Overview

Amazon has renamed its Marketplace Appstore to the Selling Partner Appstore, consolidating more than 2,500 vetted third‑party applications in a single, Amazon‑managed marketplace. The refresh adds a personalized “For You” recommendation engine and a stricter verification process, giving sellers a safer, faster way to discover tools that automate listings, pricing, fulfillment, and analytics. Sellers who rely on external software should review the new store to ensure they are using trusted solutions that integrate directly with their Amazon accounts.

Key Points

• New name, same purpose — The directory is now called the Selling Partner Appstore, aligning with Amazon’s broader “Selling Partner” branding across all seller services.
• 2,500+ verified apps — Every application listed has passed Amazon’s security and functionality review and is continuously monitored for compliance.
• Personalized “For You” feed — An algorithm surfaces apps that sellers with similar product mixes, sales volumes, or marketplace footprints have found useful.
• Unified onboarding — Connecting an app to a seller’s account is handled inside Seller Central, eliminating the need for external credential exchanges.
• Ongoing monitoring — Apps that fall short of Amazon’s standards are removed automatically, reducing the risk of data breaches or sudden service loss.

How the Selling Partner Appstore Works

1. Browse or search — Sellers log into Seller Central and select the Appstore tab, where they can filter by category (e.g., inventory, advertising) or use the search bar. Example: A seller looking for a repricing solution types “dynamic pricing” and sees a shortlist of vetted tools.
2. Review “For You” recommendations — The system analyzes the seller’s account profile—such as product categories, average order value, and fulfillment method—and displays apps that peers with comparable profiles have installed. Example: A new private‑label seller sees a recommendation for a keyword‑research app that similar sellers rate highly.