Prepare your Amazon Seller Central account
- Make sure you have an active Amazon Seller Central account in the region you want to sell (North America, Europe, Far East).
- Confirm your account has Professional Selling Plan status (required for SP-API access).
- If you sell branded products, ensure your Brand Registry enrolment is complete — Huup uses Brand Registry signal to gate listing creation.
Connect Amazon in Huup
- Sign in to app.huup.com.
- Open Integrations → Marketplace, click Add New Marketplace, pick Amazon.
- Choose your region (NA, EU, FE) and primary marketplace (e.g.
amazon.co.uk). - A popup opens to Amazon Seller Central. Sign in and authorise Huup. You'll be redirected back automatically.
- Huup imports your linked marketplaces, brand info, FBA inventory and the last 30 days of orders.
Selling in multiple regions (NA + EU + FE)? Repeat the flow per region — Amazon segments authorisations by region but Huup unifies them under one tenant.
What syncs after you connect
Create, edit and bulk-update listings across every linked marketplace. Brand Registry, item-specifics and variants supported.
Real-time FBA stock from every fulfilment centre + your own warehouse stock, reconciled in one view.
Seller-fulfilled orders ingest in near-real-time; carrier + tracking pushed back to Amazon automatically.
Ship eBay/Shopify/D2C orders through Amazon's fulfilment network. Huup routes by SKU availability.
Amazon returns become Huup cases. Issue refunds, track received items, defend A-to-z claims from one tab.
Referral fees, FBA fees, storage fees, ad spend, reimbursements — reconciled with Amazon settlement reports.
Common issues
"Authorisation failed" after the popup
Make sure the Seller Central account you signed in to matches the region you picked. Amazon authorisations are region-bound (NA, EU, FE).
Listings fail to publish: "missing brand"
If you sell branded products, the brand must be registered to your seller account via Amazon Brand Registry. Generic products can be listed against a generic brand.
FBA stock not matching Seller Central
Amazon FBA inventory reports lag the live state by 15-30 minutes. Huup reconciles every 15 minutes and on every order — trust Seller Central as source of truth for inbound shipments.
OTDR dropping
OTDR (on-time dispatch rate) feeds Buy Box eligibility. Huup's Dispatch → Schedule view shows orders approaching their cut-off — clear the queue there before end-of-day.
Token expired notice
Amazon SP-API authorisations last 12 months and Huup refreshes them automatically. If you see a token-expired banner, click Re-connect and walk through the popup once more.