What is Amazon Seller Central?

The dashboard where Amazon sellers run their account, listings and shipments.

Seller Central is Amazon's web dashboard for third-party sellers - the place where you create offers, manage prices and stock, build FBA shipments, answer messages, run reports and watch your account health. If you sell on Amazon, this is the admin panel of your business.

Third-party tools connect to your Seller Central account through Amazon's SP-API with your permission, which is how a sourcing tool checks your selling eligibility for a product, and how repricing and inventory tools act on your live listings.