Step 1: Sign into Seller Central
It is a prerequisite to have an Amazon Professional Selling Account to have Amazon Private App and integrate with Selling Partner API. Also, you must be a primary account user to complete registration.
Step 2: Login / register as a developer (for private seller applications)
To register a private developer account follow few steps:
Register as Amazon Developer/Selling Partner as a private developer: https://developer-docs.amazon.com/sp-api/docs/register-as-a-private-developer
Important: Create a the account with the type: "Private developer". The Private developer can create applications only to own organization, that can be self-authorized.
If you have not yet completed a developer profile for your account, specify your data and proceed with verification.
To create a developer, go to the Seller Central main menu, and select Apps and Services > Develop apps. On the developer central page, if you do not already have a developer profile, the “Proceed to Developer Profile” option will appear. Provide all relevant information about your organization and contact details.
While Creating the Developer Profile, you need to select whether it is from Public Developer or Private. In this case you should select the Private option. After that you need to select Access Role, after that there would be a questionnaire are Security Control.
After filling in the required information, you need to submit the application. Amazon will then evaluate your registration application, and it will take a few days. If the request is rejected, you can review the application and reappeal the registration application after modification of the application.
Step 3a: Create private application in status Draft
To call the different SP-API endpoints, you will need to create a private SP-API application. After the application for developer profile is approved, you can now create an SP-SPI application. To create a SP-API application, go to the Seller Central main menu, select Apps and Services > Develop apps, and click on the Add new app client button. Enter App Name and Type, also select the required roles for the API access, then client Save. It will create a draft application.
Now you can self-authorize your application in draft status; there is no need to publish a private application, you can click on the Authorize button, follow the instructions, and in the end, it will provide you with the Refresh Token.
Now you can use this Refresh Token in Business Central to access data from Amazon via SP-API.
Step 3b: Granting Access to Buyer PII (e.g. Email, Address)
Once you select the Direct‑to‑Consumer Shipping (Restricted) role:
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Seller Central will trigger an application request to Amazon, which includes a privacy questionnaire (DRAF).
You must explain how your organization handles sensitive buyer data — addresses, email, phone, tax IDs, etc.
Amazon reviews this questionnaire manually — it can take several days or weeks, and they may follow up with additional questions .
Only after Amazon approves this restricted access does the OAuth flow include an extra consent screen, requesting explicit permission to access PII (address, email, phone, tax info).
Without questionnaire approval, your app won’t receive a Restricted Data Token (RDT) and PII fields won’t be available, even if OAuth runs successfully.
Gaining access to buyer PII is a complex and strictly controlled process. Your answers must be accurate, thorough, and relevant. Involving a second party with experience in Amazon Seller Central and SP-API compliance is strongly recommended.
We are in contact with the following consultancy, which may assist you with this process:
https://dms-sys.de/store/consulting/amazon-seller-central-developer-profile/
What is the difference between public and private applications?
Private application: An application that is available only to your organization and is self-authorized. A private developer builds application(s) that integrate their own company with Amazon APIs.
Public application: An application that is publicly available and is authorized by a selling partner. A public developer builds and offers publicly available applications that are used by other companies.