Overview

Amazon's Seller Lending program connects eligible marketplace sellers with third-party lenders and lending service providers who can offer financing to help grow their Amazon businesses. Unlike Amazon's former direct lending program (Amazon Lending), this initiative partners sellers with outside financial institutions, expanding the pool of available capital while shifting the lending relationship to qualified third-party providers.

Key Points / What Sellers Need to Know

• Invitation-based eligibility — The Seller Lending program is not open to all sellers. Eligibility is determined by criteria set by the participating lenders and lending service providers, meaning not every seller will see the option in their account.

• Third-party lenders provide the funds — Amazon itself does not issue the loans. Instead, local third-party lenders or lending service providers handle the application process, loan terms, and disbursement.

• Designed for business growth — The financing is intended to help sellers invest in inventory, expand product lines, improve marketing, or otherwise scale their operations on Amazon's marketplace.

• Availability varies by region — Because the program relies on local third-party lenders, availability and terms may differ depending on the seller's geographic location and the lenders operating in that market.

• No guarantee of approval — Even if a seller is invited to apply, approval depends on the third-party lender's own underwriting criteria, which may include sales history, account health, and financial standing.

How the Program Works

Amazon identifies sellers who may benefit from financing and presents them with lending options through their Seller Central dashboard. When a seller sees an offer, they can review the available loan products and choose to apply directly with the participating lender. The application and approval process is managed entirely by the third-party lending partner, not by Amazon. Once approved, funds are typically disbursed according to the lender's standard process, and repayment terms are set between the seller and the lender. Amazon facilitates the connection but does not serve as the lender of record.