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New Seller Central 2026: Where Every Tool Moved
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17 min read
Last updated: Oct 16, 2026
Your tools did not disappear. In the new Seller Central, Amazon replaced the classic top menus (Catalog, Inventory, Pricing, Orders, Reports, Advertising) with six named workspaces (My business, Products, Supply chain, Orders, Finance, Marketing) plus Account Health and Settings on the top navigation bar, and most individual tools now sit one or two tabs deeper inside the matching workspace. This guide applies to selling in the United States marketplace and maps the tools sellers ask about most (Automate Pricing, Manage Inventory, A+ Content, Brand Analytics, Business Reports and more) from their old home to their new one, using Amazon's own tool finder, plus a rollout timeline, the mistakes sellers are reporting, and a short checklist for the switch.
Nothing in Seller Central was deleted. Amazon reorganized its 200-plus tools into six workspaces (My business, Products, Supply chain, Orders, Finance, Marketing), with Account Health and Settings always available from the top navigation bar. Automate Pricing is now under Products, Manage products, Manage pricing. Manage A+ Content is under Products, Manage products. Brand Analytics and the Ads Console moved to Marketing. If you cannot find a tool, use the search bar at the top of any page, open the navigation menu, or check Amazon's own tool finder page, Where to find your tools in the new Seller Central.
What actually changed in the new Seller Central
Amazon's own description of the redesign is direct about why it happened. The company states that sellers were navigating over 200 tools across disconnected pages, and that this was costing them time, so Amazon rebuilt how Seller Central is organized. The new experience groups related actions and tools into what Amazon calls workspaces, and adds a persistent Action Center for notifications, tasks and alerts, plus a personalized dashboard with KPIs such as sales, conversion and ad spend.
Amazon's help page is explicit that this is a navigation change, not a feature change: 'While the structure differs from the classic Seller Central experience, the core features and functionality remain the same.' The same page also confirms what does not change when you move to the new experience: your account data, settings, listings, inventory and order history; your SP-API integrations and third party tools (including SellerMagnet, which connects through Amazon's own Selling Partner API); your team members and secondary users; and your advertising campaigns, promotions and FBA settings.
The six workspaces, and the one extra tab Amazon's own page mentions
Amazon names six workspaces: My business, Products, Supply chain, Orders, Finance and Marketing. Each one groups the pages and tools for a specific part of the business, for example inventory management inside Supply chain, or advertising and promotions inside Marketing. Interestingly, Amazon's own help page describes 'one of the seven tabs at the top of homepage', not six, while the same page lists only six named workspaces below it. Read alongside Amazon's seller forum post on the same topic, which separately lists 'six dedicated workspaces: My business, Products, Supply chain, Orders, Finance, Marketing and Account Health', the seventh tab is Account Health: it sits on the top navigation bar next to the six workspaces, reachable from any page, which is why it shows up as a tab without being counted among the six named workspaces.
- My business. Your central hub: sales, orders and advertising widgets, the latest seller news, and the entry point to All reports, Custom Analytics, B2B reports and Seller Forums.
- Products. Your whole catalog: add products, manage listings, pricing (including Automate Pricing), A+ Content, images, video, experiments, reviews and feedback, plus product research and selling globally.
- Supply chain. FBA and seller-fulfilled inventory: inventory performance, shipments, aged inventory, storage utilization, capacity, defects and reimbursements, plus sending inventory to Amazon or AWD.
- Orders. Order and return management end to end: manage orders, manage returns, resolve A-to-z and SAFE-T claims, and shipping performance.
- Finance. Profitability and payments: payment reports, manage payments, manage taxes, lending, Seller Wallet and currency conversion.
- Marketing. Promotions and visibility: manage promotions, deals and coupons, Brand Analytics, the Ads Console and Manage Stores.
- Account Health and Settings (top nav, not a workspace). Reachable from any page, with no need to open a workspace first: Account Health, Performance Notifications, User Permissions and every settings page (returns, shipping, tax, FBA, apps, certifications).
The old menu to new menu mapping table
The classic top menu names below (Catalog, Inventory, Pricing, Orders, Reports, Advertising, Performance, Apps and services) were the stable top-level labels sellers used for years before the redesign. The 'New path' column is copied from Amazon's own tool finder page, Where to find your tools in the new Seller Central, which Amazon published specifically to document this move, tool by tool.
| Classic menu (general) | Tool | New workspace | New path (2026, per Amazon) |
|---|---|---|---|
| Pricing | Automate Pricing | Products | Manage products, then the Manage pricing tab, then the Automate pricing tab |
| Pricing | Manage Pricing / price health | Products | Click the arrow next to Manage products, then select Manage pricing |
| Pricing | Negotiated Pricing (B2B) | Products | Manage products, Manage pricing tab, then the Negotiated pricing tab |
| Catalog | Add a Product | Products | Add products, at the top of the Products workspace |
| Catalog | Add a Variation | Products | Add products, then the Add variations tab |
| Catalog | Manage Inventory (listings) | Products | Manage products, at the top of the Products workspace |
| Catalog | Manage A+ Content | Products | Manage products, then the Manage A+ content tab |
| Catalog | Manage Images / Manage Videos | Products | Manage products, then the Manage images or Manage videos tab |
| Catalog | Manage Experiments | Products | Manage products, then the Manage experiments tab |
| Customer Reviews | Vine / Voice of the Customer | Products | Analyze reviews, then the Vine or Voice of the Customer tab |
| Customer Reviews | Manage Feedback | Products | Analyze reviews, then the Manage feedback tab |
| Inventory | Manage FBA Inventory | Supply chain | Manage Amazon inventory, at the top of the Supply chain workspace |
| Inventory | Inventory Performance Dashboard | Supply chain | Manage Amazon inventory, Capacity Monitor, Inventory, then Inventory Performance |
| Inventory | Send to Amazon / Create Shipment | Supply chain | Send inventory, then Create shipment |
| Inventory | Manage Shipments | Supply chain | Send inventory, then Manage shipments |
| Orders | Manage Orders | Orders | Manage orders, at the top of the Orders workspace |
| Orders | Manage Returns / Returns Insights | Orders | Manage returns, then the Returns insights tab |
| Orders | A-to-z and SAFE-T claims | Orders | Resolve claims, then the Manage Safe T claims tab |
| Reports | Business Reports / All reports | My business | All reports, top right corner of the My business workspace |
| Payments | Manage Payments | Finance | Manage payments, at the top of the Finance workspace |
| Payments | Manage Taxes / Tax Document Library | Finance | Manage Taxes, then the Tax document library tab |
| Advertising | Ads Console | Marketing | Ads console, at the top of the Marketing workspace |
| Advertising | Brand Analytics | Marketing | Brand analytics, at the top of the Marketing workspace |
| Advertising | Promotions, Deals, Coupons | Marketing | Manage promotions and deals, then the matching tab |
| Performance | Account Health | Top nav (not a workspace) | Click Account Health directly in the top navigation bar |
| Settings (gear icon) | User Permissions, FBA, Tax, Shipping Settings | Top nav (not a workspace) | Click the gear icon, then Settings, then the matching settings page |
This table is a starting point, not the full site map
Amazon's own tool finder page lists far more rows than fit here, and Amazon adds a full, clickable site map inside the navigation menu and in the footer of every page, organized by workspace. If a tool you use is not in this table, the site map is the fastest way to confirm its new location without guessing.
Three official ways to find a tool that moved
Amazon documents three ways to locate any tool in the new Seller Central, all stated directly on its own help pages.
- Click a workspace tab. Go directly to My business, Products, Supply chain, Orders, Finance or Marketing at the top of the homepage, then look for the tool among that workspace's top-of-page buttons and tabs.
- Open the navigation menu. The redesigned drop-down menu in the top left corner of any page lists the tools inside each workspace, and also links to the full site map.
- Use the search bar. Type the name of any tool into the search bar at the top of the site and click the matching result; this is the fastest path once you know the tool's name but not its new home.
Amazon has also been adding wayfinding aids directly inside the interface, documented in its own seller forum post on navigation. Breadcrumbs now show your exact path at the top of every sub-navigation page, for example Products, then Manage Products, then Manage A+ Content, so you always know where you are. Tooltips throughout the new Seller Central connect a familiar tool name to its new location; Amazon's own examples are that 'Catalog' is now under 'Products' and 'Inventory' is now under 'Supply Chain'. Amazon also says bookmarking any page for one-click access shipped shortly after that post, letting you pin the handful of tools you open every day.
How to find Automate Pricing in the new Seller Central, step by step
Find Automate Pricing without using the search bar
- Open the Products workspace - From the homepage, click the Products tab at the top, one of the six main workspaces.
- Open Manage products - Click the arrow next to Manage products, not the Manage products button itself, so the drop-down list of related tabs appears.
- Select Manage pricing - Choose Manage pricing from that drop-down; this lands on the pricing health view for your catalog.
- Click the Automate pricing tab - Automate Pricing is a tab inside Manage pricing, not a separate top-level item; the rules you already created are unchanged.
- Bookmark it - If you check this tool daily, use the bookmark option Amazon added (from the navigation menu, next to any menu item, or from the upper left corner of the page) so you do not repeat these four clicks every time.
The same four step pattern, workspace, then a top-of-page tool button, then a tab, then (sometimes) a sub-tab, applies across almost every row in the mapping table above. Once you have done it for one tool, the rest follow the same logic even before you check the site map.
Rollout timeline: when you will see the new Seller Central
Amazon's own help page lays out the schedule for the United States marketplace in three parts. First, sellers who are new to Amazon and not already active under their account in other Amazon stores are redirected to the new Seller Central by default, immediately after registering and being verified. Second, existing sellers are being switched over in phases, seeing a banner warning on the classic homepage before the switch; Amazon states this transition will occur in phases across stores through August 2026. Third, Amazon is removing the ability to opt back out, on two separate dates: as of June 3, 2026, newly registered sellers who were defaulted into the new experience lost the option to opt out; by the end of August 2026, Amazon states the same opt-out option will also be removed for all existing sellers, after which no seller will be able to switch their default experience back to classic Seller Central.
Until that final date, sellers who still see classic Seller Central as their default can open the new experience at any time by scrolling to the top of any page and clicking the New Seller Central toggle. Sellers already on the new experience who still need the classic view (for example, while a specific workflow has not fully migrated for them) can reach it from the gear icon in the top right corner of any new Seller Central page, then Classic Seller Central; Amazon notes that clicking through from classic into any page will open that page in the new interface regardless.
What sellers are reporting during the switch (seller-reported, not Amazon-confirmed)
Amazon's own help pages describe the structure of the new navigation. They do not describe every complaint sellers have posted about using it day to day. The items below come from seller replies on Amazon's own seller forums thread about navigation in the new Seller Central; they are seller-reported experience, not facts Amazon has published or confirmed in its help documentation, and your own account may behave differently depending on your marketplace, your rollout phase and the tools you use most.
- Seller-reported: more clicks for some order and store-country workflows. One seller described needing a long chain of clicks (changing store country, then filtering by fulfillment channel) to reach a view that used to be a single click in classic Seller Central, specifically for cross-marketplace FBM order lookups.
- Seller-reported: specific business reports harder to locate. Multiple sellers reported not being able to find year-over-year comparison reports or parent and child sales breakdowns in the same place they remembered from classic Seller Central's Reports menu.
- Seller-reported: dashboard comparison and date range limits. Some sellers reported that the new homepage's sales widgets do not let them pick a custom comparison period the way the classic dashboard did.
- Seller-reported: slower page response on some devices. A seller using Android described a noticeable lag before a page could be zoomed in to read clearly; this is a single device report, not a documented Amazon performance statistic.
- Amazon-confirmed, in progress: CTRL+Click and right-click to open a link in a new tab was reported broken across the menu and workspaces; Amazon's own forum post confirms this has been implemented across the menu and workspaces and is rolling out to the remaining areas as of that post.
- Amazon-shipped fixes you can rely on today: the site map, breadcrumbs, tooltips connecting old tool names to new locations, and bookmarking are all things Amazon states it has already shipped in direct response to this feedback, per the same forum post.
Common mistakes when moving to the new Seller Central
- Assuming a tool is gone instead of moved. Amazon's own help page states directly that core features and functionality remain the same; before concluding a tool was removed, check the search bar, the site map and the mapping table above.
- Looking under the old top level menu name. 'Catalog' and 'Inventory' are not menu names in the new Seller Central; per Amazon's own forum post, Catalog tools now live under Products and Inventory tools now live under Supply chain.
- Not using the search bar first. The fastest way to confirm whether a specific tool exists and where it sits is typing its name into the search bar at the top of any page, before clicking through workspace tabs by trial and error.
- Treating Account Health as part of a workspace. Account Health and Settings sit on the top navigation bar, reachable from any page; you do not need to open My business, Products or any other workspace first.
- Forgetting that third party tools are unaffected. Amazon's help page confirms SP-API integrations and third party tools continue to work as before; a navigation change inside Seller Central's own screens does not touch how SellerMagnet or any other connected tool reads your data.
- Waiting until the opt-out deadline to get familiar with it. With the opt-out removed for new sellers since June 3, 2026, and for all existing sellers by the end of August 2026, treating the new Seller Central as temporary costs more time than learning the handful of tools you use daily now.
Migration checklist: get comfortable with the new navigation in under an hour
| Check | Why it matters |
|---|---|
| Open each of the six workspaces once (My business, Products, Supply chain, Orders, Finance, Marketing) | Builds a mental map of which tasks live where before you need a tool urgently |
| Bookmark the 5 to 8 tools you open every day | Amazon's bookmark feature puts them one click away, replacing the multi-click path you used the first time |
| Locate the site map once, in the navigation menu or the page footer | The fastest fallback when a specific tool is not where you expect, without guesswork |
| Confirm Account Health and Settings from the top navigation bar | They are not inside any workspace, so you never need to hunt through My business or Products for them |
| Re-check your Automate Pricing rules and their min/max values under Products, Manage products, Manage pricing | Confirms nothing changed in the rule logic itself during the navigation move |
| Verify SP-API connected tools (SellerMagnet, any other third party app) still sync normally | Amazon states integrations are unaffected, but a quick check costs a minute and confirms it for your own account |
| Read one breadcrumb trail and one tooltip the first time you get lost | Amazon's own wayfinding aids are built specifically to connect a familiar tool name to its new path |
Your profit numbers do not have to move every time Amazon's menus do. SellerMagnet Analytics shows net profit per order, product and marketplace after Amazon fees, COGS, shipping, VAT, refunds and your own expenses, in one dashboard that stays put no matter which workspace your Business Reports or Finance tab live under this year. A free tier covers up to 50 orders a month for 60 days, and paid plans start from EUR 19/month excl. VAT (as of October 2026, see pricing), with a 14-day free trial on paid plans.
Does the new navigation change how a connected tool like SellerMagnet works?
No. SellerMagnet connects to Amazon through Amazon's own Selling Partner API (SP-API), using Amazon's own OAuth login, the same connection method Amazon's new Seller Central help page confirms is unaffected by the navigation redesign. SellerMagnet never sees or stores your Amazon password, and you can revoke access at any time from Seller Central's own settings, wherever Account settings happens to sit for you this month. The practical effect of the 2026 redesign on a connected analytics or repricing tool is exactly zero: your sales, orders, fees and inventory data keep flowing the same way regardless of which workspace Amazon moves its own Business Reports tab into.
Did Amazon remove any tools in the new Seller Central?
No. Amazon's help page states directly that the core features and functionality remain the same; only the navigation structure changed. If a tool seems missing, it has moved into one of the six workspaces, and Amazon's own tool finder page and site map both document the new location for each one.
How do I switch back to classic Seller Central?
If you can still opt out, click the gear icon at the top right of any new Seller Central page and select Classic Seller Central. Amazon has removed this option for new sellers since June 3, 2026, and plans to remove it for all existing sellers by the end of August 2026, after which no account can switch back.
Where did Automate Pricing go in the new Seller Central?
It moved under the Products workspace. Click Manage products, then the Manage pricing tab, then the Automate pricing tab inside it. Your existing pricing rules, minimum and maximum prices are unchanged; only the path to reach the screen is different. Click the arrow next to Manage products first if the pricing tab does not show right away.
What are the six workspaces in the new Seller Central?
My business, Products, Supply chain, Orders, Finance and Marketing. Each groups the pages and tools for one area of your business. Account Health and Settings are not counted among the six; they sit on the top navigation bar and are reachable from inside any workspace. Supply chain, for example, holds FBA inventory and shipments.
How do I find a tool I cannot locate in the new layout?
Use the search bar at the top of any page and type the tool's name, open the navigation menu in the top left corner to browse by workspace, or open the full site map linked in that menu and in the page footer. All three methods are documented directly on Amazon's own help pages.
Will the new Seller Central navigation affect my SellerMagnet connection?
No. SellerMagnet, like any third party tool, connects through Amazon's Selling Partner API, which Amazon's own help page confirms is unaffected by the navigation redesign. Your data keeps syncing the same way regardless of where Amazon moves its own menu items. SellerMagnet never sees or stores your Amazon password; you authorize access directly through Amazon's own OAuth login.
When does every seller lose the option to use classic Seller Central?
Amazon states the transition runs in phases through August 2026 for existing sellers, and that the option to opt back out to classic Seller Central will be removed for all existing sellers by the end of that month. New sellers already lost that option on June 3, 2026. You can try the new experience early via the top-of-page toggle.
Is this the same guide as 'what is Amazon Seller Central'?
No. This guide is specifically about the 2026 navigation redesign, where individual tools moved and how to find them. For the basics of what Seller Central is and how to use it from scratch, see our separate guide, What is Amazon Seller Central and how to use it. The table and timeline above answer the redesign question faster.
New to Seller Central altogether, or want the fundamentals first? Start with what Amazon Seller Central is and how to use it. Already repricing and want to know what moved specifically under Pricing? See does Seller Central have a native repricer. Account security also changed in 2026, covered separately in Seller Central passkeys.
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