“Growth doesn’t happen by accident — it happens when you take one bold step at a time.” - Amy Lineberry

How to Set Up Your Amazon Seller Central Account (Step-by-Step for Handmade Sellers)

You’ve got your handmade products ready to go — now it’s time to get your Amazon shop set up the right way.

A lot of sellers think the first step to selling on Amazon Handmade is listing a product. But if your Amazon Seller Central account isn't set up correctly, that first product may never get seen.

Before you list anything, there are a few key things you need to do inside Seller Central to set yourself up for success. These steps help Amazon understand who you are, how you operate, and how your products should be shown to buyers.

Let's walk through the most important steps every handmade seller should complete before listing their first product.

Step 1: Set Up Brand Registry (and Protect Your Business)

One of the first things you should consider is Amazon Brand Registry.

This starts with a trademark. While Amazon Handmade previously offered a waiver in some cases, Amazon is moving away from that. If you plan to build a long-term brand, applying for a trademark is one of the best decisions you can make.

A trademark:

• Protects your business name and intellectual property

• Helps prevent copycats and listing hijackers

• Unlocks extra tools inside Amazon

When I applied for my trademark, I did it directly through the USPTO at �� https://www.uspto.gov.

Please avoid third-party sites that charge extra fees or create unnecessary risk — going straight to the source is the safest option.

Most trademarks cost around $250 - $275 per class, and you can include multiple related products within one class (for example: stickers, decorative stickers, and washi tape).

Once you apply, Amazon allows you to use your trademark serial number right away for Brand Registry — even before the trademark is fully approved.

Why Brand Registry Matters

Brand Registry gives you access to:

• A+ Content (enhanced product descriptions below your listing)

• Better brand protection

• Additional marketing tools inside Amazon

Brand Registry approval usually takes a few days, so while you’re waiting, there’s plenty more you can work on.

Step 2: Complete Your Account Information

Next, head to Account Info inside Seller Central (click the gear icon at the top right).

This step is critical because it directly affects whether you get paid.

Take time to click through each section and confirm:

• Bank account information

• Tax details

• Business addresses

• Contact information

One important item to note here is your Merchant ID Token. You’ll need this if you ever connect third-party tools like accounting software, or if you attend Amazon events or conferences.

Getting familiar with everything in this section now will save you headaches later.

Step 3: Set Up Your Amazon Handmade Maker Profile

Handmade sellers have access to a unique feature called the Maker Profile.

You’ll find this under:

Account Settings → Handmade Hub → Maker Profile

This profile allows shoppers to learn more about you as a maker, not just your products.

Inside your Maker Profile, you can:

• Share your brand story and inspiration

• Explain your handmade process

• Let customers know if you offer custom orders

• Link to your social media accounts

This is your chance to stand out and build trust with buyers who value handmade goods. Don’t skip it.

Step 4: Configure Your Shipping Settings (Before Listing Anything)

Amazon shipping works very differently from Etsy, and this step often trips sellers up.

Before you list your first product, you’ll want to create shipping templates that match your product types.

For example:

• Stickers

• Mugs

• Apparel

• Home décor

Each product type may have different weights, sizes, and shipping costs.

Amazon provides a default shipping template, but most handmade sellers should copy and customize it rather than using it as-is.

You can choose:

• Price-banded shipping (based on item price)

• Weight-based shipping

I personally use price-banded shipping, where:

• Lower-priced items have a lower shipping fee

• Higher-priced orders account for added weight

• Orders over a certain amount ship free

Also be sure to review your general shipping settings, where you’ll set:

• Handling times

• Working days

• Holidays

• Delivery expectations

These settings help prevent late shipments and protect your account health.

Step 5: Get Familiar with Seller Central

Seller Central can feel overwhelming at first — and I won’t pretend otherwise. But the key is familiarity.

Spend time clicking through the main menus so you know:

• Where listings live

• Where orders show up

• Where reports are located

• Where account health is tracked

One incredibly helpful resource is Seller University, which you’ll find under the Learning section in the left-hand menu.

Seller University includes:

• Videos

• Articles

• Fee breakdowns

• Step-by-step guides straight from Amazon

It’s a great place to search when you have a question or need clarification.

What Comes Next (and How to Get Started)

Once your Amazon Seller Central account is fully set up, you’ll be in a much better position to list your products and actually get them seen by buyers.

The next step for handmade sellers is making sure everything works together — your account settings, shipping setup, and Maker Profile — so you’re not guessing or backtracking later.

If you’d like a step-by-step walkthrough that shows you exactly where to click and what to set up (without the overwhelm), I created a mini course just for handmade sellers:

👉 How to Set Up Your Amazon Handmade Account

This short, actionable course walks you through the full setup process so you can be ready to start making sales in just 2 days.

And if you prefer a simple checklist to follow along as you go, I also have a free resource to help:

👉 Grab the Getting Started on Amazon Handmade Checklist

It covers the key steps you’ll want to complete inside Seller Central so nothing gets missed.

Whether you’re setting things up for the first time or want to make sure your account is configured the right way, having a clear roadmap makes all the difference.