Amazon has reversed plans to charge third-party adtech vendors for API calls, eliciting a chorus of cheers from Amazon-focused developers and agencies.
In a message to Selling Partner API (SP-API) users this week, the tech giant informed recipients that it wouldn’t be moving forward with the SP-API usage and annual fees at this time. “Supporting your ability to innovate, build, and grow is a top priority,” the company said.
When Amazon first announced the fees in Nov. 2025, retail adtech firms and agencies expressed apprehension that the fees could usher in a more contentious relationship between Amazon and the tech vendors that build tools for advertisers.
