Amazon Selling Partner API

Amazon has over 300 million active customer accounts worldwide, and customers buy roughly 7,400 products per minute from U.S. sellers.

Build, grow, and scale your brand with our innovative toolkit: world-class logistics, a proven customer experience, rich data insights, and cutting-edge advertising & marketing solutions.

• Recent research shows that over half of the sellers in the Amazon store that sell multi-channel prefer Amazon for customer acquisition.
• In recent research, nearly 60% of the sellers in the Amazon store that sell multi-channel cited Amazon as their fastest-growing channel.
• Sellers have the opportunity to reach millions of customers in over 180 countries as an Amazon selling partner.

Don’t have an Amazon Seller account? Register on Seller Central.

How do I register to sell in the Amazon store?

To get started as an Amazon seller, begin by choosing a selling plan and setting up an Amazon selling account. Make sure you have access to your bank account number and bank routing number, chargeable credit card, government-issued national ID, tax information, and phone number to complete your registration.

What is the new Amazon Selling Partner API?

This new API is a new direct connection to Amazon that provides a unified syndication service to all Amazon sellers. This new API will provide the following benefits:

• Faster publishing to Amazon for all sellers (consumables, softlines, hardlines)
• Real-time data requirement updates via the Salsify Readiness Report
• Partial content refresh; no longer need to validate full product catalog
• Image submissions with in-app feedback
• Support for syndicating Supplier Pack Hierarchy (SPH) attributes
• Global availability and 3P sellers will be supported in 2022

Will all regions be supported by this new API?

By the end of 2021, global regions that we currently support in other syndication paths (Canada and EU-6) will be supported. We will explore additional regions in 2022.

Can we still use the Amazon Feed Specifications API to publish to Amazon? Why do we need to migrate to the new Selling Partner API?

All Amazon vendors who leverage the Amazon Feed Specification (AFS) API (in the durables category) must migrate to the new API in order to continue publishing content to Amazon. Amazon recently announced that the AFS API will be deprecated on February 28, 2022 and will no longer be available to publish content beginning on that date.

Which Salsify customers are impacted by the changes coming with the Selling Partner API?

All customers who syndicate to Amazon are impacted. 3P sellers (currently using the Marketplace Web Services connection) are not yet supported. Support for 3P selling will become available in 2022.

Our brand sells in the Consumables categories. Why should we use this new API?

Consumables customers have not had an API that connects to Amazon. This new API provides much faster publishing and real-time content feedback in the Readiness Report. You will also be able to submit partial content refreshes and images in-app.

We don’t sell on Amazon yet, but it’s a channel we’d like to explore. What’s the best way to get started?

For those not yet selling on Amazon, the simplicity and power of this unified connection means there has never been a better (or more important) time to leverage the opportunities of becoming an Amazon seller.

Is being an Amazon seller profitable?

Selling in the Amazon store can be very profitable. In 2021, U.S. selling partners sold more than 3.9 billion products – an
average of 7,500 every minute – in the Amazon store and averaged about $200,000 in sales per seller.

How do I increase my sales in the Amazon store?

There are many ways to increase sales in the Amazon store. Appeal to Prime members by using Fulfillment by Amazon
(FBA) to offer customers Prime shipping. You can also:

• Up your advertising game by offering promotions, coupons, or lightning deals.
• Register as a Brand Owner and build your own brand experience using Amazon Stores.
• Create A+ content to drive sales.
• Manage customer engagement to market directly to customers who follow your brand.

Learn more by clicking here.

Additional Resources

• Contact Amazon Seller Central Support