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Manage your Online Business on Amazon Seller Central

Seller Central helps you manage, learn, and strategize for selling and potentially growing your business on
Amazon Seller Central
Selling online may sound easy, but demands constant work and management. Amazon Seller Central can help with this, by providing the right set of tools to help you with your online business at all times.

What is Seller Central?

Seller Central simply put, helps you to oversee the status of your business on Think of it as a one-stop destination to help you manage, learn, and strategize for selling and potentially growing as a seller on

Amazon Seller Central essentially makes it possible for you to take care of a variety of tasks through its dashboard.
Things you can do using the Amazon Seller Central Dashboard
  • List your products on
  • Take care of shipping and logistic needs
  • Track sales and payments in real time
  • Access Seller Programs
  • Keep track of customer feedback
  • Analyse your business on

How do I Get Started with Amazon Seller Central?

Register and Launch as Amazon Seller

The first step to launching your business on is to register on the Seller Central website. To help you understand each step better, here is a breakdown of the registration process and steps to launch your business using Seller Central.
  • Step 1 - Go to or Select 'Start Selling'. Click on the 'Create New Account' option.
  • Step 2 - Enter the legal entity name of your business as present on your GSTIN and verify your mobile number through OTP.
  • Step 3 - Enter details of your business. This would include your business address, name of your business entity and product.
  • Step 4 - Enter your tax details. (You will now be able to access your dashboard for further actions).
  • Step 5 - Continue on the page, and add your products with respective product names or barcodes into designated categories. You can do this easily using the Amazon Catalog, which can be accessed using during the listing process itself. If the category is not available, simply click on the “I am adding a product not sold on” option.
  • Step 6 - Enter all required products information like the price, quality etc and click on “Save and Finish”.
  • Step 7 - Upload your digital signature and click on “Launch your Business”. You will now be set to run your business using the Amazon Seller Central Dashboard.

Did you know?

The only requirements for creating an account on Seller Central are Contact Details, Bank Account, GST Number and PAN Number. If you have all of these, then it just might be time to start selling on!

How does the Amazon Seller Central Work?

Amazon’s Seller Central Dashboard is one of the key ways to possibly unlocking your selling potential. The interface should be simple to understand, and has several informative data tabs available right on screen by default.
Amazon Seller Central dashboard
  • Orders - Track the status of your orders completely using this tab. Every time an order is received, the data will change accordingly on a real time basis.
  • Today’s Sales - This tab displays information generated within 24 hours about the revenue. You can also choose to view sales information from the past for up to 30 days.
  • Buyer Messages - These are useful in keeping a track of messages from your buyers at all time.
  • Buy Box Wins - When your product wins the buy box, customers can view your product as the “best deal” available. This option on the Dashboard will show how many of your products have been featured as the best deal to customers.
Amazon Seller Central dashboard - Buy Box
  • Account Health - Account health shows how well your business account has been meeting the performance targets. They are ranked as Good, Fair, At Risk and Critical. A poor account health may end up with your account being deactivated. This is done so as to maintain a standard of selling on and to make it an overall great experience for you as well as the buyers.
  • Customer Feedback - Your overall rating as a seller will be shown here. The better your rating is, the better a customer would be interested in buying products from you.
  • Total Balance - This tab will show the funds that you can access. It may increase or decrease in case of sales and returns respectively.

Understanding the Seller Central Dashboard

Each section of the dashboard will help you immensely with your business operations, and can be added as widgets on the interface. You can also customize each widget according to your requirement.
Understanding the Seller Central Dashboard
1. Catalogue - To add, update, and edit product listings.
2. Inventory - To provide updated information on your inventory and shipping status.
3. Pricing - To maintain and oversee your overall product pricing.
4. Orders - To manage new orders or returns, and take actions accordingly.
5. Advertising - Potentially reach a wider audience with A+ Content Manager, deals, coupons and other promotional activities.
6. Growth - To access various services and opportunities provided by to help you in your business. These include product suggestions, marketplace product guidance, selling programs etc.
7. Reports - Generate clear and concise reports to analyse your business condition.
8. Performance - Track your account health, and overall growth in terms of customer satisfaction.
9. Services - Explore the Service provider network Appstore and connect with third party service providers.
10. B2B - To manage sales from customers on Amazon Business.

Amazon jargon:

A+ Content Manager
This is a service that will help you create highly attractive and informative descriptions for your product. It can also be used to create a brand description using the A+ Content’s story features
Service Provider Network (SPN)
SPN is a network of third-party service providers listed with Amazon on the SPN network to help you work on launching, managing and growing your business.

Get Help, Anytime

Seller Central is well equipped with all the solutions you would possibly need. The dashboard itself, features three options, which can be used as excellent knowledge resources for selling on These include-
Seller University
Seller University
As the name suggests, Seller University is exactly what it sounds like. It features information you would need about selling on using the Seller Central Dashboard.
Seller Forums
These can be highly useful whenever you can't find information that would require extra assistance. Seller Forums is a community of Sellers on comprising 10 lakh+ sellers. Here, you will be able to get answers for your queries from experienced sellers.
Seller Forums
Keeping up with the updates on the marketplace you sell on can prove to be extremely advantageous. The Seller Central Dashboard consists of a news panel, where updates regarding get posted regularly.

Did you know?

Amazon provides delivery to 100% of India’s serviceable pincodes, through FBA and Easy Ship!

Go Mobile with the Amazon Seller App

The Amazon Seller App is the mobile version of Seller Central, and includes most features from the dashboard. Operate your online business with the Amazon Seller App, wherever you go!
Amazon seller app - App Store
Amazon seller app - Google Play
Amazon seller app

Frequently Asked Questions

How do I login to Amazon Seller Central?
You get access to Seller Central as soon as you sign up as a seller on Type in the correct website address ( or simply search for Amazon Seller Central. Click on the accurate result and land on the Seller Central Page. Then, select the “Log in” button if you are an existing seller or click on “Start Selling” if you are just beginning your journey as a seller on After this, add your email address/phone number and password. You will now be able to use the Seller Central Dashboard.
How do I set up an Amazon Seller account?
The process for registering and launching as a seller on the Seller Central has been explained above. Visit the “Beginner’s Guide to Selling on Amazon” page to understand the step by step process better.
I am not able to create a new Seller Central account due to the error "Mobile number already in use".
"Mobile number already in use" error indicates that an account already exists with the mobile number entered. This could be because your phone number is already linked to an Amazon account (this could be your customer account).

If you have a customer account which uses the same phone number, choose 'Sign In' and enter your customer account password to begin selling with the same account.
Choose 'Forgot Password' if you have forgotten your password
Choose 'Create account with a different mobile number' if wish to use a different mobile number for your selling account
I am not able to create a new Seller Central account due to the error "Email has already been used".
If you receive the error "Your provided Email has already been used. Please use another Email address", this could be because your email is already linked to an Amazon account (this could be your customer account).

If you have a customer account which uses the same email, choose 'Sign In' and enter your customer account password to begin selling with the same account.
Choose 'Forgot Password' if you have forgotten your password
If you wish to create your selling account with a different email address, change your email address & begin registration
I am unable to login to my Seller Central account. What do I do?
Try these steps in sequence to resolve the sign-in issues:
1. Verify that you are using the correct email and password combination. If you have more than one Amazon account with the same email address but different passwords, use the corresponding password for each account.
2. Ensure that there are no extra spaces in your password. This can happen when you copy and paste your password from somewhere else.
3. Verify that you entered the most recent Two-Step Verification code you have received, if you are prompted to enter one.
4. Clear your browser cookies and cache or try logging in with a different browser or device.
5. Use the Password Assistance page to verify whether the email address you are using is the one registered in our system.
6. If yes, change your password using the Password Assistance page.
7. Log in to Seller Central using your new e-mail/password combination.

If these steps do not resolve the sign-in issue, it is likely that your email and password combination is not associated with an active Seller Central account. If you did not deactivate your account, click here for assistance:
How do I access my company's Seller Central account?
If your company has already registered with Seller Central, your company's account administrator can set up a user account for you. If your company has not signed up to use Seller Central, click here to start selling on Amazon.
I forgot the password to my Seller Central account. How can I recover it?
Use the Password Assistance page to change your password. You do not need to create a new Seller Central account.

Note: If you change your password and are using something other than Seller Central (for example, Amazon Merchant Transport Utility) to submit product-related and order-related data, you might need to reconfigure those services with your new password.

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