The Amazon Seller Central dashboard’s advanced user interface simplifies transactions for Amazon sellers. However, new users are expected to experience a learning curve despite the system’s simplicity. 

This is particularly true for non-technical online sellers or those who were previously dependent on virtual assistants to run their eCommerce businesses. We’ve compiled this guide to help new sellers get comfortable with the Amazon Seller dashboard.

What is Amazon Seller Central?  

In brief, Amazon Seller Central is the online interface third-party sellers and other brands use to market and sell their items directly to Amazon customers. When online sellers have a Seller Central account, they are considered third-party sellers on the Amazon marketplace. 

For new members of Amazon Seller Central, the initial experience of using the Amazon Seller Central dashboard can be quite overwhelming. However, it’s important to note that Amazon provides extensive support and resources to help sellers easily navigate the dashboard.

Key Features of the Amazon Seller Central Dashboard

The Amazon Seller Central dashboard is technically not a single dashboard, for it can be considered a centralized hub with multifaceted tools. It contains shortcuts to the Account Health dashboard, Amazon Sales dashboard, and other resources. 

After the pandemic, the Amazon dashboard received a makeover. It now features a sidebar menu with refreshed sub-menus. Alongside the revamped navigational menu, the default widgets have also been refreshed. When navigating the Amazon dashboard, sellers will likely encounter the menus discussed in the succeeding paragraph.

Amazon Seller Central Dashboard Main Menus

Catalog

When checking the main menu section, sellers will first see the Catalog menu. This menu contains sub-menus mainly for Amazon product selling applications, documentation, and promotion. For sellers who want to improve their Amazon listings through product videos, the “Upload and Manage Videos” feature can also be accessed through the Catalog menu.

Videos are important marketing material for your Amazon business. Adding Amazon videos to your listings can help boost sales, reduce Amazon returns, and drive customer engagement.  

The Amazon dashboard made it easier for sellers to upload product videos. Once you are on the “Upload and Manage Videos” page, simply scroll down and look for the “Upload Video” button, and you will be redirected to another page.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Once redirected, choose the video you wish to upload from your computer and then upload it. You will also be asked to fill in information, including: 

• Video Title
• Related Product ASIN
• Video Type
• Language of the Video
• Thumbnail

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

As for video format requirements, Amazon videos should be mp4 or .mov under 5 GB (480p or higher recommended). You can also check some Amazon videos FAQs to learn more about product videos. 

Inventory  

Inventory management plays a crucial role in the success of your Amazon business. In order to manage your inventory, you can access the Inventory menu. In particular, Amazon FBA sellers can utilize this menu to manage their FBA inventory items. 

The Inventory menu is a treasure trove for Amazon FBA sellers. It provides access to the Amazon Inventory Performance Index (IPI), Sell Globally dashboard (Amazon Global Selling), and other FBA analytics, such as shipments and FBA enrollment opportunities. 

Under the Amazon Global Selling dashboard, sellers can list and sell their products on multiple Amazon marketplaces, including regions in North America, Europe, Asia-Pacific, the Middle East, and North Africa. If you are interested in selling in multiple Amazon marketplaces, you can check our discussion and tips about the Amazon international selling program. 

For Amazon FBA metrics, you can access the FBA Analytics dashboard through the Analytics menu. Some of the information that can be seen on the FBA Analytics dashboard includes:

• FBA Sales Data (Sales History)
• Inventory Age & Excess 
• FBA Grade & Resell
• Fulfilled Sales  (Sales Summary)

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Pricing

Managing your listing prices is essential for the profitability and growth of your Amazon business. To access the pricing features of the Amazon marketplace, you can check the Pricing menu. It has three sub-menus: Pricing Health, Manage Pricing, and Automate Pricing.

Under the Pricing Health page, sellers can check inactive offers and pricing opportunities, while the Manage Pricing page lets sellers update the prices of active listings. Listing prices can be updated either individually or in batches. 

Unlike manual listing price updates, the Automate Pricing page empowers sellers to automatically update listing prices across their entire catalog. This is done based on predefined price rules, giving you a sense of control over your pricing strategy. Moreover, you can create custom pricing rules to further optimize your pricing strategy, putting you in the driver’s seat of your Amazon business.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

While Amazon’s proprietary repricer is a reliable tool for making price adjustments, its functionality depends on established price rules. Hence, other Amazon sellers use AI Amazon repricers to fully automate their pricing strategy.

An AI repricer, like Seller Snap, relies on price rules and advanced algorithms to outsmart competition by applying strategic price changes. The algorithmic repricer evaluates multiple factors, including price change notifications, competitor behavior, pricing history, and overall market conditions, to reach an optimum price point without sacrificing your business’s profit margin. 

Orders  

Order management is an essential component of any eCommerce business, which is why Amazon has a dedicated menu to help sellers quickly navigate and manage their Amazon orders. Under the Order menu, you will find sub-menus, which include Manage Orders, Create MCF Order, Order Report, and Manage SAFE-T Claims. 

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Through the Manage Orders dashboard, you can see pending, unshipped, canceled, and shipped orders, giving you an overview of active Amazon orders. The Order Reports page also allows you to check data on orders placed in the past years, giving you a historical overview of your business’s obtained orders.

Advertising

Amazon is one of the few e-commerce marketplaces with advanced advertising solutions readily available for online sellers. Once you are on the Amazon Seller Central dashboard, simply navigate to the Advertising menu to check the available advertising tools you can use for your advertising campaign. 

Consider using Amazon ads to improve product visibility and customer engagement. Some of the advertising solutions readily accessible on the Amazon dashboard include Campaign Manager,  A+ Content Manager, Amazon Vine, Amazon Deals, Amazon Coupons, Prime Exclusive Discounts, and Amazon Promotions. 

When using the advertising tools mentioned above, it’s important to consider the advertising costs. To minimize expenses, identify your advertising goal to avoid unnecessary spending.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Running an ad campaign can be daunting, especially for newbie Amazon sellers or those new to eCommerce in general. For starters, a less complex Amazon ads to try would be Amazon Deals and Coupons. To learn more about Amazon Coupons and Deals, here is a guide on how to use them as promotional offers. 

Stores

If you are a brand owner and wish to have your own Amazon Store or Storefront, you can simply navigate to the Stores menu. There, you will find the Manage Store sub-menu, which will redirect you to the Stores homepage. 

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

This particular Amazon feature will allow you to create a multi-page store that you can customize depending on your brand and products, like having your own website. Creating an Amazon Storefront will help you build credibility for your Amazon business, increase the visibility of your brand and products, and ultimately improve your Amazon sales performance. 

It’s important to note that not all sellers can create a storefront for their Amazon business. Only those enrolled in a Professional selling plan and Amazon Brand Registry can access the Amazon Stores builder in the Amazon Dashboard. If you meet these criteria, follow this guide on How to Make an Amazon Store to get started.      

Growth

The Growth menu gives access to Amazon tools and resources that help sellers prioritize the right actions to grow their Amazon business. These tools and resources are accessible through multiple sub-menus, including Growth Opportunities, Custom Program, Explore Programs, and Multi-Channel Fulfillment (MCF). 

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

The Growth Opportunities insights and recommendations are intended to help sellers, including newbie Amazon sellers, increase product visibility, expand their product catalog, and improve traffic and conversion rate.

Reports

If you’re new to Amazon, monitoring your business closely is important. Familiarize yourself with the various Amazon Reports available through the Reports menu.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

The Reports dashboard gives you access to multiple Amazon reports, including reports about Inventory, Sales, Payments, Removals, and Amazon Global Logistics. In addition to the templated report, you can customize the report output through its Custom Reports feature.

Payments 

The Payments menu offers sellers access to the Amazon Currency Converter, a valuable tool for those operating in various international Amazon marketplaces. The Amazon Currency Converter for Sellers (ACCS) will provide you with a seamless conversion of your global proceeds from Seller Central, which will directly go to your nominated bank account. 

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Notably, the payments report can be accessed through the Reports dashboard. As previously discussed, if you need to review fee previews, monthly storage fees, incentive rewards, reimbursements, and other payment-related reports, you can find them under the Reports dashboard, not on the Payments menu.

Performance

Monitoring the overall performance of your Amazon seller account is crucial for long-term success and business growth. Amazon sellers can review their account’s performance using the Account Health dashboard, which is accessible through the Performance menu in Seller Central.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Besides Account Health, the Performance menu features sub-menus such as Feedback Manager, A-to-z Guarantee Claims, Chargeback Claims, Performance Notifications, and Voice of the Customer, all designed to help sellers easily track their performance. Failure to maintain satisfactory performance may result in account suspension or termination.

Apps and Services

New Amazon sellers will be pleased to discover the Apps and Services menu, which provides access to the Amazon apps directory. The Selling Partner Appstore dashboard lists third-party tools to enhance your Amazon strategies.

The Amazon Appstore dashboard is designed for easy navigation, with Amazon seller tools categorized by their functions. Whether you need an Amazon repricer, inventory and shipping tool, marketing software, or customer engagement tools, the Appstore page is a one-stop shop for all your needs.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Amazon vets all the software tools featured on the Selling Partner Appstore. This means that Amazon has deemed them reliable and compatible with their platform. To assist new Amazon sellers, here are some of the trending apps and popular seller tools recommended by Amazon:

Product Listing Tools

1. InventoryLab
2. SellerApp

Automated Pricing Tools (Amazon Repricers)

1. Seller Snap (AI Repricer)
2. SaleDrum 

Customer Engagement Software (Feedback and Reviews)

1. HighFive Feedback
2. FeedbackFive by eComEngine

Inventory and Order Management

1. SellerCloud
2. Sellerboard

B2B

In the B2B menu, sellers can easily add certifications to their Amazon business profiles. Certifications, such as minority-owned, veteran-owned, or women-owned, can boost sales. The B2B certification dashboard offers valuable insights into how these certifications affect your business performance. It helps you understand how they build customer trust and drive sales growth.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Brands

Amazon sellers looking to grow their brand on the marketplace can use the Build Your Brand page, which is accessed through the Brands menu. The Build Your Brand dashboard assists sellers registered under the Amazon Brand Registry in showcasing their brand while maintaining a unique and compelling value proposition.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Found in the Build Your Brand dashboard are a variety of brand-building tools and programs that sellers can use to expand and protect their brand. Some of the tools include:

• IP Accelerator
• Amazon Brand Analytics
• Brand Metrics
• Brand Tailored Promotions

Learn

As part of the Amazon dashboard update, a Learn menu has been introduced. This menu provides shortcuts to helpful resources that can further develop sellers’ knowledge and skills. In particular, the Seller University, Forum, and News page provides insights into seller queries, issues, and important Amazon updates.          

Amazon Dashboard Widgets  

You will find widgets on the homepage after logging into your Amazon Seller Central account. These widgets act as shortcut tools to access the most relevant Amazon pages and updates.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Actions Widget: This widget displays key outstanding or upcoming tasks sellers must perform to help them ensure the health of their business. 

Recommendation Widget: As the name suggests, the recommendation widgets recommend Amazon seller programs and techniques to help improve overall business performance.

Communication Widget: The communication widget provides sellers with Amazon-related news, updated operational guidelines, upcoming shipping deadlines, webinar invitations, and even updates from other Amazon sellers via Seller Forums.

Maximizing Amazon Dashboard widgets helps improve the efficiency of your Amazon business. Add, remove, and rearrange widgets according to your needs or preferences.

Amazon Seller Dashboard Frequently Asked Questions 

Where Can I Update My Account Information? 

Account Information is a sub-menu of the Settings tab, located in the right-hand corner of the Amazon dashboard page, as seen in the image below. 

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Where Can I Download The Feedback Report?

Feedback provides more than just an overview of the seller’s performance. Feedback is among the metrics the Amazon algorithm evaluates when awarding the Amazon Buy Box.  

Sellers can access and download the feedback report from the Feedback Manager dashboard, which is located in the Performance menu on the Amazon dashboard.

Once in the Feedback Manager dashboard, look for the “Download feedback report” button to be redirected to the download page. 

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Where Can I Access the Message Center? 

You can communicate with Amazon shoppers through the Buyer-Seller messaging system. To access the Amazon Messaging Center, simply click the mail icon next to the gear icon (settings) displayed in the top right corner of the screen. If you want to learn more about Amazon’s messaging service, we have created a Navigating Amazon’s Messaging Center guide.

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

Where Can I Find Seller Support?

This part of the Amazon dashboard is a must-check for newbie sellers. Seller Support offers quick answers to frequently asked questions. Similarly, through Amazon Seller Support, sellers may contact Amazon for specific assistance or inquiries and file case logs. 

Amazon Seller Central: A screenshot (cropped) of Amazon Dashboard, From https://amzn.to/3leVz3n

To access the seller support section, hover over the HELP tab in the upper right corner of the Amazon dashboard.

Mustering Success 

Selling on Amazon is a great way to jumpstart your online business. Beyond mastering the Amazon Sellers dashboard, it’s essential to utilize seller tools like repricers, Amazon feedback tools, Amazon PPC tools, and the Amazon FBA Calculator to enhance your overall business performance.

Knowing how to use Amazon Seller Central is crucial for expanding your Amazon business and efficiently overseeing it through a centralized dashboard. This article will delve into key insights and provide valuable tips on effectively utilizing Seller Central.

Understanding Amazon Seller Central

What is Amazon Seller Central?

Third-party sellers manage their Amazon seller account through Seller Central, utilizing it as a platform to oversee their business activities. Seller Central serves as a central hub for account management, offering a comprehensive solution for efficiently monitoring orders, fulfillment, and sales while acting as the primary resource for conducting sales on multiple Amazon marketplaces.

With the help of Seller Central, third-party sellers can use diverse Amazon seller tools and promotional features. Amazon sellers can also take advantage of data reports to make decisions based on insightful information. Additionally, Seller Central facilitates communication between Amazon sellers and customers, extending their reach on a global scale. 

In summary, Amazon Seller Central simplifies listing, inventory management, account administration, pricing, payment processing, and other Amazon selling transactions, all while providing valuable insights into customer behavior.

Core Seller Central Tools and Features

Seller Central aims to provide sellers with the tools and features to manage their eCommerce enterprises effectively. With this objective in mind, Amazon has integrated several tools and features into Seller Central to assist sellers in managing and expanding their businesses. 

To help you learn how to use Seller Central effectively, you should familiarize yourself with some of the noteworthy features of the platform, including the following: 

Product Listing

Online sellers can create detailed product listings via Seller Central, including incorporating images, descriptions, and pricing information. The Amazon product listing page will inform customers of all the information they need for a given Amazon product, making your products more visible to potential Amazon customers. 

Order Management

Whether you are an Amazon FBA or FBM seller, you can use Seller Central’s order management feature. The said features give Amazon sellers a customizable view of all their orders received through all sales channels. 

Sellers may check all their unshipped, pending, shipped, and canceled orders within a given date range or use search filters to check specific data. Therefore expediting the process of order fulfillment through a single platform. 

Inventory Management

Amazon Seller Central includes a feature for managing inventory. This inherent seller tool is designed to provide Amazon sellers with inventory management controls, preventing products from being out of stock or overstocked. Inventory Management gives sellers insight into the following:  

• Excess inventory
• Stranded inventory
• Idle inventory
• Orders pending removal
• Overage storage inventory
• Inventory in Amazon shipments without a delivery plan
• Aged inventory

Customer Communication

 Exceptional customer service plays a pivotal role in Amazon sales. To this end, Amazon offers various channels through which third-party merchants can interact with their customers.

Through Seller Central, Amazon sellers can communicate with Amazon shoppers, respond to customer queries, and manage customer feedback, resulting in better customer relationships.

Performance Analytics

For most online sellers, analytics is a crucial component of their business. eCommerce analytics helps online entrepreneurs determine how their business is doing now and how it will likely perform in the future.

For that matter, Amazon provides online sellers with detailed analytics and reporting on sales performance, customer behavior, shipping performance, and other vital metrics accessible through Amazon Seller Central. The generated information aids sellers in making informed business decisions.

Fulfillment Options

Using Seller Central, you can select fulfillment options for your listings. Sellers may choose to fulfill orders themselves (FBM) or use the Fulfillment by Amazon (FBA) service, where Amazon handles storage, picking, packing, and shipping. You can choose between two fulfillment channels when listing products. 

Image Source: Amazon

Account Health Monitoring

Amazon has a feature that helps sellers identify the well-being of their seller accounts. The Account Health overview offers insights into performance metrics and ensures compliance with Amazon’s selling policies. The summary of account health is a valuable tool for devising strategies to enhance overall Amazon business performance.

Marketing and Advertising Tools

Amazon’s ability to provide third-party sellers with multiple marketing and advertising options makes it unique from other online selling platforms. You can access these advertising tools and solutions via Seller Central. 

Some popular marketing and advertising options that help sellers enhance product visibility and increase sales include the following:

• Amazon Deals
• Amazon Coupons
• Amazon Promotions
• Prime Exclusive Discounts 
• Amazon Ads Campaign (Sponsored Display Ads, Audio Ads, Video Ads)

Global Selling

Amazon stands out as a widely favored choice for global selling. If your goal is to expand your market reach across multiple regions, participating in sales on Amazon proves to be a highly beneficial strategy.

Through Amazon Seller Central, sellers can access Amazon Global Selling via the Sell Globally tab. With Seller Central, online sellers can manage international transactions and reach hundreds of millions of new customers.

Seller Support

One distinctive aspect of Seller Central is the quick access to seller support for third-party sellers. Amazon is renowned for its exceptional customer support in the eCommerce sector, and similarly, its support for sellers stands out without comparison.

When selling on Amazon, you gain access to customer support and resources to help you navigate any issues, challenges, or questions you may encounter while using the platform.

Pricing Management

Amazon Seller Central provides sellers with the chance to present competitive prices to Amazon customers using its suite of price management tools. Amazon sellers can manually set prices or automate their pricing strategy, allowing them to offer competitive listing prices and enhance their likelihood of securing the Amazon Buy Box.

Educational Resources

Seller Central provides educational materials, webinars, and other resources to help Amazon sellers understand and optimize their use of the platform as well as improve their Amazon Campaign. In particular, sellers can access Seller University via the Seller Central Dashboard. 

The ones mentioned above are the core features that collectively make Seller Central a comprehensive platform for sellers, offering tools and resources to manage various aspects of their eCommerce business on the Amazon marketplace.

Seller Central – Benefits for Sellers

The advantages of utilizing Amazon Seller Central become apparent to online sellers when considering the array of features and resources it provides, including the ones mentioned above. 

With these Seller Central features come several key benefits sellers can obtain when using Seller Central or engaging in the broader Amazon marketplace. These benefits may include:

• Product listing becomes much more accessible, and updating product information is quicker.
• Participating in the international eCommerce marketplace is much easier with Amazon Global. 
• Sellers can easily monitor customer feedback and reviews even through the mobile app. 
• The report of daily sales for all products on Amazon is conveniently accessible.
• Keeping track of inventory and updating listings is much easier with Seller Central. 
• Conveniently manage other selling programs such as Amazon Handmade, Amazon B2B, and Amazon Custom. 
• Quick access to custom business reports and performance metrics.
• Growth tools and resources are available to help you increase sales and grow your business. 

How Do You Gain Access to Amazon Seller Central?

Amazon Seller Central is open to all Amazon sellers. It can be accessed once you complete the registration process. Upon registration, you will be granted entry to Seller Central.

As mentioned earlier, through Seller Central, third-party merchants can efficiently handle day-to-day Amazon business operations and utilize various tools and resources to enhance sales and grow the business, all conveniently located in one platform. 

To initiate access to Seller Central, your first task is to select an Amazon selling plan aligned with your business objectives. To give you an overview of the available Amazon selling plans, here are some essential things to consider: 

OPTION 1 – Individual Selling Plan:

This Amazon selling plan operates on a simple business model. It provides access to basic seller tools. You only incur fees if an item is sold, making it ideal for entrepreneurs new to online selling and those with few inventory items.

OPTION 2 – Professional Selling Plan 

In contrast to the above-mentioned selling plan, the Professional plan provides advanced selling tools for a monthly subscription fee. This option grants you access to more advanced inventory tools, allowing you to upload batch files, which is ideal for medium and large businesses.

Apart from the recurring monthly fee for the professional plan, there are other selling fees associated with the Professional Seller Account. Some of the expenses to anticipate include but are not limited to: 

• Referral Fees
• Fulfillment Fees
• Inventory Storage Fees
• Long-Term Storage Fees
• Removal Order Fees

To learn more about creating a selling account, check our Selling on Amazon Guide. 

Navigating Amazon Seller Central | Ways to Use Your Seller Central Account?

Amazon Seller Central serves as a valuable resource for sellers to organize, manage, and grow their Amazon business efficiently. The discussion below outlines the platform’s functionality and suggests ways to optimize critical features for the maximum benefit of your Amazon enterprise.

Listing Improvement 

Seller Central also provides a Listing Quality tool. This seller tool is designed to assist you in showcasing critical information about your Amazon products. 

By leveraging this feature, you can enhance the discoverability of your products and create better shopping experiences for your Amazon customers. To better understand the Listing Quality Dashboard on Seller Central, we encourage you to watch the video presentation provided below:

To access the Listing Quality Dashboard, go to the Inventory tab, click Manage all inventory, and then click Listing Quality Dashboard.

Automating Product Price

Apart from improving product listings, sellers can also enhance their product pricing with the help of Amazon Seller Central’s automatic price feature. Automate Pricing is a feature designed to streamline and simplify the pricing process for sellers on the platform. 

Amazon’s automated pricing feature offers sellers a swift and convenient method for effortlessly managing pricing updates. This tool allows sellers to establish price rules or choose from predefined pricing rules, enabling the Automate Pricing tool to independently adjust the listing price within specified parameters.

In summary, Amazon’s proprietary automated repricer offers multiple functionalities to Amazon sellers; some of these notable functions include the following:

Pricing Rule Creation: An Amazon seller can create pricing rules that govern how the product prices are adjusted. 

For instance, Amazon sellers can create a price rule that ensures the listing price remains $1 below the Featured Offer price. Alternatively, sellers can also set another rule to keep their prices at least $1.00 above the lowest marketplace price that utilizes the same fulfillment channel.

Flexibility and Control: Seller Central’s automated price adjustment feature allows sellers to start, stop, or modify automated pricing rules at any time.

Consumer Trust Protection: With the rule-based price adjustment feature, Amazon sellers can set a maximum price, preventing their listing offers from being priced significantly higher than recent historical prices. This maintains consumers’ trust in the brand while ensuring that offers remain eligible to be showcased on the Amazon Buy Box. 

Amazon Business Integration: The Automate Pricing feature of Seller Central allows businesses to update their prices. This gives Amazon Business sellers a more seamless integration between consumer and business pricing strategies.

When determining the pricing for your items on Amazon, it is important to note that Amazon sellers on the Individual selling plan are not permitted to list items at a price exceeding $10,000, and those sellers under the Professional selling plan should ensure that listed items do not exceed a price of $300,000.

Manage Orders and Returns

You can efficiently handle customer orders and Amazon return processes by utilizing Amazon Seller Central. Through Seller Central, you can take advantage of features that enable you to seamlessly upload files and access order reports. These functionalities empower you to navigate the complexities of handling orders, processing returns, and managing claims more effectively.

Stay On Top of Performance

Through Seller Central, you can access dashboard overviews to comprehensively understand your Account Health. This account overview encompasses Customer Service Performance, Policy Compliance, Shipping Performance, and other critical customer metrics. Keeping a close eye on these metrics can help you promptly address customer concerns and maintain overall online business performance.

Leveraging the Amazon Seller App

Seller Central does not only limit its support to sellers within its platforms. It likewise introduces third-party seller tools and services that help sellers automate, manage, and grow their Amazon businesses. 

Amazon sellers can access Amazon Selling Partner App Stores through their Amazon Seller Central account to explore various seller tools and apps intended mainly to improve a specific aspect of the business, including but not limited to the following categories:

• Product Listing
• Inventory and Shipping
• Marketing
• Customer engagement
• eCommerce management
• Finances

To access Amazon’s Selling Partner App Stores via Amazon Seller Central, navigate to the Seller Central dashboard menu, look for the App and Services tab, and click Selling Appstore. Please see the image below for guidance.

Key Guidelines for Amazon Seller Central: What to Do and What to Avoid

To maximize the efficiency of your Amazon campaign, it is vital to acquaint yourself with both effective strategies and areas to steer clear of when navigating Seller Central. To provide insights into these aspects, here are some guidelines for practical use and precautions to take when utilizing Seller Central:

Amazon Seller Central What To Do:

Optimize Product Listings

Be sure to create detailed and accurate product listings. Always remember to incorporate useful keywords when crafting listing details, and you must always provide shoppers with honest, direct, and understandable product descriptions along with high-quality images.  

Competitive Pricing

Ensure competitiveness by consistently examining and modifying your prices in response to market trends and competitor price changes. In addition to employing Amazon’s proprietary repricer, you have the option to utilize third-party repricers. To upgrade your repricing approach, you can leverage the power of AI repricing solutions like Seller Snap.

This form of Amazon repricer automates repricing by analyzing competitor actions and prevailing market conditions. Unlike traditional repricing tools that adhere mainly to seller-created price rules or platform-predefined rules, AI repricers automatically adapt listing prices based on multiple factors to maintain competitiveness with the help of its advanced algorithm.

Advertise Strategically

Seller Central gives you access to various Amazon advertising solutions. Utilize these advertising tools strategically to advertise products and increase visibility. Depending on your goal, you may use these advertising tools such as coupons, promotions, deals, and more. 

Stay Informed

The Amazon Seller Central dashboard gives you access to the latest news and community discussions. Take advantage of this feature by checking Amazon Seller Forums and Amazon News. 

Amazon admins and community members constantly share content that can help you improve your Amazon campaigns further. Some of these contents may include, but are not limited to, updates on Amazon’s policies, changes, and marketplace trends to adapt your strategies accordingly.

Amazon Seller Central What To Avoid:

Violating Amazon Policies 

When accessing your account via Seller Central, avoid violating Amazon policies, including listing prohibited products or even engaging in unethical practices such as price gouging. 

Failing to Utilize Feedback Manager

Neglecting to use Amazon Seller Central Feedback Manager is equivalent to disregarding customer contentment. This specific seller tool on Amazon provides valuable information about customer satisfaction with your services. 

Utilizing Amazon Feedback Manager, you can access immediate and long-term performance metrics. Additionally, it allows you to review detailed feedback entries, encompassing buyer emails and Order IDs. 

Pay attention to customer feedback and address any issues promptly. Ignoring feedback, especially negative feedback, can impact your seller rating.

Manipulating Reviews

With review management, you should also avoid manipulating reviews. Any attempt to manipulate or fake product reviews can lead to penalties and account suspension.

Duplicate Listings

Duplicate listings on Amazon arise when multiple listings reference the same ASIN. Such duplicate listings frequently exhibit identical images, titles, and content, leading to consumer confusion and adding complexity to product searches and choices. 

Duplicate listings often lead to penalties or listing suppression. To avoid listing suppression of ASINs identified as potential duplicates, you may follow these steps:

Amazon Seller Central FAQs 

Here are some frequently asked questions about Seller Central that can help you further boost your understanding of the platform. 

How can I access Seller Central?

To access Seller Central, begin by registering as an Amazon seller. Following registration, you will be provided with a Seller Central account. It is worth noting that when creating an Amazon Seller Central account, sellers can choose between the Individual selling plan or the Professional selling plan, which involves a fixed monthly fee.

Is Amazon Seller Central free?

Access to Seller Central is free for registered sellers. Your expenses are associated with the chosen plan and its accompanying charges.

What is an Amazon seller account?

An Amazon seller account is the key to selling on the Amazon marketplace. Upon registering as an Amazon seller and selecting a selling plan, you will get a seller account and gain entry to Seller Central as an integral component of your business account to effectively manage your Amazon business. 

What is the difference between Amazon Seller Central and Amazon Vendor Central?

Amazon Seller Central and Vendor Central offer different selling approaches. Vendor Central supplies products directly to Amazon for resale, while Seller Central allows direct sales to Amazon customers. 

What can I sell on Amazon as a new seller?

Amazon allows sellers to sell a diverse range of products, including but not limited to electronics, books, clothing, and home goods. Some of the profitable Amazon categories you can check include:

• Handmade
• Apps & Games  
• Industrial & Scientific
• Luggage & Travel Gear 
• Grocery & Gourmet Food 
• Arts, Crafts & Sewing 
• Pet Supplies
• Musical Instruments

While many categories are open for new sellers, certain Amazon categories, like grocery and jewelry, may have restrictions requiring approval. It is worth noting also that gated categories, such as automotive or collectibles, require application and approval. Sellers should know these brand restrictions and obtain authorization before listing products from well-known brands. 

To avoid account suspension, sellers should exercise caution regarding intellectual property rights and selling counterfeit or fake items. Amazon maintains a list of prohibited items, including illegal or offensive products, which sellers should avoid to comply with Amazon policies.

In general, Amazon restricted products are those deemed illegal, unsafe, offensive, and those that portray nudity unnecessarily or graphically.

Seller Central: Empowering Your Path to Success

Amazon remains committed to offering the necessary assistance to third-party sellers for the effective management and expansion of their businesses. A good example is the Amazon Seller Central, a hub available for sellers to oversee their operations on the platform. 

The tips and insights mentioned above are geared towards enhancing your understanding of how to use this tool effectively. This, in turn, empowers you to optimize your Amazon campaign and improve your chances of success in the eCommerce industry.