Amazon Is Moving All Service Providers to the New Solution Provider Portal (SPP)

Learn what this migration means for agencies, brands, and Intentwise clients, and what actions you may need to take.

Amazon is retiring Service Provider Central (SPC) and replacing it with the Solution Provider Portal (SPP), a new platform where all service providers will manage their profiles, clients, and permissions going forward.

If you received Amazon’s recent email about this change, it means you need to move your account to SPP by the specified date. After that date, Service Provider Central will be shut down for your account.

Why Amazon Is Making This Change

Amazon is combining all partner tools, like app management, SP-API access, and client permissions, into one secure place.

This new system (SPP) helps Amazon:

• Strengthen security with identity verification for every user

• Let agencies and partners manage all their clients from one login

• Simplify adding or removing team members

• Handle support requests directly in the portal instead of separate tickets

In short, it’s a cleaner, more modern system that helps reduce confusion around access and permissions.

What’s Changing for You

The changes affect different groups in different ways. Here’s a quick summary:

Role	What’s Changing	What You Need to Do
Agencies	Instead of separate logins for each client, you’ll now have one SPP account for your agency. Clients will add you as an “Authorized Partner.”	Create your SPP account, complete verification, and ask your clients to add you as an Authorized Partner.
Brands or Advertisers using Intentwise	No changes to your Intentwise setup or data.	No action needed.
Intentwise Agency Partners	You’ll use your SPP account for future client access requests.	Migrate to SPP, then add Intentwise under your SPP account to maintain the connection chain.

What You’ll Need to Migrate

Before you start, make sure you have:

• Your Service Provider Central login details

• The phone number linked to that account (for OTP)

• Your business owner’s ID and business license

• A bank or credit card statement as proof of address

Amazon will ask you to upload these for verification when you create your SPP account.

The 3 Steps to Complete Your Migration

1. Register on SPP
   Go to the Solution Provider Portal and register to create your account.

2. Verify your business identity
   Upload your business and personal documents to confirm who owns the account.

3. Submit your service category
   You only need to submit it before the deadline, it doesn’t have to be fully approved by then. Amazon’s review process can take up to two weeks; they’ll reach out if more information is required.

Learn more: Step-by-step migration guide.

What Happens to Your Data

All your data, client connections, permissions, and service history will be automatically carried over when you migrate. You won’t lose any client data.

How This Affects Intentwise Users

If you use Intentwise:

• Nothing changes for your existing accounts. Intentwise migrated to SPP in 2024.

• Your API and data connections remain active. You don’t need to reauthorize us.

• For new agency accounts or new clients added after August 2025, you’ll use your SPP account to grant us access.

If you’re unsure whether this applies to you, check if you received Amazon’s migration email. If not, you don’t need to do anything right now.

After You’ve Migrated: What Happens Next

Once your agency or service provider account is fully migrated to SPP, there are two main types of access to manage: console access and API access.

1. Console (UI) Access via Authorized Partner

If you or your team members need to log in to a client’s Seller Central (SC) dashboard:

• Your client must add your agency’s SPP account as an Authorized Partner in their SC settings.

• Once your agency is added, your SPP admin can give specific team members access through SPP.

• Each team member will need to complete identity verification in SPP before they can log in.

• After that, verified users can access client dashboards using their own SPP credentials.

This replaces the old process of logging in via a shared user email or Service Provider Central credentials.

In short, instead of sharing individual logins, clients now connect directly with your SPP organization, and you control which verified users can access their accounts.

2. API (Data) Access via SP-API Authorization

If you connect client accounts programmatically (for example, through Intentwise, APIs, or other software tools):

• Nothing changes for SP-API connections. The flow doesn't change.

• Clients will continue granting API access the same way by authorizing Intentwise through the existing Amazon SP-API consent flow.

• Existing API authorizations remain valid. You do not need to reauthorize current connections.

SPP only manages your verified identity as a provider, it doesn’t affect how API connections or data sharing work.

How Intentwise Fits In

• Intentwise already operates under SPP.

• Once your agency migrates, you can continue granting Intentwise access as before, the API connection recognizes the relationship automatically.

• For new client accounts added after migration, ensure Intentwise is added under your SPP account so the authorization chain remains connected.

Let’s say you’re an agency, and your client ABC has added your agency’s account as an Authorized Partner in the Solution Provider Portal. They’ve given access to your email ID: xyz@gmail.com.

Now, when you need to connect Intentwise to the client’s account, you have two ways to do it:

1. Use your existing login
   Simply sign in to the Amazon account using xyz@gmail.com (the one that already has Authorized Partner access) and provide API access to Intentwise.

2. Add a verified team member
   If you don’t want to use your own login, you can invite another employee through User Management → Add Employee in SPP.

   

   
   For example, you can add def@gmail.com, assign the required permissions, and once verified, that employee can log in and provide API access instead.

In short, you no longer need secondary or shared logins.
Each authorized person in your agency has their own verified SPP identity that can be used to grant Intentwise access.

Summary: Post-Migration Access

In Simple Terms

After you migrate:

• For dashboards (Seller Central): Clients invite your SPP account as a partner instead of individual users.

• For data (APIs, Intentwise): Nothing changes; your existing setup continues.

• For teams: Each person in your agency needs their own verified login to access client data.

Frequently Asked Questions (FAQs)

Do I need to reauthorize Intentwise or my clients?
No. Your existing SP-API access remains the same.

What if my agency hasn’t migrated yet?
You’ll need to complete your SPP registration, verify your business, and have your clients re-add you as an Authorized Partner before the given date.

Will this affect Seller Central access?
After migration, you’ll log in through SPP instead of directly via old Service Provider Central credentials.

Will my data or reports be affected?
No. All client and performance data stays as is.