Overview

Amazon's Single Sign-On (SSO) feature allows sellers who operate in multiple regional marketplaces to access all of their accounts from a single login session. Rather than juggling separate credentials and browser sessions for each marketplace, SSO streamlines the process so sellers can switch between regions seamlessly. For sellers expanding internationally, understanding how SSO works is essential for efficient account management.

Key Points / What Sellers Need to Know

• One login, multiple marketplaces — SSO enables you to sign in once and access all of your linked regional accounts without needing to log in separately to each one.
• Marketplace switcher — Once SSO is active, a built-in marketplace switcher tool lets you alternate between your different regional storefronts directly from within Seller Central.
• Account linking required — SSO only works when your cross-regional accounts have been linked. If you haven't linked your accounts yet, you'll need to do so before SSO takes effect.
• Regional availability varies — Not all regions and marketplaces currently support SSO. If a particular marketplace doesn't appear in the switcher, it hasn't been enabled for single sign-on yet.
• Any credentials work — Once your accounts are linked, you can use any set of your account credentials to sign in and access all connected marketplaces.

How Single Sign-On Works

The SSO system is built on Amazon's account linking infrastructure. When a seller links their accounts across different regions — such as North America, Europe, and Asia-Pacific — Amazon establishes a trust relationship between those accounts. From that point forward, authenticating with any one of those accounts grants access to all linked accounts within the same browser session. The marketplace switcher, which appears in the Seller Central navigation, serves as the primary tool for moving between regions. Sellers simply select the desired marketplace from the dropdown, and Seller Central loads the corresponding regional dashboard without requiring a separate login.

Setting Up SSO for Your Accounts

To take advantage of single sign-on, sellers must first link their cross-regional accounts through the account linking page in Seller Central. The linking process involves verifying ownership of each regional account and confirming that you want them connected. Once linking is complete, SSO activates automatically — there is no additional toggle or setting to enable. Sellers who have already linked their accounts in the past will find that SSO is already functioning. It's worth noting that the linking process is separate from simply having accounts in multiple regions; the accounts must be explicitly connected through Amazon's linking workflow.