LEGAL DISCLAIMER

Disclaimer and Limitation of Liability

This Transfer Guide ("Guide") is prepared on 28 March 2025 solely for the benefit of prospective purchasers, sellers, investors, raisers, owners and members in connection with the transfer of accounts, assets or businesses on the Flippa Platform. The transfer guide is based on public information sourced from various global technology platforms and no independent verification of such information has been conducted unless otherwise specified.

The Guide is not intended to be relied upon by any other party, and no representation or warranty is made regarding the accuracy or completeness of the information contained herein. The Guide does not constitute legal, financial, or investment advice, and it is recommended that prospective purchasers, sellers, investors, raisers owners and members consult with their advisors before making any decisions based on this Guide.

In preparing this Guide, we assumed that all provided information from public documents were proper and accurate. However, we have not verified their authenticity or validity. 

We disclaim any liability for any errors, omissions, or defects in this Guide, and we make no representation that the Guide is suitable for any purpose other than as specified above.

Important: This Guide was prepared solely for informational purposes in connection with the potential acquisition and transfer of the businesses it describes, and should not form the basis of, or be relied on in connection with, any investment decision or any contract or commitment whatsoever with respect to a proposed acquisition, transfer or otherwise.

There are risks involved in any transfer. We are not responsible or liable for your acquisition or investment business decisions or results. Factual statements are made based on the data stated and are subject to change.

Flippa makes every effort to ensure that the information contained in this Guide is as accurate as possible. However, we make no claim, promise, or guarantee as to the accuracy, completeness, or adequacy of this Guide and its contents. We expressly disclaim liability for any errors or omissions in the contents of the Guide. Flippa also does not make any representation or warranty, express or implied or statutory, with respect to the contents of this Guide or the transactions contemplated.

Flippa is not in the business of legal, business advisory or business transfer services. By producing this Guide, Flippa does not intend to promote a particular asset/s or encourage or suggest that you proceed to purchase it. Before proceeding with any business or investment decision, please use caution and seek the advice of an independent professional advisor, such as an attorney or accountant.

No person has been authorized to give any information or to make any representations other than as contained in the Guide, and any representation or information not contained herein must not be relied upon as having been authorized by the target or by any of its officers, directors, members or affiliates, or by Flippa. The delivery of this Guide does not imply that the information herein is correct as of any time subsequent to the date stated above. No person other than the target is responsible for this Guide’s contents or has independently verified any information contained in this Report.

Certain information contained in this Guide constitutes  "forward-looking statements," or which can be identified by the use of forward-looking terminology such as “example”, "may," "will," "should," "expect," "anticipate," "project," "target," "estimate," "intend," "continue," or "believe" or the negatives thereof or other variations thereon or comparable terminology. Due to various risks and uncertainties, actual events or results or the actual performance of the transfer may differ materially from those reflected or contemplated in such forward-looking statements. By using this information, you are implicitly agreeing to the terms and conditions outlined as well as the Flippa Terms of Service.

Guide to Transferring Ownership of an Amazon FBA Business

Introduction

Transferring ownership of an Amazon FBA business is a process that requires planning and adherence to Amazon's policies. Whether you are selling or acquiring an FBA business, understanding the steps involved can help prevent delays and unnecessary complications. 

This guide outlines the key considerations, regulations, and steps involved in transferring an Amazon FBA business while ensuring compliance with Amazon’s policies.

Key Considerations Before Starting the Process

• Understanding Amazon’s Policies: Amazon’s policies should enable you to change the ownership, brand and inventory of an account. This is not “transferring” the account, but rather updating the ownership of an account.
• Defining the Scope of Transfer: Clearly outline what is included in the sale (e.g., brand, trademark, inventory, barcodes, vendor relationships, and packaging designs).
• Agreement Terms: Ensure both parties sign a legally binding agreement detailing all terms, including obligations related to Amazon's transfer restrictions.
• Amazon’s Approval: Attempt to obtain Amazon's explicit approval, particularly for brand transfers and inventory reassignment.
• Timing & Coordination: Plan each step to minimize disruptions to sales and inventory management.

Understanding Amazon’s Restrictions & Regulations

Seller Account Transfer Rules

Amazon states that seller accounts are "generally" non-transferable. However, in specific cases (e.g., mergers, acquisitions, or legal entity changes), Amazon may allow updates to account details. The following elements cannot typically be transferred:

• Seller performance history (remains with the account and cannot be moved)
• Customer reviews (remain with the product listing, not the seller account)

What Can Be Transferred?

• Account Details: Email logins, addresses, tax entities and ownership details. 

• Brand Registry Ownership: Admin rights, brand representation, and intellectual property rights.
• Trademark Ownership: Official transfer of the brand’s trademark through legal documentation.
• Inventory: Stock at FBA can be reassigned or removed and re-shipped under a new account.
• GS1 Barcodes & Product Listings: Can be reassigned to the new owner’s account.

Step-by-Step Process for Transferring an Amazon FBA Business

Step 1: Obtain Legal Documentation & Define Terms

• Draft and sign a purchase agreement outlining what is included in the sale.
• Specify brand ownership transfer details, inventory movement, and access rights.
• Ensure the buyer understands Amazon’s restrictions regarding seller account transfers.

Step 2: Update the Legal Entity (If Applicable)

• If the business was sold as a legal entity transfer, the seller should inform Amazon to update the details in Seller Central to reflect the new owner’s information. The following template request would be submitted by using the “other questions” option in seller central: 
• Template: Request for Legal Entity Update on Seller Account
  Subject: Request for Legal Entity Change on Amazon Seller Account
  Dear Amazon Seller Support,
  I have sold my business, and I need to update the details in my Seller Central account, including the legal entity, email, and payment information.
  Please provide guidance on how to proceed with these updates.
  Best regards,
  …
• If Amazon allows, the seller can update the legal entity on their account.
• The buyer assumes control over the existing seller account’s assets under the new entity.
• The buyer should update tax and payment information accordingly.

Step 3: Transfer Amazon Brand Registry Ownership

• The seller adds the buyer’s account as an Administrator or Rights Owner

• The buyer submits a brand ownership update request to Amazon, providing proof of purchase.
• Amazon manually updates the brand’s ownership in their system (may take several days).
• Template: Request for Brand Ownership Transfer
  Subject: Request to Update Brand Ownership in Amazon Brand Registry
  Dear Amazon Brand Registry Support,
  I have sold my brand, and I need to transfer full ownership to the buyer. Please update the brand registry roles accordingly.
  Buyer’s details:

• Buyer’s Name: [Full Name]
• Buyer’s Seller Central Email: [Email Address]
• Buyer’s Seller Central ID: [Seller ID]

Please confirm the next steps to ensure a smooth transition.
Best regards,

• The seller then removes themselves from the Brand Registry.

Step 4: Transfer Inventory from Seller’s FBA Account to Buyer’s Account

• Amazon does not allow direct inventory transfers between accounts.
• The seller should create a removal order and ship inventory to the buyer.
• The buyer then sends the received stock to FBA under their new seller account.
• Alternative: Buyer may purchase fresh inventory from the supplier to restock under their account.

Possible Pitfalls & How to Avoid Them

Amazon Denies Seller Account Transfer

• Ensure your request to Amazon outlines clearly that you are updating legal ownership details

Inventory Transfer Delays

• Solution: Start removal orders early and factor in processing times (10–14 days minimum).
• Consider using a third-party logistics provider (3PL) for interim storage.

Loss of Brand Control Post-Transfer

• Solution: Confirm that the buyer is assigned Administrator, Rights Owner, and Brand Representative roles before the seller removes themselves.
• Request Amazon’s confirmation of the brand ownership update in writing.

Buyer’s New Account Gets Flagged for Being Related to the Seller’s Account

• Solution: Buyer should apply for a second account with prior approval from Amazon to prevent suspension.
• Maintain distinct financial and operational details between accounts.

Amazon Flagging a New Seller Account as a Duplicate

• Solution: Before opening a new seller account, contact Amazon.
• Template: Request for Approval to Open a Second Amazon Seller Account
  Subject: Request for Approval to Open a Second Amazon Seller Account
  Dear Amazon Seller Support,
  I am requesting approval to open a second Amazon Seller Account for business restructuring purposes.
  Reason: I have sold one of my brands and need a separate account to manage my remaining brands while ensuring compliance with Amazon’s policies.
  Please confirm approval for this request.
  Best regards,
  …

Additional Resources

To ensure a smooth transfer, sellers and buyers should consult the following Amazon guidelines and industry resources:

• Amazon Seller Central Help: Amazon Help Hub
• Amazon Brand Registry Guide: Brand Registry Help
• Amazon Seller Forums: Seller Central Forum
• Flippa Help Center: Flippa’s Amazon FBA Transfer Guide
• Flippa Blog: How To Sell an Amazon FBA Business: The Complete Guide
• Third-Party Insights on Seller Account Transfers:
  • My Amazon Guy: How to Transfer an Amazon Account
  • SellerApp Blog – Amazon Seller Account Transfers