Amazon Seller Central Navigation Guide

Your Command Center

Seller Central manages every aspect of your Amazon business. This guide helps you navigate efficiently.

Main Dashboard

Home Page Shows:

•Sales snapshot (today, week, month)

•Account health status

•Pending actions

•News and updates

Essential Menu Sections

1. Inventory Menu

Manage Inventory

•View all listings

•Edit product details

•Add new products

Inventory Planning

•Restock recommendations

•Inventory age report

•Storage limits

2. Orders Menu

Manage Orders

•View all orders

•Process FBM shipments

•Handle refunds

Order Reports

•Sales analytics

•Shipping performance

3. Advertising Menu

Campaign Manager

•Create ads

•Track performance

•Adjust bids

4. Performance Menu ⭐ CRITICAL

Account Health

•Order Defect Rate (must be <1%)

•Cancellation Rate (must be <2.5%)

•Late Shipment Rate (must be <4%)

Customer Feedback

•Product reviews

•Seller feedback

5. Reports Menu

Business Reports

•Sales dashboard

•Traffic analysis

•Conversion metrics

Fulfillment Reports

•FBA inventory levels

•Storage fees

Daily Checklist (15 minutes)

Check Account Health

Review Orders

Monitor Messages

Check Inventory

Review Advertising

Weekly Checklist (1 hour)

Analyze Sales Reports

Optimize Listings

Review Advertising ACOS

Check Competitor Prices

Plan Inventory Reorders

Account Health Metrics

Order Defect Rate (ODR)

•Target: Below 1%

•Includes: Negative feedback, A-to-Z claims

•Impact: Account suspension if exceeded

Late Shipment Rate

•Target: Below 4%

•Applies to: FBM orders

•Best Practice: Ship within 24 hours

Pro Tips

•Bookmark frequently used pages

•Set up email notifications

•Download mobile app

•Create custom reports

FAQ

Q: How often should I check Seller Central?
A: Daily for 15 minutes minimum.

Q: Can I give my VA access?
A: Yes, use User Permissions.

Need Training? [We offer 1-on-1 sessions](/contact).

Amazon Seller Central: Complete Navigation Guide for Beginners