Everything You Need to Know About Amazon Seller Central: The Ultimate Guide for 2023

If you are planning to sell your products on the Amazon marketplace, then it’s pretty important to have in-depth information about Amazon Seller Central. Without information, selling and even navigating through the site could be overwhelming. Once you learn all the concepts, you can easily list and market your products on this world’s biggest marketplace.

In this guide, we will discuss everything you need to know about Amazon Seller Central. After reading this guide, we hope you’ll be able to manage your eCommerce business successfully.

Let’s begin with a quick overview of Amazon Seller Central! 

What is Amazon Seller Central?

Amazon Seller Central is an eCommerce platform to handle and list products on the Amazon marketplace. Within this one-stop eCommerce solution, sellers can list, sell, and market their products to customers shopping on Amazon. 

In case, you do not have an Amazon Seller Central account, then you cannot sell or even list your products on this marketplace. 

 Also Read: Top Reasons to Sell on Amazon in 2023

 Let’s learn how Amazon Seller Central Account is created.

How to Set up an Amazon Seller Account?

Once you’ve found a product to sell on Amazon, it’s time you should create a seller account by following the key Amazon registration process. Before you sign up, make sure you’re ready with the following:

 ✓ Business email address or Amazon customer account

✓ Internationally chargeable credit card

✓ Government ID (identity verification protects sellers and customers)

✓ Tax information

✓ Phone number

✓ A bank account where Amazon can send you proceeds from your sales

Once everything is ready, proceed with the account setup process. Here are the steps to create a Seller Account on Amazon:

➡ Navigate to the Amazon service page.

➡ Click on the “Pricing” drop-down and select “Compare Selling Plans”

Note: If you tap on the orange “Sign up” button, you’ll be redirected to the Amazon registration process by the professional seller. On the other hand, comparing the plans gives a better understanding of individual and professional accounts, and permits you to choose the account you desire.

➡ Compare the plans

 When it comes to Amazon seller central plans, there are two different account types to choose from, namely Individual and Professional accounts. 

If you plan to sell products lower than 40, then you must sign up for an “Individual plan” or else opt for a “Professional plan”. A professional plan works best for sellers who have a clear idea about their selling product and want to use advanced tools for advertising, analyzing, and monitoring.

However, consider in mind, that if you choose the smaller plan i.e. Individual one, you won’t be able to advertise or use other tools like Buy Box.

➡ Proceed with the registration process

Once you have selected your desired Amazon plan, you must now click on the orange “Sign Up” button. A new window (like the below one) will appear before you. Here, enter your email address along with a password.

Once you enter your email address or mobile number along with your password, this will take you to a new screen where you need to approve the notification sent to your email address.

Once approved, enter your business location, business type, your full name, and other personal information in the next window. Fill out all the details and your Amazon account is all ready. 

Now you can register your brand, list your products, and advertise on this biggest eCommerce platform.

Things you can do in Amazon Seller Central USA

Seller Central is the one-stop solution to handle your Amazon account. Everything related to selling, listing, and branding happens here. 

As soon as you open your Amazon seller central account, you can clearly view a user-friendly dashboard. Here, on the screen, you can view your current sales, open orders, buy box wins, and a lot more! If you tap on the three parallel lines on the left side of the dashboard, you can clearly view the important tabs like- Catalog, Inventory, Pricing, Advertising, Orders, and a lot more! 



There’s another section available on the dashboard that has several other tabs designed to solve various other purposes. For example: when you tap on the “Manage All Inventory” tab, you can access all your current inventory.

Using this section, you can view, modify, and manage your products that are available in the Amazon store. Furthermore, you can also adjust pricing, add new products, and even get a quick glimpse at your sales.

The “Manage All Inventory” is also an excellent place to find any issues related to your inventory. For instance, if any of your product listings are suppressed, you can quickly view the same in this dashboard and further take appropriate action.

Moreover, you can perform other activities and manage inventory tools using this section.

What are the 5 Amazon Business Models?

Amazon is one of the world's largest and most successful online marketplaces, offering a wide range of products to customers around the globe. As a seller on Amazon, you can take advantage of the platform's vast reach to sell your products to millions of customers worldwide. Amazon's business model revolves around offering a wide range of products at competitive prices while providing a seamless and convenient shopping experience for customers. 

As a seller, you have access to a range of tools and resources to help you manage your sales, optimize your product listings, and streamline your order fulfillment process. Amazon offers several different business models for sellers, including private labeling, wholesale, reselling/arbitrage, drop shipping, and handmade. Each model has its own advantages and challenges, and it's important to understand the differences between them to choose the right one for your business.

Ultimately, the key to success on Amazon is offering high-quality products, providing excellent customer service, and optimizing your product listings to maximize visibility and sales. With the right strategy and approach, Amazon can be a highly lucrative platform for sellers of all sizes and types

Amazon offers different business models for sellers, which include: 

  1. Private Label: Develop your own brand and label products with your own logo and packaging. 
  2. Wholesale: Buying products in large quantities directly from a manufacturer or distributor to resell on Amazon.
  3. Reselling/Arbitrage: Purchasing discounted products from retailers or online to sell at a higher price on Amazon.
  4. Dropshipping: Buying products directly from a manufacturer who handles the order fulfillment and shipping directly to the customer. 
  5. Handmade: Creating unique handmade products to sell on Amazon. 

These business models provide sellers with different options and opportunities to start and grow their business on Amazon.

How to List Your Products on Amazon Seller Central?

Perhaps, registering on Amazon is the first step in adding products to Amazon seller central. When you complete the Brand Registry process, probably you’re going to spend most of your time adding new products. Hence, to make this process easier, Amazon provides a simple and quick procedure to their sellers.

In this section, we’ll show you how to create a new product listing and sell under an existing listing.

So, let’s tap the video!


How to Advertise on Amazon Seller Central?

As an Amazon seller, certainly you want to advertise your products and continue with brand management on the Amazon marketplace. Advertising on this eCommerce platform assists you in generating higher sales and better conversion rates.

The platform allows sellers to create three different types of Amazon ads:

  • Sponsored Products ads 

If you are registered in Amazon’s Brand Registry, you can create:

  • Sponsored Brand ads
  • Sponsored Display ads

 Steps to advertise on Amazon Seller Central:

  1. In Amazon Seller Central, click on the “three lines” in the left corner of the Amazon dashboard.
  2. Tap on the “Campaign Manager” under the “Advertising” section.
  3. Now, a new window will appear before you. Here you can view your  present campaigns and create new ones.
  4. Click “Create Campaign” and choose the type of ad you desire. Set your    budget, upload images, write compelling content, and here you go!
  5. Choose Automatic targeting, Ad campaign name, Portfolio, and Budget,      and click on Launch campaign.

 Your campaign is created now.

What to Sell on Amazon Seller Central?

Amazon is an online marketplace that offers a vast range of products to customers around the world. As a seller on Amazon, you can sell a wide variety of items, including: 

  1. Physical products: This includes everything from books, electronics, and clothing to kitchen appliances, home decor, and toys. 
  2. Digital products: You can sell digital items such as e-books, music, movies, and software. 
  3. Handmade items: Amazon also has a platform called Handmade, where you can sell handmade crafts and products. 
  4. Services: You can offer services such as home cleaning, lawn care, and graphic design through Amazon Services.
  5. Subscription products: You can sell products that customers can subscribe to receive regularly, such as beauty products, snacks, and pet food. 
  6. Amazon exclusives: You can sell products that are only available on Amazon, such as Amazon-branded products and products from Amazon Launchpad.

Selling on Amazon can be a highly competitive and challenging venture, and choosing the right products to sell can make all the difference in your success. While having a great idea for a product is certainly important, it is not enough to guarantee sales. 

To succeed on Amazon, you need to do your research and rely on data to determine which products are in demand, have the potential for high sales volume, and offer a competitive advantage. One of the key tools for Amazon sellers is the Amazon Marketplace data, which provides insights on product categories, best-selling items, customer search terms, and pricing information. 

By analyzing this data, you can identify trends, assess competition, and determine which products have the best chance of success on Amazon. Additionally, it's important to consider factors such as product quality, pricing, and customer service when selecting products to sell on Amazon. By focusing on products that offer a competitive advantage in these areas, you can differentiate your business from competitors and increase your chances of success.

How to Sell Private Label Products on Amazon FBA?

To sell private label products on Amazon FBA, you first need to identify or manufacture bulk products to sell under your own brand or label. This is the most popular method used by Amazon sellers, with 71% of them employing this strategy. The following are the steps involved:

  1. Product research: Conduct research to identify products with high demand and low competition on Amazon in order to identify the most profitable opportunity.
  2. Product sourcing: Locate a supplier or manufacturer that can create your product at a reasonable cost. The supplier can also ship the products directly to Amazon's warehouses.
  3. Product listing: Within your Amazon seller account, create a listing for your product and brand it with your label.
  4. Promotion: Launch and advertise your product to differentiate it from Amazon's vast catalog of millions of products and rank higher in the search results.
  5. Sales management: Keep an eye on your inventory and sales and expand your business to maintain profitability.

In summary, your primary responsibility is to identify the best product to sell on Amazon. Once a customer orders your product, Amazon takes over and handles the shipping and other aspects of the process.

How to Sell & Ship Fulfilled Orders in Seller Central (FBM)?

If you are listing products by FBM (Fulfilment by Merchant), it clearly states that either you are handling all the listing and shipping processes by yourself or via a third party. Once you receive an order, you must fulfil it by buying a shipping label and further, marking the order as shipped.

All these tasks will be done in Amazon Seller Central only.

  • Using the “Manage Orders” tab in the “Orders” section, you can manage your Fulfilled Orders. Tap on the video to learn more!

How to create and ship FBA shipments in Seller Central?

If you are using FBA shipments in Seller Central, then certainly this is one of the important tasks to learn.

So, here’s all you need to know.

  • Navigate to the "Manage Inventory" section and locate the item you wish to ship from the list of products in your seller account. 

  • Once you've located the item, select "Send/Replenish Inventory" from the dropdown menu adjacent to the "edit" button.

  • You will land on a page where you can create a shipment by adding all the required information.
  • To manage your FBA shipments, tap on “Manage FBA Shipments” under the “Inventory” tab.
  • Here you can see all the updates regarding the shipment you have created.

How to contact Amazon seller support?

If you are stuck somewhere in regards to Amazon seller central or have some doubts or queries, you can easily contact the Amazon support team. You can quickly raise a support ticket with the Amazon support team and get assistance on various topics.

To contact Amazon seller support, follow these steps:

  • On the top right corner of the dashboard, click on the “Help” button.
  • Describe your issue in the provided area and click on the “Continue” button. 
  • Wait for the Amazon support team to get in touch with you.

Else, watch the below video for better understanding.



How to access Business reports in Amazon Seller Central?

Once you have created an inventory, list your products, and even run campaigns, it is important to know your business's current statistics. Monitoring these statistics will help you comprehensively analyze your store metrics and work accordingly.

Amazon business reporting is one of the crucial things that you must assess once you have an account. Not just your sales report, you can also monitor your Amazon PPC advertising reports, inventory reports, and even return reports.

So, what do you feel your most important metrics are? How many times a week does the public view your product? How often do people shop for your products online? What is your conversion rate?

To reply to all these questions, having a general overview of your reports is a must. Certainly, we would argue that keeping a balanced overview of all the metrics is the key aspect. It’s vital to understand how each of these metrics reflects your products’ performance and how you can upscale your performance and boost your revenue.

Most importantly, it’s crucial to examine all these metrics against the most considerable piece of data i.e. your profits!

To view and analyze your traffic report, navigate to the “Reports” tab and then click on “Business Reports”. 



In this section, you can access several kinds of reports depending on the product’s performance. To learn more about viewing the report, hop on to the next section.

How to view the performance of your Amazon Seller Central?

There are various sections that hold importance in your Amazon seller central and one such section is Account health. Account health reflects everything about your customer service performance, policy compliance, and shipping performance.

If you have received any negative feedback or someone reported your account or if you’ve violated any policy, you’ll receive all such notifications here. These notifications are crucial to hitting your account and must be resolved quickly as failure to do so can lead to account suspension.

 To view the performance of your Amazon seller central, follow these steps:

  • Go to the “Performance” tab on the dashboard section.
  • Click on the “Account health” option and view the performance of your account.

How to Manage the Brand Registry in Amazon Seller Central?

Once you have registered your brand with Amazon Seller Central, you may access many more advanced features and tools related to this marketplace. If your brand enlists under Amazon’s Brand Registry program, you can access more tools and features than other sellers. From the Dashboard, you can manage your registered labels, manage critical feedback, create A/B tests, view your brand health, and do so much more. 

To access the Brand Dashboard, go to the “Brands” tab, then go to “Brand Dashboard.”

How To View Amazon News And Updates

You should always have complete information on general seller major updates, Amazon news, and Seller Central updates. Amazon generally announces major updates and changes in the news section in seller central. The news section lets you easily view past and current month's updates.

  • It’s on the right side of the homepage of your seller account. 
  • Click “Read more” for complete information on the latest updates. 

How To Access Amazon Seller University

Did you know that Amazon also has webinars and seller training videos?

Yup! Amazon has webinars and seller training & consultancy videos, and it is called Seller University. 

If anyone is a new seller, they should go through this section which will help them with better selling on amazon and helps in learning more about the guidelines of Amazon.

You can see a section called "Tutorials and training" on seller central's homepage.

  • Click on it and then click on “Visit Seller University.”


How To Create a Video For Your Amazon Listings 

Adding videos to your listing is the easiest process, and you don't need a registered brand.

  • Just hover over the “Catalog” tab and click “Upload & Manage Videos.” 
  • You will be brought to the “Manage Videos” page, where you can upload a video to add to your Amazon product listing. 




How To Create Discounts And Deals In Seller Central

Amazon sellers can create promotions, discounted deals, and coupons from their seller accounts — and they’re easy to set up. Simply hover over the “Advertising” tab and choose from Vine, Deals, Coupons, Prime Exclusive Discounts, or Promotions.

Important Note: You must be enrolled in Brand Registry to use Vine. 

A common way to provide discounts on your products is by using a clippable coupon. You can set the discount you want to provide, and a voucher will be displayed on your listing within the search results to help your listing stand out. 

How To Access My Amazon Storefront

Amazon seller forums are a great source if you want to ask other amazon sellers the main questions about selling on amazon.

  • You can also search for your main topic, or if you have an issue, a thread will already be created about that question. 



  • On the Seller Central homepage, you should see a section called “Seller Forums.” Click “Read more” on one of the topics to enter the forums. You’ll then be able to explore various topics and active threads. 

How To Change FBA Settings In Seller Central

Amazon seller forums are a great source if you want to ask other Amazon sellers the main questions about selling on amazon.

You can also search for your main topic, or if you have an issue, a thread will already be created about that question. 

On the Seller Central homepage, you should see a section called “Seller Forums.” Click “Read more” on one of the topics to enter the forums. You’ll then be able to explore various topics and active threads. 

Navigate through Seller Central with ease!

Through this guide, we hope you might be able to learn all the ins and outs of Amazon Seller Central. Using our broad guide, you can take advantage of Amazon's capabilities and figure out what and how to operate its dashboard.

If you have any questions related to this topic or about Amazon, please write to us in the comments below! We will be delighted to assist you.

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