Seller Central Dashboard

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, and here’s a quick guide on how to navigate the main page / dashboard and its various features:


The widgets provide sellers with important feedback and other details about orders, return requests, and messages from buyers. Widgets may be moved or deleted altogether, according to preference, if the sellers do not want to include them on their Seller Central homepages.

  • Your Orders – This window, located on the upper left side of the screen, shows you your current orders.  The Pending, Premium Unshipped, Unshipped, and Return request links are shortcuts to each respective area within your Seller Central dashboard. For instance, if you click on the Pending link, this will open another page and show you your pending orders.  If you click on the Return requests link, it will bring you to the Manage Returns page. 
  • Payments Summary – It tells you your most recent payment of how much money that Amazon has sent you with the date. This shows you the current amount of money you will have deposited into your bank account. At the same time, it displays your current balance or how much money that Amazon hasn’t sent you yet. If you click on the View Payments Summary link, this will take you to the page that gives you more information on your orders, the FBA fees and charges breakdown, and the scheduled date that Amazon will start the transfer of funds into your bank account.
  • Manage Your Case Log – This window is directly below the Payments Summary window.  If you have an open case with Seller Central support, you can view any updates here. Click on “View your Case Log” and it will take you to your open cases.
  • Sales Summary – This window is below the Case Log window and gives you a snapshot of your sales or break up the different sales from today, for the last 7, 15, and 30 days.  It has the dollar amount worth of sales and the number of units sold.  You can get more detailed reports by clicking on the View more of your sales statistics link at the bottom of this window.
  • Performance – This window is on the lower left side of your dashboard.  It shows how you’re doing as an Amazon seller.  You can view your customer feedback stats, see messages from your buyers, chargeback claims and your Account Health rating.

Navigation Tabs

At the top of the page, a navigation menu includes drop-down menus that provide sellers with the means of obtaining certain information quickly, and different options on how to manage the account. Below is a brief description of the navigation tabs in Seller Central:

  • Catalog – In this 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 draft and get back to uploading 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 tab is primarily used to manage sellers’ inventories manually, either unit-by-unit or by uploading inventory spreadsheets. 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. (How to add products, all the info about your products, where to edit them)
  • 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: Sellers manage orders and returns under this tab. They also generate order reports under this tab. 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 (those orders that have gone through), and unshipped. Furthermore, all returns that are to be processed can be seen right here.
  • Advertising: Advertising is where you are likely to spend most of your time in the Amazon Seller Central. This is where you will create Amazon PPC campaigns for your products and run them based on your preference. You will also monitor their performance and optimize them based on their ACoS, conversions, and sales.
    In addition to Amazon PPC, you can also market your products through promotions, coupons, and lightning deals with the help of Advertising. Lastly, 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: This tab contains business related reports. You get to see a bunch of reports here, describing the health of your business, ranging from payments and orders to advertising and taxes. The Payments section allows sellers to view all payment histories and to generate settlement reports. 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. An important aspect to sellers’ successes, the Performance tab shows all information that attests to the health of sellers’ accounts. 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. (Check if you have a good standing with Amazon)