Amazon Seller Badges You Can Self-Certify (Complete Guide)

Not all Amazon badges require expensive third-party certification. Here’s exactly which ones you can self-certify — and how to do it right.

The Good News: Some Badges Don’t Need Third-Party Certification

If you’ve looked into getting diversity or small business badges on Amazon, you’ve probably seen the big certification bodies: NMSDC, WBENC, NVBDC. They’re legitimate — but they can also be expensive ($400-2,000+) and time-consuming.

Here’s what many sellers don’t realize: several Amazon badges accept self-certification.

That means you can attest to meeting the criteria yourself, without paying a third-party certifier. Amazon trusts sellers to self-report certain qualifications — as long as you meet the requirements and can back up your claims if asked.

This guide shows you exactly which badges you can self-certify, what documentation you need, and how to do it step by step.

Amazon Badges: Self-Certify vs. Third-Party

Here’s the breakdown of Amazon’s small business and diversity badges:

Badge	Self-Certify?	Third-Party Required?	Notes
Small Business	Yes	No	Based on SBA size standards
Black-Owned	Yes	Optional (NMSDC enhances)	51%+ Black ownership
Women-Owned	Yes	Optional (WBENC enhances)	51%+ women ownership
Veteran-Owned	Yes	Optional (NaVOBA enhances)	51%+ veteran ownership
Hispanic-Owned	Yes	Optional (NMSDC enhances)	51%+ Hispanic ownership
LGBTQ+-Owned	Yes	Optional (NGLCC enhances)	51%+ LGBTQ+ ownership
Disability-Owned	Yes	Optional (Disability:IN enhances)	51%+ disability ownership

Key insight: “Self-certify” means Amazon will accept your attestation. “Optional third-party” means having a certification from a recognized body may provide additional credibility, but isn’t required.

What Self-Certification Actually Means

When you self-certify for an Amazon badge, you’re making a legal attestation that:

1. You meet the stated ownership requirements (usually 51%+)
2. The qualifying individual(s) have management and control
3. Your information is accurate and truthful
4. You can provide documentation if Amazon requests it

This is not a casual claim. Amazon can request verification at any time. Providing false information can result in:

• Badge removal
• Account penalties
• Potential legal consequences for fraud

Self-certification works on the honor system — but it’s an honor system with consequences.

Requirements for Each Self-Certifiable Badge

Small Business Badge

Requirement: Meet SBA small business size standards for your industry

What this means:

• Size standards vary by NAICS code (industry classification)
• Generally based on annual revenue or employee count
• Most sellers under $5-10M revenue qualify (varies by industry)

Documentation to have ready:

• Business tax returns (showing revenue)
• NAICS code for your primary business activity

Black-Owned Business Badge

Requirement: 51%+ owned by Black American individual(s)

Additional criteria:

• Black American owner(s) must have management and operational control
• U.S.-based business

Documentation to have ready:

• Business registration/Articles of Incorporation (showing ownership %)
• Operating agreement or bylaws (if applicable)
• ID of qualifying owner(s)

Women-Owned Business Badge

Requirement: 51%+ owned by women

Additional criteria:

• Women owner(s) must have management and operational control
• U.S.-based business

Documentation to have ready:

• Business registration/Articles of Incorporation (showing ownership %)
• Operating agreement (showing management control)
• ID of qualifying owner(s)

Veteran-Owned Business Badge

Requirement: 51%+ owned by U.S. military veteran(s)

Additional criteria:

• Veteran(s) must have management and operational control
• Veteran status: honorably discharged from active duty

Documentation to have ready:

• Business registration (showing ownership %)
• DD-214 or other proof of veteran status
• Operating agreement (showing management control)

How to Self-Certify: Step by Step

Step 1: Verify You Qualify

Before claiming any badge:

• Confirm ownership percentages (check your operating agreement)
• Verify qualifying individual has operational control
• Gather supporting documentation

Don’t claim badges you don’t qualify for. Amazon does verify, and false claims have consequences.

Step 2: Log Into Amazon Seller Central

Navigate to: Settings → Account Info → Business Information

Or search for “Small Business badges” or “Diversity certifications” in Seller Central help.

Step 3: Find the Badge Application

Look for:

• “Manage your small business profile”
• “Small Business badges”
• “Diversity and inclusion certifications”

Step 4: Complete the Application

You’ll typically need to provide:

• Business legal name
• Which badge(s) you’re claiming
• Attestation that you meet requirements
• Agreement to Amazon’s terms

Step 5: Submit and Wait

Amazon reviews applications. Timeline varies but typically:

• Small Business badge: 1-2 weeks
• Diversity badges: 2-4 weeks

Step 6: Display Your Badge

Once approved, your badge appears on:

• Your Amazon storefront
• Product listings (where applicable)
• Search results (badges can influence visibility)

Common Mistakes to Avoid

1. Claiming badges you don’t fully qualify for
If you’re 49% women-owned, you don’t qualify for Women-Owned. Don’t round up.

2. Not having documentation ready
Amazon can request verification anytime. Have your paperwork organized before you apply.

3. Ignoring operational control requirements
51% ownership isn’t enough — the qualifying individual(s) must also have management control. Silent partners don’t count.

4. Forgetting to update
If your ownership structure changes, update your certifications. Outdated claims can become false claims.

5. Treating self-certification as casual
This is a legal attestation. Treat it seriously.

Self-Certification vs. Third-Party: Which Should You Choose?

When Self-Certification Is Enough

• You primarily sell on Amazon (not pursuing government contracts)
• You’re a small business with straightforward ownership
• Cost and time are significant factors
• You don’t need certification for B2B/enterprise sales

When Third-Party Certification Adds Value

• You want maximum credibility with corporate buyers
• You’re pursuing government contracts (often require third-party)
• You sell B2B and clients request certified suppliers
• You want to be listed in certification body directories
• You plan to apply to corporate supplier diversity programs

The Middle Path: Start Self-Certified, Add Third-Party Later

Many businesses self-certify to get started, then pursue third-party certification as they grow. This gives you immediate benefits while building toward stronger credentials.

Beyond Amazon: Why Verified Certification Matters

Self-certification works for Amazon. But it’s still the honor system.

Outside of Amazon:

• Corporate buyers often require third-party verification
• Government contracts typically need certified status
• Self-certified claims carry less weight in competitive situations

Self-Certified	Third-Party Certified
“I claim to be women-owned”	“Verified as women-owned”
Honor system	Verified
Free	Paid (adds value)
Amazon accepts	Everyone accepts

If you want credentials that work everywhere — not just Amazon — third-party certification is worth considering.

Certified USA: Verified Certification Made Accessible

We offer verified certifications at accessible prices:

Certification	Price	What You Get
Minority-Owned	$199/year	Verified certification, live badge, directory listing
Women-Owned	$199/year	Verified certification, live badge, directory listing
Veteran-Owned	$199/year	Verified certification, live badge, directory listing
Human Content	$199/year	Prove your content isn’t AI-generated
Eco-Friendly	$199/year	Verified environmental commitment

Bundle pricing: $149/year each when you combine certifications

Or start with Trust Badge: $2.99/month or $24.99/year for quick, affordable verification

What makes us different:

• Verified, not honor system — we review your documentation
• Live badges — link to real-time verification pages
• Trust Stack — combine multiple certifications
• Affordable — fraction of NMSDC/WBENC costs

Self-Certification Checklist

Use this checklist before applying for any Amazon self-certification:

Ownership Verification

• ☐ I have documentation showing ownership percentages
• ☐ Qualifying owner(s) hold 51%+ of the business
• ☐ Qualifying owner(s) have operational/management control

Documentation Ready

• ☐ Business registration / Articles of Incorporation
• ☐ Operating agreement (if applicable)
• ☐ ID of qualifying owner(s)
• ☐ Additional proof (DD-214 for veterans, etc.)

Accuracy Check

• ☐ All information I’m submitting is accurate
• ☐ I can provide documentation if Amazon requests it
• ☐ I understand this is a legal attestation

Need Help? We’re Here

Whether you’re self-certifying for Amazon or pursuing verified third-party certification, we can help.

Get started:

Trust Badge — $2.99/month

Full Certifications — $199/year

Questions? Contact us

This guide is for informational purposes. Amazon’s requirements may change. Always verify current requirements in Seller Central.