Multi-marketplace can be a confusing topic for sellers. You can be selling in multiple Amazon marketplaces, but that does not mean you are a "multi-marketplace" Amazon seller.
This article details what a multi-marketplace seller is and the implications for this type of unified seller account on Amazon APIs.
What are Amazon Multi-marketplace Sellers?
Amazon has a precise definition of a "multi-marketplace" seller. A multi-marketplace account reflects what Amazon calls a unified seller account. A unified account reflects a common seller ID across multiple markets.
Suppose you are in the Europe (EU) or North America (NA) region. You have a single, unified seller account, and numerous MarketplaceId values associated with your seller ID. For example, if your default market is Germany and you register with Amazon for a unified seller account, you have can have various EU markets attached. This means in addition to DE, your seller ID will have FR, GB, IT, ES... and so forth.
Per Amazon, a multi-marketplace seller will have a "default" market. A default market reflects the first market you used to register your seller account. In the above example, the seller first registered in Germany, which means it will be the seller's default market.
Read more on this here:
Also, see how Localization will block processing: https://docs.openbridge.com/en/articles/5056808-amazon-seller-central-report-localization
Understanding Seller and Marketplace Identifiers
Openbridge, not Amazon, sets two data elements across all Amazon feeds to help you understand what seller and marketplace a record is linked to. These elements are ob_mws_seller_id and ob_mws_marketplace_id.
Why does Openbridge do this? Amazon does not supply a seller or market identifier in its API outputs at a record level, so we insert them as part of the data pipeline process. These elements provide a unique set of data points to filter your queries.
However, in the case of multi-marketplace sellers, Amazon will return data for all markets. The result of this behavior is that there are cases we can not adequately set the marketplace id. The outputs from the Amazon API are consolidated for all markets, which means the response from the API is not by the market.
As a result, there is no practical or efficient mechanism for Openbridge to set ob_mws_marketplace_id in cases where the Amazon API outputs consolidated data for one seller across all unified markets. As a result, the marketplace ID will be the default marketplace ID.
How this impacts collecting data
In cases where there is a multi-marketplace seller, all the associated marketplaces are consolidated into one pipeline.
As a result, you need 1 data pipeline to collect data from all marketplaces associated with that unified seller. For example, if a seller registered in a DE and has the UK, IT, FR, SP, ES... under a unified account, a pipeline would be collecting data for six marketplaces in one pipeline. Since Amazon views a unified account as a grouping of markets for a seller, the data is supplied by Amazon as an aggregate.
Withing Openbridge this means all you need to establish just 1 pipeline for the unified seller account.
The outcome of a multi-marketplace account is reducing the number of pipelines required to collect data when compared to a seller who individually registered each marketplace (i.e., non unified account).
Understanding marketplace values for unified accounts
As we mentioned, there are some unique considerations for a unified account. You will have one seller ID with multiple marketplaces vs. a unique seller ID per marketplace ID.
This means being aware of how Amazon is denoting marketplaces or, in some cases, regions rather than marketplaces altogether. As a result, you can NOT rely on ob_mws_marketplace_id in all cases. It is essential that you expand your queries to distinguish transactions in one market from another market for these unified accounts.
How to identity marketplace references in Amazon data feeds
Per Amazon, to identify markets, they suggest the use columns like the "sales_channel" column to determine if an order is "Amazon UK" or "Amazon DE."
There may be cases that will lose data granularity (e.g., marketplace identifiers). One of those cases is the various Listings Reports. Listing Reports will only have the default seller marketplace for ob_mws_marketplace_id. This will mean that all rows in Listings the marketplace ID will be set to the default seller market. In this case, Amazon suggests using higher-level information like "AMAZON_NA" for the column fulfillment_channel.
MWS Finance API and MWS Settlement Reports - when present, you must use "marketplace_name" to delineate the marketplace for a row. The marketplace_name will contain values like "Amazon.es" or "Amazon.com." You can use this value to denote the country/marketplace of a record.
MWS Warehouse (Inbound Fulfillment) - There is no direct country or marketplace for Inbound Fulfillment. Amazon supplies a fulfillment center ID in the data feed. However, Amazon does not publish a comprehensive listing of all IDs to understand the country, state, or city it resides. Amazon has a partial listing which is the US only. You have a few options:
- You can JOIN on market data from the Advanced Reporting view called mws_fba_daily_inventory_master.
- You can also use a lookup file called match fulfillment center ID to a country and region/city. See https://docs.google.com/spreadsheets/d/1fXOKQmFvyq8DTmA-zCE9MTdlpemmCaHL5FA89Me9pvU
- Lastly, while Amazon may not publish the list, you can find one on Wikipedia: https://en.wikipedia.org/wiki/List_of_Amazon_locations.
MWS Real-time Orders - Each marketplace is fetching its data, and we can list multiple marketplaces.