Because you have not validate your account yet. To do that:
- Sign into your reseller console.
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From the left menu, click on Branding.
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Under the Email section, click on the Validate email button.
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Once you do that, an email from Amazon will be sent your email. Click on the link in it and follow the steps to verify your email.
- Now, you can resend the welcoming email to the customers by going to → Accounts → Actions → Resend welcome email.