Amazon Seller Central is the control centre of your entire Amazon UK FBA business — every listing every shipment every payment every account health metric and every seller setting is managed from within this single platform. For new sellers the sheer volume of menus pages reports and settings available in Seller Central can feel overwhelming — and the most important pages are not always the most obvious ones to find. Understanding exactly where everything is and what each section does is not just a convenience — it is the difference between running your FBA business proactively and reactively. Sellers who know their way around Seller Central check the right reports at the right frequency catch problems early and configure their account correctly from the start. Sellers who do not frequently miss important notifications mis-configure key settings and discover account health issues only after they have already escalated.

We are Brandhunterz Ltd — a UK registered wholesale sourcing company (Company No: 15342697) — and in this complete navigation and settings guide we walk through every major section of Amazon UK Seller Central — covering what each menu contains where to find the most important pages for wholesale FBA sellers and which settings to configure correctly from the moment your account goes live.

The Seller Central Home Dashboard

When you log into Seller Central you land on the Home dashboard — a customisable overview page that displays summary widgets for your most important metrics. By default it shows recent sales figures open orders account health status and inventory alerts. You can add or remove widgets to customise the dashboard for your most frequently needed information. For wholesale FBA sellers the most useful widgets to keep on the home dashboard are Sales Summary — Account Health — FBA Inventory — Open Orders and Payments Summary. The home dashboard is an at-a-glance health check — it tells you immediately whether anything requires your attention before you open any specific page.

The Six Main Navigation Menus

The top navigation bar in Seller Central contains six main dropdown menus — each covering a different aspect of your selling operation. Here is what each menu contains and which pages within each menu are most important for wholesale FBA sellers:

1 — Catalogue

Catalogue Page	What It Does	Use Frequency
Add a Product	Search for an existing ASIN and add your offer — or create a new listing if the product does not yet exist on Amazon UK	Every new product
Add Products via Upload	Bulk upload multiple listings simultaneously using a flat file spreadsheet — useful when adding 10 or more products at once	Bulk listing sessions
View Selling Applications	Check status of any brand or category gating approval applications you have submitted	When awaiting approval

2 — Inventory

Inventory Page	What It Does	Use Frequency
Manage Inventory	View all active and inactive listings — edit prices — print FNSKU labels — suppress or reactivate offers	Daily
Manage FBA Inventory	View FBA stock levels by ASIN — check units available reserved and inbound — identify low stock situations	Daily
Send to Amazon	Create FBA shipment plans — enter box contents and dimensions — print box labels — book Partnered Carrier collection	Every FBA shipment
Fix Stranded Inventory	Identify FBA units that cannot be sold due to a listing issue — resolve the listing problem to make the units sellable again	Weekly check
Manage FBA Returns	Review units returned by buyers to Amazon fulfilment centres — check condition — decide whether to relist or request removal	Weekly check
Manage Excess Inventory	View ASINs Amazon flags as having more stock than current demand supports — helps prevent aged inventory surcharge	Monthly check

3 — Orders

Orders Page	What It Does	Use Frequency
Manage Orders	View all orders — FBA and merchant-fulfilled — see order status tracking information and buyer details for each order	Daily for MF sellers
Order Reports	Download detailed order data in spreadsheet format — useful for accountancy software and VAT return preparation	Monthly — quarterly
Upload Order-Related Files	Bulk confirm shipments for merchant-fulfilled orders — less relevant for pure FBA sellers	MF sellers only

4 — Reports

The Reports menu contains the data that drives your business decisions. For wholesale FBA sellers the most important reports pages are:

Reports Page	What It Shows	Use Frequency
Business Reports — Sales Dashboard	Overall sales revenue sessions and conversion rate — high-level business performance overview	Daily or weekly
Business Reports — Detail Page Sales and Traffic by ASIN	Sessions units ordered revenue and Buy Box percentage broken down by ASIN — the most important report for monitoring per-product performance	Weekly — every Monday
Payments — Transaction View	Every financial transaction — sales proceeds fee deductions refunds and disbursements — essential for bookkeeping and VAT returns	Monthly — quarterly
Tax — VAT Transaction Report	Detailed VAT data for every transaction — the report your accountant needs to prepare your quarterly VAT return	Each VAT quarter
Fulfilment — Inventory Event Detail	Full log of FBA inventory movements — received sold returned adjusted — useful for reconciling stock discrepancies	When investigating discrepancies
Fulfilment — Amazon Fulfilled Shipments	Detailed breakdown of every FBA order dispatched — tracking data product details and fees per shipment	As needed

5 — Performance

The Performance menu contains the account health and customer service pages that are critical for protecting your selling privileges. For wholesale FBA sellers this is the most important menu to check regularly:

Performance Page	What It Shows	Use Frequency
Account Health	AHR score all customer service metrics and full Policy Compliance section — the complete account health picture in one page	Weekly — every Monday
Feedback	All seller feedback entries — positive neutral and negative — with options to request removal or post a public response	Weekly
A-to-Z Guarantee Claims	All active pending and closed A-to-Z claims — respond to active claims within 48 hours from this page	Daily check
Voice of the Customer	Customer experience ratings by ASIN — shows which products are generating poor experiences before they escalate to formal complaints	Weekly

The Settings Menu — Configure These on Day One

The Settings menu is accessed from the top right of Seller Central — click your account name or the gear icon. This is where all account-level configurations are made. For wholesale FBA sellers there are six settings pages that must be correctly configured from the moment your account is verified:

Settings Page	What to Configure	Priority
Account Info	Confirm business name address and contact details are correct — update if any details have changed since registration	Day 1
Tax Settings	Add your UK VAT number — select correct VAT calculation method — essential for correct VAT treatment on your sales	Day 1
Notification Preferences	Enable email notifications for Account Health — A-to-Z Claims — Feedback — Policy Violations — Shipment Alerts and Payment Notifications	Day 1
Shipping Settings	Set default handling time and working days — configure holiday settings before any planned closure — affects merchant-fulfilled orders only but important to configure correctly	Day 1
Return Settings	Review your FBA return settings — ensure automatic return processing is correctly configured — check your return address is current	Day 1
Login Settings — Two-Step Verification	Enable two-step verification on your account — essential security measure — protects against unauthorised account access	Day 1

Essential FBA-Specific Pages Every Seller Must Know

Beyond the main navigation menus there are several FBA-specific pages that wholesale sellers need to access regularly. These are found within the main menus but are worth calling out specifically because of how frequently FBA sellers need them:

FBA Page	Where to Find It	What to Use It For
FBA Revenue Calculator	Inventory — FBA — Revenue Calculator	Calculate FBA fees and estimated profit for any ASIN before listing — always cross-check with AMZScout for a more complete margin picture
Restock Inventory	Inventory — Manage FBA Inventory — Restock Inventory tab	Amazon’s automated restock recommendation tool — shows suggested reorder quantities based on sales velocity and lead time — a useful starting point for weekly reorder planning
Manage FBA Shipments	Inventory — Manage FBA Shipments	Track the status of every inbound FBA shipment — from Working through Shipped to Receiving and Closed — check for any discrepancies between what you sent and what Amazon received
Aged Inventory Report	Inventory — Manage Excess Inventory — Aged Inventory	Identify any units approaching the 181-day aged inventory surcharge threshold — take action to sell or remove before the surcharge applies
FBA Customer Returns	Reports — Fulfilment — Customer Concessions — Returns	Full detail of every customer return — reason code condition of returned unit and refund amount — use to identify patterns by ASIN

Your Seller Central Weekly Navigation Checklist

Seller Central Navigation Check	Frequency	Done
Performance — Account Health — AHR and all metrics reviewed	Weekly	☐
Performance — A-to-Z Claims — active claims checked and responded to	Daily	☐
Performance — Feedback — new entries reviewed and removal requested if eligible	Weekly	☐
Business Reports — Detail Page Sales — Buy Box percentage reviewed by ASIN	Weekly	☐
Inventory — Manage FBA Inventory — stock levels checked — low stock flagged for reorder	Daily	☐
Inventory — Fix Stranded Inventory — zero stranded units confirmed	Weekly	☐
Inventory — Manage FBA Shipments — all active shipments tracking correctly	Per shipment	☐
Payments — Transaction View — disbursement received and amount confirmed	Each payment	☐
Notifications bell — all unread performance notifications read and actioned	Daily	☐
All Seller Central checks complete — account operating correctly and fully monitored	Ongoing	✅ Clear

Conclusion — Know Your Platform and It Works for You

Amazon UK Seller Central is a powerful and comprehensive platform — but its power is only available to sellers who know where to find the right information at the right time. Configure your Settings correctly on day one enable all relevant notifications check your Account Health and Buy Box percentage every week monitor your FBA inventory levels daily and use the reports section to make data-driven decisions about which products to restock expand or remove. Sellers who approach Seller Central as a tool to be actively managed rather than a background system that runs itself are the ones who catch problems early maintain clean account health and build growing profitable businesses on Amazon UK.

Find your next wholesale product through our Brands Directory. Research every opportunity with Keepa. Confirm every margin with AMZScout. And manage your account using the Seller Central navigation system in this guide.