Connect your Amazon Seller account

The Seller Partner API connection (SP-API) is what lets Hilal read your Amazon inventory, orders, fees, and reports. Without it, the dashboard, inventory, finances, and customer-hub sections are empty.

In this guide:

• Open the Amazon connection screen
• Authorize Hilal in Seller Central
• Verify the connection succeeded
• Decide whether to also do Amazon Ads now

Prerequisites

• An active Amazon Seller account with at least one marketplace.
• You’re signed in to Seller Central as the Primary user of the Seller account, or with an IAM user that has the App developer & seller authorization permissions. Sub-users without this permission won’t see the consent screen.
• You’re an Owner or Admin in your Hilal organization. Members without integration.manage won’t see the Connect button.

Step 1: Open the Amazon connection screen

In Hilal, go to Amazon → Connection in the sidebar (or click Connect Amazon Seller account on the welcome screen).

Click Connect Seller account.

Step 2: Authorize Hilal in Seller Central

You’re redirected to sellercentral.amazon.com (or the regional equivalent — .co.uk, .de, etc.). Sign in if Seller Central asks you to, then read and approve the requested permissions.

Hilal asks for read access to:

• Inventory — stock levels, listings, product attributes.
• Orders — order details, status, fulfillment.
• Reports — financial reports, fees, returns, shipment reports.
• Catalog — product details for the listings you sell.

Click Confirm. Amazon redirects you back to Hilal.

Step 3: Verify the connection succeeded

The Amazon → Connection page now shows your Seller ID, the marketplaces Amazon authorized, and a green Connected status.

Hilal kicks off an initial data sync in the background. You’ll see a progress banner at the top of the page that takes anywhere from a few minutes (small catalogs) to a couple of hours (catalogs over 50k SKUs). You can close the page; the sync continues server-side.

When the sync finishes, the dashboard, inventory, finances, and customer-hub sections start showing real data.

Step 4: Decide whether to also connect Amazon Ads now

The Amazon Ads API is a separate authorization. If you run Amazon PPC campaigns, do it next; otherwise the Advertising section will stay empty. See Connect Amazon Ads.

Troubleshooting

• “You are not the primary user.” The account you signed into Seller Central with doesn’t have the App developer & seller authorization permission. Ask the Seller account owner to either grant that permission or do the connection themselves.
• “Authorization expired” banner. The SP-API token was revoked or expired. Click Reconnect on the Amazon → Connection page and approve again. See Connection status & troubleshooting.
• Sync seems stuck at the same number for a long time. Catalogs over 50k SKUs can take 1–3 hours. Refresh the page; if the timestamp under “Last sync” hasn’t moved in 30 minutes, click Retry sync.
• Some marketplaces are missing. Amazon only authorizes the marketplaces you currently sell in. Add a marketplace in Seller Central, then click Refresh marketplaces in Hilal.

What’s next

Connect Amazon Ads to enable the Advertising section.