Amazon Seller Central Guide: How to Get Started

Calling all aspiring entrepreneurs and seasoned sellers alike!

Are you ready to embark on a thrilling journey into the world’s largest online marketplace?

Look no further than Amazon Seller Central, your gateway to success in the ever-evolving e-commerce landscape.

In this Amazon Seller Central Guide, you will discover everything you need to know about Amazon Seller Central, from adding products to managing sales data.

Whether you are a new seller or an experienced one, this resource equips you with the knowledge to manage your e-commerce business effectively.

Picture this: a world where your products shine bright, capturing the attention of millions of potential customers. With Amazon Seller Central, that dream becomes a reality.

The Amazon Seller Central guide is your passport to unparalleled success. Let’s embark on this exhilarating adventure and transform your selling game like never before.

Let’s dive in!

What is Amazon Seller Central?

Amazon Seller Central serves as a central hub for sellers within Amazon’s ecosystem, enabling seamless connections between brands, merchants, the Amazon marketplace, and its customer base.

Operating through a user-friendly web interface, this platform empowers sellers to manage various vital selling tasks, such as product listing, order management, customer support, performance tracking, and more.

Additionally, it offers sellers access to various tools and programs, including.

• Fulfillment by Amazon,
• Seller Fulfilled Prime,
• Automate Pricing.

While Amazon Seller Central offers powerful tools, comparing profitability between Amazon and Walmart reveals important cost considerations for new sellers in 2025.

Amazon Seller Central: Things to do:

As per Amazon Seller Central’s guide, it is commonly called the powerhouse for Amazon sellers, serving as the core of their operations.

You may access a variety of functions using the tabs at the top of the page.

With the Amazon Seller Central guide, you can perform various operations. These include product and inventory management, order handling, generating reports, and more.

Additionally, you can create, manage, and track listings, analyze performance metrics, set up promotions, and utilize customer service tools.

But wait, there’s more! You can also access business and inventory reports and manage your payments. Click on the menu bar on the left to go through these selections.

We’ll delve into these options in greater detail shortly. Let’s begin by setting up your Amazon account management to get started. Take action now and explore the possibilities!

Amazon Seller Central Guide: necessary information to get started:

Ensure you have all the information you need before you start so you can finish the procedure fast.

Here is the Amazon Seller Central guide for the necessary information:

• Account and routing numbers for a bank
• Chargeable credit card Tax information Phone number Government-issued identification

To begin:

• Visit Sellercentral.Amazon.com

• If you prefer a Professional Amazon sellers account, click on “Sign Up” to register. Alternatively, if you wish to open an Individual account, click “Sign up to become an individual seller.”

Make sure you have your banking and tax information ready. Follow the Amazon Seller Central Guide to complete the account setup process.

Amazon Seller Central Guide: Important features

Here are some important features for your Amazon Seller Central guide journey:

Amazon Catalog 2025:

Do you want to know how Amazon works for sellers? In Amazon Seller Central, the Catalog section is where you can create and upload new products or add existing ones. You can also save drafts and edit product information like descriptions, photos, and pricing.

Inventory: The Inventory tab helps you manage your product stock. You can handle shipments to Amazon’s warehouses, set up a global presence for your brand, and easily adjust pricing and track sales performance.

You will find the following options there:

• Manage inventory
• FBA
• Sell Globally
• Shipments
• Inventory Planning
• Opportunities

Pricing: The Pricing dashboard allows you to set and monitor your product prices on Amazon. You can receive alerts, automate price changes, and take advantage of fee discounts for eligible sellers.

Orders: The Orders screen provides an overview of all your Amazon orders, including their fulfillment status and any pending returns.

You can create and manage campaigns to promote your products with the Advertising feature. For complex campaigns, partnering with an experienced Amazon ppc agency can help maximize your advertising ROI through Sponsored Products, Brands, and Sponsored Display ads.

This includes using Sponsored Products, Brands, Sponsored Display ads, promotions, coupons, and Amazon Lightning Deals. Amazon Brand Registry offers additional benefits like Enhanced Brand Content.

To get started, click the “Advertising” tab, then select “Campaign Manager” in your Amazon seller’s account.

Reports: Reports help you track various aspects of your business, such as payments, orders, advertising, and taxes. They provide valuable insights for decision-making and troubleshooting.

To get a product’s traffic and sales reports, click on “Reports” and then click on “Business Reports.”

Performance: The Performance section lets you monitor customer feedback, buyer messages, claims, and performance notifications. It helps you gauge customer sentiment and take corrective action to maintain a healthy account.

As per Amazon Seller Central guide, go to the “Performance” page and select “Account Health” to view your account status.

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Amazon Seller Central cost:

Fees on Amazon:

• Selling Plans,
• Referral Fees,
• Fulfillment Fees

Selling Plan Fees

Amazon offers two selling plans: the Professional Plan and the Individual Plan.

 1. Professional Plan: Recommended for most merchants and brand owners, this plan includes all features in Amazon Seller Central guide. It provides bulk upload tools, Amazon Advertising access, and third-party app integration. Some product categories are exclusive to Professional Plan sellers.

Cost: $39.99 per month

 2. Individual Plan: Suitable for part-time or low-volume sellers, this plan offers limited features in Amazon Seller Central guide. It is a good option for exploring the platform before committing to selling.

Cost: $0.99 per item sold

Referral Fees

Referral fees are commissions charged by Amazon on each sale. The fees vary depending on the product category, typically from 8% to 15%.

Referral fees are calculated based on the item’s total price, including selling price, shipping cost, and gift-wrapping charges.

These fees are charged in addition to the selling plan fees.

Fulfillment Fees

Fulfillment by Amazon (FBA) is a convenient service where Amazon handles the picking, packing, shipping, and customer service for your orders. However, it is optional, and sellers can fulfill orders themselves.

 1. Fulfillment Fee: Based on the product’s weight and dimensions, this charge pays for the costs related to order fulfilment.

Calculated by Amazon based on specific rates.

 2. Storage Fee: Charged monthly, this fee covers the storage of your items in Amazon’s warehouses. It varies based on the daily average volume occupied by your products.

The fee fluctuates seasonally, with higher rates during the holiday shopping season.

Dangerous goods have different rates, which can be checked using the ASIN tool.

Note: For a comprehensive understanding of fees, it is recommended to refer to Amazon’s official documentation and tools for the most up-to-date and accurate information.

Amazon Seller Central Guide: how to use it:

What is an Amazon business account? Let’s get started!

Add products:

Adding new products to the Amazon platform as a seller is a frequent and straightforward task. For example, if you’re wondering how to sell used textbooks on Amazon, we will guide you on creating a new listing or selling under an existing Amazon listing.

To add a product, navigate to the “Inventory” tab and select “Add a Product.”

Creating a Brand New Listing:

• If you sell a new private label product, choose “I’m adding a product not sold on Amazon.”
• Select the appropriate product type or search for a matching category.
• Fill in fields with essential product information like title, brand name, UPC, images, and search terms.
• Optimize your product listing by referring to our Amazon Product Listing Optimization article.
• Apply for a GTIN exemption if your product lacks a UPC or product ID.

Selling Under an Existing Listing:

If you are reselling a product already listed on Amazon, follow these steps:

• Go to “Add a Product” and enter the ASIN of the desired product (ASIN can be found under product details on the listing page).
• Verify it is the correct product and click “Sell this product.”
• Create your offer by specifying the price and choosing the fulfillment method (FBA or FBM).

By following the Amazon Seller Central Guide, you can easily add new products to the Amazon platform, whether creating a brand-new listing or selling under an existing one.

Manage inventory:

Inventory Management Features in Amazon Seller Central

Inventory Planning:

Once you’ve listed individual products on Amazon Seller Central, tracking your inventory levels is essential. To access inventory planning features:

• Hover over the Inventory tab.
• Select Inventory Planning from the dropdown menu.

This will direct you to the Inventory Dashboard, where you can view items that require restocking based on their SKU and monitor your in-stock rate.

Managing FBA Inventory:

For sellers utilizing Amazon’s fulfillment service (FBA), managing your FBA inventory effectively is crucial. Follow these steps:

• Click on the Inventory tab at the top of the page.
• Choose to Manage FBA Inventory.
• This feature allows you to oversee and control your FBA inventory.
• Inventory Reporting in Amazon Seller Central

Inventory Reports:

Amazon Seller Central guide offers robust inventory reporting features to help you analyze your inventory data. To access these reports:

• Check the Inventory tab.
• Select Inventory Reports.
• Choose the desired report type from the Select Report Type dropdown menu.
• Click the yellow Request button to generate the report.

By utilizing these inventory management and reporting features in Amazon Seller Central, you can efficiently monitor and maintain your product inventory, ensuring you meet customer demands and maximize your selling potential.

Manage orders Amazon:

Managing Orders in Amazon Seller Central

Accessing and Filtering Orders:

Amazon Seller Central is the hub for managing customers’ orders on the Amazon website. Follow these steps:

• Navigate to the Orders tab at the top of the page.
• Select Manage Orders.

This will direct you to the order dashboard, where you can view or filter all orders based on specific criteria, such as shipment status or delivery timeframe.

Order Reports:

To gain a comprehensive view of your order history and analyze data, Amazon Seller Central offers Order Reports. Here’s how to access them:

• Go to the Orders tab.
• Select Order Reports.
• Choose the desired date range for the report.
• Click Request to generate the report.

Scheduled Reports:

Amazon Seller Central guide allows you to schedule reports, ensuring you receive updated information automatically at your preferred frequency, every fifteen minutes or once a day.

Managing Returns in Amazon Seller Central

Accessing Return Management:

In cases where customers need to return an item, you can efficiently handle returns using Amazon Seller Central. Follow these steps:

• Go to the Orders tab.
• Select Manage Returns.
• This will bring you to the Returns dashboard.

Search and Filter Returns:

The Returns dashboard provides options to search for specific items using their order number. Additionally, you can filter returns based on status (e.g., authorized or completed), period, or sales channel they originated from.

By utilizing the order management and return handling features in Amazon Seller Central guide, you can effectively manage customer orders and returns, ensuring a seamless experience for you and your customers.

Performance Management:

Tracking Performance on Amazon Seller Central

Account Health:

To assess your performance in areas such as shipping, customer service, and product policy compliance, Amazon Seller Central provides an Account Health dashboard. Follow these steps:

• Click the Performance tab at the top of the page.
• Click on Account Health.

This will direct you to the Account Health dashboard, offering an overview of your performance across key indicators.

Sales Metrics:

Amazon Seller Central tracks vital sales data, including revenue over a specific period. Here’s how to access this information:

• Hover over the Reports tab.
• Select Business Reports from the dropdown menu.
• Choose the desired sales channels and date range.
• Click Apply to generate the sales report.

Customer Feedback:

Evaluating customer feedback is crucial for understanding your performance. Amazon Seller Central guide provides tools to view individual comments and aggregated metrics. Follow the Amazon Seller Central guide:

• Navigate to the Performance tab.

• Select Feedback from the dropdown menu to access the Feedback Manager.

• The Feedback Manager displays your overall feedback rating out of five stars.

• You can also view a breakdown of positive, negative, and neutral Feedback over time.

• You can review recent ratings and comments or request an in-depth feedback report for detailed feedback analysis.

By utilizing the performance tracking features on Amazon Seller Central, you can monitor key metrics, gain insights into your sales performance, and stay informed about customer feedback through effective Amazon account management. The Amazon Seller Central Guide allows you to make informed decisions and enhance your selling performance on Amazon.com.

Ads and Deals:

Utilizing Coupons on Amazon Seller Central

Accessing Coupon Features:

Amazon Seller Central guide provides various features to encourage customer purchases, including temporary price markdowns through coupons. Follow these steps to access these features:

Hover over the Advertising tab at the top of the page.

Coupon Creation:

While some advertising features cater to more prominent brands, individual sellers and smaller businesses can benefit from the valuable Coupons feature. Here’s how to create coupons:

• Advertising and select Coupons from the dropdown menu.
• Click on “Create your first coupon” to initiate the process.

Selecting Products and Setting Discounts:

Amazon will guide you through selecting products to include in your coupon. Follow these steps:

• Continue to the next step after adding products.
• Specify the discount amount and duration of the coupon validity.
• Review the final coupon details before submission.

Amazon Seller Central: A Valuable Tool for Sellers

Due to its setup requirements and extensive features, navigating and utilizing Amazon Seller Central may seem overwhelming.

However, it has become an invaluable tool for sellers listing products on Amazon.com. You can efficiently manage inventory, shipments, customer feedback, and performance metrics from a centralized dashboard, or consider working with an Amazon product listing agency to streamline your operations and enhance your product visibility.

Amazon Seller Central Guide: Do’s or Don’ts

Amazon Seller Central Best Practices

Optimize Product Listings:

Create compelling and keyword-rich product descriptions. Utilize bullet points and make the most of the limited space. Explore strategies like Amazon Enhanced Brand Content to enhance your product descriptions. For sellers looking to elevate their visuals, our Amazon AI Creative Studio guide demonstrates how AI can generate high-quality product images and videos that boost engagement and conversions.

Monitor Business Metrics:

Track key performance indicators such as sales, conversion rates, and customer reviews. Use these metrics to make informed decisions and improve your business.

Manage Inventory Levels:

Stay on top of your inventory to maintain search ranking and meet customer demands. Proactively track and replenish stock when necessary.

Provide Excellent Customer Service:

Deliver exceptional customer service by handling returns, refunds, and inquiries promptly. On-time order fulfillment and attentive customer support build loyalty.

Optimize Marketing Campaigns:

Utilize Amazon Sponsored Ads (PPC campaigns) to boost visibility and drive traffic to your products. Continuously monitor and refine campaigns for optimal results.

Understand Tax Obligations:

Ensure compliance with tax regulations and seek professional help if needed. Proper tax management ensures smooth operations.

Amazon Seller Central Guide – What to Avoid

Avoid Expensive/Late Shipping:

Offer reasonable shipping fees and ensure timely deliveries. Costly or delayed shipping can lead to lost sales and dissatisfied customers.

Don’t Purchase Reviews:

Avoid buying reviews, as Amazon strictly prohibits this practice. Instead, leverage legitimate methods like Amazon’s Early Reviewer Program and organic promotion for genuine reviews.

Understand Amazon’s Fees:

Familiarize yourself with Amazon’s fee structure, including referral fees and additional costs. Use tools like the FBA calculator to estimate profits accurately.

Stick to One Seller Account:

Only use multiple accounts if you have legitimate business justifications, such as separate brands or distinct companies requiring independent management.

Conclusion:

Building a successful eCommerce business requires learning the Amazon Seller Central guide. After little practise, you’ll be able to use it like a pro, making it one of your most useful tools. For further details, look into the scholarly sources listed in this manual or contact our team.

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Jake Gilbert

Jake Gilbert serves as the Chief Revenue Officer (CRO) at Sequence Commerce, where he spearheads all lead generation initiatives and drives the agency’s growth strategy. With a keen analytical mindset, Jake transforms complex marketplace data into actionable insights that deliver measurable results for clients. His expertise spans conversion rate optimization, customer acquisition funnels, and performance marketing specifically tailored to Amazon and e-commerce ecosystems.
At Sequence Commerce, Jake has developed proprietary reporting frameworks that accurately track and attribute revenue across multiple marketing channels, allowing clients to optimize their ad spend with precision. His data-driven approach to revenue optimization has helped numerous brands scale their Amazon presence while maintaining profitable growth metrics. Jake regularly analyzes emerging marketplace trends and platform algorithm changes to refine client strategies and maintain competitive advantages in the increasingly complex e-commerce landscape.
Before joining Sequence Commerce, Jake built successful sales operations for SaaS companies targeting the e-commerce sector, giving him unique insights into both the technical and strategic aspects of online selling. He holds certifications in advanced analytics and digital marketing, and frequently shares his expertise through the Sequence Commerce blog and industry webinars.