Amazon Integration Guide

Integrate your Amazon account with Helm to streamline your shipping operations, automate tracking, and ensure reliable fulfilment

Amazon Fulfilment Acronyms

Acronym

Stands for

Fulfilment by

Storage & Shipping

Prime Eligible

Notes

AFN

Amazon Fulfilment Network

Amazon (FBA)

Amazon

Yes

Same as FBA

FBA

Fulfilled by Amazon

Amazon

Amazon

Yes

Scalable, hands-off

MFN

Merchant Fulfilment Network

Seller (FBM)

Seller

No (unless SFP)

Same as FBM

FBM

Fulfilled by Merchant

Seller

Seller

No

You handle everything yourself

Amazon SP (Selling Partner)

Amazon SP (Selling Partner)

Also known as Amazon Seller Central (3P Seller), this integration is for third-party sellers trading directly with Amazon customers

You own your products and list them on Amazon’s marketplace

You manage pricing, inventory, and customer service unless you opt for FBA/AFN

Pros ✅

Cons ❌

Full control over pricing and listing

High competition among sellers

Access to millions of Amazon buyers

You handle customer service unless using FBA or AFN

Choice between FBA (hands-off) and FBM (DIY)

Initial setup and permissions can be complex depending on region

Scalability through fulfilment automation

Requires constant stock sync for reliable performance

Step-by-Step Setup

From your Helm dashboard,

  1. Go to Settings > My Store

  2. Click Add New Sales Channel

  3. Select the desired channel from the list

  4. Type Amazon and click Install

  5. Enter a name such as Amazon UK

  6. Set the Account Nominal Code for accounting purposes

  7. Select your Marketplace Region

  8. Choose your Fulfilment Channel – AFN or MFN (definitions above)

  9. Set your preferred Order Statuses – Unshipped, Shipped, or All etc.

  10. Configure Additional, Order Management and Stock Management settings as needed

  11. Click Save when ready

  12. Once saved, either:

    • Copy the Connect Link to share with the person who will authenticate the account

    • Or click Connect to authorise directly through Amazon and

      grant Helm sync permissions

  13. Finally grant Helm sync permissions

  14. Click Save when configuration is complete

  15. Set to Is Active at the top

Once connected, you’re ready to Take the Helm!

Common Issues & Troubleshooting

ISSUE

SOLUTION

Token Expired

Re-authorise the Amazon developer account through Helm

Insufficient Permissions

Ensure the user authenticating has full admin rights on Amazon Seller Central

No Orders Syncing

Check your fulfilment channel, order statuses, and active state in Helm

Stock Not Updating

Confirm stock sync is enabled and SKUs are correctly mapped

Why Not To Merge Orders for This Integration?

We normally allow order merging so that multiple orders from the same customer can be combined into a single shipment. This is convenient for packing and can reduce shipping costs, because instead of sending several parcels, you dispatch just one consignment with one label.

However, marketplace channels such as Amazon, TikTok and Temu must not have their orders merged. These platforms track each individual order and shipment very strictly. When you merge their orders:

  • The tracking information no longer maps cleanly to each original order on the marketplace

  • This can create defects in your Valid Tracking Rate (VTR) and similar performance metrics

  • Repeated issues of this kind can trigger serious account-level consequences, including suspension of your store for around 10–15 weeks

Because of this, we actively prevent users from merging orders originating from Amazon, TikTok and Temu. This safeguard is there to protect your account health, your tracking performance, and ultimately your revenue; by blocking merges on these specific channels, we help you avoid accidental policy violations and the very real risk of your store being shut down

If you experience issues and need assistance, contact Helm Support