Overview

The Seller Central homepage serves as the primary command center for Amazon sellers, consolidating key business metrics, alerts, and actionable tasks into a single, personalized dashboard. For sellers managing day-to-day operations, this is the first screen they see after logging in — and understanding how to use it effectively can save significant time and help catch issues before they become costly problems.

Key Points / What Sellers Need to Know

• Personalized dashboard — The homepage dynamically adapts based on your account activity, seller lifecycle stage, and the areas of your business that need the most attention at any given time.
• Performance metrics at a glance — Key business data such as sales figures, order volume, and account health indicators are surfaced directly on the homepage, reducing the need to navigate through multiple reports.
• Action-oriented alerts — Rather than simply displaying data, the homepage highlights specific tasks and jobs that need your attention, helping you prioritize what to work on next.
• Lifecycle-aware content — Whether you are a brand-new seller setting up your first listing or an established business scaling operations, the homepage tailors its content to match where you are in your selling journey.
• Ongoing improvements — Amazon continues to iterate on the homepage experience, rolling out enhancements based on seller feedback while working to minimize disruptions to existing workflows.

How the Homepage Works

When you log into Seller Central, the homepage assembles a snapshot of your business by pulling data from across Amazon's ecosystem — including orders, inventory, advertising, and account health. The layout is designed to surface the most urgent and relevant information first, so sellers can quickly identify whether any issues require immediate action. For example, if you have a policy notification, a listing suppression, or an inventory restock recommendation, these items are typically promoted to prominent positions on the page. The homepage also provides quick-access links to the tools and reports sellers use most frequently, acting as a navigation shortcut to deeper areas of Seller Central.