Dear Amazon Seller Support,

I am a UK-based seller and have been selling successfully on Amazon for nearly 10 years. My company is VAT registered, and I have submitted my VAT certificate for account verification. The verification is failing because the legal business name in my Seller Central account shows my full personal name — RICHARD JAMES HATTON — which does not match the name on my VAT certificate / HMRC records.

I fully understand your requirement that "The legal business name must exactly match the name on your VAT certificate." The problem is: I CANNOT EDIT THE LEGAL BUSINESS NAME ANYWHERE IN SELLER CENTRAL.

Every time I go to:

Settings → Account Info → Business Information → Identity Information

The legal business name field is LOCKED / UNEDITABLE. It will only let me change personal contact details — NOT the business name itself. I cannot make the names match, no matter what I try.

I have now called Amazon over 50 times and sent dozens of emails. I have opened two active support cases:

🔹 Case ID: 13267763262

🔹 Case ID: 13264681212

No one has been able to help me, explain how to change this, or make the edit on your side. Every response tells me to go to the same page — which does NOT allow the change.

THIS IS EXTREMELY URGENT:

My account will be deactivated in 32 days. If this is not resolved, 12 people will lose their jobs — my entire team depends on this account.

PLEASE — SOMEONE MUST MANUALLY UPDATE MY LEGAL BUSINESS NAME ON YOUR SYSTEM so it matches my HMRC / VAT registration, or tell me exactly where to click to make this change. I have submitted my VAT certificate — you have the proof — please just update the record so we can continue trading.

I have been a loyal seller for almost a decade. I am not asking for special treatment — I just need the name field unlocked or updated so it matches my VAT certificate.

Current Account Name: Richard James Hatton

Correct Legal Name (per VAT/HMRC): [BASILDON WALLPAPERS]

I await your URGENT PERSONAL ASSISTANCE.

Yours sincerely,

@Seller_sSkzzHms7Kxs6 @Seller_06JS7friV1yzw@Seller_4GjtS9k0cnHHv @Seller_OOVUXZLmb2UEH @Seller_PIHyltK09pbl3 @Seller_GEZPMc4CeQfh6 @Seller_l7Jtck9jxnEA0 @Seller_CnfW62x6yxvJw @Seller_Xeu1yCddlYxed @Seller_xkwDczt8sPSmx @Seller_8hQgfj6OVZYse @Seller_NsKjQqJ8b47IS @Seller_b2AIUT8dwcS0Z @Seller_hme3Wbydd1ihr@Seller_XUNeUuvrQDpgP@Seller_GEZPMc4CeQfh6@Seller_Ug6VgILrMyyhZ @Seller_pfmAG3Qx211yJ

Anyone else having issues printing orders. I have over 50 orders to do, but the system says there are none when I click on tem. This has been happening for a number of days now. Eventually they appear. Unfortunatly I cannot log an issue with seller support, because their system wants an order number.

I am posting this mainly to document what has happened

I am a UK sole trader. I was born in the UK, live in the UK and operate my business entirely from the UK. I do not sell internationally. I am not VAT registered as my turnover remains below the £90,000 VAT registration threshold.

My UK identity, UK address and UK bank account have all been verified by Amazon. My account has successfully passed Amazon's verification processes on numerous occasions over the years, typically around once per year. I had the account verified status as I always do. Verification is not new to me and comes with the territory of selling on Amazon

I have no issue whatsoever with Amazon carrying out verification checks. If Amazon requires evidence, I am happy to provide it and always do.

However this time things are a little bit difference, on 28 August 2026 Amazon informed me that it had determined that I was not UK established and immediately began applying Marketplace Facilitator VAT to my sales. These charges are not applicable to my circumstances and are not recoverable by me.

I immediately contacted Account Health and explained that I am a UK-established sole trader and that Amazon already holds verified information relating to my identity, address and bank account. My last verified checks were September 2025.

My concern is not that Amazon wishes to verify my status. My concern is that Amazon has chosen to apply the financial consequences of treating me as a non-UK seller before completing the verification process that is supposed to determine whether that conclusion is correct, which it will find is not.

The additional Marketplace Facilitator VAT immediately made many of my sales commercially unviable. As a temporary measure, I attempted to increase prices to offset the additional costs. However, Amazon subsequently deemed my pricing uncompetitive, resulting in loss of Featured Offer eligibility and a substantial reduction in visibility.

Prior to this issue I was averaging around 50 sales per week. Following the change, I ultimately had to deactivate listings because continuing to sell would have resulted in losses or none featured listings and I gained no sales with the uncompetitive pricing anyway.

I have repeatedly raised the matter with Amazon and was initially advised that the verification process would take approximately three days. Those three days have now passed and the issue remains unresolved.

I have since received a response indicating that managing director who will provide a further update, potentially within up to 35 business days.

For context, a substantially similar issue arose on my account in January 2024. On that occasion I provided evidence of my UK establishment and the matter was resolved within approximately two days without the same financial consequences being applied while checks were ongoing. Last time this happened to me it was featured in the press. Check Telegraph amazon-told-government-unfreeze-funds-hundreds-sellers/ you will see my name featured (Wyatt)

I have now submitted a formal Letter Before Claim to Amazon because I believe the losses suffered by my business arise from Amazon's decision to apply this treatment before completing its verification process. Their terms do not state they can apply charges pending verification, Amazon here is basically finding someone guilty before the jury decides they are not.

I am continuing to cooperate fully with Amazon's verification requirements and remain 1000% confident that the verification process will confirm that I am, and always have been, UK established.

At this stage I am simply seeking a prompt resolution and documenting the steps I have taken to raise and resolve the issue. This information is me putting it out there. (again)

Selling in a crowded category on Amazon can be challenging. Customers often see many similar products, so I have found that clear information and strong visual presentation can make a real difference. For our brand, A+ Content and Brand Story are useful not only for presentation, but also for helping customers understand what they are buying.

1. Answer the Questions Customers Actually Ask

I try to build A+ Content around the questions customers commonly have before ordering. What is included? Which option should they choose? What are the main differences between the available versions? How should the product be used or installed?

When the same question appears repeatedly in customer messages, I see that as useful feedback. It may mean that we can explain something more clearly on the product detail page.

2. Use Images to Explain, Not Just Decorate

Customers do not always read every line of a listing, so we use A+ Content to communicate important information visually.

For example, our products are available in different tint shades. In our A+ Content, we show 5%, 20%, 35% and 50% shades side by side so customers can better understand the difference before making a selection. We also use simple graphics to highlight product features and installation considerations.

This has taught me that an A+ image should have a purpose. It should answer a question, explain a difference or help the customer make a better purchasing decision.

3. Keep the Brand Consistent

We use the same logo, visual style and overall presentation across our A+ Content. This helps make different listings feel like products from the same brand.

I see Brand Story as complementary to A+ Content: A+ Content explains the product, while Brand Story gives customers more context about the company behind it. I prefer a simple brand message rather than a long company history.

4. Use Content to Reduce Confusion

One of the most useful roles of A+ Content is preventing misunderstandings before an order is placed. If customers are unsure about tint levels, installation or what a kit includes, we can use those questions to improve our visual content.

Clearer information can help customers choose the correct option and can potentially reduce avoidable questions and returns.

5. Keep Reviewing and Improving

I do not consider A+ Content finished forever once it is published. Customer questions, feedback and returns can reveal areas where the detail page could be clearer.

I periodically review the complete product page and ask whether the title, images, bullet points, A+ Content and Brand Story are working together rather than simply repeating the same information.

Final Thought

My approach is simple: use the listing to introduce the product, A+ Content to explain it visually, and Brand Story to introduce the brand.

In a competitive category, A+ Content does not need to be complicated. For me, the most useful content is the content that makes the customer's decision easier.

How do you use A+ Content or Brand Story to make your products easier to understand?

I have suddenly starting getting lots of these in the books category. All asking for invoices with 50 copies of each titles which is obviously NOT going to be possible.

Are Amazon slowly but surely trying to destroy the used books trade?