Seller Central
Seller Central is the website where businesses that sell on Amazon list their products, track sales and run their selling account.
- Amazon Seller Central
What it means
Seller Central is where an Amazon seller’s business is run. Amazon calls it “the online business console where sellers login to list products, track sales, view reports, message customers, and more”.1
It is where product data goes in. To list a product, Amazon asks for “a product ID, SKU, Product title, Product description, Product images and search terms and relevant keywords, and the cost of each product”.2
Amazon also posts rule changes there. In its UK seller forums, Amazon said that from 27 July 2026, product titles in every category except media must be 75 characters or fewer, including spaces.3
Think of it like this
It is the back office of a stall in someone else’s market hall. The hall owns the floor and sets the rules, and the back office is where you stock your stall and read the notices.
For example
A title built for Google reads “Brackmore stand mixer, 5 litre stainless steel bowl, 1000 W, 10 speeds, with dough hook, whisk and beater”, 105 characters. For Amazon UK it stops after “10 speeds”, at 70, and the attachments can move to Item Highlights, an extra 125 characters shown below the title.3
Why it matters
Amazon applies its rules to what goes in here. Amazon UK said titles still over 75 characters “will be updated to the AI recommendation gradually”.3 A title you do not shorten yourself may be rewritten for you.
Not to be confused with
Sources
- Amazon (sell.amazon.co.uk). Amazon Seller Tools: Scaling Your Ecommerce Business in the UK.
- Amazon (sell.amazon.co.uk). Sell on Amazon UK: Uplift your Online Selling Experience.
- Amazon Seller Central UK. Updates to improve your product titles begin on July 27.
- eBay UK Seller Centre. Home.
- eBay UK Seller Centre. Seller Hub.