@Seller_HFHgeklg7QWlB Hello again :)

You're absolutely right to be frustrated, and you're not alone — this is a widespread issue affecting many long-established UK sellers.

Why this is happening: Amazon is legally required under UK Joint and Several Liability (JSL) legislation to verify that sellers have valid VAT registration. The system does this by cross-referencing your VAT number against HMRC's database, checking that the legal name and registered address on your Seller Central account match exactly what HMRC holds on file. Even a minor discrepancy — a slightly different spelling, an abbreviated name, or an old address — will cause the verification to fail.

The most common reason for rejection: For UK sole traders, HMRC registers the VAT number under your personal name (as it appears on official government records), not your trading name. If your Amazon Seller Central account uses your trading/business name rather than the exact legal name HMRC has on file, the system will reject it every time — regardless of how long you've been VAT registered.

Regarding Amazon deducting VAT from your sales: When Amazon cannot verify your VAT registration, their system can treat you as if you are a non-UK established seller. Under UK law, Amazon is then required to collect and remit the VAT directly to HMRC on your behalf. This means the VAT is still being paid to HMRC — it's not being "kept" by Amazon — but it does create a mess for your own VAT returns because you may end up double-paying.

Steps to resolve this:

• Check your VAT number on HMRC's website: Go to https://www.tax.service.gov.uk/check-vat-number/enter-vat-details and enter your VAT number. Note the exact name and address displayed.
• Compare with your Seller Central details: Go to Settings → Account Info → Business and Contact Information. The legal business name must match exactly what HMRC shows — character for character.
• If there's a name mismatch: Either update your Seller Central legal name to match HMRC, or contact HMRC to update their records. Then re-upload your VAT number.
• If there's an address mismatch: Go to Tax Settings → click Edit next to your UK VAT number → update the address to match what HMRC holds. If your business has moved over the years, HMRC may still have an old address on file.

If everything matches but it's still rejected: Email vat-number-appeals@amazon.com with:

• Your Merchant/Seller ID (MCID)
• Your VAT number
• Your legal business name in Seller Central
• A detailed explanation of the situation
• A copy of your UK VAT registration certificate

Escalate if needed: If the appeals email doesn't resolve it, email managingdirector@amazon.co.uk — this tends to get escalated to teams who can actually investigate properly.

Important: You can also provide your last 3 VAT filings submitted to HMRC (downloaded from HMRC Online, including the submission receipt reference) as additional proof of your compliance. Nearly 40 years of filings is about as strong a case as anyone could make.

I know it feels like you're being treated as guilty until proven innocent, but the root cause is almost always a data mismatch rather than Amazon genuinely doubting your VAT status. Once the name/address alignment is sorted, verification typically completes within 7 working days.

Hope this helps!

JiAlex