A Merchant ID or Seller ID is a publicly available ID number that identifies your storefront and products you sell on Amazon. A Merchant Token is a private ID number, essentially an API key, used to connect with Amazon MWS apps. Learn how to find both IDs in this post.
What is an Amazon Merchant ID
A Merchant ID, also called a Seller ID, is a string of numbers usually found in the URL for your products, or your storefront.
This ID may be required to sign up for services offered by Amazon, or to create special URLs to your Amazon products.
Your Merchant ID is publicly visible, and anyone can find your ID by visiting your storefront. Don’t worry about this – there’s no harm caused by someone knowing your Merchant ID.
How to Find My Amazon Merchant ID
The quickest way to find your Merchant ID is to go to your Amazon storefront URL.
To get here, either find the link to your storefront in Seller Central, or go to one of your product listings, click the link in the “sold by” Section, then the link that says “[Seller Name] Storefront”.
You’ll see two IDs in the URL: the Amazon Marketplace ID (e.g. Amazon.com, Amazon.co.uk, etc), and your Merchant ID. The Merchant ID appears as “me=[your ID]”.
To get your Merchant ID, just copy the string of numbers after “me=”.
Use Cases for Merchant/Seller ID: Bypass the Buy Box
Did you know you can use your Merchant ID to direct people to buy from you, instead of other sellers on the same listing?
It even works if you don’t have the Buy Box – you can send people to a URL with your Merchant ID embedded, and you will appear in the Buy Box for that person.
You can do this in two ways. First, find the product you want to link to in your storefront, and click through to the product listing.
Double check – it should have your name in the Buy Box, after the “sold by” text.
Now you just have to copy this link and send to prospective buyers.
Alternatively, you can add your Amazon Seller ID to the end of a URL where you’re a seller, and the same thing will happen.
Just take the Amazon product URL, and at the end add &m=[your merchant ID]
Test the URL yourself – you should now show up in the Buy Box.
This is a great way to drive sales and increase the chances of winning the Buy Box if you have other sellers competing on the same listing.
What is a Merchant Token on Amazon
A Merchant Token is your API key used to give Amazon Marketplace Web Services (MWS) apps access to your Seller Central account.
Since an app has the ability to make significant changes and actions in your account with access, you should be careful about who sees your Merchant Token, and who you provide it to.
How to Find My Merchant Token
To get your Merchant Token, go to your Seller Central account.
Go to “Settings”, then “Account Info”.
Under “Business Information”, you should see Merchant Token. Click here, and your Token will show up.
Alternatively you can click this link to go there directly:
This is all you need to know to find your Merchant Token on Amazon.
Amazon Seller ID, Merchant ID and Merchant Token: In Summary
Follow the steps above to quickly and easily find these identification items for your Amazon Seller account.
There’s a lot of confusion about what each one does – Seller ID and Merchant ID are the same thing. While the Merchant Token is an API key used to connect to various apps.
Happy selling 🙂