Section One: Amazon Europe Verifies "Primary Operating Address"

Recently, many sellers on the European platform have received notifications from Amazon: the platform has added a verification requirement for "Primary Operating Address". The core of this verification is to confirm whether the seller has a real and valid business address. The purposes include:

1. Determine the seller's withholding and payment obligations for taxes;

2. Prevent tax evasion by using "shell EU companies";

3. Improve the overall compliance of the platform.

This is an important upgrade verification by the platform for tax compliance and account authenticity. If not handled properly, it may trigger an audit at best and affect the normal operation of the store at worst.

Section Two: What is "Primary Operating Address"

Many sellers confuse "primary operating address" with "company registration address", but they are completely different. Getting it wrong will directly affect the verification. The specific differences are as follows:

1. Primary Operating Address: It is the actual location where you carry out your daily core business activities. It meets any of the following conditions:

① The location where the company's central administrative functions are performed (such as the headquarters office);

② Having permanent human resources, technical resources and infrastructure required for business operations (such as the actual site where employees work).

2. Company Registration Address: It is the official legal address registered with the local government by the company, only used for business registration and obtaining business licenses, and is not necessarily the actual place of operation.

It should be noted that if the company has multiple operating locations, it is only necessary to provide one address that best meets the above definition and can prove the tax filing status.

Section Three: What are the consequences if not handled or filled in incorrectly?

Amazon clearly stipulates that an accurate primary operating address must be provided to operate the store normally. Once it violates the rules, the consequences will directly affect the store.

1. Trigger KYC verification: It is very likely to trigger KYC verification. Please prepare in advance business licenses, utility bills and other address proof documents.

2. Tax processing exception: If the address is wrong, Amazon will not be able to correctly judge your tax identity, and your sales tax and platform fee taxes may be calculated incorrectly.

3. Account suspension: If you do not verify the address as prompted or fill in the address incorrectly, the platform will directly suspend your account, restrict sales permissions, or even freeze store funds;

Therefore, in order to ensure the security and normal operation of the account, it is necessary to keep the company information up to date.

Section Four: How should sellers operate correctly?

Step 1: Enter the Identity Information Page

Log in to the seller backend → click "Settings" in the upper right corner → select "Account Information" → find and click "Company Information" on the left → then select "Identity Information".

Step 2: Find and verify the address

After entering the "Identity Information" page, find the column of "Primary Operating Address".

① Situation A: The address is correct

If the address automatically filled in by the system is consistent with your current actual operating address, just check "I confirm that my primary operating address is correct" and then click submit.

② Situation B: The address is incorrect

If the address has changed or the address pre-filled by the system is incorrect, please click "Edit Information". You can choose one from the previously saved addresses. Or click "Add New Address", fill in your current actual operating address. After filling in, click save and submit.

Step 3: Submit for verification

Click "Submit for Verification" and wait for the system to process. If you need to provide more information, please upload it as required.

Finally:

In general, this verification of "primary operating address" is essentially an important action for Amazon to further strengthen tax and account compliance. For sellers, it is necessary to ensure the authenticity of information and withstand platform audits. It is recommended to log in to the backend as soon as possible to complete the confirmation to avoid affecting normal operations due to information problems.

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