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How do I add and manage user permissions in Seller Central?
Kelly
Account Performance Manager at Amersify
Introduction
Managing user permissions in Amazon Seller Central isn’t just an admin task — it’s a matter of security, efficiency, and compliance. Every person accessing your account represents a potential risk if permissions aren’t managed properly.
At Amersify, we’ve seen brands accidentally lose control of their Amazon operations because access wasn’t limited, revoked, or structured correctly. Whether you’re granting access to internal staff, agencies, or third-party tools, following Amazon’s permission best practices is crucial for protecting your data and avoiding serious disruptions.
This guide walks through how to add, edit, and remove users in Seller Central, explains permission types, and outlines best practices for ongoing account management.
1. Understanding User Roles and Permissions
Amazon allows you to give controlled access to different users without sharing your master login credentials.
There are two key roles in Seller Central:
1.1 Primary Account Owner (Admin)
The individual who originally created the Seller Central account.
Has full control over all areas of the account — financials, inventory, advertising, and case management.
Can add or remove other users.
Responsible for enabling Two-Step Verification (2SV) for security.
1.2 Secondary Users
Invited to access the account with permissions defined by the Admin.
Can include internal staff, agencies, consultants, accountants, or operations support.
Only see the sections they’ve been granted access to.
💡 Amersify tip: Limit full Admin access to a maximum of two people. Everyone else should be assigned restricted access aligned with their specific role.
2. How to Add a New User in Seller Central
Adding a new user takes only a few minutes.
Follow this breadcrumb path:
Breadcrumb:
Settings (top right corner) → User Permissions
Step-by-Step:
Log in as the Primary Account Owner.
Go to Settings → User Permissions.
Enter the new user’s name and email address, then click Send Invitation.
The user will receive an email invitation from Amazon.
Once accepted, the Admin can assign permissions to that user within the User Permissions page.
Invitation status will show as Pending until the user completes the process.
3. Managing User Permissions
Once a user has been added, you can manage which areas of the account they can access.
Amazon provides a list of categories with toggle options for View, Edit, or No Access.
Main Permission Categories
Category | Description |
|---|---|
Inventory | Create, edit, and manage product listings. |
Orders | View and manage customer orders and returns. |
Advertising | Access Campaign Manager for Sponsored Ads. |
Reports | View Business Reports, Payments, and Fulfilment data. |
Brand Registry (if applicable) | Access Brand tools and reporting. |
Account Info | View or edit company details and tax settings. |
Performance | Access Account Health and policy notifications. |
Breadcrumb:
Settings → User Permissions → Manage Permissions
⚙️ Amersify insight: Assign Report-only access to your finance team — this allows them to view settlements and invoices without altering listings or ads.
4. Editing or Removing User Access
Sometimes team members leave, agencies change, or roles evolve — updating access should always be part of your offboarding or review process.
To Edit User Access:
Go to Settings → User Permissions.
Locate the user’s name and click Manage Permissions.
Adjust toggles as needed and click Continue or Save Changes.
To Remove a User:
On the same page, scroll to the user’s name.
Click Delete or Revoke Access.
Confirm your decision.
💡 Pro tip: Revoking access immediately prevents API-linked tools (like reporting software or ad dashboards) from continuing to pull data.
5. Security Best Practices for Permissions
Amazon accounts hold highly sensitive financial and operational data. A breach can lead to listing hijacks, policy violations, or account suspensions.
Follow these best practices to stay secure:
✅ Limit Admin Roles
Keep full access restricted to only key decision-makers. Most users only need access to their functional area.
✅ Use Two-Step Verification (2SV)
Every user must enable 2SV. This adds a verification step when logging in, reducing the risk of unauthorised access.
✅ Review Permissions Quarterly
Audit your access list every 90 days. Remove inactive users or agencies no longer under contract.
✅ Avoid Shared Logins
Never share your primary credentials — this violates Amazon’s policy and prevents accountability tracking.
✅ Enable Notification Monitoring
Admins should regularly check the Performance → Account Health tab and Notifications section for unauthorised activity.
6. Working with External Agencies or Consultants
If you work with an external agency like Amersify, grant permissions only for the areas they manage, such as:
Advertising Console
Brand Analytics
Inventory Management
Reporting
Ensure an NDA or contract clause specifies who can access what. When the partnership ends, remove all related users immediately.
💡 Amersify recommendation: Create a shared documentation log listing who has access to your account, when they were added, and what their permission level is. It simplifies audits and transitions.
FAQs
Can I give an accountant access to settlements only?
Yes — grant Reports access only. They’ll see payments and financial data without touching listings or orders.
Can I restrict access to specific ASINs or marketplaces?
No. Permissions apply account-wide, not at SKU level. However, you can control marketplace visibility by limiting user logins to specific regions.
What happens if I delete a user?
The account is immediately inaccessible to them. Any API-based tools linked to that user also stop syncing.
How many users can I add to my Seller Central account?
There’s no strict cap for standard accounts, but performance issues can arise if too many users operate simultaneously. Keep it lean and role-specific.
Summary
Managing user permissions correctly protects your Amazon business. Every login is a potential vulnerability — and every unchecked permission is an unnecessary risk.
Review your access list regularly, use Two-Step Verification, and limit Admin rights. Grant agencies or partners access only to what they need, and document everything.
At Amersify, we’ve seen that the brands with the cleanest permission structures experience fewer account issues, smoother audits, and faster decision-making. Control your access, and you’ll control your business.
