Amazon Continues Migration to the New Seller Central
Amazon is updating the new Seller Central by reorganizing task alerts and feature entry points, and plans to launch a page-bookmarking function.
What are the key facts?
- 1Migration and feature reorganization of the new Seller Central continues
- 2The Action Center displays pending tasks based on the workspace
- 3Some Action Cards can be hidden for seven days
- 4Recommendation Cards can be hidden permanently
- 5Amazon plans to launch a page-bookmarking function
What happened?
Over the past 48 hours, Amazon’s seller forums have featured communications from the official team about the new Seller Central. The update primarily involves seller-account interface migration and feature reorganization, rather than changes to referral fees or logistics rates. The new Action Center dynamically displays pending tasks based on the seller’s current workspace, such as relevant tasks and alerts in the Products and Orders modules. Some Action Cards can be temporarily hidden for seven days, while Recommendation Cards can be hidden permanently. Amazon also said that a page-bookmarking function is expected to launch within approximately two weeks, allowing sellers to pin frequently used tools for one-click access. The change applies to sellers using Seller Central in the United States and will particularly affect cross-border teams that rely on legacy navigation and tools for bulk inventory management, A+ Content, Vine, advertising, and orders. It may increase training and operational migration costs in the short term.
What does this mean for cross-border sellers?
Seller Central in the United States is continuing to migrate and reorganize its back-office entry points. Sellers handling inventory, A+ Content, Vine, advertising, and orders may need to adapt to new workspaces and navigation paths. Teams that continue relying on legacy workflows may face higher short-term training, entry-finding, and operational-error costs.
What should sellers do now?
- 1This week, map the entry points from the legacy back office to the new workspaces for the US store, covering Products, Orders, inventory, A+ Content, Vine, and advertising tools. Create a shared team path guide and complete a login check for each item.Platform Policy
- 2Have members responsible for US stores review the Action Center in each workspace one by one, distinguishing required tasks from ignorable alerts. Hide irrelevant Action Cards for seven days and keep a record of hidden items to ensure no tasks are missed.
- 3Compile a list of frequently used entry points for inventory, A+ Content, Vine, advertising, and order tools, and label priorities by team. After the page-bookmarking function launches, pin these entries and accept completion when each tool category has a clickable entry.