Help your business grow with certifications

Are you looking for ways to make your business more discoverable and appealing to potential shoppers on Amazon Business? Consider obtaining relevant certifications and showcasing them to the buyers on your seller profile by uploading them on Seller Central to help increase sales.

In this post, we'll explore how:

1. Seller certifications can benefit your business
2. You can obtain certifications
3. You can display certifications on your business profile

What are seller certifications?

A seller certification is an attribute awarded by third-party agencies, such as government or non-profit organizations, to recognize businesses that meet certain criteria. This could include being a small, minority-owned, woman-owned, veteran-owned, or LGBTQ-owned business.

The value of seller certifications

According to Amazon's internal data, in 2024, Amazon Business customers who set up  buying policies in their organization where they directed their buyers to purchase products from business with a preferred certification, spent more than $400 million on products sold by certified sellers.

Showcasing your seller certifications on your Amazon seller profile can help you:

• Reach a wider audience of customers seeking to support diverse and inclusive businesses
• Boost your visibility in Amazon Business search results, where business customers with Guided Buying policies are looking for certified sellers
• Build trust and credibility with shoppers who prioritize working with certified business

Types of certifications Amazon sellers can display

Amazon recognizes a range of certifications, including:

• Registered Small Business
• Minority-Owned Business
• Woman-Owned Small Business
• Veteran-Owned Small Business
• LGBT Business Enterprise
• Section 889 Representation (for federal compliance)

How to get started

First, you will need to apply for and obtain the relevant certifications through third-party agencies. The process varies, but generally involves submitting information about your business and documentation to prove you meet the criteria.

How to add certifications to your Amazon seller profile

Once you have your certifications, there are two ways to share them with Amazon Business:

1. Add third-party certifications directly to your seller profile: Log in to Seller Central, go to the B2B section under the main navigation menu, and select "Certifications" to upload your certification details.
2. Provide your Unique Entity ID: If your business is registered in the government's System for Award Management (SAM.gov), you can share your Unique Entity ID, and Amazon will automatically pull your Federal Acquisition Report (FAR) from SAM.GOV and add as your certification.

Displaying your certifications is a simple yet impactful way to stand out on Amazon and connect with customers who want to support diverse and inclusive businesses.

Are you an Amazon seller? Obtain seller certifications today and unlock new opportunities for business growth.