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This article applies to selling in: Germany

Seller information displayed to buyers

The seller information you provide to Amazon appears in the Seller Information page, as shown in the table below:

Field Name Required Information
Display Name The name displayed to buyers for your Amazon listings and on your Seller Profile
Customer Service Email The e-mail address customer messages will be delivered to
Customer Service Reply-To Email The e-mail address Amazon will use when buyers reply to our order confirmation e-mails
Customer Service Phone The phone number displayed to buyers on your Seller Profile.
Storefront Link Optional. You can enter a final string to create a "friendly" URL to your Amazon Storefront.

You can change the seller information displayed to buyers in your seller account at any time by completing the following steps:

  1. On the Settings menu, click Account Info.
  2. On the Seller Account Information page, click the Your Seller Profile. The editing page appears, displaying your current information for each Amazon marketplace.
    Note: To edit your information that is shared across marketplaces, click the Edit Information for All Marketplaces link at the top of the page.
  3. To create an exception for a marketplace (that is, to enter different information for a specific marketplace), click the Edit button that appears on the Seller Information page next to the desired marketplace. A marketplace-specific editing page appears, allowing you to change information only for that marketplace.
    Note: Although you can edit your Display Name, this field will remain the same for all marketplaces.
  4. When you're finished with the previous steps, click Submit at the bottom of the page.

Provide information about your business

When you register your Amazon seller account, you are required to provide information about your business.

You can add or change this information at any time by following these steps:

  1. In Seller Central, go to the seller Account Information page.
  2. In the Business Information section, click the links for the information you want to add or change.
  3. Enter the new information or edit the current one.
  4. When you have finished, click Submit.

The business information you provide to Amazon appears in the different sections of the Seller Account Information page, as shown in the table below.

Seller Account Information Field Name Required Information

Legal Business Designation Indicates whether the account is being operated as an individual seller or as a business organization (SARL, Ltd., GmbH, etc).
Place of establishment information Seller of record This information is taken from your place of establishment address and, if provided, your VAT registration number.
Legal name For companies, the name your business is registered under; for individuals, your name.
Place of establishment address This is the permanent business location where your business conducts its operations; it should be associated with your VAT registration number and appear on VAT invoices issued to you.
VAT Registration number Your VAT registration number is an alphanumeric string (no spaces, dashes, or other symbols). It should be associated with the legal name of your business and your place of establishment address and should include your two-digit EU country code.
Company representative Owner or representative of the company. This field is required for conducting business in the German marketplace to comply with national laws.*
Share capital Share Capital is the total nominal value of the shares of the company issued to shareholders and remaining outstanding. This field is required for conducting business in the French marketplace to comply with national laws.**
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