Overview

On January 30 2025 Amazon Advertising rolled out a single‑account framework that brings Sponsored Ads and Amazon DSP under one advertiser profile, usable in every Amazon marketplace that supports advertising. The launch also adds four public API endpoints that let partners create, read, update and list advertiser accounts without ever opening the console, a task that previously required manual steps. Sellers, agencies and SaaS providers should care because the change eliminates duplicated registrations, streamlines billing and opens the door to automated, large‑scale account onboarding.

Key Points

• Unified advertiser profile — One account now houses both Sponsored Ads and DSP campaigns across all eligible countries, replacing the former need for separate product‑and‑country registrations.
• Four new public APIs — Endpoints for creating, querying, updating advertisers and for retrieving selling‑account tokens enable fully programmatic account lifecycle management.
• Single‑source billing — Billing preferences and invoices for both ad products are configured and accessed from a consolidated billing hub.
• Cross‑product navigation — Users can flip between the Sponsored Ads and DSP campaign managers without leaving the same account context.
• Organization‑wide permissions — Role‑based access is assigned at the advertiser or organization level and applies uniformly to every ad product.
• Direct import from selling platforms — Seller Central, Vendor Central and KDP accounts can be linked during setup, automatically populating business information.

How the Unified Account System Works

1. Account creation via API — A partner sends a request to the Create Advertiser endpoint, supplying either raw business data (company name, tax ID, address) or an encrypted token that represents a Seller Central, Vendor Central or KDP account.

   • Example: A SaaS onboarding tool receives a token from a seller’s Vendor Central profile and calls the endpoint to spin up a new advertiser that is instantly linked to the vendor’s catalog.