Most merchants only ever need one Amazon account connected. Some need two or more. This page explains when a second account is the right answer, how to add one, and what your plan allows.
Accounts are managed on the Amazon account tab of Settings.
There are two reasons, and they are quite different.
This is the common one, and it is not optional. A Seller Central account belongs to exactly one Amazon region. A European account can reach Amazon in the UK, Germany, France and the other European marketplaces you are authorised for, but it can never reach Amazon in the United States, because the US sits in the North America region.
So if you want price sync, listings or the Buy Button working across both the US and the UK, you need two accounts connected: one North America account and one Europe account. There is no setting that gets around this. The boundary comes from Amazon.
Adding marketplaces within a region does not need a second account. If you already have a European account and you want to add Italy, authorise Italy in Seller Central and press Reconnect on the existing connection. See Amazon accounts, regions and marketplaces.
Some businesses hold two separate Seller Central accounts, perhaps for two brands. Amazon Seller Sync stores one connection per combination of region and seller ID, so two seller IDs in the same region are two connections and consume two slots.
Go to Settings > Amazon account. Alongside your existing connection you will find:
Either one takes you through the same Amazon authorisation flow you used the first time. You sign in to Seller Central, grant Amazon Seller Sync access, and Amazon sends you back to the app. The app then asks Amazon which marketplaces that account is authorised for and stores them, so they immediately become selectable in Settings > Markets, in Marketplaces to publish to on Product Sync, and in the FBA marketplaces list under Fulfilment by Amazon.
Each connected account is listed on the tab with its own Reconnect and Disconnect actions. A badge shows how many accounts you have connected against your plan's limit.
Tip
Sign in to the correct Seller Central account before starting the authorisation flow. If you are already signed in to your European account in the same browser, Amazon may quietly authorise that one again rather than the North America account you meant to connect. A private browsing window avoids the problem.
| Plan | Amazon accounts |
|---|---|
| Free | 1 |
| Growth | 1 |
| Growth + Markets | 2, plus extra account slots as an add-on |
| Full | 999, which is effectively unlimited |
Free and Growth both allow a single account. If you are on Growth and you need a second region, you need to move up.
Growth + Markets includes two accounts, which covers the usual case of one region for home and one region abroad. If you need more than two, the Extra Amazon accounts add-on is available on this plan and adds account slots one at a time, up to a ceiling of 20. Add-ons are bought on the Plans page.
On Full, the account limit will not be the thing that stops you.
If you try to connect one more account than your plan allows, the app blocks the connection and shows:
Account limit reached (
{limit}). Upgrade or add an account slot.
Nothing has broken. Your existing accounts are untouched, and the new one simply was not added. You have three ways forward:
Disconnecting an account in Amazon Seller Sync only removes the app's access. It does not touch anything in Seller Central, and your Amazon listings carry on exactly as they were.
If you drop to a plan that allows fewer accounts than you currently have connected, the app does not guess which one matters to you and it does not quietly cut one loose.
Instead, an un-dismissable modal appears the next time you open the app: "Your plan changed, let's fit your setup to it". It asks you to choose which Amazon accounts and which markets to keep within your new plan's limits. You make the call, not the app.
The important reassurance is this. Nothing is deleted on Amazon. Accounts that no longer fit are disconnected from the app, not closed on Amazon's side. Your Seller Central accounts, listings, SKUs and ASINs are all exactly where you left them, and if you later upgrade again you reconnect the account and carry on.
Listings that overflow your new plan's limits are paused, not deleted, and Product Sync is automatically paused if the new plan does not include it. Because nothing is destroyed, a downgrade is recoverable. See Plans and billing for the full picture.
Warning
The reconciliation modal cannot be skipped. Until you make your choices, the rest of the app is not usable. Take the two minutes to answer it properly, because you are deciding which region keeps syncing.