Amazon Seller Central is where your entire Amazon India business lives — inventory, orders, advertising, reports, and account health. It can feel overwhelming when you first log in. This guide explains every major section, what to check daily, and what each metric actually tells you about your business.
The Dashboard — What to Check Daily
When you log into Seller Central, the home dashboard shows your summary metrics. The three most important: Units Ordered (how many units were ordered in the last 7 days compared to the prior period — this tells you sales trend), Buy Box Percentage (what percentage of orders you are winning when your product is the offer on your listing), and Account Health (must stay in ‘Healthy’ status — any degradation needs immediate attention).
Inventory Tab — Your Most Important Operational Tool
Inventory → Manage All Inventory shows every active listing with current stock levels, buy box status, and pricing. Inventory → FBA Inventory specifically shows stock at Amazon warehouses with the ‘Days of Supply’ metric. This is what you check to decide when to reorder. Set a mental trigger: when Days of Supply drops below 45, begin the reorder process. Inventory → Inventory Planning shows Amazon’s demand forecast and recommendations — useful context for reorder quantity decisions.
Advertising Console — Your Daily Revenue Driver
The Advertising tab links to the Amazon Advertising Console. Here you manage all PPC campaigns. The three key metrics to review daily: Impressions (are your ads being shown?), Clicks (are shoppers clicking?), and ACoS (are the clicks generating profitable sales?). A sudden drop in impressions usually means your bids dropped below auction clearing price — raise bids. A high click rate with no conversions usually means your listing is not converting — check price and images.
Reports Tab — Your Business Intelligence
Reports → Business Reports shows your sales by ASIN, traffic data, unit session percentage (conversion rate), and buy box percentage. This is where you diagnose listing performance. Reports → Advertising Reports includes the Search Term Report — the most valuable advertising report. It shows which customer search queries triggered your ads and which ones generated sales. This data is what you use to optimise PPC campaigns weekly.
Account Health — Monitor Weekly
Performance → Account Health shows your Order Defect Rate, Late Shipment Rate, and Pre-fulfilment Cancellation Rate. These must stay within Amazon’s thresholds (ODR below 1%, Late Shipment below 4%). For FBA sellers, most of these metrics are managed automatically by Amazon — but review them weekly. Any metric in warning status requires immediate investigation.
Frequently Asked Questions
How do I find my best-selling keywords in Amazon Seller Central India?
Reports → Advertising Reports → Search Term Report. Filter for keywords with: Clicks ≥ 10 AND Orders ≥ 1. These are keywords generating actual sales. These should be in your manual exact match campaign with appropriate bids.
What is the Buy Box on Amazon India and why does it matter?
The Buy Box is the ‘Add to Cart’ button on a product listing. If multiple sellers offer the same product, Amazon rotates the Buy Box among them. For private label sellers, you should win the Buy Box 90%+ of the time on your own brand’s products. If your Buy Box percentage drops significantly, check whether another seller is listing against your product (hijacking) or whether your pricing is non-competitive.
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