Amazon has reversed plans to cost third-party adtech distributors for API calls, eliciting a refrain of cheers from Amazon-focused builders and companies.
In a message to Selling Partner API (SP-API) customers this week, the tech large knowledgeable recipients that it wouldn’t be shifting ahead with the SP-API utilization and annual charges at the moment. “Supporting your ability to innovate, build, and grow is a top priority,” the corporate mentioned.
When Amazon first introduced the charges in Nov. 2025, retail adtech companies and companies expressed apprehension that the charges may usher in a extra contentious relationship between Amazon and the tech distributors that construct instruments for advertisers.