Do you own a small business? Is your business minority-owned, woman-owned, or veteran-owned? Or do you meet requirements for selling to the US federal government?
Qualities like these can matter to customers as they seek out products, make purchasing decisions, and choose to support diverse businesses. That’s why many sellers secure and display business certifications, which can help customers discover and verify that their businesses have these kinds of qualities.
Certifications can bring real value to your business depending on what you sell and what customers you want to reach. In 2023, customers with buying policies that preferred certifications spent more than $300 million on products sold by certified Amazon selling partners.1
In this post, we’ll cover:
- What are business certifications?
- What types of certifications can Amazon sellers display?
- What are the benefits of getting certified?
- How to get certified
- 3 ways to share certifications with Amazon
What are business certifications?
Business certifications are third-party designations that government and non-profit agencies provide to recognize US-based businesses owned and operated by individuals from underrepresented groups, or those that meet specific criteria for small or diverse businesses. These certifications can bring various benefits to businesses, including increased visibility, access to specific contracts, and opportunities for growth.
In the Amazon store, the Amazon Business program provides a suite of features that can help you grow your business-to-business (B2B) revenue. Amazon Business customers can find details about your certifications and use filters to prioritize search results from certified small businesses, Black-owned businesses, woman-owned businesses, and businesses with other certifications.
Choose a Professional selling plan for $39.99 a month, then create an account to sell with Amazon Business. You can add certifications to your profile for free and make use of other Amazon Business features for setting business prices, offering quantity discounts, and more.
Get started with a selling plan
What types of certifications can Amazon sellers display?
We recognize a variety of certifications for diversity and quality, as well as small business certification. Your options for national and state certifications, as well as federal representations, include:
- Registered Small Business
- Minority-Owned Business
- Woman-Owned Small Business
- Women Business Enterprise
- Veteran-Owned Small Business
- Service-Disabled Veteran-Owned Small Business
- LGBT Business Enterprise
- Section 889 Representation
Businesses can qualify for certifications based on the criteria for each. For example, Section 889 Representation can help businesses show how the products they offer comply with federal purchasing requirements.
Explore a list of certifications
What are the benefits of getting certified?
Getting certified can be a simple and cost-effective way to connect with discerning customers, boost your visibility in search results, and increase sales.
Adding business certifications can help you reach a wider audience. Some government agencies and businesses have rules or policies to guide their spending, helping to ensure they support a diverse set of businesses. Customers can also prioritize products that meet specific quality, sustainability, or compliance requirements. For example, federal, state, or local customers may be required by law to source certain amounts from certified small and diverse businesses.
Showcasing business certifications in the Amazon store can translate to a loyal and growing customer base for your business. Our data indicates that 3x more customers view offers for sellers with national diversity certifications and Section 889 representation.2
How to get certified
Amazon doesn’t award certifications to businesses, but you can apply for certifications through third-party agencies like SupplierGATEWAY. The process for applying through a third party varies depending on agency and certification type, but in general you can:
- Supply information about yourself and your business.
- Upload supporting documentation, like owner identification.
- Submit your application.
Which certifications do you qualify for? Qualification for certifications can depend on factors like annual revenue, number of employees, and identity-based ownership information. Your eligibility might also depend on the products you offer, and who you want to sell to. For example, maybe you want to connect with federal customers, in which case Section 889 Representation could be a great option for you.
To decide what seller certifications you want to add, explore the Certifications tool in Seller Central, where you can browse certifying agencies, find more resources, and access SupplierGATEWAY.
3 ways to share certifications with Amazon
1. Add third-party certifications to your profile
To get your certifications in front of customers in the Amazon store, hover over B2B in the main menu of Seller Central, select Certifications, then choose Upload a certification (if this is your first Amazon seller certification), or select Add your certification. Either of these actions will take you to the “Add a new certification” page, where you can make selections for your certification type. Then you can provide details and supporting documentation.
2. Share your Unique Entity ID
If you’ve registered your business in the US government’s System for Award Management (SAM.gov), you can share your Unique Entity ID with us. We’ve automated a process to help add certifications to your Amazon profile based on your information in SAM.gov. This can be a seamless and time-saving way to share your certifications with us. Go to B2B in the Seller Central main menu, then select Business profile. Scroll to the “Diverse Business Identity” section, where you can enter your Unique Entity ID.
3. Make self-identification selections
If you don’t have third-party certifications, you can still make self-identification selections in Seller Central. Go to B2B in the Seller Central main menu, then select Business profile. Scroll to the “Diverse Business Identity” section and make your selections.
Showcase your business certifications
Adding certifications can help you gain the confidence of customers who want to meet their social responsibility goals by buying from small, diverse, and inclusive businesses. Certifications you successfully add will display as “Active,” and you can return anytime to add new certifications, upload documentation, and keep your details up to date.
Amazon Business customers can find information about your certifications on your seller profile. Other customers might also discover your certifications in search results, as well as promotional features in the Amazon store.
Frequently Asked Questions
Do I need a business certification to sell with Amazon?
Do I need an LLC to start selling with Amazon?
How do I qualify for Amazon Business?
*A Professional selling plan is $39.99 a month + selling fees. Learn more
1Amazon internal data, 2023
2Amazon internal data, 2024
