Do You Actually Need a DUNS Number to Sell?
Here's the honest answer: no marketplace in India legally requires a DUNS number just to open a basic seller account. Amazon and Flipkart sellers primarily register using PAN and GST.
However, a DUNS number becomes effectively required in a few specific situations that are increasingly common for growing e-commerce sellers.
When E-commerce Sellers Actually Need a DUNS Number
If none of these apply to you yet, you likely don't need a DUNS number to keep selling normally on Amazon.in or Flipkart today — but it's worth having ready if you're planning to scale.
Amazon Business / B2B Programs
A DUNS number is optional but commonly requested as part of business verification and building a B2B credit profile for invoiced, business-to-business orders.
US Market FDA Compliance
Selling food, beverages, or dietary supplements to the US market? Sellers importing these categories for sale on Amazon are required to obtain a DUNS number as part of FDA registration compliance.
Global Drop-Shipping
Large platforms including Amazon and Walmart use a DUNS number as a pre-requisite for enrolment in certain developer, seller, or drop-shipping programs. If you're specifically looking at Amazon's Global Selling / export program, see our dedicated Amazon Global Selling guide.
Trade Credit & Financing
Many lenders and financial institutions reference a DUNS-based credit profile when assessing e-commerce sellers for funding tied to their operations.
Scaling into Export
Useful for credibility with overseas suppliers, manufacturers, or B2B buyers your e-commerce business works with beyond the marketplace itself.
Documents Required as an E-commerce Seller
Here is exactly what D&B needs to verify your seller account entity.
Business Registration
Certificate of Incorporation (Pvt Ltd/LLP), Udyam Registration, or GST Certificate, depending on how your seller business is structured.
PAN Card
Of the business (or the proprietor, if you're registered as a sole proprietorship seller).
GST Certificate
Most active Amazon/Flipkart sellers already have this — it confirms your registered address and operational status.
Address Proof
Should match your marketplace seller account registration details (office or warehouse).
Auth. Signatory Details
Name, designation, and government ID of the person D&B will contact for verification.
Business Activity
Should clearly reflect that you're an e-commerce/retail seller, to avoid an inaccurate industry classification.
Exact Marketplace Match
Your business name and address on the DUNS application need to match what's registered on your Amazon Seller Central or Flipkart Seller Hub account, not just your GST certificate. A mismatch between your marketplace profile and your DUNS record can create confusion if a buyer, lender, or platform ever cross-checks both.
How to Apply — Step by Step
Confirm You Need One
Confirm you actually need one based on your specific situation — B2B program enrollment, regulated US category imports, or financing needs.
Check Existing Records
If a bank, supplier, or platform has referenced your business before, D&B may already have a record. Search the official D&B database by your business name first.
Gather Documents
Gather your registration documents — GST certificate, PAN, and Certificate of Incorporation (if applicable).
Apply on D&B Website
Apply on the official Dun & Bradstreet India website, selecting the entity type that matches your seller business structure.
Enter Exact Name
Enter your business name and address exactly as registered — ideally matching both your GST certificate and your marketplace seller profile.
List Signatory
List a reachable authorized signatory for D&B's verification process.
Submit & Track
Submit and track your application, responding promptly to any D&B follow-up.
Add to Seller Account
Once issued, add your DUNS number to your seller account — on Amazon, this is typically done under Seller Central → Business Profile → Add DUNS Number.
How Long Does It Take?
Per Dun & Bradstreet's own published guidance, standard DUNS number registration can take up to 30 business days. Standard processing is free; D&B also offers its own optional paid expedited service for sellers who need a faster turnaround — for example, if you're racing a marketplace program deadline.
This is D&B's own paid tier, not something any third party controls. We can help make sure your documents are fully ready first if you're considering it, so you get the full value of the faster timeline rather than losing time to a preventable document mismatch.
Working against a deadline?
Tell us about your timeline — we'll help you understand your realistic options.
Discuss Your Timeline →Common Mistakes E-commerce Sellers Make
Avoid these specific e-commerce errors to ensure a smooth verification process.
Applying without needing one
Many sellers apply preemptively assuming Amazon mandates it for all sellers — it doesn't. Confirm your specific need first.
Business name mismatch
If your Amazon Seller Central name differs from your GST or PAN-registered name, decide which is authoritative and apply consistently.
Unreachable signatory
If D&B can't reach the verification contact, the application stalls — the same risk applies whether you're a sole proprietor or registered company.
Confusing GST with DUNS
They serve completely different purposes — GST is an Indian tax registration, while a DUNS number is a global business identity record.
Not adding it to your seller profile
Getting the number doesn't automatically update your marketplace account — you typically need to add it manually once issued in Seller Central.
How Scalix Tech Helps E-commerce Sellers
Getting a DUNS number is free, and most sellers can apply themselves once they've confirmed they actually need one.
Where e-commerce sellers most often need help is figuring out whether their specific situation (B2B program, regulated category, financing) genuinely requires a DUNS number, and then making sure their business details are consistent across GST, PAN, and their marketplace seller profile.
Here's what we help with:
- ✓ Helping you confirm whether your seller account genuinely needs a DUNS number
- ✓ Reviewing your GST, PAN, and registration documents for consistency before you submit
- ✓ Walking you through the application form step by step
- ✓ Tracking your application status and helping resolve any D&B follow-up requests
- ✓ Guiding you through corrections if your application is delayed or rejected
Frequently Asked Questions
Do Amazon sellers in India need a DUNS number?
Do Flipkart sellers need a DUNS number?
Is the DUNS number free for e-commerce sellers?
How do I add my DUNS number to my Amazon seller account?
What's the difference between my GST number and a DUNS number?
I import food or supplements to sell on Amazon in the US — do I need a DUNS number?
Ready to Find Out If You Need a DUNS Number?
Whether you're scaling into Amazon's B2B program, exporting regulated categories, or building credibility for financing, we'll help you confirm what's actually needed and make sure your documents are aligned.
Direct Contact
DUNS Registration Form
Submit your details and we'll figure out if it applies to your situation before you spend time on an application you might not need.
Don't Apply if You Don't Have To.
Not sure if your seller account actually needs a DUNS number? Tell us about your business and we'll help you figure it out.