How to Connect Seller Central

If you're looking to link your Seller Central account, here's where you can find out about the necessary requirements and how to connect to the Amazon Selling Partner API (SP-API) for sellers.

In which case is a Seller SP-API connection relevant for me?

An SP-API connection is required for the following emax digital products:

• Seller Hub

• Market Basket Report

• Seller Monitoring

• Review Monitor

• Content Monitor

What data comes from the Seller SP-API?

Reports for the Amazon Retail Analytics program (ARA) and Brand Analytics reports are imported into the emax digital Analytics Hub via the SP-API. This includes:

• Sales and Traffic Report (ARA)

• FBA Inventory (ARA)

• Market Basket Report

Prerequisite: set your reporting language to English. For emax digital to process your Retail Analytics data, the "Feed Processing Language" in your Amazon Seller Central must be set to English (US). You can find the setting here: Feed Processing Report → Language. If it is not already set to English (US), change it to English and save. This does not change the language of your Seller Central interface — only the language used in the SP-API reporting.

How to connect a Seller SP-API

Step 1: Make sure you are not logged into any Amazon account

First of all, make sure that you are not logged into an Amazon account with the browser you are currently using. To do this, go to the Amazon Marketplace website. You can see whether you are logged in with an account at the top right of the screen. If you are still logged in, log out.

If you are registered with Amazon, this refers to a specific marketplace. So if you are registered on www.amazon.de and www.amazon.es, you must log out separately on both websites.

So check all Amazon marketplaces you want to connect to the emax digital Analytics Hub beforehand.

Step 2: Make sure you have access to the specific Seller Central account you want to connect

To give the emax digital Analytics Hub access to the respective Seller Central, authorization takes place via Login with Amazon. You grant this authorization by logging in during the connection process with a user account that has access to the respective Seller Central account.

Please note that you can only grant the emax digital app access rights with an account that you have been authorized in yourself.

If you do not have access to sales reports in Seller Central with your account, you cannot grant access rights for the sales reports. It is therefore important to ensure that you have the required access rights before authorization.

The following access rights should be granted:

Please note that you need a "Professional Selling Plan" in Seller Central to use AWS services, including the SP-API. If you are using an "Individual Selling Plan", you must upgrade to a Professional Selling Plan. To find out more about Amazon's selling plans, see sell.amazon.com/sell and Amazon's selling plan reference.

Step 3: Connect your emax digital company account with the Seller SP-API

After you have created the prerequisites for a successful connection, you must now establish the actual connection.

To do this, log in with an emax digital user account and select the company account that you want to connect to a Seller Central account.

In our example, we select the company "Nippes" because we want to establish a data connection here. Make sure that you select the right company for the Seller Central account.

Click on the cogwheel at the top right of the screen and select Admin.

Now select "Data Connections" in the second-level navigation on the left side of the screen.

Now click on "manage" in the section for the Seller Connections. Select the appropriate region for the marketplace you want to connect.

Amazon's assignment of which country belongs to which region is unfortunately not entirely clear. Depending on the context, a different assignment can be found. Since the SP-API is a service from the AWS area, the assignment according to AWS documentation applies. The details of which country belongs to which Amazon region can be found in the Reference section.

After selecting the region, you will be redirected to the Amazon login screen. Log in here with the login credentials that you normally use to log in to the respective Seller Central.

If you have access to multiple Seller Central accounts with the user account, please make sure that you select the correct account.

After you have selected an account, you will be asked to confirm your selection. Check again that you have selected the correct Seller Central account. You can see the name of the selected account in the upper left corner of the screen.

Click on confirm to complete the authorization.

You have successfully authorized access to Seller Central. You will now be redirected back to the emax digital Analytics Hub, which now has the authorization to import data from Seller Central. Next, the data import must be initialized/started.

Click on "manage" again and then on "Add or edit marketplace". All marketplaces managed with the same Selling Partner ID will be displayed. Now select the marketplace for which you want to import the data into the emax digital Analytics Hub. Check the Selling Partner ID again to make sure that you are connecting the right account.

After you have set the checkmarks, click on "save". By setting the checkmarks, you can connect one or more accounts at the same time. Once the maximum number of accounts (according to your contract) has been reached, the checkboxes will be grayed out.

Done! Your Seller Central account is now connected. The data import starts immediately after the connection.

For details on how much history is imported, how long it takes for your data to appear, and how to disconnect or reconnect an account, see Seller Central — Data Scope and Update Frequency (Reference and Data) and Managing Data Connections (Setup and Configuration → Administration).

How Seller onboarding works

Connecting Seller Central is one step in a guided onboarding. To use all functions of the Analytics Hub, you connect three data sources and complete a few setup tasks together with your customer success manager.

In a nutshell:

1. Connect Seller Central via SP-API (see the steps above).

2. Connect your Advertising profile via the Advertising API (see How to Connect Sponsored Ads (SPA)).

3. Invite your customer success manager to your Seller Central and Advertising profile.

4. Onboarding kick-off.

5. Set up your custom catalog columns (see How to Set Up the Seller Central Catalog).

6. Set up keywords (see Setup and Configuration → Monitoring Configuration).

7. Set up your advertising budget/goals (see Setup and Configuration → Business Goals).

8. Final onboarding session.

Connecting via the emax digital app. You invite some new users to your Seller Central and grant the required permissions, so we can automatically import your Seller Central. Note: due to Amazon guidelines, when inviting a new user to Seller Central the user's identity has to be verified, so you'll need to enter personal information about the user. This setup is part of the onboarding kick-off, and you can manage the user's permissions after verification.

Invite your customer success manager. Invite your customer success manager to your Seller Central and Advertising profile so they can help you get the most out of your Analytics Hub and your Amazon business. Invite: cs.sc@tools.emax.digital.

Onboarding kick-off session. Every business is different, even as an Amazon seller — that's why we design onboarding together with you rather than leaving you alone with it, so you can get the most out of your data.

Set up keywords. Set up your keywords to get an overview of the visibility of your products, your brand, and your competitors.

Set up advertising budgets. Set up your advertising budget so you can always keep track of your advertising goals.

Final onboarding session. In this session you get to know all functions of the Analytics Hub and your first tips and tricks to improve your business on Amazon.