Amazon is making a major shift in how third-party service providers access and manage seller accounts. If you rely on external agencies, software, or freelancers to run your Amazon business, these changes will impact you.
Starting April 10, 2025, all third-party service providers must be registered and vetted through Amazon’s Solution Provider Portal (SPP) to continue accessing Seller Central. By August 31, 2025, secondary user access for external providers will be fully phased out.
This update significantly changes how agencies, consultants, and service providers interact with Seller Central, impacting data security, compliance, and permissions.
What’s Changing for Agencies and Service Providers?
Service providers will no longer be able to access Seller Central through secondary user invitations. Instead, they must register in the Solution Provider Portal (SPP) and go through Amazon’s approval process
Amazon is consolidating access to SPP, where agencies, consultants, and software providers will manage their client relationships and permissions.
Amazon is tightening security controls to ensure that only verified and approved service providers can access seller accounts.
Agencies and software providers will have more transparency into API usage, data management, and security, aligning with Amazon’s compliance policies.
By this date, any service provider not migrated to SPP will lose access to seller accounts.
If you work with an agency, consultant, or software provider, they must transition to SPP to maintain access to your account. When granting permissions, Amazon will also require sellers to declare whether a new user is an internal employee or an external service provider.
Failing to comply with these new rules could result in service providers losing access to their clients’ accounts, leaving sellers without essential support.
So, if you offer Amazon account management, PPC services, catalog support, or other third-party assistance, you must register in SPP and complete Amazon’s vetting process.
• Freelancers and Virtual Assistants (VAs) who work with multiple sellers will now be classified as third-party service providers and must go through the same approval process as agencies.
• Secondary user access will be restricted to direct employees of sellers.
• Amazon is rolling this change out in batches, with full enforcement by August 31st, 2025.
Sellers:
• Review your user permissions and ensure that external providers know this change.
• Verify that any agencies or software tools you use are registered in SPP.
• Make sure to classify users when granting permissions in Seller Central properly.
Agencies & Consultants:
• Register in the Solution Provider Portal as soon as possible.
• Complete the required verification steps, including identity and compliance checks.
• Ensure your team members are correctly onboarded within SPP.
Freelancers & VAs:
• If you work with multiple sellers, understand that you will now be considered a third-party provider.
• Check Amazon’s SPP registration requirements and ensure you have the necessary documentation.
• Be aware that Amazon’s ID verification process may require a passport or government-issued ID, which could be a challenge for some freelancers.
Amazon is taking significant steps to increase security, streamline permissions, and standardize third-party access. While this shift creates more control for sellers, it also adds new compliance hurdles for agencies, freelancers, and service providers.
If you rely on external support for your Amazon business, do not wait until the last minute to make this transition. Service providers should start registering in SPP now to avoid disruptions when Amazon enforces these changes.
Amazon is already sending out notifications in waves. If you receive an email about this update, do not ignore it.
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