Question: can you have more than one Amazon Store? Or more than one brand?

I ask because my current store is technically “pre branded” with an educational name because I was going to be selling educational products, now I want to expand and be more general. Do I just sell any product under my educational store name?

You can have multiple Amazon stores or brands under one seller account, yes. You can either build a new brand for more generic products or continue to offer various things under your existing educational brand. Select the choice that best fits your marketing objectives and target market. For success, maintain consistent product information and customer service.

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You can open another storefront with brand registry: