Amazon Seller Central is the platform you use as a seller on Amazon to run your entire online business: adding products, adjusting prices, handling orders, managing inventory, running ads and checking your payments. Seller Central brings all operational and analytical tasks together in one place. In this guide you will learn how the login works, how to register step by step, what Seller Central costs and which tools you actually need as a seller.
What is Amazon Seller Central? The quick answer
Amazon Seller Central is the central hub for every seller on Amazon. In the UK you reach it at sellercentral.amazon.co.uk. You sign in with the email address or mobile number of your seller account. Registration is free, you only pay for your selling plan and the fees per sale.
- Who it is for: individuals, small businesses and large brands, from beginners doing online arbitrage to brand owners
- What you do there: create listings, set prices, manage orders, use Fulfilment by Amazon (FBA) or ship yourself (FBM), run ads, read reports and monitor account health
- What it costs: £0.75 per item sold on the Individual plan or £25 per month (excl. VAT) on the Professional plan, plus referral fees of usually 7 to 15%. In the EU stores the plans cost €0.99 per item or €39 per month.
Unlike Vendor Central, Seller Central lets you sell directly to customers. You stay in control of your prices and your product range.
Amazon Seller Central login: how to sign in
- Step 1: Open sellercentral.amazon.co.uk and click "Log in".
- Step 2: Enter the email address or mobile number of your seller account.
- Step 3: Enter your password or sign in with a passkey.
- Step 4: Confirm two-step verification with a code from your authenticator app or by text message to your mobile number.
Passkey instead of password
A passkey is the most convenient and secure way to sign in. Instead of a password you use your fingerprint, face recognition or your device PIN. You set up a passkey under "Login and security" in your account. You can create several passkeys, for example one for your laptop and one for your phone. Your email address and mobile number stay on file as a backup in case you lose a device.
Seller Central login not working: common problems and fixes
- Wrong password: click "Forgot password" and reset it via your email address.
- No access to your mobile number: use your backup method for two-step verification, such as a passkey or the authenticator app. Always set up a second method.
- Error or blank page: the problem is often the browser. Clear cookies and cache or try another browser. If Amazon itself has a server outage, all you can do is wait and try again later.
- Wrong account: your customer account and seller account are separate. Use the email address you registered with as a seller on Amazon.
- Account suspended: check account health and your messages from Amazon. They tell you which information or documents are missing.
How to become a seller on Amazon: registration in 6 steps
Registration is fully online and free. Plan around 30 to 45 minutes and have all documents ready before you start. Amazon's official registration guide also describes the process in detail.
Documents you need
- Valid passport or national ID card
- Credit card that can be charged internationally (no prepaid cards)
- Bank account for your payouts
- Recent proof of address, for example a bank statement from the last 90 days
- Phone number for the verification code
- Business details such as your company registration number and, if registered, your VAT number
The registration process step by step
- Step 1, create your account: go to sell.amazon.co.uk, click "Sign up" and create your seller account with a business email address.
- Step 2, business information: business type, company name and address. Your name must match your ID exactly.
- Step 3, personal information: details of the responsible person and your document uploads.
- Step 4, payment details: credit card for verification and fees, and bank account for payments to you.
- Step 5, store information: your store name and whether you are a brand owner or sell products with a UPC or EAN.
- Step 6, verification: Amazon usually verifies your identity in a short video call. Keep your ID ready.
After a successful check, activation usually takes 24 to 72 hours. Common reasons for delays are spelling differences, bank statements that are too old and blurry photos.
Obligations before your first sale in the UK and EU
- VAT: UK-established businesses must register with HMRC once taxable turnover passes £90,000. Overseas sellers who store stock in the UK must register from the first sale. In the EU the rules depend on the country. Amazon offers its own VAT Services in Seller Central.
- Packaging rules: several countries require a packaging registration before you sell there, for example LUCID in Germany.
- Extended producer responsibility: for electronics, batteries and other product groups you need registration numbers, such as a WEEE number.
How much does Amazon Seller Central cost?
Seller Central itself is free. Costs come from your selling plan and the fees per sale. The fee structure varies by product category and plan. You find the current figures on Amazon's pricing page.
| Cost | Individual | Professional |
|---|---|---|
| Monthly fee | none | £25 per month (excl. VAT), €39 in the EU |
| Per item sold | £0.75, €0.99 in the EU | none |
| Referral fee | usually 7 to 15% by category | usually 7 to 15% by category |
| Advertising, reports, bulk upload | no | yes |
| Worth it | under 35 sales per month | from around 35 sales per month |
Since early 2026, reduced rates apply to many items up to £20/€20, and referral fees are lower in categories such as clothing and home. With Fulfilment by Amazon, FBA fees and storage costs come on top. How much Amazon takes from a seller in the end is explained with worked examples in our Amazon FBA calculator guide. All start-up costs are covered in our guide on how much it costs to start Amazon FBA arbitrage.
Tip: Amazon offers eligible new sellers incentives such as fee discounts and advertising credits. Check which programmes are available to you after registration.
Amazon Seller Central overview: the key sections and tools
The menu at the top left takes you to every section of Seller Central. These are the tools you will use most as a seller:
- Catalogue: add products, either to an existing ASIN or as a new listing. Every new product automatically gets an ASIN. Our ASIN guide explains what that is.
- Inventory: manage all listings and stock, create FBA shipments and plan replenishment
- Pricing: adjust prices, set up automated pricing rules and create discounts or coupons
- Orders: view all orders, ship FBM orders and process returns
- Advertising: marketing campaigns for more visibility and reach, based on keywords and categories
- Reports: business reports with data on sales, sessions, search and payments
- Performance: account health, customer satisfaction, ratings and feedback
- Brands: brand registry tools for brand owners, for example for richer content on the product page
Managing inventory: Fulfilment by Amazon or shipping yourself
In Seller Central you choose for each listing how it ships. With Fulfilment by Amazon (FBA) you send your goods to Amazon's fulfilment centres, and Amazon handles storage, shipping, customer service and returns. Your listings then get the Prime badge. With Fulfilment by Merchant (FBM) you store and ship yourself and keep full control.
Handling orders
Under "Manage Orders" you see every order with its status and details. For FBM orders you confirm shipment here. With Fulfilment by Amazon, processing runs automatically.
Keeping an eye on account health
Account health shows whether you meet Amazon's requirements: order defect rate, cancellation rate, late shipments and policy violations. Check it at least once a week. A poor score can lead to suspension of your seller account and lowers your chances of winning the Buy Box.
Answering messages
You must answer buyer messages within 24 hours, including weekends. Quick answers improve your customer service. Our guide to the Amazon Message Center shows how the inbox works.
Selling on Amazon across Europe with one account
With a unified European seller account you have access to all European stores, including Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.it, Amazon.es and Amazon.nl. You simply switch the marketplace at the top of Seller Central and can list products in different languages. That way you grow the reach of your online business in Europe without opening a new account.
For shipping to other countries you have two options: EFN (shipping from your home fulfilment centre) or Pan-EU (storing stock in several countries). Our comparison of Pan-EU vs EFN explains the differences.
The Amazon Seller app: Seller Central on your phone
The right app for sellers is called "Amazon Seller". Download it from the Google Play Store or the Apple App Store and sign in with your email address or mobile number and your password or passkey. In the app you answer messages, check orders and sales, adjust prices and scan products by barcode.
The regular Amazon Shopping app is for customers only. It gives you no access to your seller account.
Seller Central or Vendor Central: selling on Amazon compared
| Seller Central | Vendor Central | |
|---|---|---|
| Who sells to the customer? | You as the seller | Amazon itself, you sell in bulk to Amazon |
| Access | Open to individuals and businesses | By invitation from Amazon only |
| Pricing | You set your prices | Amazon sets the retail price |
| Marketing | Ads and coupons in Seller Central | Extra exclusive options for large brands |
| Typical for | Sellers, online arbitrage, wholesale, brands | Large manufacturers |
For most sellers Seller Central is the right choice, because you control prices, listings and your sales strategy yourself.
Common mistakes in Seller Central and how to avoid them
- Buying products without checking: many categories and brands require approval, and some products such as books follow their own rules. Check before you buy whether you are allowed to sell the goods at all. ProfitGo shows eligibility, hazmat status, fees and profit directly on the Amazon product page.
- Ignoring account health: small issues quickly turn into a suspension.
- Answering messages too late: the 24-hour deadline applies at weekends too.
- Misjudging fees: always include VAT and FBA fees before you buy.
- Sharing login details: create separate users with limited permissions for team members instead of sharing your password.
If you are just starting out, our online arbitrage guide shows how to find profitable products for your business. For logistics, have a look at our article on FBA prep centres.
Frequently asked questions about Amazon Seller Central
How does Amazon Seller Central work?
Seller Central is your seller portal. You create listings, manage inventory and orders, set prices, run ads and see your payments and data there. Everything runs in the browser or in the Amazon Seller app.
How much does an Amazon seller account cost?
Registration is free. On the Individual plan you pay £0.75 per item sold, on the Professional plan £25 per month excl. VAT (€0.99 and €39 in the EU). Referral fees and, with Fulfilment by Amazon, FBA fees come on top.
What percentage does Amazon take from sellers?
The referral fee is usually 7 to 15% of the total price, depending on the category. Including FBA fees, most sellers pay 25 to 35% of the selling price in total.
How do I log in to Amazon Seller Central in the UK?
Via sellercentral.amazon.co.uk with the email address or mobile number of your seller account, your password or passkey and two-step verification.
Which Amazon app is right for sellers?
The "Amazon Seller" app for iOS and Android. The Amazon Shopping app is for customers only.
How do I cancel Amazon Seller Central?
Under "Settings" and "Account Info" you can downgrade to the Individual plan to stop the monthly fee, or close your account completely. Settle open orders and balances first.
Is it worth selling on Amazon?
Yes, if you calculate before you buy. Amazon offers huge reach, but also high fees and a lot of competition. What matters most is choosing the right products and calculating accurately.
Conclusion
Amazon Seller Central is your tool for everything around selling on Amazon. Signing in takes a few minutes, registration about an hour plus the review. Focus on catalogue, inventory, orders and account health first. And check every product before you buy: with ProfitGo you see fees, profit and eligibility directly on the Amazon page.
