What is Amazon Seller Central?
Amazon Seller Central (sellercentral.amazon.com) is a digital hub where Amazon sellers manage and grow their businesses.
Sellers use it to handle everyday operations like managing orders and inventory, tracking sales, and running promotions—all while accessing tools and insights designed to help fuel their growth.
Sellers can also use it to stay on top of news and announcements and get support as they scale.
Sellers use it to handle everyday operations like managing orders and inventory, tracking sales, and running promotions—all while accessing tools and insights designed to help fuel their growth.
Sellers can also use it to stay on top of news and announcements and get support as they scale.
Pro tip
Start unlocking more Seller Central features with Amazon Brand Registry
Enroll a brand in Amazon Brand Registry to become eligible to access specialized tools and programs for establishing and growing a brand:
- Build a Brand Store to connect with customers.
- Enhance product listings with A+ Content.
- Get reviews through the Amazon Vine program.
You can also monitor metrics and run branded advertising campaigns. Brand Registry is a free program that can help you build and protect your brand.
How to get an Amazon Seller Central account
Follow these steps to create a Seller Central account:
- Go to sell.amazon.com and select the Sign up button.
- Choose a selling plan.
- Register as an Amazon seller.
As part of the seller registration process, you’ll provide us with details about your business and products, in addition to contact and billing information. You’ll also verify your identity.
Once you’ve registered, you can log in to Seller Central with your selling credentials. When you create your account, consider using an email address that’s not already associated with other Amazon accounts you have, like an Amazon customer account. But if you have an account with Amazon Brand Registry, Amazon Ads, or Vendor Central, use the same email and password for your Seller Central account if you want to sync access.
Configure your account settings based on your business and preferences. For example, you can adjust your Amazon Seller Central login settings, notification preferences, shipping settings, and more.
Once you’ve registered, you can log in to Seller Central with your selling credentials. When you create your account, consider using an email address that’s not already associated with other Amazon accounts you have, like an Amazon customer account. But if you have an account with Amazon Brand Registry, Amazon Ads, or Vendor Central, use the same email and password for your Seller Central account if you want to sync access.
Configure your account settings based on your business and preferences. For example, you can adjust your Amazon Seller Central login settings, notification preferences, shipping settings, and more.
How does Seller Central work?
After you’ve signed up, you can log in to Seller Central and start using its dashboards, tools, and features to sell products with Amazon and run your business.
Across the Seller Central experience, AI-powered tools automate tasks and surface opportunities along with recommendations. For example, our Seller Assistant is an agentic AI expert that sellers can consult at any point within Seller Central. In 2025, Seller Assistant had more than 230,000 monthly users, with sellers accepting its recommendations more than 90% of the time.1 Seller Central’s AI-powered tools can help you save time and reduce costs, allowing you to operate more efficiently and reinvest in your business.
You can rearrange many components within Seller Central to meet your preferences. Here’s an overview of what you can find inside Seller Central, plus guidance on how to use key features.
Across the Seller Central experience, AI-powered tools automate tasks and surface opportunities along with recommendations. For example, our Seller Assistant is an agentic AI expert that sellers can consult at any point within Seller Central. In 2025, Seller Assistant had more than 230,000 monthly users, with sellers accepting its recommendations more than 90% of the time.1 Seller Central’s AI-powered tools can help you save time and reduce costs, allowing you to operate more efficiently and reinvest in your business.
You can rearrange many components within Seller Central to meet your preferences. Here’s an overview of what you can find inside Seller Central, plus guidance on how to use key features.
When you’re logged in, here are the main components you can use to explore Seller Central and make the most of the features inside:
Homepage: When you first log in, your homepage provides a snapshot of what’s happening with your business. You can customize your homepage with charts and digests showing sales, orders, news, and more. Think of your homepage as a starting point for taking action with areas like products and promotions. You can also download a variety of reports to analyze your operations at any point in time.
Top menu: Here you’ll find quick links and a search bar that you can use to explore Seller Central and quickly navigate to specific features. You can also access your account settings (gear icon), inbox (letter icon), and Seller Central resources (question mark icon).
Workspaces: Use these tabs to jump to dedicated workspaces that collect related charts, tools, and resources for a key area of operations like products, orders, or finances.
Main menu: Select the hamburger icon (three horizontal lines in the top-left corner) to explore the Seller Central main menu. Here you can access tools and programs for selling globally, running promotions, and more.
Actions panel: This collapsible left panel surfaces important alerts that may require your attention. It also prioritizes tailored recommendations to improve your selling experience. Select the Ask Seller Assistant button to chat with our AI-powered Seller Assistant, which can help you streamline and grow your business with data-driven insights and expert guidance.
Select the Amazon logo in the top menu to return to your homepage at any time. You can also use the bookmark feature in the top menu to create quick links to pages you visit often.
Did you know?
You can access Seller Central on the go with the free Amazon Seller mobile app
Sync with your account so you can run your business from the convenience of your mobile device. The Amazon Seller mobile app can help you save time, keep your business running smoothly, and scale.
How to check your account health
The top menu of Seller Central displays your account health status. Select it to go to the Account Health page. Here you can review alerts, notifications, and announcements related to your account and Amazon policies. You can also monitor metrics tied to customer service, shipping performance, and policy compliance.
How to list products
To create new product listings or match an offer to a product that’s already listed in the Amazon store, select Add Products in the top menu. This launches the List Your Products workflow, which has options for adding products using keywords, spreadsheets, and other methods. You can also add variations of a product.
All sellers can add products one at a time, and sellers with a Professional plan can list products in bulk.
The AI-powered Enhance My Listing tool can additionally help speed up listing creation and optimization. Review, customize, and publish listing content informed by Amazon’s AI insights to resonate with customers.
All sellers can add products one at a time, and sellers with a Professional plan can list products in bulk.
The AI-powered Enhance My Listing tool can additionally help speed up listing creation and optimization. Review, customize, and publish listing content informed by Amazon’s AI insights to resonate with customers.
How to price products
You can enter an offer price when you first add a product to your inventory. You can also update and adjust prices across your inventory using multiple tools like Manage pricing in the top menu. A Professional selling plan also gives you the option to automatically update prices across your entire catalog based on rules you manage using the Automate Pricing tool.
How to manage inventory and fulfillment
Within the Orders workspace, you can get an overview of customer orders you’ve received, including those that are pending. From here you can also handle the details of orders, returns, and any customer claims.
Toggle to the Supply chain workspace to get a more in-depth look at inventory. Use the Manage Amazon inventory dropdown at the top of the page to coordinate your Fulfillment by Amazon (FBA) and Fulfilled by Merchant (FBM) inventory separately.
Toggle to the Supply chain workspace to get a more in-depth look at inventory. Use the Manage Amazon inventory dropdown at the top of the page to coordinate your Fulfillment by Amazon (FBA) and Fulfilled by Merchant (FBM) inventory separately.
How to analyze and optimize performance
There are many tools and features in Seller Central that can help you maximize sales, build customer loyalty, and more. To start, check out these options:
- Product Opportunity Explorer: Invest in new product ideas with confidence using exclusive product and purchasing insights to uncover opportunities with unmet customer demand and high sales potential.
- Marketplace Product Guidance: Compare global demand for the products you offer (as well as related products) through sales forecasts in different countries.
- Brand Analytics: Brands enrolled in Brand Registry can use this collection of dashboards to get insights into different stages of the customer journey—from initial awareness to repeat sales.
How to advertise and promote products
From the Marketing workspace, select Manage promotions and deals. From here you can create and manage promotions like “Percentage Off” or “Buy One Get One.” Use the tabs at the top of the page to further explore marketing options for the products you offer:
- Deals: Create special offers tied to events like Prime Day.
- Coupons: Review coupons you’ve created, and create new coupons either one at a time or in bulk.
- Brand Tailored Promotions: If you’ve enrolled a brand in Brand Registry, offer discounts for specific audiences like recent, repeat, and high-spend customers who’ve interacted with your brand.
Use the Ads console dropdown at the top of the Marketing workspace to manage advertising with your Amazon Ads account, or select Manage Stores to use our Brand Stores builder.
How to get sales reports and monitor payments
Visit the Finance workspace to download reports and get an overview of sales. Scroll for a breakdown of product charges, shipping and fulfillment costs, and other types of expenses and refunds alongside your net proceeds.
Select the Manage payments button to go to the Payments Dashboard, where you can get more granular info. For example, select the Transaction View tab, then select the linked amount in the “Total” column to see a breakdown of product charges, taxes, expenses, and more details for a specific transaction.
Wondering when payments from Amazon will reach your bank account, and want to know how much to expect? Scroll down to the bottom of the Payments Dashboard to see details for your next seller payment.
Select the Manage payments button to go to the Payments Dashboard, where you can get more granular info. For example, select the Transaction View tab, then select the linked amount in the “Total” column to see a breakdown of product charges, taxes, expenses, and more details for a specific transaction.
Wondering when payments from Amazon will reach your bank account, and want to know how much to expect? Scroll down to the bottom of the Payments Dashboard to see details for your next seller payment.
How to handle customer communication
The Customers workspace is where you can find an overview of feedback ratings and top search queries. These insights can help with attracting new customers, earning repeat purchases, identifying potential product issues, and more.
Select the Analyze reviews button at the top of the Customers workspace to further examine customer service insights, use the Feedback Manager to track buyer satisfaction, and review recent feedback you’ve received from customers.
Select the Analyze reviews button at the top of the Customers workspace to further examine customer service insights, use the Feedback Manager to track buyer satisfaction, and review recent feedback you’ve received from customers.
How to access Seller Central resources
Seller Central has a wide array of help content, tutorials, and more to assist you with every stage of your selling journey. Here are several key resources:
- Seller University: The Seller University library offers tutorials and trainings for selling in the Amazon store.
- Selling Partner Appstore: Browse thousands of Amazon-vetted apps for automated solutions that you can integrate with your account.
- Service Provider Network: Connect with experts who can help with translation, taxes, and much more.
- Seller Forums: Review and join discussions between Amazon sellers and community managers to find the answers you’re looking for.
- Help pages: Use the search bar at the top of Seller Central to explore relevant help content.
You can also select the Learn more links throughout Seller Central to reference Amazon policies and further resources.
Get started with
Seller Central
Get started with over
$50,000 in incentives
$50,000 in incentives
Frequently Asked Questions
How does Seller Central work with an Individual vs Professional plan?
Both plans give you access to a Seller Central account, but the plan you choose determines what tools and features you can access. An Individual selling plan gives you essential features for tasks like managing inventory, orders, and payments. A Professional selling plan unlocks advanced tools and programs for selling at scale, exploring analytics, and more.
How much does Seller Central cost?
With an Individual selling plan, it’s $0.99 per item sold (with no fixed monthly cost). With a Professional selling plan, it’s $39.99 a month (no matter how many products you sell). With either plan, you may also have selling fees based on what you sell. Other costs for selling in the Amazon store could be related to optional tools, programs, or services that you choose to use. New sellers can get over $50,000 in credits, bonuses, and exclusive benefits.
What’s the difference between Seller Central and Vendor Central?
- Seller Central is open to business owners and entrepreneurs who want to offer products to customers as third-party sellers in the Amazon store. To register as an Amazon seller, go to sell.amazon.com and select Sign up.
- Vendor Central is by invitation only from Amazon. It’s a first-party vendor relationship. Instead of selling directly to customers, vendors sell in bulk (wholesale) to Amazon. Amazon then provides distribution of a brand or manufacturer’s product.
How to contact Amazon Seller Central support?
To contact Amazon Seller Central support, log in to your Seller Central account, then select the question mark icon in the top menu, followed by Get help and resources. From here you can troubleshoot, create a new issue, or manage support cases.
How do I unify my Amazon account to sell internationally?
Once you have a selling account, you can launch in our other stores to sell in different countries and regions. Create additional accounts for each country or region where you want to reach customers using the Sell Globally dashboard in Seller Central.
How do you advertise in Seller Central?
From your Seller Central account, you can create promotions, coupons, and deals. You can also use your Amazon Ads account to run cost-per-click (CPC) ads and other types of advertising. Use the Ads console dropdown at the top of the Marketing workspace in Seller Central to log in to Amazon Ads.
How do I add team members in Seller Central?
You can manage access to your Seller Central account using the user permissions. Select the gear icon in the top menu of Seller Central, then select User permissions.
*A Professional selling account is $39.99/month + selling fees. Learn more
1 Small Business Empowerment Report 2025
1 Small Business Empowerment Report 2025
