Seller Central

Amazon's portal for third-party (3P) sellers who list and sell products directly to shoppers on the marketplace.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Seller Central is Amazon's web portal for third-party (3P) sellers who list and sell products directly to shoppers on the Amazon marketplace. Sellers use it to manage listings, pricing, inventory, orders, and advertising. Unlike Amazon's first-party model, sellers set their own prices and retain control of their products.