🟠Amazon Seller Central

How to connect Drivepoint and Amazon.

Loom Link

Required Permissions to Connect to AmazonSP

• You either have to be an Amazon Seller Central Admin OR

• If you're not an admin, then you need an Amazon Admin to give you "Performance -> Selling Partner Appstore" access. They can do that via User Settings.

Here's an email of what to send your Amazon SP admin

Hi NAME,

I would like to request access to "Selling Partner Appstore" in order to connect our Amazon to a FP&A tool that I am currently demo-ing. Here's what to do:

1. Log into Amazon SP User Management

2. Click on "Edit" next to my name

3. Select "View & Edit" under "Performance -> Selling Partner Appstore"

1. Keep all other default permissions the same

2. Save the configuration

3. Done

Thank you so much for helping me out!

FAQ: Connecting Seller Central to Drivepoint

I can't seem to be connecting through the UI. Is there another way?

Yes! There's a manual way to connect Drivepoint to AmazonSP. You can invite our email [e-mail] to AmazonSP. Check out the Loom to learn how to do that and which permissions are required: https://www.loom.com/share/ab6d426b368941b380c6632aa2fd5ddf

Why do some Amazon Seller Central Stores not connect to Drivepoint?

• We tried to pull historical data but unfortunately our data pulls failed because we do not have permissions to the "restricted orders"

• The restricted orders are not necessarily relevant but we currently do not have a way to exclude them in our datapulls

• Hence, the whole things fails because we lack the permission to one of the table

There are some providers that offer to pull the data (through some weird loophole that Amazon seems to be unaware of or weirdly allow). If you are curious to learn more email [e-mail].

If you want to dive deeper:

Amazon considered requests for PII data as restricted operations, and require special authorization in the form of a Restricted Data Token (RDT). An RDT allows an authorized applications permissions to to access restricted data such as shipping, tax invoicing, or tax remittance services.

What is Amazon PII? Amazon's definition of PII:

"any information that can be used on its own or with other information to identify contact, locate an individual (e.g., Customer), or identify an individual in context. This includes, but is not limited to, a Customer name, address, e-mail address, phone number, gift message content, purchases, and latitude/longitude of buyer addresses".

Amazon Does Not Supply PII For Fulfillment By Amazon (FBA) Traditionally, Amazon's data protection policies limit buyers' access to personally identifiable information (PII). Amazon introduced the policy of not sharing the FBA PII data in 2019. As a result, Amazon does not share this information via API or your Amazon Seller Central account.

Restrictions to PII data apply to the Selling Partner API as to the legacy MWS API application. In many ways, the process for accessing PII in the new SP-API is significantly more complex as the review and approval process is extensive.

Drivepoint does not support PII data requests.

Additional Resources:

https://developer-docs.amazon.com/sp-api/docs/tokens-api-use-case-guide#terminology

https://youtu.be/PbPIHdcHXmA?feature=shared&t=696

How does Drivepoint identify customers without buyer email?

As of early 2026, Amazon replaced all buyer email addresses in SP-API fulfilled shipment reports with anonymous proxy addresses (@marketplace.amazon.com). This is a permanent change that affects all platforms relying on Amazon order data, not just Drivepoint.

Drivepoint identifies returning customers using shipping address, phone number, and order history patterns. This approach produces high assignment rates (the vast majority of orders get a customer identity), but it is a completeness metric, not an accuracy guarantee. Edge cases like gift orders, address changes, and shared households are harder to resolve without email as a cross-check.

For sellers enrolled in Amazon Brand Registry, Brand Analytics Repeat Purchase data provides an independent accuracy calibration that Drivepoint can use to validate the matching.

FAQ: Amazon New vs. Returning Customer Data

What happened to new vs. returning customer data on Amazon?

In early 2026, Amazon replaced all buyer email addresses in their Selling Partner API fulfilled shipment reports with anonymous proxy addresses (@marketplace.amazon.com). This is a permanent change that removed email as a customer identity signal for all platforms that rely on Amazon order data, not just Drivepoint.

Previously, buyer email was one of the signals Drivepoint used to link orders to the same customer. With that signal removed, Drivepoint now relies on shipping address, phone number, and order history patterns to identify returning customers.

Was my data affected?

If you have an Amazon sales channel connected to Drivepoint, the transition period (approximately February through March 2026) may have had temporarily degraded accuracy while the new matching approach was rolled out. Since then, the address-based matching pipeline has been fully deployed across all accounts.

How does matching work now?

Drivepoint matches Amazon orders to customers using shipping address, phone number, and order history patterns. This produces high assignment rates: the vast majority of Amazon orders receive a customer identity.

It is important to understand what this means. Completeness (what percentage of orders get assigned a customer identity) is high. Accuracy (whether each assignment is correct) is harder to measure directly because Amazon does not provide a ground-truth customer ID. Edge cases like gift orders, address changes, and shared households can cause a single real customer to appear as multiple customers, or vice versa.

For sellers enrolled in Amazon Brand Registry, Brand Analytics Repeat Purchase data can serve as an independent check on the accuracy of new vs. returning segmentation.

What is Brand Analytics and how does it help?

Amazon Brand Analytics is available to sellers enrolled in Amazon Brand Registry. It includes a Repeat Purchase report that shows, at the ASIN level, how many orders came from new vs. returning customers, based on Amazon's own internal customer identity.

Drivepoint can use this data as a calibration layer to validate and improve the accuracy of our address-based customer matching. If you are enrolled in Brand Registry, reach out to your Drivepoint contact to discuss enabling this.

What if I notice something off in my historical data?

Reach out to your Drivepoint contact and we'll review it with you. Most accounts will see no material difference, but a small number of customers experienced shifts of a few percentage points during the transition.

Resources:

https://developer-docs.amazon.com/sp-api/docs/tokens-api-use-case-guide#terminology