Amazon connections

A seller profile holds two core Amazon connections — Amazon Ads and the Selling Partner API — and both are managed from the Connections tab. The same tab also holds optional Walmart and TikTok sales-channel connections (Beta) for the Dashboard. Setting up the Amazon connections for the first time is covered in Connect your Amazon account; this page is about keeping them working.

Reading the state

Each connection reports its own health on the seller card:

• Amazon Ads — whether it is connected, that it syncs daily, and the date of the latest data it holds.
• Selling Partner API — the latest sync, the number of listings covered, and the error count.
• Walmart and TikTok — whether the Beta channel connection is active and when its data last arrived. These connections add channel data to the Dashboard; they do not replace SP-API.

The date is the useful part. A connection can say “connected” while its latest data is a week old, which means something has been failing quietly. A latest-data date that is not moving is the first thing to check when numbers look stale.

The error count on SP-API is the same kind of signal. Zero errors across a listing sync means the catalog came through whole; a non-zero count means some listings did not.

The data schedule

Data refreshes on a schedule rather than on demand, so a change you make in Amazon appears in Vendlen after the next sync, not immediately.

This is also why Automation ignores the most recent days by default — see Data Window.

Disconnecting

Both connections can be disconnected independently.

Disconnecting Amazon Ads stops advertising data arriving. Rules cannot evaluate what they cannot read, and the AI Analyst has nothing new to look at.

Disconnecting SP-API stops product and sales data. Advertising data keeps arriving, but the economics behind it — what a click is worth — go stale. Synced product, listing and sales data is kept: reconnect the same seller and it resumes where it left off. There is no retention clock on this one.

Disconnecting Walmart or TikTok stops new data for that channel from arriving in the Dashboard. Existing synced data is preserved, but the channel is not available in the Dashboard until you reconnect it. Reconnect it before relying on new channel sales or P&L figures.

Disconnecting the seller is the one that deletes. It starts a retention clock — Amazon-derived data is permanently deleted within 25 days after the Amazon connection is disconnected or authorization is revoked. The confirmation dialog names the exact date before you commit. Reconnecting inside that window keeps the history; reconnecting after it means starting again.

When a connection drops on its own

Amazon authorizations expire, permissions get revoked in Seller Central, and account changes on Amazon’s side can invalidate access. See Why am I disconnected from Amazon?

Considerations

• The two connections are independent. One can drop while the other keeps working, which is why the card reports them separately.
• Reconnecting Amazon Ads asks you to select the seller again. Selecting a different one attaches this profile to a different Amazon account.
• Select the intended seller profile before choosing Connect SP-API, so the authorization is attached to the right Amazon account.
• Walmart and TikTok are Beta connections for shortlisted sellers with direct seller access. Their availability and data coverage can differ from Amazon’s.