Sell on Amazon Sign in
This article applies to selling in: United Kingdom

Seller information displayed to buyers

What are the seller information displayed to buyers?

The seller information displayed to your buyers are the Store Details and the Customer Service details.

Table 1. Store details
Store details Definition
Display Name The name of your company displayed to your buyers for your Amazon listings and on your Seller Profile
Storefront link (Optional) This is the URL that your regulatory authority provided you, starting with http or https
Table 2. Customer Service details
Customer Service details Definition
Customer Service Email Your customers' emails will be delivered to this address
Customer Service Reply-To Email This phone number will be displayed to customers on Amazon
Customer Service Reply-To Email Your customers' replies to our order confirmation e-mails will go to this address

How do I edit Seller Information displayed to Buyers?

You can change the seller information displayed to buyers in your seller account at any time by completing the following steps:

  1. On the Settings menu at the top right corner of Seller Central, click Account Info.
  2. On the Seller Account Information page, click Your Seller Profile (left side of the page next to Welcome “Company name”).
  3. The Seller Information page appears displaying Store details and Customer Service details for each Amazon marketplace.
  4. To update your information, choose the desired marketplace and click the Edit button next to Store details and/or Customer Service details.
    Note: You can choose to update either your "Store details" section or your "Customer Service Details" section or both sections.

  5. Once your information are updated, click the Submit button for each section where changes were performed.

  6. Repeat the same steps for each marketplace for which you want to edit your seller information.

How do you update your business information

When you register your Amazon seller account, you are required to provide information about your business.

You can change your business information at any time by completing the following steps:

  1. On the Settings menu at the top right corner of Seller Central, click Account Info to view your Seller Account Information page.
  2. On Business Information section, click the links for the information you want to add or change.

    • The Merchant Token ID is a unique seller identifier used to match up products that you upload with your seller account.
    • The Transfer Account option is available if you are eligible for performing a legal entity change (i.e., changing the legal entity you are selling with on Amazon
  3. Enter the new information or edit the current one.
  4. When you're finished, click Submit.
Note: In case you want to update other seller information you provide to Amazon (for example - Tax Information, Shipping and Returns Information, Bank Account Information), go to the relevant section in your Seller Account and follow the same steps (Edit and Submit).

Seller information displayed to buyers

Sign in to use the tool and get personalised help (desktop browser required). Sign in

Reach Hundreds of Millions of Customers

Start Selling on Amazon

© 1999-2022,, Inc. or its affiliates