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 — when its data was last updated and, while history is still arriving, how many days of it have loaded so far.
• 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 SP-API line is the same kind of signal. A last-updated time that keeps moving means product and sales data is arriving; a days-loaded count that stops climbing means history has stalled.

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

Each connection has its own disconnect button on the card.

Disconnect SP 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.

Disconnect on the Amazon Ads row disconnects the seller, and it is the one that deletes. Advertising data stops arriving, so rules have nothing to evaluate and the AI Analyst has nothing new to look at. It also starts a retention clock — Amazon-derived data is permanently deleted within 30 days after the Amazon connection is disconnected or authorization is revoked. The confirmation dialog names the exact date before you commit. Re-enable before that date keeps the history; after it, the account starts again. Amazon’s authorization is revoked as soon as you disconnect, so reconnecting means granting access 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. Re-authorize on the Amazon Ads row refreshes the connection you already have instead of creating a second one, so the sellers on it keep working. 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.
• Only the seller owner can connect or disconnect Amazon Ads, SP-API, Walmart and TikTok.
• SP-API is pinned to the seller selected in the top bar. Select the intended seller before choosing Connect SP-API, so the authorization is attached to the right Amazon account.
• Walmart and TikTok connections are Beta, for shortlisted sellers. Their availability and data coverage can differ from Amazon’s.