Amazon's Solution Provider Portal (SPP): What Amazon Agencies Need to Know

Introduction

Amazon has introduced the Solution Provider Portal (SPP), a new centralized system for third-party agencies, freelancers, and software providers that manage Amazon seller and vendor accounts. This major change, which begins in early 2025, is designed to enhance security, streamline permissions, and regulate external account access. However, it also has significant implications for Amazon advertising agencies and consultants who manage their clients’ accounts through Seller Central, Vendor Central, and the SP-API.

With the August 31, 2025 deadline, many agencies are concerned about how this transition will affect their access to their clients’ Amazon accounts and their ability to manage ad campaigns. This article will explain everything you need to know about SPP, including:

✔ How SPP changes agency access to client accounts
✔ What happens to agencies that do not migrate to SPP
✔ How agencies can continue managing Amazon PPC campaigns
✔ Alternative solutions for agencies unable to register with SPP

What is Amazon’s Solution Provider Portal (SPP)?

The Solution Provider Portal (SPP) is Amazon’s new official gateway for third-party service providers, including advertising agencies, consultants, and software vendors. It replaces the previous methods of accessing Seller Central and Vendor Central on behalf of clients.

Why is Amazon Introducing SPP?

Amazon is implementing SPP to:

Improve security & compliance: Only Amazon-approved third-party providers will be allowed access.
Standardize permissions: Agencies will need to be explicitly designated as authorized partners instead of using secondary user logins.
Monitor API usage: Amazon will control and track how third-party providers use seller data.
Eliminate unauthorized account access: Sellers must now officially authorize agencies or tools via SPP, rather than providing manual login access.

Critical Deadlines for Agencies & Service Providers

✔ April 10, 2025: Agencies not registered in SPP will no longer be able to add new client accounts.
✔ August 31, 2025: Agencies that fail to migrate will lose access to all existing client accounts and API functionalities.

For agencies using SP-API-based tools like Sellermate.ai, failure to transition to SPP could result in a total loss of access to client accounts.

How Will SPP Affect Amazon Ads Agencies?

Many Amazon ad agencies currently access client accounts using one of the following methods:

Direct Seller Central/Vendor Central login as a secondary user
Third-party API access to manage ads, reporting, and automation tools
Connecting client accounts to software solutions (e.g., Sellermate.ai) through SP-API

With SPP, all three access methods are changing:

✔ No More Secondary User Logins: Agencies can no longer use their own credentials to log in to multiple seller accounts.
✔ Strict Authorization Through SPP: Agencies must be explicitly authorized by clients within SPP.
✔ SP-API Integrations Must Be Migrated: Agencies using automation tools (like Sellermate.ai) must ensure API connections are migrated to SPP.

If an agency fails to register in SPP, they will be completely locked out of client accounts by August 31, 2025.

How Will API Access Be Affected?

SP-API Migration Requirements

Amazon has set a hard deadline of August 31, 2025, for migrating SP-API integrations to SPP. This means:

SP-API access via Seller Central will be retired. Agencies can no longer use their existing API keys unless they migrate.
Tools like Sellermate.ai must be reauthorized via SPP. Agencies that use Sellermate.ai to manage ad campaigns must ensure proper migration.
Restricted data access: Amazon will monitor and regulate which data is accessible through third-party software.

Agencies that rely on advertising automation, analytics, and reporting software must transition their SP-API access through SPP before the deadline.

What If an Agency or Freelancer Cannot Migrate to SPP?

Not all agencies and freelancers may be able to migrate to SPP due to compliance requirements, registration limitations, or verification issues. If an agency does not migrate, they will lose access to their clients’ accounts and API permissions.

However, there is a workaround:

Clients Can Connect Sellermate.ai Directly

Since Sellermate.ai has already migrated to SPP, agencies that cannot register can ask their clients to authorize Sellermate.ai directly.

✔ The client logs into Sellermate.ai and connects their Seller Central/Vendor Central account.
✔ Sellermate.ai is granted direct access via SP-API, bypassing the agency’s need to authorize it.
✔ The agency can still manage PPC campaigns within Sellermate.ai while staying compliant.

This allows agencies to continue using Sellermate.ai’s automation and reporting tools, even if they do not migrate to SPP.

What Actions Should Agencies Take Now?

To avoid disruptions, agencies should take the following steps immediately:

1. Register for SPP (If Eligible)

Visit the Solution Provider Portal and start the registration process.
Provide business verification details as required by Amazon.
Complete all compliance and security checks to maintain eligibility.

2. Inform Clients About the Changes

Notify clients that SPP is now required for continued third-party account access.
Ensure they authorize the agency through SPP instead of secondary user logins.

3. Reauthorize Sellermate.ai

If an agency manages client accounts through Sellermate.ai, they must ensure API connections are properly transitioned to SPP.
If an agency cannot migrate, clients should connect Sellermate.ai directly to maintain advertising automation and reporting features.

4. Monitor Amazon Updates

Amazon will continue to release updates about SPP requirements.
Agencies should regularly check for changes in API access, compliance policies, and authorization processes.

Conclusion: Preparing for the Future of Amazon Account Management

The transition to Amazon’s Solution Provider Portal (SPP) is a major shift that will impact every Amazon advertising agency, freelancer, and software provider. While this new system enhances security and standardizes account access, it also removes traditional access methods that agencies have relied on for years.

✔ Agencies that do not migrate to SPP will lose access to their clients’ accounts.
✔ SP-API integrations must be transitioned before August 31, 2025.
✔ Clients can connect Sellermate.ai directly if an agency cannot migrate.

To stay compliant and continue managing Amazon PPC campaigns seamlessly, agencies must act now—either by migrating to SPP or ensuring clients authorize their preferred software directly.

🚀 Don’t wait! Register for SPP or help your clients transition today.