Amazon has recently rolled out a redesigned Seller Central experience for most US sellers. Anyone who spends a lot of time on Seller Central knows that it was long overdue for a refresh and a more simplified navigation. This new dashboard is designed to help sellers move faster, see more, and make better decisions without needing to bounce between endless tabs.
What is the New Seller Central Dashboard on Amazon?
The new Seller Central home page is a unified, modernized dashboard that brings key metrics and actions into one centralized view. Instead of having to dig through the menu and search for sales reports, you can now see sales, orders, inventory health, conversion rate trends, alerts, and account health all above the fold.
Navigation has changed significantly. The traditional left-side menu is gone, replaced by a top-right menu split into two sections: Manage and Create. Although these changes are quite intuitive and certainly a design improvement, it’s also a big change for anyone who is used to the old Seller Central home page. It’s smart to get used to the new Seller Central dashboard now, while it’s still optional, before Amazon inevitably forces everyone to start using it.
Why Use Amazon's New Seller Central Dashboard?
Key benefits of the new Seller Central home page include:
- Convenient visibility of sales, units, and conversion rates directly on the home screen.
- Smarter alerts to prevent late shipments, inventory issues, or account health-related problems.
- AI-powered insights and seller assistance highlighting risk, opportunity, and growth recommendations.
- Listing status, clearly see suppressed, inactive, out-of-stock, and missing offers.
- Option to customize your view, so sellers can prioritize the metrics that matter most according to their workflow.
Activating the New Seller Central Dashboard on Amazon:
The new Seller Central home page is gradually rolling out to sellers. If available, you can switch to it manually using the toggle option on the top-right corner of Seller Central. Amazon allows sellers to revert to the old layout currently, so there is room to explore without committing to the change right away.
With the constant updates in online marketplaces, it’s important to stay up-to-date with the latest changes. If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
For more updates on marketplaces, visit our full Marketplace Updates content gallery
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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