Whether you are a novice seller or an experienced veteran, the Amazon Seller Center is a good tool that can help sellers develop their business. For many newcomers, there are still many functions and services waiting to be discovered on such a huge platform as Amazon.

What is Amazon Seller Central?

Amazon Seller Central is an online dashboard used by third-party sellers to manage and list products on the Amazon marketplace. From this dashboard, sellers can add products, manage inventory, advertise products, and open support cases—it’s essentially a mission control where you can run your Amazon business.

What can Amazon Seller Central do?

When using Amazon Seller Central, sellers usually hope to maximize their benefits and minimize business losses. To this end, here are some suggestions for sellers:

1. Make sure your listing is top notch

Sellers can sell products on the marketplace, but if the listing design, product images, and titles are of poor quality, then all will be for naught.

First, sellers need to set up a well-designed and formatted listing.

Second make sure the listing product images are high quality. Try to use a real camera with a neutral background (black or white), and you can even use background blur to highlight the highlights of your product to catch the buyer's eye.

Be sure to include important descriptive words in the title, such as model, color, and size. Also, consider keyword optimization as Amazon’s A9 algorithm ranks product search results based on this factor.

The actual description of the product needs to be accurate, including the details of the product and the brand story. For example, if the audience buyer is a traveler, express lifestyle expectations in the product story. For many people, they buy dreams, expectations and ideals, not products.

Be sure to include all product details in the listing, such as product condition, manufacturer, size, and color. This is necessary even if the information or part of it is already in the title. The idea is for Amazon's algorithm to index the product so shoppers can find it in relevant searches.

2. Read business metrics

One of the great benefits of using Amazon Seller Central is that sellers can collect key performance indicators related to all business activities (in the Reports section of Seller Central). Sellers should train themselves to read and analyze these contents in order to optimize business processes in the future.

Important indicators include:

The number of buyers viewing a product

The number of items sold

conversion rate

PPC (pay-per-click advertising)

sales report

Product returns

Buyer Reviews

3. Leverage Amazon Seller Central Resources

The help page in Seller Central contains many resources to learn from. Sellers can find articles on how to properly handle returns and how to write product descriptions. In addition, if sellers have any business-related questions, they can find answers on Amazon forums.

4. Control inventory levels

Sellers must manage inventory levels properly, because Amazon will not display out-of-stock listings in search results. If you want to get the most out of your Amazon Seller Central account, you must focus on your inventory.

5. Provide customer support

By answering questions for consumers and processing returns and refunds quickly, Seller Central can be a tool that helps increase consumer trust.

If you choose Amazon's FBA, you don't have to worry about how to deal with customer support, packaging, shipping, returns, etc., but keep in mind that this comes at an additional cost.

It should be noted that if the seller does not answer the customer's question within 24 hours (including weekends and holidays), then the seller will be penalized if the delayed response rate exceeds 10%. Sellers may face the risk of account suspension.

6. Consider Using Marketing Campaigns

Leveraging Amazon Marketing Services is one of the ways to enhance your Amazon Seller Central experience and product performance.

Sellers can use Amazon pay-per-click campaigns (PPC) — by bidding on specific keywords, your products will appear when buyers search for those keywords on Amazon.

The beauty of PPC is that you only pay Amazon if a potential customer clicks on your listing ad. Sellers can choose keywords manually or choose Amazon’s automated version.

Additionally, sellers may consider taking advantage of recurring or seasonal coupons or discounts to increase the activity of these campaigns. These marketing activities can help sellers increase traffic, enhance brand image, and ultimately help sellers build a strong customer base on Amazon.

Here are things sellers should try to avoid:

Miscalculating Amazon’s Fees

Novice sellers often cause irreparable losses due to miscalculation of Amazon fees. For this reason, sellers need to figure out all the fees included on the Amazon platform. Sellers can also use Amazon’s FBA calculator. In addition, don’t ignore the calculation of advertising costs, shipping costs, Taxes and other day-to-day expenses.

Don't Provide a Negative Shipping Experience

Shipping is an important factor in online sales and one of the reasons for cart abandonment, so sellers need to consider including shipping costs in the product cost, or offer free shipping. In addition, sellers need to pay attention to customer expectations. If it is marked that the product will arrive within 3 days, but the buyer arrives after 4 days, the seller is likely to receive negative reviews.

On the contrary, slightly exaggerate the one-day arrival time, and when the product arrives one day earlier, the buyer will happily leave a good review.

Don't try to pay for fake reviews

This may be very attractive to sellers, but it is also extremely risky. Regardless of integrity and business ethics, the Amazon platform will not take this phenomenon lightly. For more serious behaviors, sellers are likely to be banned by Amazon. title.

There’s nothing more heart-wrenching than getting banned for fake reviews after you’ve spent a lot of money, time, and effort building and running your store.

Do not operate through multiple seller accounts

Amazon only allows sellers to sell products through one account. Because sellers may open hundreds of accounts, creating fake price wars. It is important that sellers do not do this, or they may again risk losing the store they have worked so hard to build.

Amazon seller central background page section

After introducing how to use the Amazon Seller Center to develop your business, let’s briefly introduce the general content of each section of the Seller Center page:

Your Orders

✔You can view the order quantity of the current working day

✔ View how many return or exchange requests have been received

✔ View orders that have not yet been shipped

Selling Coach

This is an automated feature that helps sellers stay informed:

✔Inventory

✔ Products that sell very fast

✔Suggestions on product transportation plan

One of the great things about Selling Coach is that if a seller agrees to one of the recommendations, all they have to do is click a button, like “restock,” and Amazon will take care of it automatically.

Payments Summary

This feature helps sellers keep track of how much money should be received from Amazon and when the money will be transferred to personal accounts. If the seller wants to see a detailed breakdown of sales and earnings, just click on the balance in the lower right corner.

Manage your case log

Emails from sellers to Amazon customer service.

Sales summary

This section summarizes the seller's sales (turnover or number of units) for the current day, last 7 days, 15 days and 30 days. Sales on Amazon's overseas platforms will also be displayed here by country.

Sales summaries can help sellers quickly analyze which marketplaces are profitable and whether optimization or PPC campaigns are having an impact.

Headlines

Here sellers can see Amazon seller news headlines and important policy updates:

Performance

This is a very important part of Amazon Seller Central and a key part of measuring the overall quality of your store. Sellers can learn about the satisfaction level of buyers here. If sellers encounter performance problems on Amazon, they may be punished, or worse, they may face suspension, because Amazon attaches great importance to the sales ability of sellers on the platform.

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