How Amazon made seller onboarding 10x faster with Incode
Amazon partnered with Incode to confirm that every third-party seller is a real, registered business, in every market it operates.
faster seller onboarding
automated business verification, down from hours of manual review
countries live, across 4 continents
higher match rates, improving seller conversion
One of the world's largest marketplaces
Amazon runs one of the world's largest marketplaces, with millions of third-party sellers across dozens of countries.
Before a seller can list, Amazon has to confirm the business behind it is real and registered. That check has to hold in every market, against a different registry and a different set of rules in each country.
Verifying millions of sellers under each country's regulations
A marketplace runs on trust: buyers assume that what they order arrives, is genuine, and comes from a real business. A single fraudulent seller breaks that assumption, and the buyer holds the marketplace responsible.
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01
Every country, its own registry
Every country identifies a business with its own registration numbers, its own registry, and its own required fields.
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02
Sellers enter their own data
Business details often arrive with typos, format quirks, and errors, and a strict check rejects a real company over a single wrong field.
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Manual review does not scale
Country-by-country review cannot keep up with millions of sellers. Onboarding slows, legitimate sellers wait to start selling, and risk still slips through.
Amazon needed one partner that could verify a business in any market, at any volume, and keep pace as both kept growing.
A single partner for Amazon's global needs
Incode verifies Amazon's sellers globally through a single integration. Amazon chose its business verification for the reasons below.
Business identity, made clear
Business verification (KYB)
Incode confirms a company's legal name, registration or tax number, and address against the official business registry in each market: the Secretary of State in the United States, Serpro in Brazil, and SAT in Mexico. Every country holds these records differently, which makes verifying a business across markets genuinely hard. Incode does it through one integration and returns a clear, structured result.
Beneficial ownership, resolved
Incode also matches a business to its known owners and directors. Ownership data is scattered and inconsistent from one registry to the next, which makes this one of the hardest checks in KYB. Incode resolves it, so Amazon can see who is really behind a seller.
Matching that doesn't reject good sellers
A real business can fail a strict check over one wrong field. Incode confirms a seller on name and address even when the tax number doesn't match, and its fuzzy-matching algorithm makes sense of typos and format differences in what sellers enter. Small errors don't block a legitimate seller.
The people behind the business
Identity Verification
Incode also verifies the people behind a seller, with document, biometric, and liveness checks, so a registered business is run by a real, verified person.
The partnership began with a single problem in a single country: onboarding sellers. Market after market, it grew into the way Amazon verifies businesses everywhere it operates.
How it works
Built for Amazon's scale, market after market
One integration, every registry
Every country holds business records differently. Incode checks each market's official registry through one integration and returns a clear, structured result.
Reliability at Amazon's scale
Amazon needed a partner that could hold to demanding uptime standards and keep pace with its growth. Incode has met and surpassed those commitments as verification volumes and markets have expanded.
Built together, market after market
By learning Amazon's business model and the data its sellers provide in depth, Incode keeps building capabilities that raise match rates and improve the seller experience.
Privacy is the architecture
Incode made privacy a founding conviction long before regulation or the market asked for it. Its AI-first identity verification reduces fraud while remaining private and compliant.
What's next
See how Incode verifies businesses globally
Confirm the business, the owners behind it, and the people who run it, in every market you operate.