Overview

Amazon assigns every seller account a distinct merchant token—a string of characters that uniquely identifies the account when external services need to connect. The token is essential for linking inventory tools, pricing engines, analytics platforms, and data‑feed providers to your Seller Central profile. Knowing where the token resides and how to handle it can prevent integration delays and protect account security.

Key Points

• Unique per account — Each seller account generates its own token; it cannot be reused across multiple accounts or shared with other sellers.
• Acts as an identifier — Third‑party applications use the token as a secure reference to your Amazon seller profile during onboarding or data exchange.
• Separate from Seller ID — Although both relate to your account, the merchant token is a different credential than the legacy merchant ID or the standard Seller ID shown in reports.
• Required for automotive data uploads — Providers that supply fitment or parts data must receive your token before Amazon enables alternative upload mechanisms.
• Security‑sensitive — The token should be treated like a password; only trusted services with a legitimate need should ever see it.

How to Find Your Merchant Token

1. Log in to Seller Central — Open your browser, go to sellercentral.amazon.com, and sign in with your seller credentials. Example: Jane logs in using her two‑factor authentication code.
2. Open Settings menu — At the top navigation bar, click the Settings dropdown and select Account Info from the list. Example: Jane clicks the gear icon and chooses “Account Info” to access her profile details.
3. Locate Merchant Token field — Within the Account Information page, scroll to the Merchant Token section and click the adjacent “View” or “Show” link. The full token string appears and can be copied with a single click. Example: Jane sees a 32‑character token like “A1B2C3D4E5F6G7H8I9J0K1L2M3N4O5P6” and copies it to her clipboard.