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Navigating the Seller Central Dashboard


Managing your Amazon Seller Central account can be quite a task.

There are so many reports and it is not immediately clear which you need especially for your day to day management.

In this article let’s take a tour of the dashboard, and also introduce you to the main reports that you will use on a day to day basis.

Once logged into seller central the first page you see is your Business Dashboard.


This front page contains the areas you most need and from where you can easily navigate to every other part of your seller account, in order to view and run the many reports you are going to need.

Notice that the dashboard contains widgets, and every one can be collapsed or expended to fit your needs, and enable you to focus on one thing at a time if you so wish.


The widgets on the left and right hand sides can also be moved around to your preferences.

On the top left you can see the ‘Your Orders’ box which provides information about your sales – the top section for seller fulfilled orders and the bottom section for FBA orders.

You can also use the view your orders button to go directly to the ‘manage orders’ page.

your orders

Directly below is the ‘Performance’ box which you should monitor daily.

Here you will see buyer messages and easily see when you have any you need to answer.

You can see ‘A-Z Guaranteed Claims’ which refers to any disputes.

You can also see chargeback claims. These last 2 items are generally used by ‘seller fulfilled’ sellers.

Also in this widget is more detail about buyer messages, and it will be highlighted here whether the messages are under the 24 hour target or over, therefore a handy reminder for you to respond.

You should note that Amazon expect a response to buyer messages in under 24 hours, and your metrics will very quickly start to suffer if your rating begins to slip in this area.

Staying with this widget you can see Customer Feedback star ratings. You should also do everything in your power to maintain this rating as high as possible.

Finally in this widget there is a link to your account health page – and on this page the ideal is a series of 0% scores, reflecting good performance ratings.


The final widget on this left hand side is the ‘Seller Forums’ box, providing latest discussions and a link to view the forums.

seller forums

Moving over to the right hand side first we have the very important ‘Payments Summary’ box which displays 2 things.  The last payment disbursed to your bank account, and the current balance which you will see increasing as Amazon ship your sales.

payments summary

Underneath this is the ‘Manage Your Case Log’ widget where you can link to seller central support, and view any support tickets you might have logged.

manage case log

Next is the ‘Inventory Planning’ widget.

This notifies you of any inventory that is likely to incur long term storage fees.

I recently wrote this article about long term storage fees.

You will also see a link to your inventory dashboard.

inventory planning

The final widget along this side shows the Amazon sites you are, or can be listed on from this US seller account, the ‘Sell Across North America’ box, and there is a link here to allow you to build international listings.

sell across north america

Now lets move on to the central part of the dashboard.

The top part is entitled ‘Amazon Selling Coach’ and this section is to educate and advise on different aspects of selling on Amazon, as well as individual personalised recommendations.

The first tab, labelled Inventory shows a video about the Amazon selling coach and its purpose, and the recommendations on inventory.

The next tab is about Pricing, then Growth. The Advertising tab gives warnings about your ad campaigns when they go out of budget, and the final tab, Fulfilment, gives advice on FBA if you are not yet using this facility.

amazon selling coach

The tab underneath is titled ‘Amazon Business’, and gives information about the Amazon Business Program and how to join.

amazon business

Then you see the ‘Headlines’ tab showing latest news about upcoming events, and changes to terms of service.


Finally ‘Selling Tools’ giving information about the various amazon tools available to sellers.

selling tools

With all these central widgets, as with the others you can collapse and expand them to your preferences.

So once you have customised the dashboard for your personal preference, you can also access all the reports from the nav bar on the dashboard page.

These are the available tabs:

Inventory, Pricing, Orders, Advertising, Reports and Performance.

You will probably use at least one report from these tabs on a daily basis.

nav bar

The Inventory tab links to the various tools to help manage inventory, but the one I use on a daily basis is the ‘Manage Inventory’ tab from the dropdown, which leads to a page which you can customise to show your preferred options.

I use this to check my BSR and to keep an eye on my inventory levels.

inventory tab

The next tab is the ‘Pricing Tab‘ and as an FBA seller I don’t use this tab very much at all.

pricing tab

Next the ‘Orders Tab‘, and I use this all the time every day. Clicking on manage orders shows you all the orders for the day, or for the date range that you have set in the advanced search.

I always have it set to the current day to see the orders as they come in because this is the report that is updated in real time.

orders tab

Click on the Advanced Search to see individual orders, or a range of dates, or by order status so for instance you can check to see how many orders you have pending.

manage orders

The ‘Advertising Tab’ contains your ad campaign manager, lightning deals, and promotions.

advertising tab

Finally from the ‘Performance Tab‘ you can access your account health feedback etc.

performance tab

That is the Amazon Seller Central dashboard. You will quickly get used to the reports you need, and the widgets you want to display for your individual business needs.

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