Amazon calls the new Amazon Seller Central layout its biggest upgrade in a decade, but with Classic gone as a default option, sellers say core tools now take more clicks and more searching to find.
Amazon rebuilt Seller Central around workspaces after finding that sellers were working across more than 200 tools spread over disconnected pages. The result is the new Amazon Seller Central layout, and sellers can no longer set the old view as their default.
Seller complaints about the change have continued for months. The confusion extends to Amazon agency and VA teams, who now repeat the same hunt for tools across every account they manage.
Sellers Lose Track of Business Reports After the Seller Central Update
Amazon gave the dashboard a cleaner look this year, with rounded cards replacing the sharp corners of the old design. The new Amazon Seller Central layout also changed the menu structure, moving tools that sellers had reached the same way for more than a decade.
The video breaking down the update shows the Products workspace combining tools that previously sat under Catalog, Inventory, Pricing, and Performance. Manage Inventory in the new Seller Central moved to Supply chain, while Brand Analytics moved to Marketing.
Noah Wickham, VP of Sales and Marketing at My Amazon Guy"I shouldn't have to search for something to be able to actually find it."
Sellers asking “where is Business Reports in Seller Central?” will find it in the Site Map under Other resources, not in the main menu. Amazon also blocks bookmarks on certain pages it plans to retire, including Business Reports, while the Custom Analytics page can still be bookmarked.
| Tool | New location |
|---|---|
|
Business Reports
|
Site Map > Other resources
|
|
Manage Inventory
|
Supply chain
|
|
Seller-fulfilled inventory
|
Supply chain
|
|
A+ Content
|
Products > Manage products
|
|
Brand Analytics
|
Marketing
|
|
Vine
|
Marketing
|
|
Brand Transparency
|
Site Map > Other resources
|
|
Custom Analytics
|
Site Map > Other resources
|
|
Sell globally
|
Products
|
The walkthrough found no Manage Brands entry or customer reviews tool in the main menu as of October 2026. The video also launches an Amazon Seller Central update series that matches each old menu section to its new location, starting with Catalog.
Amazon Says the New Amazon Seller Central Layout Saves Sellers Time
Amazon describes the redesign as a productivity upgrade. According to Amazon, it introduced the change at Amazon Accelerate 2026 as the largest Seller Central upgrade in 10 years.
Amazon’s stated reason for changing the Seller Central layout is speed, with tools grouped into workspaces for areas such as orders, finance, marketing, and supply chain. Seller Assistant, Amazon’s AI helper, now appears on every page and suggests actions based on the page being viewed.
The update also adds a combined view across marketplaces, a homepage built from modules sellers can rearrange, and fewer steps for jobs like product setup and coupon creation. Every page includes a “Provide feedback” button, and Amazon says it will notify sellers when a suggestion leads to a change.
For tools that moved, Amazon points sellers to its “Where to find your tools in the new Seller Central” page and to the Site Map, which lists every tool by workspace. It also started a Tell the Team forum series that gathers feedback one area at a time, and added tooltips linking familiar tools to their new locations.
Seller Complaints Run 14 Straight Weeks as Classic Seller Central Fades
Seller Labs monitored the reaction across Seller Central forums and Amazon seller subreddits, and redesign complaints appeared in every weekly digest from June 22 to Sept. 21, 2026, a 14-week streak. The outlet lists seven Seller Central workspaces in the new structure, which are Products, Supply chain, Orders, Marketing, Finance, Account health, and Programs and apps.
Sellers can no longer switch back to Classic Seller Central as their default, because Amazon notified sellers the option is being removed. Amazon’s own Tell the Team thread drew 150 replies and 1,793 views as of Sept. 21, 2026, the most replies of any redesign thread the outlet followed.
One seller reported that a view of orders by country and fulfillment type went from one click to nine clicks plus two text-message security codes, a delay that repeats with every login for agencies and VAs managing several accounts. The outlet located parent and child ASIN sales reports on Oct. 5, 2026, using a read-only AI agent built on Claude Code and the open-source Playwright MCP.
| Step | Action |
|---|---|
|
1 |
Click the All reports button on the home dashboard
|
|
2 |
Open Business Reports under My business
|
|
3 |
Under By ASIN, select Detail Page Sales and Traffic By Parent Item or By Child Item
|
|
4 |
Close the tour pop-up and survey if they appear
|
A banner on the Child Item report promotes Custom Analytics with more than 200 metrics and asks sellers to make the switch by year-end. Amazon has not announced a retirement date for Business Reports, so the timing of the move remains unclear.
