🇺🇸 USAccount PolicyMedium ImpactAugust 5, 2026
Brand Registry Selling Roles Now Assigned by Account ID — Administrators Get a New Identifier to Hand Out Reseller and Brand Representative Access
Effective: July 29, 2026
Brand Registry Administrators who assign selling roles, and any seller who holds or is waiting on a Reseller or Brand Representative role for a Brand Registry-enrolled brand. Agencies and distributors who routinely hand a merchant token to a brand to get connected are the ones most likely to be asked for a different identifier now.
Amazon posted a Seller Central seller-news article on August 5, 2026 covering a change that took effect July 29, 2026: Brand Registry selling roles can now be assigned using a selling partner Account ID, alongside the merchant token method Administrators have used until now. Sellers find their Account ID under Settings > Manage Accounts and give it to the brand Administrator, who uses it to issue the Reseller or Brand Representative role. The change is administrative, but the roles it governs are not — a formally assigned reseller role is what gates ASIN creation for Brand Registry-enrolled brands and access to A+ Content, Brand Stores, and Sponsored Brands.
Key Points
- Amazon published the announcement on August 5, 2026; the change took effect July 29, 2026
- A selling role can now be assigned to a selling partner account via a Merchant Token or an Account ID — previously Amazon's published guidance described the merchant token route only
- Sellers locate their Account ID in Seller Central under Settings > Manage Accounts, then pass it to the brand Administrator for the assignment
- The merchant token (also called Seller ID) still lives in the older location, Settings > Account Info > Business Information > Your Merchant Token — the two identifiers are not the same field
- The two selling roles are unchanged: Brand Representative, for the brand's own first-party selling account, and Reseller, for authorized third-party sellers
- Brand Representative unlocks A+ Content, Brand Stores, Sponsored Brands, and Brand Analytics; Reseller unlocks the same set minus Brand Analytics, which Amazon withholds to protect brand-level data
- Assignment still works by invitation — the role shows as active only after the receiving seller accepts, and open invitations remain visible on the Manage selling accounts page
- Scope is Brand Registry Administrators and the sellers holding or receiving roles, not the general seller population
What You Should Do Now
- 1Open Settings > Manage Accounts in Seller Central and note your Account ID before a brand asks you for it
- 2If you are a brand Administrator, check Manage selling accounts for open invitations that were never accepted — those roles are not active and confer no benefits
- 3Confirm every authorized reseller you rely on actually holds an accepted Reseller role, since that role is what permits ASIN creation for your enrolled brand under the June 1, 2026 ASIN creation policy
- 4Treat both the Account ID and the merchant token as account identifiers you share deliberately — Amazon's own guidance warns against circulating merchant tokens loosely
- 5Update any internal onboarding docs or partner templates that instruct sellers to send a merchant token, so they name the Account ID path as well
Official Source
Amazon Seller Central →This summary is written in our own words based on the official source linked above. Policies may be updated after publication. Always check the official Amazon source for the latest details.