How to Use Amazon Seller Central: The Ultimate Guide for 2024

Luca Jurende

Luca Jurende

ยท 13 min read
Discover how to effectively use Amazon Seller Central with our ultimate guide for 2024. Get practical tips to boost your sales and optimize your business.

As an Amazon seller, mastering the use of Seller Central is crucial for the success of your business. Seller Central is your command center for managing every aspect of your Amazon selling operations.

From listing products and processing orders to advertising and tracking performance metrics, this powerful platform offers a comprehensive suite of tools to streamline your workflow.

In this ultimate guide for 2024, we'll dive deep into the world of Amazon Seller Central, exploring its features, functionalities, and best practices to help you maximize your selling potential. Whether you're a seasoned seller or just starting out, this guide will equip you with the knowledge and strategies you need to navigate Seller Central like a pro.

Understanding Amazon Seller Central

Amazon Seller Central is an online portal designed specifically for third-party sellers to manage their Amazon businesses.

It serves as a one-stop-shop for all your selling activities, providing a centralized location to list products, track inventory, handle orders, communicate with customers, and access valuable seller resources. Within Seller Central, you'll find a wide range of tools and features tailored to different aspects of your business.

The main sections include:

  1. Inventory Management: Add, edit, and manage your product listings, track inventory levels, and handle restocking.
  1. Order Management: View and process incoming orders, manage shipping and fulfillment, and handle customer returns. If y ou click on MFN orders, you can filter for the orders you need to ship by yourself. On this current tab we're checking our Amazon Orders. We can filter for various of things for example: Order Date, Order details, Image of the product, Product name, Order type, Order Status (If customer paid or not yet)
  1. Advertising: Create and manage sponsored product campaigns, track ad performance, and optimize your advertising strategy.
  2. Reports: Access a wealth of data and insights through various reports, including sales reports, traffic reports, and advertising reports.
  3. Performance Metrics: Monitor your seller performance metrics, such as order defect rate, late shipment rate, and customer feedback ratings.
  4. Case Log: Open and manage support cases with Amazon's Seller Support team.


By leveraging the tools and features within Seller Central, you can streamline your operations, gain valuable insights, and make data-driven decisions to drive business growth.

Setting Up Your Seller Central Account

Before you can start using Seller Central, you'll need to create an Amazon seller account. The process is straightforward and can be completed in a few simple steps:

  1. Visit Navigate to the Amazon Seller Central website and click on the "Sign up" button.
  2. Choose Your Selling Plan: Select between the Individual or Professional selling plan based on your business needs and sales volume.
  3. Enter Business Information: Provide details about your business, such as your business name, address, and contact information.
  4. Provide Tax Information: Depending on your location and selling plan, you may need to provide tax information, such as your VAT or GST number.
  5. Verify Your Identity: Amazon will require you to verify your identity by providing a valid government-issued ID or other documentation.
  6. Set Up Payment Method: Add a valid credit card or bank account to pay for any applicable selling fees or subscription charges.

Once your account is set up and approved, you'll have access to the full suite of tools and features within Seller Central.

Listing Products on Amazon

One of the primary functions of Seller Central is listing your products for sale on Amazon. Here's how you can get started:

  1. Create a New Product Listing: From the Inventory tab, click on "Add a Product" to begin creating a new listing.
  2. Identify Your Product: Search for your product using keywords, UPCs, or other identifiers. If your product is already listed, you can match an existing listing; otherwise, you'll need to create a new one.
  3. Enter Product Details: Provide detailed information about your product, including the title, description, images, pricing, and any relevant keywords or search terms.
  4. Set Fulfillment Options: Choose whether you want to fulfill orders yourself (Merchant Fulfilled) or have Amazon handle the shipping and customer service (Fulfilled by Amazon, or FBA).
  5. Submit Your Listing: Review your listing details and submit it for publication on Amazon's marketplace.

Optimizing your product listings is crucial for visibility and sales success. Ensure that your titles, descriptions, and images accurately represent your products and include relevant keywords to improve discoverability.

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Managing Orders and Inventory

As orders start coming in, Seller Central provides a centralized location to manage and fulfill them efficiently. Here's how you can stay on top of your orders and inventory:

  1. View and Process Orders: From the Orders tab, you can view and process incoming orders, print shipping labels, and mark orders as shipped.
  2. Track Inventory Levels: Monitor your inventory levels across Amazon's fulfillment centers (if using FBA) or your own warehouses (if self-fulfilling).
  3. Restock Inventory: When inventory runs low, you can create new shipments to replenish your stock at Amazon's fulfillment centers or your own warehouses.
  4. Handle Returns and Refunds: Manage customer returns, issue refunds, and track return reasons to identify potential product or service issues.

Efficient inventory management is crucial for maintaining healthy stock levels, minimizing stockouts, and ensuring timely order fulfillment.

Advertising and Marketing on Amazon

Amazon Seller Central offers powerful advertising tools to help you promote your products and drive sales. The primary advertising platform is Amazon Sponsored Products, which allows you to create and manage sponsored product campaigns.

  1. Create Sponsored Product Campaigns: From the Advertising tab, you can set up new campaigns, select targeting keywords, and set your advertising budget.
  2. Monitor Campaign Performance: Track key metrics such as impressions, clicks, conversion rates, and advertising cost of sales (ACOS) to evaluate the effectiveness of your campaigns.
  3. Optimize Campaigns: Use the performance data to refine your targeting, adjust bids, and optimize your campaigns for better results and higher returns on ad spend (ROAS).

In addition to sponsored product ads, Seller Central also provides access to other marketing tools, such as Amazon Stores (for creating branded product galleries) and Amazon Coupons (for running promotional discounts).

Analyzing Performance with Reports

Seller Central offers a comprehensive suite of reports to help you track and analyze various aspects of your business performance. These reports provide valuable insights that can inform your decision-making and help you identify areas for improvement.

  1. Sales Reports: Track your sales performance, including units sold, revenue, and sales trends over time.
  2. Traffic Reports: Gain insights into how customers are finding and interacting with your product listings, including session data, page views, and conversion rates.
  3. Advertising Reports: Monitor the performance of your sponsored product campaigns, including impressions, clicks, spend, and sales attribution.
  4. Inventory Reports: Track your inventory levels, sales velocity, and restocking needs across different fulfillment channels.
  5. Payment Reports: View your disbursements, fees, and other financial transactions related to your Amazon business.

By regularly reviewing and analyzing these reports, you can identify opportunities for optimization, make data-driven decisions, and continuously improve your overall selling performance.

Leveraging Amazon Seller Central Resources

In addition to the core selling tools, Seller Central provides access to a wealth of resources and support to help you succeed on Amazon:

  1. Seller University: Access a library of educational videos, webinars, and guides covering various aspects of selling on Amazon, from getting started to advanced strategies.
  2. Seller Forums: Connect with other Amazon sellers, ask questions, and share insights in the official Seller Forums.
  3. Seller Support: Open cases and get assistance from Amazon's Seller Support team for any issues or inquiries you may have.
  4. News and Updates: Stay informed about the latest updates, policy changes, and announcements from Amazon that may impact your business.

Utilizing these resources can help you stay up-to-date with best practices, learn from experienced sellers, and ensure compliance with Amazon's policies and guidelines.

Best Practices for Using Amazon Seller Central

To maximize the benefits of Seller Central and ensure long-term success on Amazon, it's essential to follow best practices and adhere to Amazon's policies and guidelines. Here are some key recommendations:

  1. Optimize Your Listings: Continuously refine your product listings with accurate and compelling information, high-quality images, and relevant keywords to improve visibility and conversion rates.
  2. Maintain High Performance Metrics: Strive to maintain excellent seller performance metrics, such as order defect rate, late shipment rate, and customer feedback ratings, to maintain your account's good standing.
  3. Provide Exceptional Customer Service: Respond promptly to customer inquiries, handle returns and refunds efficiently, and prioritize customer satisfaction to build a positive reputation.
  4. Stay Compliant: Familiarize yourself with Amazon's policies and guidelines, and ensure that your products, listings, and business practices are compliant to avoid potential account suspensions or penalties.
  5. Leverage Automation Tools: Consider using third-party automation tools and software to streamline various aspects of your Amazon business, such as inventory management, pricing optimization, and advertising campaign management.
  6. Continuously Learn and Adapt: Stay up-to-date with the latest trends, features, and best practices in the ever-evolving world of Amazon selling by leveraging Seller Central's resources and engaging with the seller community.

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By following these best practices and leveraging the full potential of Amazon Seller Central, you'll be well-equipped to navigate the platform effectively, optimize your operations, and drive sustainable growth for your Amazon business.In conclusion,

Amazon Seller Central is a powerful and comprehensive platform that offers a wealth of tools and resources to help sellers succeed on the world's largest online marketplace.

By mastering its features and functionalities, optimizing your listings, managing your inventory and orders efficiently, leveraging advertising and marketing opportunities, and continuously analyzing your performance, you can unlock the full potential of your Amazon business and stay ahead of the competition. Embrace the ultimate guide for 2024, and embark on a journey towards e-commerce success with Amazon Seller Central as your trusted companion.

Luca Jurende

About Luca Jurende

I'm Luca Jurende, a 22-year-old founder of ProfitPath I FourByte GmbH. My heart beats for growth and sales, where I find joy in blending innovation with consumer needs.

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