What is Seller Central?
Seller Central is the hub for your Amazon selling account. It's a one-stop shop for managing products, adjusting prices, fulfilling customer orders, and maintaining settings for your business operations. You can also use Seller Central to monitor your sales, explore business growth opportunities, and stay on top of news and announcements.
Note: If you’re part of an eligible brand, you may create a separate Brand Registry account with Amazon. If you want to advertise products in and beyond the Amazon store, you may create a separate Amazon Ads account. And if you sell products to Amazon as a vendor, you may create a separate Vendor Central account. In each case, make sure you use the same email address so that your access is synced across accounts.
Note: If you’re part of an eligible brand, you may create a separate Brand Registry account with Amazon. If you want to advertise products in and beyond the Amazon store, you may create a separate Amazon Ads account. And if you sell products to Amazon as a vendor, you may create a separate Vendor Central account. In each case, make sure you use the same email address so that your access is synced across accounts.
Seller Central tools
Seller Central provides you with many helpful 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 reserved for sellers associated with a brand enrolled in Amazon Brand Registry.
- List items in the Amazon store using Add Products or Add Products via Upload.
- Set dynamic pricing rules using Automate Pricing.
- View and adjust your product and offer information with Manage Inventory.
- Send inventory into the Amazon fulfillment network using Send to Amazon.
- Track inventory you’ve sent into the Amazon fulfillment network using the Shipping Queue.
- Monitor customer orders for products you fulfill yourself using Manage Orders.
- View and respond to customer return requests using Manage Returns.
- Offer discounts using Deals, Coupons, and Promotions.
- Monitor customer reviews and ratings with the Feedback Manager and Voice of the Customer.
- Track visits to product detail pages with the Sales Dashboard.
- Understand sales, expenses, and refunds using the Payments Dashboard.
- Monitor your customer service, shipping performance, and policy compliance with the Account Health dashboard.
- Access tools for selling programs like Fulfillment by Amazon (FBA), Amazon Business, and Brand Registry.
- Find Amazon-vetted apps and service providers using the Selling Partner Appstore and Service Provider Network.
- Understand demand and increase sales using tools like Product Opportunity Explorer, FBA Analytics, and Marketplace Product Guidance.
- Contact Seller Support with a question or request for help.
How do you access Seller Central?
Seller Central is available to all Amazon sellers. After selecting your selling plan—Individual or Professional—and registering with Amazon, you’ll gain access to your Seller Central account. You can sign in any time by visiting sell.amazon.com and clicking Log in in the upper-right corner.
Go mobile
Use the free Amazon Seller app
In addition to accessing Seller Central from your desktop, you can use the Amazon Seller app to manage and grow your exommerce business on the go.
How does Seller Central work?
When you first log in to your Seller Central account, you’ll want to configure its settings and complete or update your account information. Make sure you review the following:
- Your public seller profile and Amazon services
- Payment and business information
- Shipping and returns settings
- Tax information
- Notification preferences
- Login settings
- Gift options
- Tax settings
- User permissions
- Additional seller information and policies
- FBA settings (optional)
After configuring settings for your Seller Central account, you’re ready to use tools for listing, pricing, fulfillment, and much more.
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 set dynamic prices.
- 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
- Find and fix inactive listings.
- Track sales, trends, and purchasing behavior.
- Monitor customer service and shipping performance, and policy compliance.
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.
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
How do I access Amazon Seller Central?
After selecting your selling plan—Individual or Professional—and registering with Amazon, you’ll gain access to your Seller Central account. You can sign in any time by visiting sell.amazon.com and clicking Log in in the upper-right corner.
Is Amazon Seller Central free?
Yes, it’s free for registered Amazon sellers. After selecting your selling plan—Individual or Professional—and registering with Amazon, you’ll gain access to your Seller Central account. You can sign in any time by visiting sell.amazon.com and clicking Log in in the upper-right corner.
You can also use the free Amazon Seller app to manage your online business from your mobile device.
You can also use the free Amazon Seller app to manage your online business from your mobile device.
How much does it cost to sell in the Amazon store using Seller Central?
The cost to sell in the Amazon store depends on your selling plan, product categories, fulfillment strategy, and other factors. The options are flexible, so you can find the right combination for your business and selling goals.
What is an Amazon selling account?
An Amazon selling account is what allows you to sell in the Amazon store. Once you register as an Amazon seller and choose a selling plan, you’ll have access to Seller Central.
Seller Central helps you navigate and grow your Amazon business with helpful tools and resources at your fingertips.
Seller Central helps you navigate and grow your Amazon business with helpful tools and resources at your fingertips.
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 any aspiring or existing business owner. Business owners are considered third-party sellers, selling directly to consumers. Aspiring entrepreneurs or existing business owners can register to sell on Amazon.com.
- Amazon Vendor Central is by invitation only from Amazon. It’s a first-party vendor relationship. Instead of selling directly to customers, you sell in bulk (wholesale) to Amazon. Amazon then provides distribution of a brand or manufacturer’s product.
What can I sell in Amazon’s store as a new seller?
What you can or can’t sell depends on your business, the product category, and your selling account. Some categories are open to all sellers without restrictions; others require a Professional selling plan. And some products are restricted or prohibited from sale. Here’s a list of product categories open to sellers in a handy guide to help you launch an online store.
The barriers to starting an online business have never been lower, and the growth of online retail sales in recent years shows no signs of slowing down. If you’re new to the world of ecommerce, check out this guide to starting an ecommerce business.
What will your next big idea be? Spark your creativity with this list of 38 online business ideas.
The barriers to starting an online business have never been lower, and the growth of online retail sales in recent years shows no signs of slowing down. If you’re new to the world of ecommerce, check out this guide to starting an ecommerce business.
What will your next big idea be? Spark your creativity with this list of 38 online business ideas.
