Amazon's New Seller Central: Where Your Tools Moved and What Changed

TL;DR

• The new Seller Central is now the default for every seller. Amazon removed the opt-out for all existing sellers by the end of August 2026, so you can't make Classic your default anymore.
• Your tools are grouped into six workspaces: My business, Products, Supply chain, Orders, Finance and Marketing. Account Health and Settings (the gear icon) sit in the top bar.
• Nothing in your account changed: Amazon says listings, inventory, orders, settings, SP-API integrations, ads, promotions and FBA settings are unaffected.
• Can't find a tool? Use the search bar at the top of any page, the Site Map in the main menu, or Amazon's "Where to find your tools in the new Seller Central" help page.
• Classic is still one click away for a quick look: gear icon, then Classic Seller Central. Any page you click from there opens in the new layout.
• What to do now: update your team's SOPs and bookmarks, check who has Seller Assistant permission, and set up your homepage modules.

The Real Question: Where Did My Tools Go?

If you've opened Seller Central since the summer and spent five minutes hunting for a report you used to reach in two clicks, you're not alone. Amazon's announcement on its own seller forum has dozens of replies from sellers who can't find payment reports, Brand Registry or the MCF order form.

The tools didn't go away. Amazon moved them into workspaces. This guide shows how the new layout is organized, where the tools sellers lose most often now live, and the handful of things worth setting up so your team stops losing time.

What Changed in Seller Central

Amazon introduced the redesign at Amazon Accelerate 2026 as "the biggest upgrade to Seller Central in a decade." Amazon's help page says the old layout made sellers navigate "over 200 tools across disconnected pages," so it rebuilt navigation around tasks. The main changes:

• Workspaces instead of menus. Related tools are grouped by area of the business, each with its own widgets and metrics. You reach them from tabs at the top of the homepage or from the main menu in the top-left corner.
• Action Center. One place for listing issues, policy notifications and performance alerts that need your attention.
• A customizable homepage. The homepage is modular, with a personalized dashboard of KPIs like sales, conversion and ad spend. You can rearrange it.
• Seller Assistant on every page. Amazon's AI assistant answers questions in plain language, pulls your own sales and inventory numbers, and, with your permission, can take actions such as helping resolve stranded inventory or creating support cases.
• Canvas. Ask Seller Assistant a question and it can build tables and charts from your data in a visual workspace. Amazon says Canvas is available only in the new Seller Central.
• One view across stores. Amazon says you get a unified view across the marketplaces where you sell.

The Timeline

What Stayed the Same

Amazon lists these as unchanged:

• Account data, settings, listings, inventory and order history
• SP-API integrations and third-party tools
• Team members and secondary users (they moved over too)
• Advertising campaigns, promotions and FBA settings

No action is needed to keep your data.

The Six Workspaces at a Glance

Account Health is in the top navigation bar. Settings and User permissions are under the gear icon in the top-right corner.

Where the Tools Sellers Lose Most Often Moved

These are the tools sellers ask about most in Amazon's forum thread, with the path from Amazon's own help page or Site Map.

If a tool isn't on this list, type its name in the search bar at the top of any page. The full list lives in the Site Map and in Amazon's Where to find your tools page (Seller Central login needed for both).

Can You Still Use Classic Seller Central?

Not as your default. Amazon's help page says that after August 2026, "no sellers will have the ability to switch their default experience back to classic Seller Central."

You can still open Classic for a quick look:

1. Go to the top-right corner of any page in the new Seller Central.
2. Click the settings gear.
3. Select Classic Seller Central.

The catch: any page you click while you're in Classic opens in the new layout. Treat Classic as a way to remember where something used to be, not as a place to work.

The Switch Checklist for Your Team

Most guides stop at "here's where things moved." The time you lose is in the things built on the old layout: training docs, bookmarks and who can do what. Work through these once.

1. Rewrite Your SOPs

Any written process that says "go to Inventory, then Manage FBA Inventory" now sends a new hire to the wrong place. Search your SOPs, training videos and VA instructions for old menu paths and replace them with the workspace path from the table above.

2. Rebuild Your Bookmarks

Old bookmarks may land on a moved page or bounce to the homepage. Open each one, then save the page it actually lands on, or replace it with the workspace path. Pick the ten pages your team opens every day and put them in one shared bookmark folder.

3. Check Who Has Seller Assistant

Seller Assistant can read account data and, with permission, make account-level and ASIN-level changes. Primary Users have it by default. Secondary users need the Seller Assistant permission:

1. Click the gear icon, then User permissions.
2. Click Edit next to the user.
3. Find Seller Assistant and set the access you want (None removes it).
4. Click Save changes. It can take up to five minutes to apply.

Amazon's own advice: only grant it to trusted people, and check its answers against the source links it gives. Some actions also depend on the user's permission level for that area of Seller Central, so a VA with Seller Assistant still can't change what they can't change by hand.

4. Set Up Your Homepage

The homepage modules are customizable. Put the numbers you check every morning at the top: sales, Account Health, inventory alerts, ad spend. Clear out the modules you never use. Then check the Action Center daily, since that's where listing issues and policy notices now collect.

5. Make Search Your Habit

Amazon's fastest path to any tool is the search bar at the top of every page. Type the tool's name instead of clicking through menus. When search doesn't find it, the Site Map in the main menu lists every page by workspace.

6. Tell Amazon What's Missing

Every page has a Provide feedback button. Amazon says it's still changing the layout based on that feedback and will tell you when your feedback leads to a change. If a tool your team relies on takes too many clicks, report it.

When the New Layout Helps

Once your team knows the paths, a few things are better than before. Each workspace puts the metrics and the actions for that area on one screen, so checking stranded inventory or return rates no longer means opening three pages. Seller Assistant can answer "what were my sales last month?" without a report download. And if you sell on other channels, the multichannel tools that let you manage eBay, Shopify, TikTok Shop and Walmart sales from Seller Central only live in the new layout. We covered those in Seller Central now runs your eBay, Shopify, TikTok and Walmart sales.

A layout change is also a good moment for a wider check. Our listing audit checklist walks through your listings, and if you'd rather have someone run Seller Central day to day, that's what our Amazon account management team does.

FAQ

Can I switch back to classic Seller Central?

Not as your default. Amazon removed the opt-out for all existing sellers by the end of August 2026. You can still open Classic from the gear icon, but any page you click there opens in the new layout.

Did the new Seller Central change my listings or settings?

No. Amazon says your listings, inventory, orders, settings, integrations, ads, promotions and FBA settings are unaffected, and no action is needed to keep your data.

Do my third-party tools and SP-API apps still work?

Yes. Amazon says SP-API integrations and third-party tools continue to work as before.

How many workspaces are there?

Six: My business, Products, Supply chain, Orders, Finance and Marketing. Account Health and Settings are in the top navigation bar.

Where are my reports?

In the My business workspace, click All reports in the top-right corner. Payment reports are in the Finance workspace under Finance reports.

How do I find a tool that moved?

Type its name in the search bar at the top of any page, open the Site Map from the main menu, or use Amazon's "Where to find your tools in the new Seller Central" help page.

Can my VA use Seller Assistant?

Only if the Primary User gives them the Seller Assistant permission in User permissions. Some actions also depend on their permission level for that part of Seller Central.

Is Canvas available in classic Seller Central?

No. Amazon says Canvas is available only in the new Seller Central.

The Bottom Line

The new Seller Central isn't optional anymore, and Amazon isn't bringing the old menus back. Your data and tools are all still there, just grouped into six workspaces with Account Health and Settings in the top bar.

The fastest way through it is to stop hunting: use the search bar, keep the Site Map and Amazon's "Where to find your tools" page handy, and spend one afternoon updating your team's SOPs, bookmarks and Seller Assistant permissions. After that, the layout works for you instead of against you.

Sources

• Amazon Seller Central Help, New Seller Central experience (login required)
• Amazon Seller Central Help, Where to find your tools in the new Seller Central (login required)
• Amazon Seller Central Help, Seller Assistant: Seller Central's agentic assistant (login required)
• Amazon Seller Central, Site Map (login required)
• Amazon Seller Forums, New features to help you work faster in the new Seller Central (News_Amazon, September 30, 2026)