SC

 Seller Central is the central hub for 3P (third-party) sellers operating under the Amazon Marketplace model, where sellers list their own products and sell directly to consumers - in contrast to Vendor Central (VC), where vendors sell products wholesale to Amazon (1P model).

Through SC, sellers can manage their entire business lifecycle on Amazon - from listing creation to inventory management, advertising, order fulfilment, and performance monitoring.

Key Functions of Seller Central:

1. Catalogue & Listings Management:
   • Create and edit product listings (titles, descriptions, images, pricing).
   • Manage variations, categories, and compliance data.
   • Control pricing through manual or automated repricing tools.
2. Inventory & Fulfilment:
   • Choose between FBA (Fulfilment by Amazon) or FBM (Fulfilment by Merchant).
   • Monitor stock levels, inbound shipments, and fulfilment performance.
3. Advertising & Promotions:
   • Run Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) campaigns.
   • Create deals, coupons, and discounts to boost visibility and conversion.
4. Order & Customer Management:
   • View and manage customer orders, refunds, and returns.
   • Access customer messages and resolve disputes via the Buyer-Seller Messaging Service.
5. Analytics & Reporting:
   • Access detailed reports on sales, traffic, advertising performance, and account health.
   • Monitor KPIs such as ROAS, ACoS, Order Defect Rate (ODR), and Late Shipment Rate (LSR).
6. Account Health & Compliance:
   • Review performance metrics, policy warnings, and compliance notifications.
   • Respond to Policy Violations and submit Plans of Action (POA) if required.

Benefits for Sellers:

• Full control: Manage pricing, inventory, and customer communication independently.
• Scalability: Sell across multiple marketplaces (e.g., Amazon.com, Amazon.co.uk, Amazon.de) from one dashboard.
• Access to Prime: Through FBA, sellers gain Prime eligibility and faster delivery benefits.
• Rich insights: Analytics and dashboards enable data-driven decisions.

Benefits for Amazon:

• Expanded selection: Millions of sellers broaden product variety for customers.
• Revenue growth: Amazon earns fees from sales, fulfilment, and advertising.
• Customer satisfaction: FBA ensures fast shipping and reliable service standards.

Challenges:

• High competition: Marketplace saturation can reduce visibility and margins.
• Complex policies: Strict compliance rules and potential for listing suspensions.
• Fee structure: Sellers must manage multiple cost components (referral, FBA, storage, advertising).

Why It Matters:
Seller Central is the backbone of Amazon’s 3P marketplace economy, which now represents the majority of total Amazon sales.
It empowers entrepreneurs, brands, and small businesses to scale globally using Amazon’s infrastructure while maintaining autonomy.

Example:
A home décor seller uses Seller Central to upload new product listings, run a Sponsored Brands campaign, monitor ROAS, and fulfil orders via FBA, all from one unified interface.

In short:
SC (Seller Central) is Amazon’s self-service management platform for third-party sellers - enabling them to list products, manage operations, run ads, and sell directly to customers within the Amazon marketplace ecosystem.