Getting started with Selling Partner API for vendors

Summary of the APIs available for vendors on Selling Partner API and information on how to get started using the Selling Partner API

by Krithi C., Solutions Architect, Selling Partner Developer Services | March 16, 2022

The Selling Partner API (SP-API) helps Amazon selling partners programmatically access their data on orders, shipments, payments, and much more. For vendors, APIs provide a means to automate the transfer of data to and from Amazon. This automation means vendors can spend less time shuffling spreadsheets and more time developing insights from data, creating action plans from insights, and implementing these action plans. This post is intended for vendors who want to build solutions for their own business and solution providers who want to build solutions for vendors.

APIs for Amazon vendors and common use cases

For vendors, APIs can assist with automation in use cases for listings, vendor retail procurement, direct fulfillment, and analytics. The following table provides an overview of the APIs that are applicable to vendors, their use cases, and the SP API Roles required to access these APIs.

APIDescriptionCommon Use CasesSP API Role
Reports API

The Reports API offers vendors a means to programmatically request different report types, such as sales diagnostics, inventory health, demand forecast reports (and many more!). The report documents are JSON files that the vendor's system can parse and then store in their own systems for further analysis. For more information, see the following categories in Report type values:

- dashboarding
- trend analysis
- (semi-)automated decision making, such as which ASINs to advertise
Brand Analytics
Catalog Items APIThe Catalog Items API is a read-only API that contains product catalog data in a structured format (JSON). Product catalog data includes the brand-owned content on the product detail page, such as item title, product image, features and benefits list, and more. This API also includes the Best Seller sales rank for an ASIN (also found on the product detail page).- used to "visualize" data in dashboard (i.e. show an image of the item in a data table)
- catalog data monitoring
- trend analysis (sales rank)
Product Listing
Listings Items APIThe Listings Items API is a write-only API that enables vendors to programmatically create and manage product catalog data. Using this API, vendors can create new ASINs and manage detail page content for existing ASINs.- create and manage catalog dataProduct Listing
A+ Content APIWith the A+ Content API, vendors can build applications that create and edit A+ content. A+ content provides buyers with rich, high-quality content to help them make purchasing decisions.- create and manage catalog data
- catalog data monitoring
Product Listing
Retail Procurement APIsThe Retail Procurement APIs are read/write APIs that enable a vendor to manage the entire purchase order workflow, first confirming POs, then configuring shipments, and finally invoicing Amazon.- order workflow management
- dashboarding
- trend analysis
Amazon Fulfillment
Direct Fulfillment APIsThe Direct Fulfillment APIs are read/write APIs that enable vendors who participate in Amazon's Direct Fulfillment program (i.e. dropship) to manage the entire customer order workflow, first confirming the order, configuring the customer shipment, and finally invoicing Amazon.- order workflow management
- dashboarding
- trend analysis
Direct-to-Consumer Shipping

Getting started with Amazon’s Selling Partner API

To get started with the Selling Partner API, vendors should direct their development team to first read the Selling Partner API Developer Guide and then review the API models and clients that can help jumpstart integration development.

For a private vendor application developing their integration from scratch, follow this workflow to create your first Selling Partner API client:

  1. Register as a developer on Developer Central. See Register as a developer (for private vendor applications). When you complete your Developer Profile, apply for access to the following roles: Amazon Fulfillment, Brand Analytics, Product Listing

  2. Wait for your profile to be reviewed and approved. See Check the status of your request (for private vendor applications).

  3. Create your first SP-API client. See Register your application.

  4. Self-authorize your SP API app client. See Self authorization.

You are ready to begin calling the Selling Partner API.

For a third-party developer who has a seller application and wants to develop their vendor API integration, follow this workflow to use an existing app for vendor integration:

  1. Sign in to Seller Central as the primary account owner.

  2. Open the Developer Central console and choose Edit App.

  3. Under Business entities supported, choose Vendors, and then select the necessary Vendor roles.

  4. Choose Save and exit.

Once you receive authorization from a vendor, you are ready to begin calling Selling Partner APIs. You can also create a new app on Seller Central for vendor integration.


In this blog post, you learned about the APIs available for vendors in Selling Partner API and their respective use cases and SP API roles. You also learned how to get started with setting up your SP API client to call Vendor APIs. For any issue with implementation, contact us Vendor Central Support. Please leave your feedback on the blog post as we are always trying to improve our content.


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