Identity / Verification Failure
How to appeal an Amazon identity / verification failure.
Amazon periodically requires identity, address, or supply chain verification. This notice means a submitted document didn't pass — most often because the name or address doesn't match Seller Central exactly.
What triggers this notice
The name and address on your documents must match your Legal Entity and Business Address fields exactly — down to abbreviations ("North" vs. "N") and full 9-digit ZIP codes. Cropped screenshots or photos of a screen are also weaker submissions than a full-page PDF of the original document.
What Amazon's reviewers want to see
These are almost always resolved by resubmitting clean, matching documentation rather than by argument. The appeal should focus on exactly which document failed and what's being resubmitted — a clear photo of a government ID, a utility bill or bank statement dated within the required window showing a matching name and address, or supply chain documents matching the business name on file.
Common mistakes that get appeals rejected
- Resubmitting the same document that already failed without checking it against your Seller Central details exactly.
- Submitting a utility bill or bank statement older than the required window.
- Submitting a cropped screenshot instead of a full, unedited page of the original document.
Evidence and documentation to gather
- Clear photo or scan of a valid government-issued ID
- Utility bill or bank statement dated within the last 180 days matching the registered address
- Business registration documents matching the account name exactly
- Clear, full-page PDF of a valid government-issued ID
- Utility bill or bank statement dated within the last 180 days, matching the registered address exactly
How long does it take?
With clean, correctly matched documentation submitted promptly, verification appeals are often resolved within one to a few weeks.
Timelines vary case by case — Amazon's own communication about your specific case is always the most reliable source.
Frequently asked questions
My utility bill keeps getting rejected — what else can I use?
A bank statement or an equivalent government document showing the same address is a common alternative when a utility bill isn't working, as long as the name and address match exactly.
Does a minor formatting difference really matter?
Yes — Amazon's matching is reported to be exact. "St." vs. "Street," a missing suite number, or a 5-digit vs. 9-digit ZIP code are common, avoidable reasons for a second rejection.
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