What is Amazon Seller Central? A Complete Guide For Sellers

Amazon Seller Central is the main hub for anyone looking to sell products on Amazon. It’s packed with features to help manage your store, from adding new products to handling customer orders.

If you’re just starting out, it might feel overwhelming. But doan’t worry. Once you get the hang of it, it becomes a powerful ally in growing your business and increasing sales on Amazon.

This guide will help you understand how Amazon Seller Central works and why it’s so important for your success as a seller.

Whether you’re a beginner or looking to improve your sales, this platform has something to offer. Let’s explore what Amazon Seller Central is and how you can use it to your advantage.

What Is Amazon Seller Central?

Seller Central serves as the central hub for your Amazon selling account. It helps sellers manage their Amazon product listings—whether for Amazon retail arbitrage or dropshipping—track sales, monitor inventory, handle customer service, and more. Additionally, you can use Seller Central to discover growth opportunities and stay updated on policy changes and other announcements from Amazon.

Through Seller Central, sellers have full control over their pricing, shipping options, and the overall management of their Amazon store. 

Here’s what you can do using the Amazon Seller Central Dashboard:

• List your products on Amazon and manage shipping and logistics
• Analyze your sales, expenses, and refunds through the Payments Dashboard
• Keep track of customer service metrics, shipping performance, and policy adherence with the Account Health Dashboard
• Access features for selling programs such as Amazon Business, Fulfillment by Amazon, and Brand Registry
• Take care of your logistics needs and perform bulk actions to make sure  you can efficiently manage large inventories without hassle.
• Discover Amazon-approved apps and service providers via the Selling Partner Appstore and Service Provider Network.
• Reach out to Seller Support for assistance or inquiries

Note: Sellers can access Seller Central accounts through the free Amazon Seller App as well. 

Amazon Seller Central vs. Vendor Central

New sellers often confuse Amazon Seller Central with Vendor Central. Amazon Seller Central is for selling directly to consumers, while vendor central is for selling wholesale to Amazon.

• Amazon Seller Central is open to all, which means anyone can sell on Amazon marketplace through Seller Central. Vendor Central is an invitation-only platform where Amazon sends invitations to selected brands. Invited brands and businesses act as suppliers and sell their products to Amazon in bulk.
• When you create an Amazon Seller Central account, you become a third-party seller (3P) in the marketplace. On the other hand, Vendor Central is primarily used by manufacturers and distributors, classifying them as first-party sellers.
• With Vendor Central, Amazon buys products directly and manages pricing, fulfillment, and customer service. While vendors have less control over their sales, they benefit from Amazon’s extensive retail resources.

Amazon Seller Central Do’s & Don’t’s

Do’s	Don’ts
Optimize Amazon product listings with keywords and high-quality images	Overprice products. Always keep pricing competitive
Know your tax obligations and stay organized to avoid IRS issues	Ignore customer reviews
Monitor inventory levels to avoid stockouts	Violate Amazon’s policies. Sellers must adhere to guidelines to avoid penalties.
Keep up with Amazon’s algorithm changes and trends	Neglect updating listings and product information
Use Amazon’s advertising tools to improve product visibility	Sell restricted or counterfeit items. You must comply with Amazon’s rules
	Engage in prohibited practices such as fake reviews or listing manipulation.
	Dropship from other retailers, as it violates policies set for Amazon dropshipping.

Setting Up Your Amazon Seller Central Account

Here’s a list of all the documents here’s a list of the documents required to set up and verify your Amazon Seller Central account:

• Government-issued ID: Current passport, driver’s license, or national ID.
• Business Registration Details: Documents like articles of incorporation or a business license.
• Proof of Address: Recent utility bill, bank statement, or credit card statement dated within 180 days.
• Bank Account Information: Bank statement or voided check for receiving payments.
• Tax Information: U.S. Tax Identification Number for tax interview.
• Credit Card Information: Valid credit card with current billing address for fees.

Follow this step-by-step process to register yourself as a new seller on Amazon and create a new Amazon Seller Central account.

Step 1: Choose a Selling Plan

• The individual plan is for those sellers who sell fewer than 40 items per month. There is no monthly subscription fee, but a per-item selling fee of $0.99/sale is charged.
• Professional Plan is for sellers who intend to sell more than 40 items per month. This plan has a monthly subscription fee of $39.99 and access to additional selling tools.

Step 2: Sign Up on the Seller Central

• To begin, visit the Amazon Seller Central website and click on “Sign up.” Then, select “Create your Amazon account” at the bottom.
• Enter your full name and email address, and set a password, then re-enter it for confirmation.
• Click “Next.” Complete the Captcha puzzle, then verify your email by entering the OTP sent to your provided address.
• Next, add and verify your mobile number through OTP. Once done, click “Create your Amazon account.” Finally, use these credentials to log in and proceed by clicking “Next.”

Step 3: Enter Your Business Information

• Provide details about your business, including the legal name, business location, registered business address, company registration number, and phone number with country code.
• You must also choose your business type (e.g., individual, partnership, or corporation). If your business is not incorporated, you can choose the ‘None, I am an individual’ option.

Note: When you set up a selling account through sell.amazon.com, it allows you to sell in the US, Canada, and Mexico. Additionally, you can create separate selling accounts for regions like Europe, Asia-Pacific, the Middle East, and North Africa.

Step 4: Provide Personal Information

Here are the steps you need to follow to enter your personal info:

• Provide Amazon with some personal information, including a form of identification, such as your passport number or driver’s license.
• Next, you’ll also need to verify your phone number via a text message or call. Enter the PIN you receive from Amazon to complete the verification.
• Be sure to double-check that all your information is accurate before continuing.

Step 5: Choose Your Shipping Method and Set Up Billing Method

• Decide how you want to fulfill orders. You can handle shipping yourself or use Fulfillment by Amazon (FBA), which manages storage, packing, and shipping.

Step 6: Enter Your Billing Info

• Enter your bank account details to deposit and withdraw money easily.
• Also, enter a valid credit card number that would be used to pay your Amazon monthly fee. 

  

Step 7: Enter Store and Product Details

• Create your public seller profile by entering your store name and other details that will be visible to customers. Whatever you enter at this step will be visible to your prospective customers on amazon.com.
• Upload a logo and write a brief description of your business to help build your brand identity. Additionally, you will be prompted to enter details about business certifications, product codes, brand status, etc.  

Note: While you can operate as a sole proprietor on Amazon, forming an LLC is necessary if you’re outside the U.S. and want to serve U.S. customers. To create an LLC for your Amazon business, follow these steps:

Step 8: Verification of Account

After signing up and providing your basic business information, Amazon requires you to go through a verification process to confirm your identity and business details. You’ll be prompted to upload specific documents that validate your identity and business legitimacy. 

You will be asked to get on a video call with one of Amazon’s representatives to verify your details. During this call, you must present the previously uploaded IDs and other documents. 

Amazon reviews the submitted documents and the information provided. This process can take a few days. If everything is in order, Amazon will approve your account. If more information or clarification is needed, Amazon will reach out for further documentation or details. 

Pro Tip: Enable Two-Step Verification in the “Login & Security” tab for added protection of your Amazon Seller Central account. Each time you log in, you’ll need to enter a security code along with your password. The code can be sent via text message or through an authenticator app.

You might also like to read: Amazon 1P vs 3P: Which Selling Model Is Best for Your Business? How to Buy UPC Codes for Amazon: A Complete Guide with Tips 35+ Amazon Analytics Tools Every Seller Should Try Amazon Attribution Explained: What It Does and Why Use It What to Do When Your Amazon Seller Account is Suspended or Deactivated? 40+ Key Amazon Seller Metrics Every Seller Should Monitor How to Sell on Amazon Handmade: A Simple Guide For Sellers

Navigating the Seller Central Dashboard

Once your Amazon Seller Central account is verified, you can log in and gain access to your dashboard.

The Amazon Seller Central dashboard is organized into various tabs and sections that help you manage different aspects of your business. First, let’s take a quick look at the tabs that are visible on the dashboard right after you log in:

Tabs on Your Seller Central Dashboard

Tab	Description
Marketplaces	Enable sellers to manage and view data across different Amazon regions and marketplaces from a single interface
Orders	Track the real-time status of your orders. Updates whenever a new order is received.
Today’s Sales	View revenue generated within the last 24 hours, with options to review sales data from the past 30 days.
Buyer Messages	Monitor messages from buyers, so that you can respond promptly and manage customer inquiries.
Buy Box Wins	Shows how many of your products have secured the Buy Box, indicating they are highlighted as the “best deal” available to customers.
Account Health	Displays your account’s performance ranking (Good, Fair, At Risk, Critical). Poor health could lead to account deactivation to maintain Amazon’s selling standards.
Customer Feedback	Shows your overall seller rating, which influences customer trust and purchasing decisions.
Total Balance	Displays the current funds available in your account, updating with sales, returns, and refunds.

In addition to these, there are many custom widgets available on the Amazon Seller Central homepage just below the Navigation tab. You can rearrange these widgets to customize your Seller Central layout.

Some of these include:

Customer Experience	Access metrics and insights to monitor and improve customer satisfaction.
Sell with Coupons	Create and manage promotional coupons.
News	Stay updated with the latest announcements and updates from Amazon.
Seller Poll	Participate in surveys and polls to provide feedback and influence Amazon policies.
Seller Forum	Engage with other sellers to discuss issues, share advice, and seek support.

Key Sections on Amazon Seller Central

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Apart from the tabs, Seller Central is composed of ten detailed sections. Let’s break down each of these key sections of the Amazon Seller Central dashboard:

Home	Acts as the central hub for account performance, important notifications, sales summaries, and quick links to tools.
Catalog	Manage product listings: add new products, search for existing listings, edit product details, and create variations like different sizes or colors.
Inventory	Track and manage stock levels, restocking needs, and fulfillment by Amazon for inventory management.
Pricing	Set and adjust product prices, manage pricing strategies, and apply promotions or discounts.
Orders	View and manage customer orders, process shipments, handle returns, and track order statuses.
Advertising	Create and manage ad campaigns, including sponsored product ads (and other Amazon PPC ads), to boost product visibility and sales.
Reports	Access detailed insights on sales, inventory, and advertising to analyze trends and optimize business performance.
Performance	Monitor key metrics like customer feedback and order defect rates to maintain account health.
Settings	Configure account settings, including shipping preferences, tax information, and user permissions.
B2B	Manage business-to-business (B2B) sales by offering special pricing and bulk discounts to attract business customers.

Listing Your Products on Amazon

Product listings on Amazon are the pages where your products are displayed to prospective customers. Each listing contains detailed information about a specific product, such as its price, color, model, brand, quantity, etc., to help buyers make informed purchasing decisions.

Here’s how you can create your first-ever product listing on Amazon Seller Central by following a few simple steps:

• Log in to your Amazon Seller Central account.
• Go to the Inventory tab and click on “Add a Product.”
• Choose whether to list an existing product or create a new listing.
• Select the appropriate category for your product so that your product appears in relevant search results and filters.
• Enter the product information, including title, brand name, product description, bullet points, and search terms. 
• Upload high-quality images of your product from multiple angles.
• Set the price for your product.
• Input the quantity of stock available and manage inventory settings.
• Configure shipping options if not using Fulfillment by Amazon.
• Review all details and click “Save and Finish” to create your product listing.  

Importance of Product Descriptions, Images, and Categories

Product descriptions, images, and categories play a huge role in increasing your Amazon sales. A well-written description helps buyers understand the benefits of your product, while eye-catching, clear images grab attention and build trust.

Similarly, correct categorization ensures your product appears in relevant searches, increasing visibility and chances of sales. These factors work together to improve your chances of making a sale.

Managing Inventory and Stock Levels

Keeping track of inventory and stock levels is essential for running a successful Amazon Seller account. It helps you avoid running out of popular items and keeps your sales flowing smoothly. With Amazon Seller Central, you can easily monitor your stock, get alerts for low inventory, and reorder products before they run out. 

Here’s how you can also manage inventory levels using the Amazon Seller Central account:

• Go to the Inventory tab > select Manage Inventory.
• Review your stock levels and identify low-stock items.
• Use the Restock Inventory tool for recommendations on when to replenish stock.
• For FBA sellers, you can easily track inventory sent to Amazon’s warehouses.

You can also manage your stock levels using third-party Amazon inventory management software.

Understanding Fulfillment Options

After you have successfully listed your products on Amazon, you have to choose how you want to ship them to customers. Amazon offers two primary fulfillment methods: Fulfillment by Amazon and Fulfillment by Merchant.

Each has advantages and drawbacks, which you must know to decide which fulfillment option is best for your business.

1. Fulfillment by Amazon (FBA)

As the name suggests, with Fulfillment by Amazon, Amazon handles the storage, packaging, and shipping of your products. Your inventory is stored in Amazon’s fulfillment centers, and Amazon takes care of everything, including customer service and returns.

Pros

• FBA products are eligible for Amazon Prime, increasing visibility and appeal to Prime members.
• Amazon’s logistics network guarantees fast and reliable delivery that improves customer satisfaction.

Cons

• FBA comes with storage and fulfillment fees, which can add up, especially for slow-moving inventory.
• Sending inventory to Amazon’s fulfillment centers requires careful planning to avoid overstocking or understocking.

2. Fulfillment by Merchant (FBM)

With Fulfillment by Merchant, the seller is responsible for storing, packaging, and shipping products directly to customers. In essence, sellers handle all aspects of the fulfillment process.

Pros

• FBM can be more cost-effective since you don’t incur FBA fees, particularly if you have your own logistics setup.
• You maintain control over the entire fulfillment process, thus allowing for more personalized service and direct customer interaction.

Cons

• FBM listings are not eligible for Amazon Prime, which potentially limits visibility and sales to Prime members.
• You must handle all customer service issues, returns, and refunds, which can be time-consuming.
• Lastly, meeting Amazon’s shipping speed expectations can be challenging without Amazon’s logistics network. This is especially true for small businesses and individual sellers.

How to Switch Between Fulfillment Methods?

Switching between FBA and FBM is straightforward within Amazon Seller Central:

1. Go to your Amazon Seller Central account.
2. Navigate to the Inventory tab> Manage All Inventory
3. Choose the product you want to switch fulfillment methods for.
4. Change Fulfillment Option:
   • To switch to FBA, select “Change to Fulfilled by Amazon” and follow the prompts to send your inventory to Amazon’s fulfillment centers.
   • To switch to Amazon FBM, select “Change to Fulfilled by Merchant” and update the shipping settings accordingly.

Pricing Strategies

With over 6.3 million sellers on Amazon, competition is fierce in each product category. Customers are price-sensitive, so even small price differences can influence their choices. It’s crucial to set competitive prices to attract buyers, and Amazon Seller Central offers options for managing your product pricing.

These include:

1. Amazon’s Automated Pricing

Pricing plays a crucial role in determining whether your product gets the Buy Box on Amazon. To help you stay competitive, Amazon offers a free Automated Pricing tool available on Amazon Seller Central that adjusts your prices automatically based on your competition.

Simply select the listings you want to use it for on Seller Central, set your minimum and maximum price limits, and let the tool keep your prices competitive around the clock. 

Automated Pricing adjusts your prices on selected SKUs based on events like changes in the Buy Box price, without needing manual updates. You can apply rules only to specific SKUs and can start and stop pricing rules anytime through your Seller Central account. 

Follow these steps to set up automated pricing on Amazon Seller Central:

Seller Central Account > Pricing Tab > Automate Pricing > Get Started

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2. Managing Promotions and Discounts on Amazon

Sellers manage all their promotions and discounts by clicking on the Advertising tab > Promotions on their Seller Central account. They can create promotions in the form of coupons, deals, and discounts to attract more customers.

• Coupons: Within Seller Central, sellers can create coupons offering customers either a percentage or a fixed amount of specific products. These coupons appear prominently on product pages and in search results, enticing price-conscious buyers.
• Deals: Seller Central allows for the creation of various time-limited deals, such as Lightning Deals and 7-Day Deals, which improves product visibility on Amazon’s deals page.
• Discounts: Sellers can implement percentage-based or fixed-amount discounts for individual or multiple products through Seller Central. These discounts can be automatically applied when customers meet specific criteria, like purchasing a designated quantity.

Order Management Through Seller Central

In the ‘Orders’ section inside the Seller Central account, you can view all incoming orders, check their status, and track shipments. It provides you with real-time updates and allows you to see which orders are in process, shipped, or delivered.

In addition, through Seller Central, you can access the ‘Buyer Messages’ section to communicate directly with customers.

Handling Returns and Refunds  

Amazon simplifies the return process for sellers.

Here’s how to manage it:

• Notification: When a customer initiates a return, you’ll receive a notification. You can choose to process it automatically or manually.
• Access Returns: Log in to your Seller Central account, go to the ‘Orders’ tab, and select ‘Manage Returns.’ Use filters to find specific requests.
• Process Requests: For each return, you can Authorize, Close, Issue Refund, or Contact the Buyer. If authorized, provide an Authorization number and confirm the return address.
• Customer Instructions: The customer will receive a Return Merchandise Authorization (RMA) and mailing label to return the item.
• Inspect and Refund: Once you receive the item, inspect it and issue a full or partial refund by clicking ‘Submit Refund.’ Refunds typically process within 3-5 business days.
• Reject Requests: If a return is invalid, you can close the request and provide a reason to the buyer. You can also message the buyer directly from the returns section of Seller Central for clarification.

Customer Communications

For sellers using Seller Central, the Buyer-Seller Messaging service is a great way to communicate with customers. Sellers and buyers can message each other, but sharing email addresses directly is discouraged. The service encrypts email addresses to maintain privacy for both parties.

FBA sellers can use buyer-seller Messaging to address product inquiries while leaving customer service issues to Amazon. To activate this feature:

• Go to the Settings menu and select Notification Preferences.
• Click Edit in the Messaging section.
• Check the Buyer Messages box and enter the desired email address for product inquiries.
• Click Save.

Amazon Advertising and Marketing Tools

Simply listing your products on Amazon is not enough, especially given today’s competitive e-commerce environment. On the Amazon Seller Central account, sellers can find a range of advertising options and Amazon marketing tools to help them increase the visibility of their listings.

The different options available in the ‘Advertising tab’ on the Seller Central account are as follows:

1. Amazon Sponsored Products are ads that promote individual product listings and appear in search results and on product pages.
2. Sponsored Brands that showcase your brand logo and a selection of products appear in prominent positions on Amazon’s search results pages.
3. Sponsored Display ads target customers on and off Amazon, re-engaging past visitors and reaching new audiences.
4. Amazon Stores are custom multi-page storefronts for brand storytelling and product promotion.

Analyzing Performance on Seller Central

Seller Central provides a range of reports, including Sales Reports, Inventory Reports, and Advertising Reports, that offer detailed insights into your business performance. These reports help you understand sales trends, customer behavior, and the effectiveness of your advertising campaigns.

Key Performance Metrics to Monitor

 You can monitor your business’s performance by measuring these metrics, which are mostly found under the Performance metric tab on the Seller Central account: 

Account Health Rating	Reflects your account’s adherence to Amazon’s policies, including product policy compliance.
Order Defect Rate	Percentage of orders that have received negative feedback, A-to-Z claims, or chargebacks.
Late Shipment Rate	The percentage of orders shipped after the expected ship date.
Pre-Fulfillment Cancel Rate	The percentage of orders canceled by the seller before shipping confirmation.
Valid Tracking Rate	The percentage of orders with valid tracking information provided.
Feedback Rating	Average star rating based on customer feedback for products and services.
Refund Rate	Percentage of orders that result in refunds.
Buy Box Win Rate	The percentage of time your product appears in the Buy Box.
Unit Session Percentage	Conversion rate representing the number of units sold per session.
Inventory Performance Index (IPI)	Measures how well you manage your inventory (stock levels, excess inventory, sell-through rate).
Customer Satisfaction Rating	Customer feedback on the quality of your responses to inquiries.
Return Dissatisfaction Rate	The percentage of negative feedback received related to the return process.

Compliance and Policies

Product Policy Compliance is a crucial part of Amazon’s account health system. As a seller, you must agree to follow Amazon’s policies and guidelines from the start. Adhering to these rules is essential for maintaining a healthy account.

Amazon tracks this compliance through the Account Health Dashboard under Amazon Seller Central and assigns an Account Health Rating based on your performance.

Take a look at Amazon’s policies for all the sellers:

• All products listed must be genuine and not counterfeit.
• Listings should provide clear, truthful, and detailed information about the products.
• Follow Amazon’s pricing guidelines, avoiding practices like price gouging.
• Fulfill orders within the promised time frame and provide accurate tracking information.
• Adhere to guidelines about prohibited and restricted products.
• Avoid any practices that manipulate customer reviews, such as incentivizing positive feedback.
• Respect trademarks, copyrights, and other intellectual property rights.
• Guarantee that all products meet safety standards and follow relevant regulations.
• Follow Amazon’s return and refund policies and offer fair and timely resolutions.

For more information, read Amazon’s Terms of Use, Selling Policies and Seller Code of Conduct, and Customer Return Policies.

Wrapping Up

Concentrate on key elements such as the account health dashboard and performance indicators if you want to get the most out of your Amazon Seller Central account.

Make sure you keep an eye on potential rule violations, feedback ratings, and fulfillment performance by routinely evaluating the account health dashboard and performance metrics. Also, use case logs and customer feedback to make sure all the issues are promptly resolved. 

Also, make sure that Amazon’s customer service guidelines are being followed. By being proactive, you can maintain the integrity of your account and set yourself up for long-term success on this platform.

FAQs

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

Vendor Central is for wholesalers who sell their products directly to Amazon, which then handles sales and distribution. It operates on an invite-only basis. On the other hand, seller Central is for individuals and businesses selling directly to customers on Amazon, giving them control over pricing, inventory, and customer interactions. 

2.  What is the total balance in Amazon Seller Central?

The total balance shows the amount of funds available in your account. It includes sales payments minus any fees (such as PPC advertising costs, seller fees, referral fees, FBA, or Storage fees) or returns. 

3.  How to contact Amazon Seller Support?

To contact Amazon Seller Support, navigate to the Help section in Seller Central. You can submit a support ticket online, use the phone support option, or access live chat if available.

4.  Can you give your Amazon Seller Central access to a third person?

Yes, you can grant access to another person by setting up user permissions in the Settings section. Go to the Settings icon, select User Permissions, and add a new user with customized access levels.

5.  What is the procedure for changing account information in Amazon Seller Central?

To update your account information, go to the Account Info section under Settings. From there, you can modify your business details, bank account information, email address, and business address.

6.  What can you do in Amazon Seller Central?

Amazon Seller Central allows you to manage product listings, process and track orders, and handle customer service issues. Additionally, you can monitor account health, manage inventory, analyze sales data, and create advertising campaigns to boost visibility.

7.  What information do you need to set up an Amazon Seller Central account?

To set up an Amazon Seller Central account, you’ll need essential details such as your business name, tax information, bank account details, and a valid government-issued ID for verification purposes.

8.  Is the Amazon Seller Central account free?

While creating an Amazon Seller Central account is free, you will incur various fees based on your sales volume and the selling plan you choose (either individual or professional). These fees include referral fees, fulfillment fees, and optional Amazon advertising costs.