> For the complete documentation index, see [llms.txt](https://docs.coupler.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.coupler.io/sources/category/ecommerce/amazon-seller-central.md).
# Amazon Seller Central
Connect Amazon Seller Central to Coupler.io. Export orders, FBA inventory, financial events, and 30+ Amazon reports to Sheets, BigQuery, or AI tools.
Amazon Seller Central is the dashboard Amazon marketplace sellers use to manage orders, inventory, fulfillment, and payments. Coupler.io connects to Amazon's Selling Partner API (SP-API) so you can export orders, FBA inventory, financial events, and dozens of Amazon-generated reports without touching Seller Central's own report downloads.
**Why connect Amazon Seller Central to Coupler.io?**
* Pull orders, order items, and financial events on a schedule instead of downloading reports manually
* Access FBA inventory, fee, reimbursement, and settlement reports alongside your core order data
* Combine order and financial data using Coupler.io's Join and Aggregate transformations
* Send data to Google Sheets, Excel, BigQuery, Looker Studio, or AI destinations like ChatGPT, Claude, or Gemini
* Keep dashboards current with scheduled refreshes instead of re-running exports in Seller Central
## Prerequisites
* An active Amazon Seller Central account with permission to authorize third-party applications (this typically requires the account owner or a user with admin-level access)
* Knowledge of which SP-API region your marketplace belongs to — North America, Europe, or Far East
* For **Vendor forecasting** reports specifically: a Vendor Central account, not a standard marketplace Seller account (see [Available entities](#available-entities))
## Quick start
{% hint style="success" %}
Start with the **Orders** entity, North America region, and a 7-day date range to confirm your connection works before adding report-based entities or widening your date range.
{% endhint %}
{% stepper %}
{% step %}
**Create a new data flow and click Connect.** In Coupler.io, click **Add data flow**, search for **Amazon Seller Central** as your source, and click **Connect**. You'll be redirected to Amazon to sign in and authorize Coupler.io's access to your seller account.
{% endstep %}
{% step %}
**Select a report type.** Choose the data entity you want to export — a core entity like Orders or Order items, or one of the Amazon report types (e.g., FBA inventory, settlement reports). See [Available entities](#available-entities) for the full list.
{% endstep %}
{% step %}
**Select your region.** Choose the SP-API region that matches your marketplace: North America, Europe, or Far East.
{% endstep %}
{% step %}
**Select your marketplace.** Once you've picked a region, Coupler.io loads the marketplaces (stores) available in your account for that region.
{% endstep %}
{% step %}
**Set your report period.** Use the date pickers to set a start and end date. If you leave the start date blank, Coupler.io defaults to 60 days back; leaving the end date blank defaults to today.
{% endstep %}
{% step %}
**Choose a destination.** Select where your data should go — Google Sheets, Excel, BigQuery, Looker Studio, or an AI tool like Claude, ChatGPT, or Gemini.
{% endstep %}
{% step %}
**Run the data flow.** Click **Run** to execute a manual sync and confirm data is flowing correctly before scheduling automatic refreshes.
{% endstep %}
{% endstepper %}
## Available entities
### Core components
| Entity | Description |
| --------------------------- | -------------------------------------------------------------------------------- |
| Orders | Orders in your marketplace with status, totals, and buyer or shipping context |
| Order items | Line items per order — SKUs, quantities, prices, and item-level order attributes |
| List financial event groups | Settlement-oriented groups of financial activity for a balance or payout period |
| List financial events | Granular charges, fees, refunds, and other money events behind your settlements |
### Reports — orders and shipping
| Entity | Description |
| ---------------------------------- | --------------------------------------------------------------------------------------------------------------- |
| All orders data by order date | Tab-delimited all-orders report filtered by the order purchase date |
| All orders data by last update | Tab-delimited all-orders report filtered by last update time — useful for catching changes since your last sync |
| Amazon fulfilled shipments data | FBA (AFN) shipment detail — quantities shipped, tracking, and fulfillment-related fields |
| Actionable order data (shipping) | Orders that need seller action for shipping, confirmation, or similar workflow steps |
| Order report data (shipping) | Order-level shipping report focused on fulfillment status and shipment fields |
| Archived orders data by order date | Older orders outside the standard all-orders window, filtered by order date |
| XML all orders data by order date | All-orders data in XML format, filtered by order date |
### Reports — FBA inventory and fees
| Entity | Description |
| --------------------------------- | --------------------------------------------------------------------------------- |
| FBA storage fee charges data | Monthly FBA inventory storage fees assessed per SKU and fulfillment center |
| AFN inventory data | FBA on-hand, reserved, and inbound inventory quantities by SKU |
| AFN inventory data by country | FBA inventory quantities split by the country where inventory is stored |
| FBA inventory planning data | Planning-oriented inventory fields such as inventory age and sell-through context |
| Stranded inventory data | FBA units in a fulfillment center without a buyable offer |
| FBA unsuppressed inventory data | Manage Your Inventory style data for SKUs that are not search-suppressed |
| FBA estimated fees data | Estimated fulfillment and storage-related fees per SKU |
| Restock inventory recommendations | Recommended replenishment quantities and timing from Amazon's restock guidance |
### Reports — FBA fulfillment and returns
| Entity | Description |
| -------------------------------------------------- | ----------------------------------------------------------------------------------------- |
| FBA fulfillment removal order detail data | Removal orders — disposals, liquidations, and return-to-seller requests for FBA inventory |
| FBA fulfillment removal shipment detail data | Shipments that moved inventory out of fulfillment centers after a removal order |
| FBA reimbursements data | Reimbursement events for lost, damaged, or otherwise adjusted FBA inventory |
| FBA fulfillment customer returns data | Customer returns received at Amazon fulfillment centers for your FBA SKUs |
| Returns data by return date | Return records keyed by return date, including disposition where available |
| FBA fulfillment customer shipment promotion data | Promotional discounts and related amounts applied on FBA customer shipments |
| FBA fulfillment customer shipment replacement data | Replacement shipments Amazon sent to buyers for your FBA orders |
| FBA Send to Amazon (SNS) performance data | Performance metrics for Send to Amazon inbound shipments and placement |
| FBA Send to Amazon (SNS) forecast data | Demand forecast data supporting Send to Amazon inbound and placement planning |
### Reports — financial and settlement
| Entity | Description |
| -------------------------------- | -------------------------------------------------------------------------------- |
| Ledger detail view data | Detailed ledger lines for cash-balance style reporting and reconciliation |
| Ledger summary view data | Summarized ledger balances and rollups over a reporting window |
| V2 settlement report (flat file) | Settlement flat file — orders, refunds, fees, and reserves tied to payout cycles |
### Reports — listings and catalog
| Entity | Description |
| --------------------------------- | --------------------------------------------------------------------------------------- |
| Open listings data | Snapshot of listings that currently have an active offer on the marketplace |
| Merchant listings data | Active merchant listings and offer attributes for SKUs you sell |
| Merchant listings (all data) | Broad listings export covering active and inactive offers in one report |
| Merchant listings (inactive data) | Listings that are inactive or not currently available for purchase |
| Merchant listings (legacy layout) | Merchant listings in a legacy-compatible layout for older tooling or migrations |
| Merchant cancelled listings data | Listings that were cancelled or removed from your active catalog |
| Listings FYP report | Listings surfaced in Fix Your Product with quality, compliance, or detail issues |
| XML browse tree data | Browse-node taxonomy (category tree) for mapping products to Amazon's catalog structure |
### Reports — feedback
| Entity | Description |
| -------------------- | --------------------------------------------------------------- |
| Seller feedback data | Buyer feedback ratings and comments left on your seller profile |
### Reports — Vendor Central forecasting
{% hint style="warning" %}
These two reports require a **Vendor Central** account. If you sell through standard Amazon Seller Central (marketplace selling), these reports will return no usable data.
{% endhint %}
| Entity | Description |
| --------------------------- | -------------------------------------------------------------------------------- |
| Vendor forecasting (fresh) | Vendor Central fresh-item procurement forecast for perishable or fresh programs |
| Vendor forecasting (retail) | Vendor Central retail procurement forecast for reorderable vendor-supplied ASINs |
## Amazon Seller Central data overview
Amazon Seller Central data in Coupler.io comes from two sources: a small set of core SP-API endpoints (Orders, Order items, financial events) and a much larger library of Amazon-generated reports (inventory, fees, settlements, listings, and more). Here's what's available and how the two differ.
## Entities overview
| Entity | What it contains |
| --------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------- |
| Orders | Order ID, status, fulfillment channel, sales channel, order total and currency, Prime/business order flags, delivery window, shipping address |
| Order items | Order item ID, ASIN, seller SKU, quantity ordered/shipped, item price, item tax, promotion IDs |
| List financial event groups | Financial event group ID, processing status, fund transfer status, original/converted totals, beginning balance |
| List financial events | Nested event lists (shipment charges, fees, direct payments) with posted dates — no single row-level ID |
| FBA storage fee charges | ASIN, FNSKU, monthly storage fee amounts per fulfillment center |
| AFN inventory (+ by country) | Seller SKU, fulfillment channel SKU, on-hand/reserved/inbound quantities, storage country |
| Restock & inventory planning reports | Inventory age, sell-through context, replenishment recommendations |
| Removal, reimbursement, and returns reports | Removal order IDs, reimbursement reasons, return dispositions |
| Ledger detail and summary reports | Date, FNSKU, ledger line items and balance rollups |
| V2 settlement report | Settlement ID, settlement start date, orders/refunds/fees/reserves tied to a payout cycle |
| Listings reports (active/inactive/all/legacy) | Listing ID, SKU, offer status and attributes |
| Seller feedback data | Date, rating, buyer comments |
| Vendor forecasting reports | Vendor Central procurement forecasts (fresh or retail programs) |
## Metrics and dimensions
#### Orders
| Dimension | Description |
| ------------------- | ------------------------------------------------------ |
| Order status | Pending, shipped, cancelled, and other order states |
| Fulfillment channel | Whether Amazon (FBA) or the seller fulfilled the order |
| Sales channel | The Amazon storefront the order came through |
| Order total | Order value and currency |
| Last update date | Timestamp used to filter orders incrementally |
#### Financial events
| Dimension | Description |
| -------------------------- | ----------------------------------------------------------------------- |
| Processing status | Whether a financial event group is open or closed |
| Original / converted total | Settlement amount in original and account currency |
| Posted date | When a financial event was recorded — used as the filterable date field |
#### FBA inventory reports
| Dimension | Description |
| ------------------ | -------------------------------------------------------------- |
| Seller SKU / FNSKU | Your SKU and Amazon's fulfillment network SKU |
| Fulfillment center | Where the inventory is physically stored |
| Storage country | Country where FBA inventory is held (AFN inventory by country) |
## Common entity combinations
* **Orders + Order items** — Join on order ID to get a full line-item view of every order, including SKU-level pricing and quantities.
* **List financial event groups + List financial events** — Use the group as the settlement-period anchor, then drill into individual charges and fees within it.
* **AFN inventory data + FBA storage fee charges** — Join on SKU to see which slow-moving inventory is driving your storage costs.
* **Merchant listings data + Merchant cancelled listings data** — Compare active vs. cancelled listings to track catalog health over time.
* **V2 settlement report + List financial events** — Reconcile a payout total against the individual charges and refunds that produced it.
## Use cases by role
{% tabs %}
{% tab title="Operations and fulfillment" %}
* Export **Orders** and **Order items** to track fulfillment status and shipment timing
* Pull **AFN inventory** and **FBA inventory planning** reports to monitor stock levels and avoid stranded inventory
* Use **restock inventory recommendations** to plan replenishment shipments
{% endtab %}
{% tab title="Finance and accounting" %}
* Export **List financial events** and the **V2 settlement report** to reconcile payouts against orders, fees, and refunds
* Use **ledger summary view data** for balance rollups across reporting periods
* Track **FBA storage fee charges** and **FBA reimbursements** to monitor cost and recovery trends
{% endtab %}
{% tab title="Catalog and listings management" %}
* Compare **merchant listings data** against **merchant cancelled listings data** to catch unintentional deactivations
* Use the **listings FYP report** to find and fix listings with quality or compliance issues
* Pull **XML browse tree data** to map your catalog against Amazon's category taxonomy
{% endtab %}
{% endtabs %}
## Platform-specific notes
* **Region and marketplace are linked** — Select your SP-API region (North America, Europe, or Far East) first; Coupler.io then loads only the marketplaces available in that region for your account.
* **Orders is a strict rate-limited endpoint** — Amazon's SP-API allows roughly one Orders request per minute and one Order items request every 2 seconds. Large date ranges or frequent scheduled runs on the Orders entity will take longer to sync than other entities because of this.
* **Orders and Order items are incremental by last-update date, not a fixed snapshot** — re-running the same or an overlapping date range will re-fetch any order that was updated in that window (for example, a status change on an older order). This is expected behavior for a mutable resource, not duplicate data.
* **Report entities go through Amazon's async report pipeline** — Coupler.io requests the report from Amazon, waits for it to finish processing, then downloads it. Processing time varies with report size and Amazon's own queue, so report-based entities can take noticeably longer to sync than Orders or Order items, especially over wide date ranges.
* **Default lookback is 2 years** — If you leave the start date blank, Coupler.io pulls up to 2 years of history for most entities. The **V2 settlement report** is an exception: Amazon only allows a 90-day lookback for this report, regardless of the start date you set.
* **Vendor forecasting reports need a Vendor Central account** — "Vendor forecasting (fresh)" and "Vendor forecasting (retail)" are built for Amazon's Vendor Central program and always return Amazon's current forecast snapshot; they don't support date filtering and won't return meaningful data for a standard marketplace Seller account.
* **List financial events has no single primary key** — records are nested event lists (charges, fees, payments) rather than one row per financial transaction; use the posted date and event group ID to organize this data downstream.
## Amazon Seller Central common issues
### Connection issues
Authorization fails or is denied when connecting
This usually means the Amazon account used to authorize doesn't have permission to grant third-party application access in Seller Central. Confirm you're signing in with the account owner or a user with admin-level access, and that you approve the consent screen fully — a partial or cancelled authorization will send you back to Coupler.io without a valid connection.
Marketplace dropdown is empty after selecting a region
Marketplaces are loaded based on the SP-API region you select (North America, Europe, or Far East). If your account isn't registered in the region you picked, no marketplaces will load. Check which region your Seller Central account actually operates in and switch to that region.
### Missing data
A report entity returns no rows
Several Amazon reports only contain data when a specific condition applies in Seller Central — for example, the listings FYP report only returns rows for listings Amazon has actually flagged, and cancelled listings reports are empty if you haven't cancelled any listings. An empty result is often correct, not a connection problem. Check the equivalent report in Seller Central directly if you want to confirm.
Vendor forecasting reports return no data
"Vendor forecasting (fresh)" and "Vendor forecasting (retail)" are built for Amazon's Vendor Central program, not standard marketplace selling. If your account is a Seller Central seller account rather than a Vendor Central vendor account, these two report types won't return usable data.
### Rate limits and sync speed
Orders (or Order items) syncs are slow or time out
Amazon's SP-API enforces strict rate limits on the Orders and Order items endpoints — considerably tighter than most other Amazon endpoints. Large date ranges, frequent scheduled runs, or running multiple Amazon Seller Central data flows at the same time will all extend how long an Orders sync takes. Narrow your date range and avoid running several Amazon data flows simultaneously if syncs are timing out.
Report-based entities take a long time to complete, or occasionally fail
Report entities (anything other than Orders, Order items, and the two financial event entities) go through Amazon's own report generation pipeline: Coupler.io requests the report, waits for Amazon to finish processing it, then downloads it. Processing time depends on Amazon's queue and the size of the report, and can occasionally fail on Amazon's side. If a report-based sync fails, re-running it is usually sufficient — this is an Amazon-side processing outcome, not a persistent connection issue.
### Date range errors
V2 settlement report fails with an older start date
Amazon only allows a 90-day lookback for the V2 settlement report, regardless of the start date you configure for the data flow. If your start date is older than 90 days, request a shorter range for this entity specifically, or use the ledger detail/summary reports for older history.
### Data discrepancies
Settlement or ledger totals don't match the Seller Central dashboard
Coupler.io exports reflect the state of your account data at the moment the data flow runs, while Seller Central's dashboard can reflect activity that hasn't yet closed into a settlement period. Compare totals against a completed settlement period rather than an in-progress one, and re-run the data flow if you need the most current snapshot.
{% hint style="warning" %}
If you regularly hit rate limits on Orders or Order items, avoid scheduling multiple Amazon Seller Central data flows to run at the same time — stagger them so they don't compete for the same API quota.
{% endhint %}
## Amazon Seller Central FAQ
Which SP-API region should I choose?
Choose the region that matches where your Seller Central account is registered: North America, Europe, or Far East. This determines which marketplaces Coupler.io can load for you — picking the wrong region means your actual marketplaces won't appear in the dropdown.
Why does Coupler.io redirect me to Amazon to connect?
Amazon Seller Central uses Amazon's own authorization flow (OAuth) to grant third-party apps like Coupler.io access to your seller data. You'll sign in to Amazon and approve the connection there rather than entering an API key directly in Coupler.io.
Can I export data from multiple marketplaces in one data flow?
Each data flow is connected to one region and one marketplace at a time. If you sell in multiple marketplaces, set up a separate data flow per marketplace and use Coupler.io's Append transformation to combine them in your destination.
What's the difference between Orders and the "all orders data" reports?
Orders is a direct API entity that returns structured, incremental order data filtered by last-update date — it's the best choice for regular scheduled syncs. The "all orders data" reports (by order date or by last update) are Amazon-generated report exports with a similar but not identical field set, intended for bulk historical exports rather than frequent incremental syncs.
How far back can I pull historical data?
Most entities support up to 2 years of history if you leave the start date blank. The V2 settlement report is an exception — Amazon only allows a 90-day lookback for that specific report, regardless of what start date you configure.
Why do the Vendor forecasting reports return no data for my account?
"Vendor forecasting (fresh)" and "Vendor forecasting (retail)" are built for Amazon's Vendor Central program, which is separate from standard Seller Central marketplace selling. If you're a marketplace seller rather than a Vendor Central vendor, these two reports won't return usable data.
Why doesn't List financial events have a clear ID column?
Amazon returns financial events as nested lists (shipment charges, fees, direct payments, and similar) rather than one row per transaction with a single ID. Use the posted date and the related financial event group ID to organize and join this data downstream.
How current is the data after a sync?
Each sync reflects a snapshot at the time the data flow runs — there's no real-time streaming. Report-based entities add extra lag because Amazon generates the report asynchronously before Coupler.io can download it, so they can lag behind the Orders or Order items entities even when run at the same time.
Can I use Amazon Seller Central data with AI tools like ChatGPT or Claude?
Yes. Coupler.io supports AI destinations including ChatGPT, Claude, Gemini, Cursor, Perplexity, and OpenClaw. You can send orders, financial events, or inventory data directly to these tools to generate summaries or ad-hoc analysis.
{% hint style="info" %}
For the full list of available entities and what each one contains, see [Data Overview](#amazon-seller-central-data-overview). For connection errors, rate limit issues, or empty reports, check [Common Issues](#amazon-seller-central-common-issues).
{% endhint %}
---
# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.
## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation by asking a question.
Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters:
```
GET https://docs.coupler.io/sources/category/ecommerce/amazon-seller-central.md?ask=&goal=
```
`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case.
The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.
Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.