SSR

SSR is used across various Amazon programs - including Seller Central, Vendor Central invitations, Amazon Ads, SP-API developer accounts, and Brand Registry - to let partners onboard independently through an automated online workflow.

The purpose of SSR is to streamline onboarding, reduce manual intervention, and allow partners to start selling or integrating faster.

Where SSR Is Commonly Used:

• Seller Central account creation
• Vendor Central invitations
• Brand Registry enrollment
• Amazon Ads account setup
• SP-API developer onboarding
• Marketplace expansions (e.g., registering for EU, NA, or JP)

Typical SSR Steps:

1. Identity verification
   • KYC (Know Your Customer)
   • Business registration documents
   • Address verification
   • Video verification on some marketplaces
2. Tax and compliance setup
   • VAT, GST, EIN, or local tax numbers
   • Product compliance checks
3. Payment and deposit method setup
4. Store or vendor profile setup
5. Listing or catalog onboarding
6. Account activation

Benefits for Amazon:

• Reduces dependency on human support (scalable onboarding).
• Provides standardized validation across global marketplaces.
• Speeds up marketplace expansion by onboarding new sellers faster.

Benefits for Sellers and Vendors:

• Fast, self-paced account setup.
• Immediate access to account features once verified.
• No need to wait for Amazon support or onboarding calls.
• Clear, step-by-step guidance for each requirement.

Common Challenges:

• Document mismatches (names, addresses, business details).
• Failed identity verification due to poor image quality or expired documents.
• Tax registration complexity (especially when registering across multiple regions).
• Payment method errors or mismatches.

Example:
A new seller from Germany goes through SSR to open a Pan-EU Seller Central account.
They complete ID verification, upload business documents, connect their bank account, and activate their store without Amazon support.

Why It Matters:
SSR allows Amazon to scale globally by making onboarding quick, automated, and accessible, while still ensuring compliance with marketplace standards and regulations.
For sellers and vendors, it is the fastest path to getting their Amazon business operational.

In short:
SSR (Self Service Registration) is Amazon’s automated onboarding workflow that lets sellers, vendors, and service partners register and activate their accounts independently, without manual Amazon assistance.