Seller Central is the dashboard you use to run your business on Amazon: listings, orders, inventory, advertising, payments and account health all live there. It's powerful, but it's also crowded. This guide focuses on the sections that matter most once you're past the setup stage.
Account basics
- Professional plan: $39.99 a month in the US, plus referral fees (usually around 8–15% per sale, depending on category) and FBA fees if you use FBA. It's the plan every serious brand needs, as it unlocks advertising, Brand Registry tools and bulk listing.
- Brand Registry: enrolled separately at brandservices.amazon.com, using a registered or pending trademark. It unlocks A+ content, Sponsored Brands, Brand Analytics, Vine and brand protection tools.
The sections to check regularly
Account Health
Performance > Account Health is the page to check most. It shows your Account Health Rating, order defect rate, late shipment and cancellation rates (for FBM), and policy compliance issues such as IP complaints, listing violations and product safety notices.
Most suspensions begin as small warnings here. Check it daily.
Business Reports
Reports > Business Reports shows sessions, conversion rate (Unit Session Percentage), units and sales by ASIN. The "Detail Page Sales and Traffic by Child Item" report is the most useful for spotting listings that get traffic but don't convert.
Brand Analytics
For brand-registered sellers, Brands > Brand Analytics includes the Search Query Performance report: the search terms shoppers use to find your products, and your share of impressions, clicks and purchases for each. It's the best free keyword data on Amazon.
Inventory
Inventory > FBA Inventory shows stock levels, inbound shipments, restock recommendations and storage limits. Watch days of supply for each product. Too little triggers low-inventory fees and risks a stockout; too much brings storage and aged inventory fees.
Advertising
Advertising > Campaign Manager is where Sponsored Products, Brands and Display are managed. Search-term and placement reports are under the reporting section. See our Sponsored Products guide for how to use them.
Payments
Payments > Statement View and the Transaction View show what Amazon has paid you and every fee charged. Check them monthly for fees you don't expect, such as unplanned storage surcharges or inbound placement fees.
Giving others access safely
Never share your login. Instead, use Settings > User Permissions to invite people with their own login and only the permissions they need. You can remove access at any time. This is how any agency, including ours, should work on your account.
Contacting Seller Support
Use Help > Get Support to open cases. For a faster resolution:
- Keep each case to one issue, with ASINs, shipment IDs or order numbers included.
- Attach screenshots and documents up front.
- If an answer doesn't fix the problem, reply to reopen the case rather than starting a new one.
Habits that keep an account healthy
- Daily: account health, buyer messages, stock alerts.
- Weekly: advertising performance, search terms, Business Reports and restock planning.
- Monthly: payments and fees, return reasons, and listing quality checks for suppressed or changed listings.
If that sounds like a lot to keep on top of alongside the rest of your business, it is. That routine is exactly what our full account management covers.