Handing over the keys to your Amazon account? Let’s make sure you’re giving out the spare, not the master key. Whether you’re growing your in-house team or bringing in an agency (hey, that’s us!), setting the right user permissions in Seller Central is one of the easiest ways to protect your account while keeping things running smoothly.

What Are Amazon User Permissions, and Why Should You Care?

User permissions let you control who gets access to what in your Seller Central account. That means you can invite teammates, freelancers, or partners without handing over the whole farm.

Think of it like a well-organized toolbox—everyone gets the tool they need, and no one walks off with the whole kit.

What's New in Amazon's 2025 User Permissions Dashboard?

Amazon gave the user permissions dashboard a facelift, and we’re not mad about it.

Here's what's changed:

Everything’s in One Place: “Manage User Permissions” and “Global Permissions” are now merged for easier access.
Cleaner Interface: You can now edit users, assign access levels, and search specific permissions all from the same screen.
One-Click Admin Access: Need to make someone your right-hand? Grant full access in a click.
Marketplace-Level Access: Only want your VA managing UK inventory? Done. Permissions can now be marketplace-specific.

How to Add a User (Without Breaking a Sweat)

Here’s a step-by-step guide you can follow on how to add someone to your account:
Click the gear icon in the top-right of Seller Central.
Select User Permissions.
Hit Add User, then enter their name and email.
Pick their preferred language (if relevant).
Click Send Invitation.

Who Gets to Do What? Assigning Permissions Like a Pro

After your user accepts the invite:

Go to User Permissions and hit Edit next to their name.
Permissions are grouped by function—Advertising, Catalog, Inventory, etc.
Choose one of four levels:
- None – No access.
- View – Can see data but not change anything.
- Edit – Can view and make changes.
- Admin – Can do everything, including manage other users.

Pro Tip: Grant Admin access sparingly. Only trusted team members (or your agency) should have full control.

Who's Who in Your Seller Account

Let’s demystify the user roles:

Primary User: The original account holder. The boss of all bosses. This account should be helf by the owner of the business.
Administrator: Given full access by the Primary User or another Administrator. They can do just anything, minus removing the primary user on the account.
Active User: Someone who’s accepted their invite and is working in your account.

Who Should Get What Access?

Here's a cheat sheet:

Role	Ideal Permission Level
Business Owner	Admin
Amazon Agency (Us!)	Admin or Customized Access
PPC Manager	Edit - Advertising and Reports
Customer Service Representative	View/Edit - Orders & Messages
Virtual Assistant	View - Any sections in their purview.

Smart Permission Practices (So You Can Sleep at Night)

✓ Limit Access by Role - Don't give access "just in case." Be intentional.
✓ Review Regularly - Revisit your permissions quarterly to ensure accuracy.
✓ Avoid Shared Logins - Everyone gets their own seat at the table.
✓ Enable 2FA - Use an authenticator app for extra protection.

Real Talk: One of our clients accidentally gave full access to a freelance copywriter who edited backend keywords and tanked their ranking. Don’t be that seller.

Global vs. Regular User Permissions: What’s the Difference?

Regular Permissions are task-based and apply to specific marketplaces.
Global Permissions offer access across all marketplaces and include strategic account settings like A+ Content, Brand Registry tools, and Multi-Channel Fulfillment.

If someone manages brand-wide strategy or international logistics, Global access might make sense. For everyone else, stick with Regular.

How to Avoid Getting Locked Out of Your Own Account

Be selective with permissions – If their role doesn’t require that specific permission either don’t provide it or limit it to view only.
Don’t Share Logins – We’ll say it again: unique logins = accountability.
Skip SMS Verification - Use an authenticator app instead. It's more secure and doesn't rely on your phone service.

FAQ Corner

Can I add more than one user?

Absolutely! You can add as many users as you need, and remember, fine-tune their permissions by role.

What if someone doesn’t accept their invite?

No worries. You can resend the invite or delete it anytime.

Is it okay to share my login with my VA?

Hard no. Just don’t. Set them up with their own login and control exactly what they can access.

TL;DR

Setting up user permissions in Amazon Seller Central isn’t just a one-time task; it’s an ongoing part of running a secure, well-organized account. Whether you're adding a team member, bringing on an agency, or just trying to clean up access, getting it right can save you headaches (and costly mistakes) down the line.

If you're just here for clarity, awesome. We hope this guide helped.

However, if at any point you decide you'd rather not go it alone or have additional questions for us, feel free to reach out!

We offer coaching, creative support (like product images, A+ content, and storefront design), and account management for brands that want to grow.

No pressure, just help when you need it. Curious what that could look like? Reach out here.