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What is Amazon Seller Central?

Amazon Seller Central is an online platform that enables pretty much anyone to become a retailer on Amazon. Using Seller Central, you can become an online seller without having to worry about things like handling payments, designing and maintaining a personal website, or even processing returns like most e-commerce stores.

As Amazon Seller Central is the main interface to sell on Amazon. There are quite a few tabs on this page that you should familiarize yourself with, to make the best of your journey on Amazon. The best way to go about this is by getting your hands dirty. You can read plenty of guides online on this topic, but the real experience will come only when you learn to do things yourself.

Catalog: In the Catalog section, you can add new items to your inventory or add a product that already exists on Amazon. You can also save your previous work as a draft and get back to upload it at a later point in time. You can also use this section to edit information.

Inventory: Inventory is one of the most important tabs on your Seller Central dashboard. This is where you manage your product inventory and take all the necessary steps to make sure that your items are always in stock. Whether you are selling through FBA or fulfilling the orders by yourself, this is the section where you monitor it all.

Pricing: In the Pricing dashboard, you get to set and observe the price of your products on Amazon. Here, you can set the pricing of your products, set alerts, and automate the same so that the price of your items changes with respect to your competitors. You can also take advantage of fee discounts if you are eligible.

Orders: As the name suggests, in the order screen, you get to observe the orders your business is receiving and their fulfillment status. You can view how many orders are pending, shipped, and unshipped. Furthermore, all returns that are to be processed can be seen right here.

Advertising: The main part of Amazon Seller central is advertising where you are likely to spend most of your time. This is where you will create Amazon PPC campaigns for your products and run them based on your preference. You are also able to monitor their performance and optimize them based on their ACoS, conversions, sales, and performance of the keywords.

In addition to Amazon PPC, you can also market your products through promotions, coupons, and lightning deals with the help of Advertising. There is also an option is available if you have signed up for the Amazon Brand Registry, you can take advantage of Enhanced Brand Content to give your product listings a superior touch.

Reports: In the Report section see a bunch of reports, describing the health of your business, ranging from payments and orders to advertising and taxes. An interesting feature here is that you will also get guidance from Amazon Selling Coach on how to improve your business further.

Performance: As a new seller, you definitely want to pay attention to this section. In Performance, you will see the feedback people leave for your business, messages from buyers, along with any A-to-Z guarantee claims and chargeback claims.

In case you violate any rules on Amazon, you will be notified of the same in the Performance Notifications segment. You can also get customer insights and take advantage of Seller University.


Raja Hamza Rasheed

Raja Hamza Rasheed
CEO @ eCom Managers
Show Host @ eCom Stories With Raja
Amazon Expert and Author

Raja is an Extremely Dynamic Marketer & Consumer Behavior Analyst. He holds a Degree of Consumer Behavior & Marketing from the University of Punjab Pakistan. Along With His Own Amazon Selling Business, he is Also a Consultant & Trainer to the Many Amazon Sellers & Brands. In his Career, Raja Worked in Multiple Organization at Managerial & Leadership Roles. He Helps More Than 140 Amazon Sellers Through His Result Driven Strategies and Tactics.

His Main Area of Expertise Includes Product Hunting, Launching, Ranking, Branding, Marketing, Advertising & Merchandising. Raja Have working Experience on Almost all the Amazon Market Places But Mainly Includes USA, UK, Canada, Germany and India

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