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Amazon Redesigns Seller Central – Unnecessarily?

Amazon sellers got a surprise this week when they went to the section called Seller Central where they manage their orders. Amazon rolled out a new design, and like any event that impacts a seller’s daily routine, not everyone enjoyed the change.

Sellers agreed that the fonts were bigger and that the page design was simpler. But not everyone agreed the implementation made for a positive experience. The fonts are too big, and the blue font is hard to read, were common complaints.

Some also felt the background colors didn’t provide enough contrast. The move from boxes with gridlines to lightly shaded boxes makes it harder to read especially on certain devices, said sellers, such as one who was using a laptop computer.

One seller said they couldn’t move the boxes anymore, but another responded with instructions, advising sellers to place the cursor at the top of a box to get a set of 4 arrows that could be dragged to resize the sections.

Some sellers said the Seller Central page was easier to read, and a few commented that the layout was the same, it was just the design that had changed. It’s great that the entire lines are hyperlinked, one seller commented.

But while larger fonts were seen as a positive for some, others said the new design meant they now had to scroll down to see everything on the page. “If you want to see everything on one screen, just adjust the zoom on your browser,” one person responded.

Some sellers said that given the fact the changes were only cosmetic, with no added functionality, they would have preferred to have seen Amazon use its resources in other areas of the site.

“I think most people would accept these changes quietly if there were obvious improvements being made,” said one seller.

“How many developer hours were spent on this redesign that did not add any functionality? Wouldn’t these hours be better spent on fixing the numerous glitches instead,” another seller asked.

Amazon didn’t respond to our inquiry about the changes and whether it was a work in progress, or if that was the extent of the changes for now.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.