What is an Amazon Seller ID and Merchant Token?

f you're an Amazon seller, you may have found yourself frustrated with trying to locate your seller information, including your Seller ID and Merchant Token. Amazon is known for placing critical information in hard-to-find places, making it a challenge for sellers to locate and utilize their unique identifiers.

But don't worry! In this article, we'll dive into what your Seller ID, Merchant ID, and Merchant Token are, where to find them, and how to use them to increase sales on Amazon.

First things first, your Merchant ID and Seller ID are one and the same. They're a combination of letters and numbers created by Amazon as your primary identifier. You can find your Merchant ID in your Amazon storefront URL or in every URL of every product you list. Simply go to your Amazon storefront URL and look for the string of letters and numbers after "me=" in the URL.

Knowing your Merchant ID/Seller ID can help you communicate with Amazon seller support, but it can also be leveraged to increase sales. With it, you can send direct links to your customers, giving them a quick, easy way to your Amazon product page. This is a great way to drive your customers straight to your product and increase sales. To do this, simply add your Amazon Seller ID to the end of the URL you're selling with the "&m=[your merchant ID]" code.

But what about your Merchant Token? This unique seller identifier is used in Amazon Merchant Transport Utility (AMTU), third-party applications, and XML feeds. It matches up products that you upload with your seller account. To find your Merchant Token, sign into your Seller Account and go to the Account Info tab. From there, find the "Merchant Token" link located in the Business Information box.
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While seemingly basic to know, many sellers still struggle with locating their information and why it's important to know and use. By keeping your seller information up to date and using it to your advantage, you can increase sales and improve your overall Amazon seller experience. And if you ever need help managing your account or resolving an Amazon policy violation, there are resources available to you.
In conclusion, understanding your Seller ID, Merchant ID, and Merchant Token is essential for any Amazon seller looking to succeed on the platform. By utilizing these unique identifiers, you can drive sales, improve your account health, and stay on top of Amazon policies and guidelines.  

If you ever have any question about your Amazon Seller Account, we are here to help.  You can chat right here with us, or call or email us anytime, 24 hours a day, 7 days a week.