The #1 error causing an Amazon Solution Provider Portal rejection might have nothing to do with your documents – it’s the name of your company.
Your agency needs access to Seller Central to serve clients, but Amazon has changed the rules, making registration on its new Solution Provider Portal (SPP) mandatory.
Amazon’s strict vetting is causing widespread rejections, leaving providers risking a total loss of access.
Many are failing for a reason they never considered, and this article will show why your company name might be the single biggest obstacle to getting approved.
TL;DR
Getting approved for Amazon’s new Solution Provider Portal (SPP) is a multi-stage challenge where many providers fail. The most common initial roadblock is a brand name with forbidden terms like “FBA,” but applicants also face a difficult identity verification process and complex user permission setups.
Successfully navigating the SPP requires a strategic approach, starting with structuring your business correctly as an LLC with a compliant name to pass Amazon’s strict vetting. Given the high stakes and numerous pitfalls, working with a knowledgeable, SPP-compliant Amazon agency can prevent costly mistakes and delays.
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Why Does Your Company Name Cause Amazon Solution Provider Portal Rejection?
Getting your company listed on the Amazon SPP is an excellent way to connect with sellers. However, many solution providers face a significant hurdle and get rejected due to a simple yet critical detail: their company name.
We have personally navigated this exact problem during our own application process. This firsthand experience moved us to develop the successful compliance strategy we are now sharing with you.
What Is the Core Issue Behind Amazon Solution Provider Portal Rejection?
Amazon has strict rules about how third parties use its brand names.
You cannot include trademarked terms like “Amazon,” “FBA,” or “Prime” in your service company’s name.
The reason is clear: Amazon wants to prevent confusion that your service is officially part of or endorsed by Amazon.
For example, a company named “Excel FBA Prep” will likely have its SPP application denied because of its name.
Key points to remember:
- Trademarked terms in your company name cause rejection
- Amazon aims to avoid any appearance of official affiliation
- Naming your service without these restricted terms is essential for approval
What Happens When Your Company Faces Amazon Solution Provider Portal Rejection Due to Name Issues?
This brand name policy doesn’t just affect new applicants; it creates a significant hurdle for hundreds of established agencies. Our own agency, My Amazon Guy, has faced this exact challenge for years.
In a LinkedIn post, I asked: Will My Amazon Guy have to change its name because of Amazon’s new rule?
This rule also applies to other terms like “Prime” or “AMZ” that Amazon considers part of its brand identity. This policy stands even if a business, like ours, was named before Amazon’s trademark was in place.
The mandatory shift to SPP presents the most disruptive change in our company’s history. Over seven years of branding and more than a thousand existing client logins are now at risk.
This situation creates massive uncertainty for us and many other service providers facing the same dilemma. It forces a difficult question about whether to change a well-known brand name just to comply with the new system.
Key takeaways:
- Amazon now requires all third-party solution providers to use its Solution Provider Portal
- Providers risk rejection for using Amazon trademarks in names and face potential account deactivation without clear reasons.
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What Are Your Options After an Amazon Solution Provider Portal Naming Rejection?
If Amazon rejects your application because of a brand name violation, you have a few choices. However, only one path is consistently effective.
Can You Just Change the Display Name?
No, this approach will not work. Your SPP account is tied to your official, legal business entity, which is confirmed during the identity verification stage. Changing only the display name does not solve the core problem.
The Recommended Solution: Separate Your Legal and Brand Names
The most effective solution is to separate your legal entity name from your public-facing brand name. This is the exact strategy we use at My Amazon Guy.
- Our Legal Entity
Our official LLC on paper is “MAG Growth,” which we use for official registrations with Amazon.
- Our Brand (DBA)
We operate publicly under our DBA (“Doing Business As”), which is “My Amazon Guy”.
For a company rejected for a name like “FBA Movers,” the best option is to create a new LLC with a compliant name. This allows you to continue using your original brand with clients while using the new, compliant LLC for all official Amazon business.
Which Business Structure is Best for an Amazon Solution Provider?
The choice between operating with a “Doing Business As” (DBA) name or forming a Limited Liability Company (LLC) is a critical decision. This choice directly impacts your personal liability, credibility, and potential for success on the Amazon SPP.
Understanding the Sole Proprietor/DBA Path
A DBA offers a simple path for freelancers and new entrepreneurs. It is a registered trade name under which an individual operates, not a separate legal entity.
Pros
The setup process is typically straightforward and inexpensive.
Cons
The owner is personally liable for all business debts and legal obligations, putting personal assets like your home or savings at risk.
The Advantages of an LLC
An LLC is a formal business entity registered with the state that is legally distinct from its owners. This separation provides the primary benefit of limited liability protection.
Pros
It shields your personal assets from business debts and projects a higher level of professionalism and credibility.
Cons
The formation process is more involved and costly, requiring state filings and potentially a federal Employer Identification Number (EIN).
Why is an LLC Recommended for SPP Approval?
Amazon’s application to become a solution provider involves a high level of scrutiny. The process demands extensive business information and rigorous identity verification, which implicitly favors formally structured businesses.
An LLC provides Amazon’s review team with a clear, verifiable paper trail that signals operational maturity and trustworthiness. This perception of stability also extends to clients, who will almost always view an LLC as a more legitimate and accountable partner.
What Are the Key Identity Verification Challenges After Getting Your Business Name Approved?
Getting your business name approved is just the first step.
Next, every user must clear a detailed identity verification process that can be challenging.
Our full SPP Guide offers a visual walkthrough of the entire process.
Here are some common tricky parts to prepare for:
- You must choose between a live video call with an Amazon associate or a faster, but often more difficult, photo verification method.
- Photo verification can fail due to poor image quality or a mismatch between your ID and face photo.
What if your ID doesn’t show an expiry date?
An incorrect expiry date causes automatic failure. Our guide gives the exact formula Amazon expects so you get it right the first time.
Struggling with the “Too many OTPs” error?
This common problem can lock you out. We provide a troubleshooting checklist for OTP issues in the guide.
What Challenges Come After Your Amazon Solution Provider Portal Account Is Approved?
After approval, add team members and connect client accounts.
This step has its own challenges.
To add a client, they must generate a one-time invitation link from Seller Central.
You need to give clients clear instructions to avoid hiccups.
Our full SPP Guide lays out this process step-by-step.
Common issues include:
- Missing permissions – Some permissions (like Brand Benefits) hide if filters are on. Our guide shows a trick to reveal all permissions.
- Users stuck on “Need Verification” – Users must be “Active” before assigning clients. We explain how to check status and complete verification.
Amazon Solution Provider Portal Rejection FAQs
Secure Your Spot in Amazon’s Solution Provider Network
The path to becoming an approved Amazon solution provider is clear, but it requires careful attention to every detail.
From choosing the right LLC name to passing the final identity verification, small mistakes can cause costly delays or outright rejection.
Don’t let simple errors hold your business back from this critical opportunity.
Get empowered with the full knowledge and tools to succeed.
Key takeaways sellers should consider:
- Your business structure and name directly impact your approval chances.
- Amazon strictly enforces brand usage rules – avoid trademarked terms in your company name.
- Identity verification can be tricky; prepare well for video or photo checks.
- Adding clients and team members requires clear communication and understanding of permission settings.
- Formalizing your business as an LLC boosts credibility and protects your personal assets.
For a detailed visual walkthrough, expert tips, and solutions to common SPP hurdles, download our free Amazon SPP Registration Full Guide now.
Taking this step today puts your agency on the fast track to success in the Amazon Solution Provider Network.
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