What is Amazon Seller Central?
Seller Central is your business portal where you can manage every aspect of selling in the Amazon store. From listing products and fulfilling orders to tracking sales and discovering growth opportunities, all your essential tools are in one place.
Note: You may have separate Brand Registry, Amazon Ads, and Vendor Central accounts. Use the same email address and password for all accounts to sync your access.
Note: You may have separate Brand Registry, Amazon Ads, and Vendor Central accounts. Use the same email address and password for all accounts to sync your access.
How do you log in to Amazon Seller Central?
After choosing an Individual or Professional selling plan and registering with Amazon, you can access your Seller Central account. Sign in anytime by visiting sell.amazon.com and clicking Log in in the upper-right corner.
Go mobile
Download the free Amazon Seller app
Use the Amazon Seller app to manage your business on the go.
- Receive real-time order notifications.
- Confirm shipments and track delivery status.
- Monitor sales and customer messages.
How does Amazon Seller Central work?
When you first log in to your Seller Central account, you’ll see your personalized dashboard with three main areas:
- Left navigation menu: Access selling tools and resources organized by function.
- Center dashboard: View key performance metrics, announcements, and recommended actions.
- Top navigation bar: Find quick access to search, help, and account settings.
Start by configuring these essential account settings:
- Payment and business information
- Shipping and returns settings
- Tax information and settings
- User permissions
- Notification preferences
- FBA settings, if applicable
What tools are available in Amazon Seller Central?
Seller Central provides many tools to complete essential selling tasks and grow your business. Your access to certain tools and programs depends on your selling account type, Professional or Individual. Some tools are also only available if you have a brand enrolled in Amazon Brand Registry.
Product management
- Create listings with Add Products.
- Set competitive prices using Automate Pricing, and manage product information with Manage Inventory.
- Send inventory to Amazon using the Send to Amazon workflow.
- Track shipments with the Shipping Queue.
Order management
- Process customer orders using Manage Orders.
- Handle customer returns with Manage Returns.
Business analytics
- Monitor customer feedback with the Feedback Manager and Voice of the Customer.
- Track sales with the Sales Dashboard.
- Review financial details in the Payments Dashboard.
- Monitor performance metrics in Account Health.
Growth and promotion
- Create promotions, deals, coupons, and discounts.
- Access programs like Fulfillment by Amazon (FBA) and Amazon Business.
- Access selling benefits through Brand Registry.
- Discover growth opportunities with Product Opportunity Explorer, FBA Analytics, and Marketplace Product Guidance.
Resources and support
- Connect with the Selling Partner Appstore and Service Provider Network for vetted apps and third-party services.
- Get help from Seller Support when needed.
What can you do in Amazon Seller Central?
After configuring settings for your Seller Central account, you’re ready to use Seller Central’s core functions.
List products
- Match or create product listings one at a time.
- Match or create product listings in bulk.
- Suggest an edit to a product detail page.
Price products
- Set static prices.
- Use pricing rules to adjust prices automatically.
- Adjust offers so they can be featured in the Amazon store.
Fulfill customer orders yourself (FBM)
- Configure your shipping and return settings.
- Confirm options for customer orders.
- Manage customer return requests.
Send products to Amazon for fulfillment (FBA)
- Create shipments for inventory you want to send to the Amazon fulfillment network.
- Track inventory you’ve sent into the Amazon fulfillment network.
- Manage products and monitor sales through Fulfillment by Amazon (FBA)
Analyze and optimize your performance
Product performance
- Find and fix inactive listings.
- Track sales, trends, and purchasing behavior.
Account health
- Monitor key metrics, including customer service and shipping.
- Stay compliant with selling policies through proactive alerts.
- Resolve account issues with guided solutions.
Business intelligence
- Analyze customer behavior with Brand Analytics.
- Evaluate profitability with ROI calculators.
- Compare your products with competitors’.
Promote and advertise your products
- Create deals, coupons, promotions, and discounts.
- Access tools for creating an online store for your brand.
- Access cost-per-click advertising tools.
Review payments and fees
- See your sales proceeds, expenses, and refunds.
- Locate specific transactions.
- Check disbursements to your bank account.
Manage user access
- Add users with specific role-based permissions.
- Assign access levels for inventory, orders, and other functions.
- Update or revoke access when needed.
Access resources
- Review Seller University’s full catalog of trainings.
- Check the Help pages for guidance on tools and programs.
- Ask a question in our Seller Forums.
Frequently Asked Questions
What does it cost to use Seller Central and sell in the Amazon store?
Seller Central access is free for registered Amazon sellers with either an Individual or Professional selling plan. How much you pay depends on your selling plan, what you sell, and how you ship products.
What is an Amazon selling account?
An Amazon selling account is your registered business profile that allows you to list and sell products in the Amazon store. When you sign up, you choose either an Individual or Professional selling plan, each with different fees and features, and gain access to Seller Central where you manage all aspects of your business, including listings, orders, payments, and performance metrics.
What is Amazon Pay Seller Central?
Amazon Pay Seller Central is a version of Seller Central for Amazon Payments merchants. It’s a portal with tools to help Amazon Pay merchants manage their accounts.
What is the difference between Amazon Seller Central and Amazon Vendor Central?
- Amazon Seller Central is open to you whether you’re an aspiring or existing business owner. As a business owner, you’re a third-party seller who sells directly to customers.
- Amazon Vendor Central is by invitation only from Amazon. It’s for first-party vendors. With Vendor Central, you sell your products wholesale to Amazon, then Amazon sells these products to customers.
What can I sell in the Amazon store as a new seller?
What you can or can’t sell depends on your product category and selling plan. Many categories are open to all sellers, while others require approval or a Professional selling plan. Before listing products, check if they're restricted or prohibited by searching for the product in Seller Central or reviewing our selling policies. Here’s a list of product categories open to sellers in a handy guide to help you launch an online store.
How do I activate my Seller Central account in the Amazon store?
After you sign up, you’ll verify your identity with Amazon. Then you’ll configure your account settings, including payment information, shipping and returns settings, tax information, user permissions, and notification preferences. Once completed, your account will be active and ready for selling. Learn more in our seller registration guide.
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$50,000 in incentives
*A Professional selling account is $39.99/month + selling fees. Learn more
