Last Updated: March 4, 2025
Giving full access to your Amazon account is like handing over your house keys—set up user permissions wisely, or risk a mess you can’t clean up.
Scaling your Amazon business is impossible alone—but giving full access to your Seller Central account is a risk you can’t afford.
From inventory management to customer service, delegating tasks is essential. But without proper user permissions, one mistake could cost you sales or even your account.
This guide, based on best practices from our Amazon agency, will show you how to assign roles, set restrictions, and monitor user activity—so you can delegate safely while staying in control.
Table of Contents
Amazon User Permissions Dashboard - 2025 Update
In 2025, Amazon rolled out a revamped User Permissions dashboard, making it more intuitive and efficient for sellers to assign and control access for team members.
Instead of navigating multiple sections, sellers now have a streamlined interface where they can add users, modify permissions, and manage access all in one place. Here’s a breakdown of what’s new and how to make the most of these updates.
A Unified User Permissions Dashboard
Previously, Amazon split user permissions into “Manage User Permissions” and “Manage Global Permissions.” Now, everything is consolidated under one button—simply click Edit to access all permission settings.
Easier User Management
- Adding New Users
Click “Add User,” enter the name and email, and send an invite. Pending invitations are now visible under “Open Invitations.”
- Editing Existing Users
Instead of multiple tabs, sellers can now manage all user permissions from a single screen.
Universal Site Admin Access
Need to grant full access? The new “Grant Universal Site Admin Access” option gives a user complete control over your Seller Central account with just one click.
Enhanced Permission Customization
- Permissions are now categorized into sections like Advertising, Amazon Pay, and Brand Analytics for easier selection.
- Assign permissions as None, View, Edit, or Admin—all from the same menu.
Faster Permission Search
Instead of scrolling endlessly, sellers can now search for specific permissions using a new search bar—saving time when managing access.
Country-Specific Permissions
For sellers managing multiple marketplaces, permissions can now be filtered by country. This ensures that team members only have access to the regions they need, preventing unnecessary access to other marketplaces.
Seen a New Seller Central Update? Let Us Know!
Amazon Seller Central constantly updates its interface. If you spot a change we missed, let us know using the form below!
How to Add a User on Seller Central User Permissions
User permissions are accessible exclusively to Professional sellers.
To access “User Permissions,” click the gear icon in the top-right corner of your Seller Central dashboard.
The updated interface provides two ways to add a user:
- Click the green “Add User” button.
- Select the “Add User” tab from the top menu.
Both options lead to a form where you can enter the user’s name and email address, choose their preferred language, and click “Send Invite” to complete the process.
Repeat these steps for each new user you want to add. Once invited, users must follow the instructions in the email they receive to complete their setup.
How to Manage User Permissions
Find the user whose permissions you want to edit and click Edit.
Granting Universal Site Admin Access
- To provide full administrative control, click Grant Universal Site Admin Access and save the changes.
- This grants the user complete access to the Seller Central account.
Setting Specific Permissions
- If you prefer to assign specific permissions, scroll through the available categories like Advertising, Lending, Amazon Pay, and Brand Analytics.
- For each permission, choose from None, View, Edit, or Admin.
Four Types of Users in Seller Central
Seller Central categorizes users into four types, each with distinct access levels:
- Owner – The original creator of the selling account. This role is permanent and cannot be granted or revoked.
- Administrator – Has full control over user access, including the ability to grant or revoke permissions.
- Active User – Any user with active access to the account.
- Invited User – A user who has received an invitation but has not yet created an account or confirmed their email.
Key Considerations
- Be cautious about which permissions you grant. For instance, if someone is only managing ads, they should only get permissions related to advertising. Avoid giving access to sensitive areas like:
- Seller Configuration: Upgrading or downgrading your account
- Tax Settings
- User Permissions: Prevent them from adding other users
- Bank Account Information: They can see but not modify
- Inform the user about the updated permissions and ask them to log out and back in to see the changes.
- Grant only essential access. Specify exactly what tasks the VA or team member needs to perform and only give permissions relevant to those tasks.
Amazon User Permissions Explained
What is Amazon user permissions?
“User Permissions” is one of the tools and features in Amazon Seller Central. If properly set up, it grants different levels of access to authorized individuals.
Who can set and edit Amazon Seller Central user permissions?
Only professional sellers may grant user permissions on Amazon. The e-commerce platform offers individual and professional selling plans, which sellers can easily switch to.
Upon setting up your SC account, you initially have exclusive access to the tools and features of the platform.
Who can you give access to?
You can grant user permissions to anyone whom you authorize to get into your account, such as co-owners, employees, contractors, and more.
Who is a primary/secondary user?
This refers to the access level of the person. granted Amazon user permissions.
1. The primary user is the account administrator, the person who registered the Seller Central account. With this access level, a primary user can access all pages and features provided by their account type.
He/she can access the user permissions page for inviting secondary users and grant access in order to perform activities related to the account.
2. The secondary user is the person who gets invited by the account administrator or primary user. He/she can only “view and edit” the user permissions page in SC if assigned as an admin by the primary user.
As an admin, he/she can then manage other secondary users’ permissions.
When does a primary user need to invite secondary users to the SC account?
There are several possible scenarios that require appropriate user permissions access. Here are some of them:
Delegating tasks or responsibilities to a business partner or an employee.
Providing access to secondary users from each of the multiple locations for managing inventory and fulfilling orders.
Enabling hired contractors or third-party service providers, such as when you hire My Amazon Guy to manage your brand’s SEO, ad campaigns, listing, design, and more.
Limiting access to particular users, such as customer service representatives, to only view and use certain data and features for their roles.
Having backup access for unexpected situations, such as when the primary user is unavailable.
Where can I find the User Permissions page in Amazon Seller Central?
Once logged in to your Seller Central account, look for the gear icon in the upper right corner of the page. Click “User Permissions” to open a page where you can send invites to secondary users and view current users.
How can I set up user permissions?
Once you are on the user permissions page, you just have to look for the appropriate fields for adding/deleting users, or managing each user’s permissions.
How can I add secondary users if I am the primary user or administrator?
As explained above, if you are a primary user, you can add a secondary user and manage their permissions once they accept the invitation.
To add a secondary user, enter their contact details and then click “Send invitation.”
Inform your secondary users that they’ll receive an invitation email with instructions on how they can proceed.
You can also watch this video to learn how to add a user to your SC account.
How can I remove or manage permissions for a secondary user from my SC account?
On the User Management page where you can see who your current users are, click the drop down arrow to show other edit options . Select the appropriate option for the action needed.
User Permissions Best Practices
Understanding what Amazon Seller Central user permissions involve will help you optimize its use to help manage your business. Below are some crucial things to remember.
- If you registered for Amazon’s individual selling plan and would like to grant other people access to your account, you can switch to the professional selling plan. Only professional sellers may do this.
Here is a video you can watch on how to fix a problem when you cannot access user permissions in your account.
As a seller, you can add secondary users to your SC account, but you cannot transfer it to anyone else, even if the business has a new owner.
If there is a new business owner, he/she must set up a new SC account.
The selling plan you signed up for, along with your enrollment in Fulfillment by Amazon and user permissions, will determine which help pages on SC you can view (applies to both primary and secondary users).
Secondary users may complete tasks like managing inventory, handling shipping confirmations, and more, depending on the permissions granted to them by the primary user.
If you are a secondary user and there are features that you cannot access in SC, you may ask the primary user to give you additional permissions.
Account credentials are unique and sensitive, so never share them with anyone else.
User Permissions vs Global Permissions
Amazon has updated its permissions system, introducing “Global User Permissions” alongside the traditional “User Permissions.” Here’s a quick overview:
User Permissions
- Scope: Applies to specific tasks and areas within your account.
- Features: Includes options for managing inventory, ads, performance, and more.
- Limitation: Limited to the specific marketplace(s) you’re selling in.
Global User Permissions
- Scope: Applies across all marketplaces, offering broader control.
- Features: Includes additional settings like brand benefits, global inventory, and merchant token access.
- Importance: Overrides regular permissions and is crucial for tasks affecting multiple regions.
Key Differences
- Access Level: Global permissions provide access to a wider range of settings and features compared to regular permissions.
- Management: You need to review both types to ensure proper access control. Global permissions are essential for comprehensive account management.
To manage permissions, navigate to User Permissions and Global User Permissions via the gear icon in Seller Central. Regularly check both to keep your account secure and updated.
User Permissions To Avoid Getting Locked Out
Preventing lockouts of your Amazon Seller Central account is crucial for smooth operations. Here’s a streamlined guide to keep access secure and uninterrupted:
Set Up a Secondary Admin Account
- Ensure you always have access, even if your primary account is locked.
- Create a secondary admin account with full permissions. This allows you to manage and add other users or submit support cases if needed.
Assign Individual User Logins
- Track access and avoid confusion.
- Provide unique login credentials for each user. Avoid sharing accounts among multiple people to prevent conflicts and potential lockouts.
Use Two-Step Verification with Authenticator Apps
- Purpose: Enhance security and prevent unauthorized access.
- Action: Set up an authenticator app (like Google Authenticator) for two-step verification. This method is more secure and reliable compared to using SMS codes, which can be compromised.
Other User Permissions FAQs
User Permissions Are Critical For Your Business
As one of the tools and features that Amazon Seller Central provides to its sellers, user permissions will help you manage your e-commerce venture with the help of other people, such as your colleagues and third-party service providers.
Find out how we a Full Service Amazon Agency can be a valuable partner in achieving your goals.
