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TL;DR: Follow our step‑by‑step checklist to resolve Amazon Seller Central login failures, reset passwords, recover 2FA, and keep your account safe.
Note on marketplaces: This guide is specifically optimized for the US market.
If you cannot log into Amazon Seller Central, the fastest safe fixes are to reset your password, recover your two‑step verification (2FA) method, and clear any cached browser data. Start with the checklist below, then move to detailed troubleshooting if the issue persists.
1️⃣ Use the Forgot password link on the login page.
2️⃣ If you're stuck on the 2FA screen, click "having trouble?" to receive a new code via SMS or email.
3️⃣ Clear your browser's cache, cookies, and extensions, then try a private/incognito window.
Understanding the exact symptom helps you choose the right fix. Below are the most frequent problems sellers encounter.
Your password may be mistyped, expired, or compromised. Amazon will display "Your password is incorrect." This usually requires a password reset.
Even with correct credentials, you might never get the one‑time code. Causes include outdated phone numbers, blocked SMS, or email filters.
After entering the correct code, Amazon asks for verification again, often a sign of security flags or mismatched IP locations.
Amazon operates separate Seller Central portals (e.g., .com, .co.uk). Selecting the wrong domain can trigger login failures even with correct credentials.
Always verify the URL begins with sellercentral.amazon.com and look for the green lock icon. Bookmark the correct page to avoid phishing sites.
sellercentral.amazon.com
Follow these actions in order. Skip ahead only if you're sure the preceding step didn't apply.
1. Click "Forgot password" on the login page.2. Enter your registered email or mobile number.3. Follow the email link to set a new, strong password (minimum 12 characters, mix of letters, numbers, symbols).4. Test the new password in a private browser window.
If you can't receive the code:• Choose the "Try another method" option.• Request a code via email or backup phone.• If both fail, contact Seller Support and provide your Seller ID for identity verification.
Outdated cookies or extensions can corrupt the login flow. Steps:1. Delete cookies for sellercentral.amazon.com.2. Disable VPNs or proxy services temporarily.3. Try a different browser (Chrome, Firefox, Edge) or incognito mode.
Make sure you're on the correct regional portal (e.g., .com for US sellers). If you manage multiple marketplaces, switch via the "Settings → Account Info → Your Marketplace" menu after you're logged in.
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Excessive failed attempts can trigger an automatic lockout. If you've tried more than five times, stop and use the "Account locked" workflow (contact Seller Support) to avoid longer suspension.
Even if you regain access, stay vigilant for security threats that may have caused the lockout.
Look out for emails that mimic Amazon but use a different domain (e.g., @amazonseller.co). Never click links from unsolicited messages, and always navigate directly to sellercentral.amazon.com.
If you share login credentials with employees or agencies, audit their access logs. Unexpected IP locations or device types could indicate compromised accounts.
Implement these habits now to keep your Seller Central account stable and secure.
Store complex passwords in a reputable manager (e.g., LastPass, 1Password). Enable auto‑fill only on trusted devices.
Register a secondary phone number or authenticator app (Google Authenticator, Authy). Keep recovery codes in a secure vault.
Grant the least‑privilege access needed for each role. Regularly audit user permissions in Settings → User Permissions.
Common causes include an outdated password, an incorrect marketplace URL, blocked cookies, or a security flag triggered by unusual IP locations. Follow the "Quick Answer" fixes first, then move to the step‑by‑step troubleshooting.
Click the "Forgot password" link on the login page, enter the email or phone tied to your seller account, and follow the emailed instructions to set a new password. Use a password manager to store the new credentials.
Check that your registered phone number is active and not blocking SMS from short‑code numbers. Verify email spam filters and consider using an authenticator app as a backup method.
Repeated verification prompts usually signal a security concern, such as a new device, IP address, or possible account compromise. Completing the verification confirms your identity; if you cannot, contact Seller Support.
Yes. More than five consecutive failed attempts can trigger an automatic lock. When locked, you must submit a verification request through Seller Support, providing your Seller ID and proof of identity.
Start by resetting the password, then recover 2FA using the "Try another method" link. If both fail, open a case in Seller Central Help → "Account & Login Issues" and attach a scanned ID and business documents for verification.
By SellerSprite Success Team
Our team combines years of experience in Amazon marketplace operations, e‑commerce growth, and technical support. Our experts specialize in troubleshooting Amazon seller related issues and helping them scale brands on Amazon.
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