Amazon Seller Central

How to integrate Amazon Seller Central with Webflow

Amazon Seller Central and Webflow don't offer native integration. Syncing product data, inventory levels, and order information between platforms requires third-party automation tools or custom API development to maintain consistent information across your Amazon marketplace and Webflow site.

Connect Amazon Seller Central with Webflow through third-party automation platforms like Make and Zapier for visual workflow builders, embed Amazon's Buy with Prime checkout directly on your Webflow product pages, or build custom integrations using Amazon's Selling Partner API and Webflow's Data API.

Use third-party automation platforms

Third-party automation platforms like Zapier, Make, and Workato provide visual workflow builders for connecting Amazon Seller Central with Webflow without writing code. These platforms handle API complexity internally through secure OAuth 2.0 authentication flows, requiring only account authorization from users.

Zapier provides one-way integration from Amazon to Webflow. The Zapier integration documentation shows the Amazon Seller Central integration includes triggers for new orders, inventory changes, and report generation. Connect these to Zapier's Webflow actions to create or update CMS items. This works for displaying Amazon order data on Webflow sites or syncing product catalogs, but you cannot send data back to Amazon.

Make offers bidirectional integration with both triggers and actions for Amazon Seller Central paired with Webflow's full action set. The Make integration documentation shows Make's visual scenario builder supports both directions of data flow between platforms.

Workato provides enterprise-grade automation with pre-built connectors for Amazon Seller Central and Webflow integration.

These platforms require maintaining a CMS Plan or Ecommerce Plan on Webflow, as the free plan's 50 CMS item limit is insufficient for most Amazon product catalogs. Both platforms introduce synchronization delays depending on the platform tier selected, typically checking for changes every 5 to 15 minutes rather than providing real-time updates.

Common workflows enabled through automation platforms include:

• Product catalog synchronization where new Amazon listings automatically create Webflow CMS items with product details, images, and pricing
• Inventory level updates where Amazon stock changes trigger Webflow product availability updates
• Order data displays where Amazon orders create entries in Webflow collections for customer-facing order tracking pages
• Report automation where completed Amazon reports trigger Webflow CMS updates for analytics dashboards

Authentication for automation platforms uses OAuth 2.0 via Login with Amazon (LWA) for Amazon Seller Central and standard OAuth 2.0 for Webflow through secure authorization screens. Connect your accounts once, and automation platforms like Zapier and Make handle token refresh automatically.

Use native features and embeds

Add Prime checkout capabilities directly to your Webflow site using Amazon's official Buy with Prime program. This method embeds Amazon's checkout experience on your custom domain while maintaining your Webflow design. The Buy with Prime Setup Guide shows implementation requires two code snippets added via Webflow's custom code elements. Note that this integration works through code placement rather than visual builder elements.

Prerequisites for Buy with Prime include:

• Sign up for Buy with Prime program through Amazon Seller Central
• Link Seller Central and Buy with Prime accounts
• Enable specific products for the program

Implementation steps in Webflow:

1. Use Webflow's custom Code Embed element for the product detail page (PDP) snippet
2. Add the header snippet via custom code in head and body tags
3. Generate embed code for each product through Amazon Seller Central

When using Buy with Prime, you configure parameters for product SKU, store ID, and display options. Amazon handles the checkout process through Buy with Prime, while inventory management and fulfillment depend on your chosen method through FBA (Fulfillment by Amazon) or through your own fulfillment operations.

The embed element supports up to 50,000 characters. For product catalog management, use Webflow CMS collection fields to store product information, and implement custom code to dynamically render product details from your CMS data.

Build with Amazon SP-API and Webflow Data API

Connect the platforms through direct API integration using Amazon's Selling Partner API (SP-API) and Webflow's Data API for conditional pricing rules, multi-warehouse routing logic, and real-time synchronization. This approach requires OAuth 2.0 authentication via Login with Amazon (LWA) and careful management of platform-specific rate limits. While direct API integration provides the most control over data flows and transformation rules, it demands significant development expertise and infrastructure management, making it best suited for large-scale implementations or agencies serving multiple clients.

The SP-API documentation shows Login with Amazon (LWA) provides OAuth 2.0 authentication. Webflow uses standard OAuth 2.0 with bearer tokens documented in the Webflow authentication guide.

Sync product catalogs

Pull product data from Amazon's catalog and create matching items in Webflow CMS collections to display on custom product pages. This lets you maintain Amazon as your inventory source while presenting products with your own branding and design.

Key endpoints:

• GET /catalog/2022-04-01/items for searching Amazon's catalog
• GET /catalog/2022-04-01/items/{asin} for fetching specific product details (Catalog Items API)
• POST /v2/collections/{collection_id}/items for creating Webflow CMS items (bulk operations support up to 100 items per request)

Use the includedData parameter to specify which product attributes to retrieve including attributes, identifiers, images, productTypes, salesRanks, summaries, and dimensions.

For real-time syncing, consider event-driven architecture using AWS EventBridge and Lambda with Amazon SP-API webhooks, where your integration responds immediately when something changes in Amazon instead of checking every few minutes.

Manage inventory levels

Track Amazon stock availability and update Webflow product pages to prevent overselling across channels. Pull current inventory counts from Amazon's FBA Inventory API and push updates to your Webflow CMS when stock levels change.

Key endpoints:

• GET /fba/inventory/v1/summaries for retrieving inventory summaries with fulfillable quantity (FBA Inventory API)
• Filter by SKU with sellerSkus parameter (maximum 50 per request)
• PATCH /v2/collections/{collection_id}/items/{item_id} for updating Webflow inventory fields

For real-time updates, configure webhooks through Amazon's Notifications API. Create an AWS SQS or EventBridge destination using POST /notifications/v1/destinations, then subscribe to FBA_INVENTORY_AVAILABILITY_CHANGES notifications. This provides near-instantaneous inventory updates to Webflow CMS items, preventing overselling.

Match products by SKU stored in your collection field data.

Process order data

Pull Amazon order information into Webflow for centralized order management dashboards or customer-facing tracking pages. Retrieve order details including status, purchase dates, and line items from Amazon's Orders API, then store them in Webflow CMS collections for display.

Key endpoints:

• GET /orders/v0/orders for retrieving orders (Orders API)
• Filter by date range using CreatedAfter or LastUpdatedAfter parameters
• GET /orders/v0/orders/{orderId}/orderItems for getting line item details
• POST /v2/collections/{collection_id}/items for storing in Webflow CMS

Amazon restricts certain customer data fields due to privacy policies. Implement caching strategies to respect the 1 request per minute rate limit for the Orders API.

For real-time order updates, subscribe to ORDER_STATUS_CHANGED notifications through the Notifications API. Process incoming webhooks and create Webflow CMS items with order details.

Update product listings

Synchronize Amazon listings from Webflow CMS changes to maintain consistent product information across both platforms. When you update product details in Webflow, push those changes back to your Amazon Seller Central listings.

Key endpoints:

• PUT /listings/2021-08-01/items/{sellerId}/{sku} for creating or fully updating listing (Listings Items API)
• PATCH /listings/2021-08-01/items/{sellerId}/{sku} for partial updates

For automation, set up Webflow webhooks for cms_item_update events. When these events trigger, call your integration service to invoke Amazon SP-API endpoints to push product updates back to your Amazon Seller Central listings.

Note that Make offers bidirectional workflows where Webflow CMS item changes trigger automatic Amazon listing updates. Zapier supports only one-way synchronization from Amazon to Webflow.

Sync pricing changes

Monitor Amazon pricing and update Webflow display prices to maintain consistency across channels. Pull current competitive pricing data from Amazon and update your Webflow product pages automatically when prices change.

Key endpoints:

• GET /products/pricing/v0/price for fetching current prices (Product Pricing API)
• Provide comma-separated ASINs or SKUs with ItemType and MarketplaceId parameters
• PATCH /v2/collections/{collectionId}/items/{itemId} for updating Webflow price fields

Response includes pricing data structured as:

{
  "payload": [{
    "ASIN": "B08N5WRWNW",
    "Product": {
      "Offers": [{
        "BuyingPrice": {
          "ListingPrice": {
            "Amount": 79.99,
            "CurrencyCode": "USD"
          }
        }
      }]
    }
  }]
}

For real-time alerts, subscribe to ANY_OFFER_CHANGED notifications through the Notifications API for competitive pricing alerts. Store pricing history in separate collections to track changes over time.

Track shipments

Display Amazon fulfillment tracking information on Webflow order status pages to keep customers informed about their shipments. Pull tracking numbers, carrier information, and delivery status from Amazon and show them on your site.

Key endpoints:

• GET /shipping/v2/trackings/{trackingId} for retrieving tracking details (Shipping API)
• Response includes eventHistory with location updates and delivery status
• Store in Webflow CMS collections linked to order records

For real-time updates, subscribe to SHIPMENT_STATUS_CHANGED notifications. Store tracking data including tracking ID, event history, location data, and delivery status, then display this data on Webflow pages using CMS collection bindings.

Architecture patterns

Event-driven architecture provides the most reliable approach for high-volume integrations, where your integration responds immediately when something changes in Amazon instead of checking every few minutes.

Recommended pattern follows this flow: Amazon SP-API to AWS EventBridge or SQS to AWS Lambda to Transformation Layer to Webflow API.

This architecture reduces API call volume and provides near real-time synchronization with automatic retry and error handling. Lambda functions process notifications, transform data formats, and execute Webflow API calls with proper error handling, automatically scaling with event volume.

What you can build

Integrating Amazon Seller Central with Webflow lets you manage products, orders, and inventory across both platforms.

• Multi-channel product catalogs: Build custom-designed product pages in Webflow that sync automatically with your Amazon listings through automation platforms like Zapier or Make, maintaining consistent product information while presenting a custom design that reflects your brand identity beyond Amazon's marketplace templates.
• Inventory management dashboards: Create internal dashboards that display FBA inventory levels via Amazon SP-API data, restock alerts, and stock movement analytics integrated into Webflow CMS for unified visibility across your operations team.
• Customer order tracking portals: Design custom order status pages where customers see their Amazon purchase history, shipment tracking updates, and delivery information by syncing order data from Amazon Seller Central to your Webflow site.
• Seller performance analytics: Build executive dashboards pulling Amazon sales data, order metrics, and customer feedback by integrating Amazon SP-API endpoints with Webflow's CMS to create visual reports and analytics.