Overview

Amazon now allows select third-party applications to run directly inside Seller Central, giving sellers access to external tools without leaving the dashboard. This embedded app feature streamlines workflows by eliminating the need to switch between multiple browser tabs and platforms, letting sellers manage their business more efficiently from a single interface.

Key Points / What Sellers Need to Know

• Apps run inside Seller Central — Select third-party tools can now be accessed directly within the Seller Central dashboard rather than requiring sellers to navigate to separate websites or browser tabs.

• Authorization is required first — Sellers must authorize each third-party app through the Seller Central Partner Network before embedded functionality becomes available. This is a one-time setup process.

• Initial launch partners include Helium 10, Jungle Scout, and Sellerboard — These are among the first apps offering embedded functionality, with Amazon indicating the list will continue to grow over time.

• Amazon vets all embedded apps — Every third-party app with embedded access is reviewed and monitored by Amazon to ensure compliance with data privacy policies, though Amazon clarifies that embedding does not constitute an endorsement.

• Amazon cannot access your third-party app data — Amazon's systems do not have visibility into your data or communications within these embedded apps, maintaining a clear boundary between platforms.

• Desktop only — Embedded functionality is not available on mobile browsers or through the Amazon Seller app, so sellers will need to use a desktop browser to take advantage of this feature.

How to Set Up Embedded Apps

To get started, sellers must first authorize the desired third-party app through the Seller Central Partner Network. Once authorization is complete, the embedded app will appear in the Seller Central dashboard. Sellers then need to locate the "3P Apps" section on the right side of their dashboard header, where a drop-down menu displays all eligible embedded apps that have been authorized. After selecting the desired app, sellers check a consent box and sign in to their third-party account to securely link it with Seller Central. This connection process only needs to be completed once, after which the embedded tools are readily accessible.