Summary of the Issue
Amazon has not yet built the necessary infrastructure for agencies to connect their clients’ Seller Central accounts to third-party tools (like Ad Badger) using the new Solutions Provider Portal (SPP).
If your agency manages client accounts via SPP, you will not be able to connect those accounts to Ad Badger (or any other Amazon Ads API tool) at this time. This is a limitation on Amazon’s side, and we are actively in communication with their product and engineering teams about a resolution.
🧭 Background
Historically, agencies could connect client accounts to Ad Badger (and similar software) as long as they were added as secondary users in Seller Central with the appropriate advertising permissions.
Under this “old” method:
The agency’s user was granted access directly to the client’s Seller Central account (added as a user)
Ad Badger could detect and integrate those profiles through the Amazon Ads and Selling Partner APIs.
However, when agencies are added through the Solutions Provider Portal, Amazon’s API does not pass through delegated client access. This means:
The agency can see its own agency account in Seller Central.
But tools like Ad Badger cannot access the underlying client accounts the agency manages under that SPP umbrella.
Amazon has confirmed this is a known limitation of the new SPP access model.
Current Workaround (Amazon’s Recommendation)
Until Amazon completes the required updates, agencies must continue using the traditional access method.
Here’s what to do:
Ask each client to add your agency as a user (employee) directly to their Seller Central account.
Your agency user should be granted Admin permissions for both:
Once that’s done, your agency can connect the account to Ad Badger as usual.
Seller Central, and
Advertising Console (Amazon Ads).