Auditing Amazon Seller Central for Growth Opportunities

Learn how to audit an Amazon Seller Central account to uncover growth opportunities in promotions, account health, inventory management, and global expansion.

July 29, 2026 By SellerPro Amazon Agency

This guide demonstrates how to audit an Amazon Seller Central account to uncover optimization and revenue growth opportunities. By completing this audit, you will identify areas for improvement across promotions, listing health, inventory management, and international expansion.

This workflow is intended for e-commerce strategists and Amazon account managers. It is most useful during initial account audits or periodic business reviews to build an actionable growth roadmap.

When conducting a comprehensive audit of an Amazon Seller Central account, you should evaluate several key areas to ensure the brand is maximizing its potential. Use the table below to understand the different areas you can investigate before diving into the steps.

Audit Area	Purpose	Location in Seller Central
Promotions	Identify missed opportunities for deals, coupons, and brand-tailored discounts.	Advertising > Brand Tailored Promotions / Deals
Growth & Expansion	Discover B2B discounts, global product demand, and cross-border fulfillment options.	Growth > Growth Opportunities / Cross Border Selling
Account Health	Address poor customer experiences and Buy Box suppressions to maintain sales rank.	Performance > Voice of the Customer / Pricing Health
Inventory & Listings	Optimize stock levels, ensure videos are uploaded, and check for active A/B testing.	Inventory > Manage Inventory / Manage Experiments

Advertising and Promotions

Check if the account is leveraging available promotional tools and discounts to drive conversions.

Navigate to the Advertising menu and click on Brand Tailored Promotions to review created promotions.

Select the specific brand from the dropdown menu to view its active tailored promotions.

If you see an access restriction error on the promotions page, you may need to request the appropriate user permissions from the account administrator.

Step #9: Click on Manage deals to view active discounts and advertising efforts. — Click on **Manage deals** to view active discounts and advertising efforts.

Step #10: Click on Manage coupons to explore additional promotional strategies being utilized. — Click on **Manage coupons** to explore additional promotional strategies being utilized.

Growth Opportunities

Review automated recommendations provided by Amazon to expand your reach.

Step #17: Review the list of top business opportunities, such as clicking Set B2B Discounts to offer business pricing. — Review the list of top business opportunities, such as clicking **Set B2B Discounts** to offer business pricing.

Account Health and Customer Feedback

Analyze customer sentiment and listing health to resolve potential issues that could hurt sales.

Step #20: Navigate to the Account Health dashboard and click on Voice of the Customer. — Navigate to the Account Health dashboard and click on **Voice of the Customer**.

Step #22: Click See details next to any product with poor customer experience metrics to identify recurring complaints. — Click **See details** next to any product with poor customer experience metrics to identify recurring complaints.

Voice of the Customer data is useful, but remember that customers sometimes report incorrect return reasons to avoid paying return shipping.

Step #23: Click on Pricing health to check for any Buy Box suppressions or pricing errors on active listings. — Click on **Pricing health** to check for any Buy Box suppressions or pricing errors on active listings.

International Expansion and FBA

Look into expanding globally or optimizing fulfillment methods to reach new markets.

Step #32: Click on Explore global product demand to view insights on products with international appeal. — Click on **Explore global product demand** to view insights on products with international appeal.

Type "remote ful" into the main search bar at the top of the dashboard.

Step #36: Click Remote Fulfillment with FBA from the suggestions to check program eligibility and enrollment options. — Click **Remote Fulfillment with FBA** from the suggestions to check program eligibility and enrollment options.

Inventory and Listing Optimization

Review FBA inventory levels and listing media to reduce storage costs and boost conversion rates.

Step #40: Click on Manage experiments to see if A/B testing is actively being used for product titles, images, or A+ Content. — Click on **Manage experiments** to see if A/B testing is actively being used for product titles, images, or A+ Content.

Click on Manage videos to verify if video content is uploaded across the brand's product listings.

Step #44: Click on Manage Amazon inventory to review FBA inventory levels and identify excess stock. — Click on **Manage Amazon inventory** to review FBA inventory levels and identify excess stock.

Excess FBA inventory can quickly accumulate high storage and low inventory level fees. Prioritize auditing this section to minimize unnecessary costs.

Q: Why can't I create Brand Tailored Promotions?

A: You may lack the necessary user permissions. Ensure your account has the correct access levels granted by the primary account administrator.

Q: Should I implement all Growth Opportunity recommendations?

A: Not necessarily. Take automated recommendations with a grain of salt and ensure they align with your business strategy before applying them.

Q: Is the Voice of the Customer data always accurate?

A: Not always. While it provides valuable insights into potential listing issues, customers may sometimes inaccurately report return reasons, such as claiming an item was damaged to receive a free return.

Q: Can all products be enrolled in Remote Fulfillment with FBA?

A: No. Certain categories, such as weapons or restricted products, are generally ineligible for remote cross-border fulfillment.

Term	Definition
Brand Tailored Promotions	Exclusive discounts offered to specific customer audiences who have interacted with your brand on Amazon.
Voice of the Customer	A dashboard that highlights customer experience metrics and return feedback for your product listings.
Buy Box Suppression	When Amazon removes the "Add to Cart" button from a listing due to uncompetitive pricing or poor seller metrics.
Remote Fulfillment with FBA	A program that allows sellers to offer products in international marketplaces using inventory stored in their domestic fulfillment centers.
A/B Testing (Manage Experiments)	A feature that lets sellers run split tests on listing content like titles, images, and A+ Content to determine which version performs better.
B2B Discounts	Special pricing tiers offered exclusively to Amazon Business customers purchasing in bulk or for commercial use.
Excess Inventory	Stock stored in Amazon fulfillment centers that exceeds projected demand, often incurring costly long-term storage fees.

Audit Area

Purpose

Location in Seller Central

Promotions

Identify missed opportunities for deals, coupons, and brand-tailored discounts.

Advertising > Brand Tailored Promotions / Deals

Growth & Expansion

Discover B2B discounts, global product demand, and cross-border fulfillment options.

Growth > Growth Opportunities / Cross Border Selling

Account Health

Address poor customer experiences and Buy Box suppressions to maintain sales rank.

Performance > Voice of the Customer / Pricing Health

Inventory & Listings

Optimize stock levels, ensure videos are uploaded, and check for active A/B testing.

Inventory > Manage Inventory / Manage Experiments

Term

Definition

Brand Tailored Promotions

Exclusive discounts offered to specific customer audiences who have interacted with your brand on Amazon.

Voice of the Customer

A dashboard that highlights customer experience metrics and return feedback for your product listings.

Buy Box Suppression

When Amazon removes the "Add to Cart" button from a listing due to uncompetitive pricing or poor seller metrics.

Remote Fulfillment with FBA

A program that allows sellers to offer products in international marketplaces using inventory stored in their domestic fulfillment centers.

A/B Testing (Manage Experiments)

A feature that lets sellers run split tests on listing content like titles, images, and A+ Content to determine which version performs better.

B2B Discounts

Special pricing tiers offered exclusively to Amazon Business customers purchasing in bulk or for commercial use.

Excess Inventory

Stock stored in Amazon fulfillment centers that exceeds projected demand, often incurring costly long-term storage fees.