2027 New Seller Registration Now Open Click to Learn More2027 New Seller Registration Now Open Click to Learn More
How can you build efficient operational capabilities in cross-border e-commerce?
Learn what you need to prepare before you start selling, get from 0 to 1 quickly, and make efficient operational capabilities the engine that drives your business forward!
What do you need to prepare before opening a store?
Unlike traditional foreign trade or domestic e-commerce, cross-border e-commerce involves factors such as global payments, destination-country compliance policies, and destination-country market conditions, so sellers need to make thorough preparations in advance to support a smooth global launch.
Important notes (must read before registering)
①Please prepare all of the above materials before registration to avoid interrupting the registration process if you get stuck at any step.。 If this happens, you can leave for a while and go back to the page to continue your registration by logging in with the correct email address and password you set. If you are unable to log in, please make sure your network connection is stable. You can try clearing your browser Cookie or switching browsers.
②The registration process is irreversible. Once you complete it, you cannot go back to the previous step to change the information.。 Please carefully check that the information you entered is correct before proceeding to the next step.
③Unless otherwise required, please enter all information in Pinyin or English.
④ We recommend using a stable, dedicated network environment, and we do not recommend using VPN/VPS/Super Browser.
⑤We recommend that sellers keep their purchase invoices. If you encounter a review or a category application later in your business operations, you may be asked to provide the corresponding purchase invoices.
⑥ Hong Kong sellers, please select “Hong Kong” for “country of establishment” (this information cannot be changed after submission, and an incorrect selection may cause verification to fail).
⑦ If you have any questions during registration, you can click the “Get Support” button on the page to get help.
⑧ During the registration process, if you see a “Cancel registration” button on the page, please do not click it; after clicking it, you may not be able to continue your registration.
Prepare your registration materials
Color scan of the company's business license
● Mainland China companies: business license;
● Hong Kong companies: Certificate of Incorporation and Business Registration Ordinance;
● Taiwan companies: Limited company establishment registration form, joint-stock company establishment registration form, limited company change registration form, joint-stock company change registration form, sole proprietorship business registration approval letter, partnership business registration approval letter, limited partnership establishment/change registration form, unlimited company establishment/change registration form, limited partnership company establishment/change registration form, and closely held joint-stock company establishment/change registration form.
● Hong Kong companies: Certificate of Incorporation and Business Registration Ordinance;
● Taiwan companies: Limited company establishment registration form, joint-stock company establishment registration form, limited company change registration form, joint-stock company change registration form, sole proprietorship business registration approval letter, partnership business registration approval letter, limited partnership establishment/change registration form, unlimited company establishment/change registration form, limited partnership company establishment/change registration form, and closely held joint-stock company establishment/change registration form.
Note: These materials must be issued in Mainland China, Hong Kong, or Taiwan and must remain valid for more than 45 days before expiration. Also, please make sure the company registered on the business license is in good standing. You can check this in the National Enterprise Credit Information Publicity System.
Color scan of the legal representative’s ID card
The name on the ID must match the name of the legal representative on the business license and exactly match the name on the registered Amazon account.
Note: Make sure these materials are issued in Mainland China, Hong Kong, or Taiwan, and that the ID card is still valid.
A credit card that can be used for international payments
VISA or MasterCard; we recommend VISA.
Important:
① You need to confirm that payment in the selling country's currency is enabled. If you open stores in multiple Amazon marketplaces at the same time, we recommend using a credit card that supports payments in multiple currencies;
② Confirm that your credit card has not expired, has sufficient available credit, and has no restrictions on online or mail-order payments.
① You need to confirm that payment in the selling country's currency is enabled. If you open stores in multiple Amazon marketplaces at the same time, we recommend using a credit card that supports payments in multiple currencies;
② Confirm that your credit card has not expired, has sufficient available credit, and has no restrictions on online or mail-order payments.
Accurate and up-to-date contact information
● Contact person’s email address;
● Contact person’s phone number (we recommend providing the legal representative’s phone number);
● Company address and contact phone number.
● Contact person’s phone number (we recommend providing the legal representative’s phone number);
● Company address and contact phone number.
Bank account used to receive payments
● Mainland China bank account: use RMB to receive global payments and deposit them directly into the seller's domestic bank account in China, and for the bank address, select the seller's local bank account in China;
● Overseas/Hong Kong bank account: use a valid bank account outside mainland China or in Hong Kong, China, to receive Amazon sales proceeds in the local currency;
● Third-party deposit account: use a bank account provided to the seller by a payment service provider participating in the “Payment Service Provider Program.” In this case, select the country where the bank account opened for the seller by the payment service provider is located as the bank address.
● Overseas/Hong Kong bank account: use a valid bank account outside mainland China or in Hong Kong, China, to receive Amazon sales proceeds in the local currency;
● Third-party deposit account: use a bank account provided to the seller by a payment service provider participating in the “Payment Service Provider Program.” In this case, select the country where the bank account opened for the seller by the payment service provider is located as the bank address.
Note: Your bank account information must be accurate and valid. If you want to receive payments directly in RMB and manage your payments directly in Amazon Seller Central, we recommend using Amazon Currency Converter for Sellers, which allows you to automatically receive payments through a domestic bank account and is secure, convenient, and transparent.
Preparing funds
Before starting a cross-border e-commerce business, it is critical to prepare sufficient funds. You can click to view this course in the series, “1.1.3 What is the cost structure of cross-border e-commerce?” assess your startup costs in detail, and prepare your funds based on your own situation.
Time preparation
You need to set aside enough time to prepare materials, complete registration, and undergo qualification review (identity verification, video verification, and address verification). In addition, due to the special policies of some marketplaces, you will also need to spend extra time submitting related materials. Before completing all verifications and officially opening your store, you also need to spend time and effort choosing the right logistics solution, learning how to create high-quality listings, and registering your brand so you can take an efficient first step.
Therefore, we recommend that sellers allow 1 month to prepare materials and 1–2 months to get ready to open their store. The earlier you start preparing to open your store, the better!
Staffing preparation
Understand how operations functions
As shown in the figure below, each department has a different division of responsibilities. Operations oversees the entire business workflow, coordinates relevant resources across the company, provides important information to each stage of the business, and works across the organization to achieve business goals.
The 4 core capabilities required for operations
Ideal operations staff should master four key capabilities. Sellers can refer to the operations capability advancement pyramid below to focus on whether the company’s current talent structure matches its current stage of development and optimize and adjust the team based on actual circumstances and needs.
Basic operations capability: platform operation capability
A qualified operations professional must have platform operation skills, which ensure that the company’s strategies and tactics are carried out as required.
Advanced operations capability: data analysis capability
In addition to being proficient in platform operations, data analysis skills are also essential. There are many online business metrics and reports, and operations staff need to think like detectives, using data (such as click-through rate, conversion rate, and product return rate) to assess business performance and identify opportunities for business growth. Strong operators are also great at discovering opportunities: they can create new data dimensions or metrics (such as sales by region in North America) to further uncover product use cases for precisely targeted customer segments.
Advanced operations capability: overall planning capability
In addition to data analysis skills, overall business planning skills are equally important. An advanced operations professional should be able to assess the state of business development from an overall perspective.
Advanced operations capability: market insight
After observing the market and consumers over time, a senior operations professional should become an expert in the category. At this stage, they should already clearly understand their product’s position in the overall market and, like a prophet, be able to see future market trends and how the business should respond, thereby working with the entire business team to drive growth.
Staffing recommendation: create a dedicated operations role
When you’re just getting started and building your business team, it’s important to have an operations role that is independent of each functional department and oversees the entire business workflow!In the early stages, you can recruit recent graduates with strong learning abilities to learn the platform’s basic operations and develop advanced operations talent for subsequent business growth. And as the business leader, whether of the company or a department, you should be actively involved in operations to drive efficient collaboration across all parts of the business.
From store registration to quickly opening your store in compliance, what pitfalls should you avoid?
How to successfully pass the qualification review during the registration process?
Once you’ve completed the preparations for selling on Amazon, the next step is to start registering your store!After you complete all registration information, you will enter the qualification review process. In this process, identity review, video verification, and address verification may be carried out.
Here are some tips to help you pass the review smoothly:
Submit identity verification documents
Be sure to correctly submit your identity documents as instructed, such as color scans or photos of the front and back of the legal representative’s ID card or the personal information page of their passport, as well as the company’s business documents, and wait for review!
Identity verification
Amazon offers you two identity verification methods: “take a facial photo” and “record a facial video.”
Take a facial photo (this option may speed up verification)
- You can complete this step at your convenience without waiting for an employee.
- Use your device's camera to take photos of your face and your government-issued ID. Amazon will compare them to complete this verification step.
Record a facial video
Use your device camera to take images of your face and the physical copies of the documents that you submitted. Amazon will record your session and have an Amazon employee verify your identity.
Please note: Sellers in mainland China must also provide additional documents (that is, a photo of your business license) to complete the verification review process.
Take a facial photo (this option may speed up verification)
- You can complete this step at your convenience without waiting for an employee.
- Use your device's camera to take photos of your face and your government-issued ID. Amazon will compare them to complete this verification step.
Record a facial video
Use your device camera to take images of your face and the physical copies of the documents that you submitted. Amazon will record your session and have an Amazon employee verify your identity.
Please note: Sellers in mainland China must also provide additional documents (that is, a photo of your business license) to complete the verification review process.
Address verification
When entering the company address, please enter the actual business address in Chinese, including the street number, and make sure the exact address can be located. The address cannot be changed after it is confirmed. After everything is confirmed, you will receive a postcard mailed by Amazon within 5–8 business days, which includes an address verification code. After you receive the postcard, please enter the address verification code from the postcard in the address verification field as soon as possible. If you have not received the postcard after 7 days, you can click Resend. You have only 3 chances to request it, so please do not submit requests frequently.
Important notes for qualification review
① Amazon requires the company's legal representative to be present at the meeting. If you are not the company’s legal representative, you must obtain the company’s authorization to act on behalf of the legal representative, and you must bring the original copies of the following documents to the meeting:
The company’s legal representative’s and your own valid government-issued photo ID or passport;
Original commercial documents showing the legal representative's name, such as a business license, business registration certificate, or limited company incorporation registration form. A business license in Mainland China and a business registration certificate in Hong Kong must have more than 45 days remaining before expiration, and the company must not have been revoked or closed by the local government, or be listed in the “Business Abnormality Directory”;
Hong Kong sellers are divided into two types: Body Corporate sellers and Individual/Partnership sellers. Body Corporate sellers must bring both the Certificate of Incorporation and the Business Registration Certificate, while Individual/Partnership sellers must bring the Business Registration Certificate.
Sellers from Hong Kong or Taiwan: if you attend the video verification on behalf of a director, you only need to verbally confirm during the video verification that you have the director’s authorization and that you are a current employee of the company.
② During video verification, Amazon staff may ask questions related to the company's operations. If you need to bring an assistant to participate in the video verification, please ensure that:
At the start of the video verification, truthfully tell Amazon staff that you have brought an assistant;
The assistant must remain on camera with you throughout the video verification and may only provide assistance with translation, device setup, network settings, or similar support, and may not interfere with or answer any questions asked by Amazon staff during the video verification.
③ During the video verification process, if you miss your originally scheduled appointment time and do not attend, a corresponding prompt will appear in your Amazon seller platform interface. Please reschedule for a new time and attend on time.
The company’s legal representative’s and your own valid government-issued photo ID or passport;
Original commercial documents showing the legal representative's name, such as a business license, business registration certificate, or limited company incorporation registration form. A business license in Mainland China and a business registration certificate in Hong Kong must have more than 45 days remaining before expiration, and the company must not have been revoked or closed by the local government, or be listed in the “Business Abnormality Directory”;
Hong Kong sellers are divided into two types: Body Corporate sellers and Individual/Partnership sellers. Body Corporate sellers must bring both the Certificate of Incorporation and the Business Registration Certificate, while Individual/Partnership sellers must bring the Business Registration Certificate.
Sellers from Hong Kong or Taiwan: if you attend the video verification on behalf of a director, you only need to verbally confirm during the video verification that you have the director’s authorization and that you are a current employee of the company.
② During video verification, Amazon staff may ask questions related to the company's operations. If you need to bring an assistant to participate in the video verification, please ensure that:
At the start of the video verification, truthfully tell Amazon staff that you have brought an assistant;
The assistant must remain on camera with you throughout the video verification and may only provide assistance with translation, device setup, network settings, or similar support, and may not interfere with or answer any questions asked by Amazon staff during the video verification.
③ During the video verification process, if you miss your originally scheduled appointment time and do not attend, a corresponding prompt will appear in your Amazon seller platform interface. Please reschedule for a new time and attend on time.
② During video verification, Amazon staff may ask questions related to the company's operations. If you need to bring an assistant to participate in the video verification, please ensure that:
At the start of the video verification, truthfully inform Amazon staff that you have an assistant with you;
The assistant must remain on camera with you throughout the entire process and may only provide help with translation, device setup, network settings, or similar assistance. They may not interfere with or answer any questions asked by Amazon staff during the video verification.
③ During the video verification process, if you miss your originally scheduled appointment time and do not attend, you will see a corresponding prompt in your Amazon seller platform interface. Please reschedule for a new time and attend on time.
At the start of the video verification, truthfully inform Amazon staff that you have an assistant with you;
The assistant must remain on camera with you throughout the entire process and may only provide help with translation, device setup, network settings, or similar assistance. They may not interfere with or answer any questions asked by Amazon staff during the video verification.
③ During the video verification process, if you miss your originally scheduled appointment time and do not attend, you will see a corresponding prompt in your Amazon seller platform interface. Please reschedule for a new time and attend on time.
③ During the video verification process, if you miss your originally scheduled appointment time and do not attend, you will see a corresponding notice in your Amazon seller platform interface. Please reschedule for a new time and attend on time.
What compliance requirements should you pay attention to after you start selling on Amazon?
After your store goes live, you also need to complete a series of compliance requirements to ensure long-term, stable operations. In summary, selling globally in compliance can be broken down into three steps: understand Amazon’s selling policies, understand the policy requirements of the destination country, and understand product and product safety compliance policies.
What you need to know to sell on Amazon
The Seller Code of Conduct requires sellers to follow the principles of acting fairly and honestly in Amazon. In addition, sellers should also pay attention to Account Health during operations to avoid Listing deactivation or even Account deactivation due to violations. Click here to learn about Amazon’s related policies.
Policy requirements in your destination country
After you confirm your marketplace, you need to understand the local policies and compliance requirements and make compliance preparations in advance. For example, if you choose to sell on the Europe marketplace, you need to meet EU Value Added Tax (VAT) compliance requirements; if you choose to sell on the Japan marketplace, you need to pay attention to Japanese Consumption Tax (JCT) compliance. Click here to learn about compliance policies for the Europe marketplace and Japan marketplace.
Product and product safety compliance
Specific categories you sell, such as high-risk categories like cosmetics and toys, may also have specific compliance requirements.
You can also use a range of official compliance tools and solutions provided by Amazon to get the compliance support you need and meet various compliance requirements with greater peace of mind, ease, and convenience. Click here to learn about Amazon compliance tools.
How can you efficiently get your first order after opening your store and jump-start your business ahead of others?
Once you complete the registration and review process, you can officially begin your cross-border e-commerce journey!Next, you can focus on learning how to operate your store efficiently. For new sellers, building a strong foundation early on can help set you up to create best-selling products and drive traffic later, so you can get off to a smooth start ahead of others!
A new seller’s operational actions during the first 90 days of a new account are a critical period that determines the account’s future performance, known as the Golden 90 Days*. During these 90 days, Amazon has created efficient operational recommendations for new sellers (including Brand Registry, joining Fulfillment by Amazon (FBA), using Sponsored Products, and using Amazon coupons), so you can grow your business faster, operate more efficiently, and:
Time to get your first order is 1 month faster than for other sellers
Your store’s full-year sales are about 10 times those of other sellers
Second-year store sales were about 15 times those of other sellers
*Definition of the Golden 90 Days: For FBA sellers, the 90-day period starts when the product is received and listed; for self-fulfilled sellers, it starts when sellable inventory is listed.
Click here to view the detailed guide to the Golden 90 Days operating steps.
Amazon Operations Guidance Matrix
If you have any questions or need support before, during, or after starting to sell, you can use the following methods to access more learning resources and detailed guidance.
Scan the QR code on the right to follow the official Amazon Global Selling WeChat account and get the latest operating guidance.
Start
Grow
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