores: Create a separate Amazon Brand Store for each brand to provide a unique shopping experience.
Specific Social Media & Marketing: Market each brand independently to its target audience.
Monitor Your Account Health Vigilantly: Since all brands share one account health rating (AHR), you must be hyper-aware of the performance metrics (Order Defect Rate, Late Shipment Rate, etc.) for every order, regardless of the brand.
Consider Your Fulfillment Strategy: You can comingle inventory for all brands under FBA, but this might lead to brand confusion in the warehouse. Many sellers prefer to use separate, labeled inventory to maintain control.
Get Your Documentation in Order: For each brand, ensure you have its unique trademark registration certificate ready for Brand Registry enrollment.
When Should You Use a Separate Seller Account?
While against Amazon’s policies to have multiple accounts without a valid business reason, Amazon does allow them in certain scenarios. If you have a legitimately separate business (e.g., different legal entities, different owners), you can apply for a second account.
However, for a single business entity, one account is the rule. The risk of having two accounts without permission is a permanent ban for both.
Conclusion: A Viable Strategy with Managed Risk
Selling multiple brands on Amazon is not only allowed but can be a brilliant strategy for growth and risk management. The key to success lies in organization, a deep understanding of Brand Registry, and a relentless focus on maintaining impeccable account health.
By treating each brand as its own unique entity while expertly managing them under one roof, you can build a diversified and resilient Amazon business.
Need help structuring your multi-brand Amazon strategy? The experts at Infobeam Solution can help you navigate Brand Registry, manage your account health, and develop distinct brand identities to maximize your success. Call us: +91 96545 53640 or email sales@infobeamsolution.com for a strategic consultation today!