Overview

Amazon is introducing a comprehensive redesign of the Seller Central dashboard, the first major visual overhaul in several years. The new layout, being rolled out gradually to all accounts, rearranges menus, merges performance data onto a single screen, and adds an insights panel that highlights issues automatically. Sellers who rely on the web interface for daily order, inventory, and performance checks should expect fewer clicks and faster decision‑making.

Key Points

• Menu consolidation — Frequently used tools such as “Add a Product” and “Fulfillment Settings” are now positioned within the top‑level navigation, cutting the average click count from four to two for a typical order‑review workflow.
• All‑in‑one performance screen — Sales totals, pending orders, and current inventory levels appear together on a single page, allowing a seller with 300 active listings to monitor stock‑outs and sales trends without switching tabs.
• Action‑driven insights panel — The new panel flags sudden drops in sales velocity, inventory approaching the reorder threshold, or atypical order spikes, turning raw numbers into immediate alerts.
• Cleaner visual design — A decluttered interface reduces background noise, letting users focus on key metrics; for example, the “Orders” widget now shows only pending and shipped counts, omitting less critical historical data.
• Compatibility considerations — Third‑party browser extensions that overlay Seller Central may need updates, while API‑based tools remain unaffected because the backend services have not changed.
• Gradual rollout — Amazon is enabling the redesign account‑by‑account over the coming weeks, meaning some sellers will see the new layout while others continue with the legacy view until their turn arrives.

What's Changing

1. Reorganized navigation menu — The left‑hand sidebar now groups core functions (Inventory, Orders, Advertising) at the top, pushing rarely used settings (Tax, Region Settings) to a collapsible “More” section. A seller checking daily orders can click directly from the home screen to the “Orders” page instead of drilling through three submenu layers.