A Cleaner, More Focused Dashboard for Amazon’s Seller Ecosystem

Overview

This conceptual project reimagines the Amazon Seller Central dashboard to help third-party sellers focus, act, and manage more efficiently. I focused on improving the information hierarchy, reducing cognitive load, and surfacing actionable insights.

The Challenge

The current Seller Central dashboard is cluttered, difficult to scan, and fails to prioritize the most important actions for sellers. My goal was to create a cleaner, role-relevant experience.

Outcome

• Created a system-level dashboard redesign that feels modern, task-oriented, and easy to scale

• Highlighted how Amazon could increase seller task completion by reducing UI clutter and friction

• Shared with designers and sellers who validated its clarity

My Approach

• UX/UI redesign of dashboard from scratch

• Competitive analysis of enterprise dashboards (e.g., Shopify, Etsy)

• Created layout options based on real seller needs and business goals

• Designed responsive UI mockups with modular card system

Key Design Decisions

• Priority-based layout: Moved essential actions and sales performance metrics to the top of the page, minimizing distraction.

• Modular components: Created resizable cards for tasks, orders, and messages to fit different user needs and workflows.

• Cleaner visual hierarchy: Reduced visual noise through typography, spacing, and simplified icons.

Results & What's next

• Proposed dashboard addressed major usability gaps by prioritizing daily seller actions and reducing visual clutter.

• Feedback from small business sellers validated the new layout’s clarity and ease of use.

• Future direction includes user-configurable dashboards and AI-powered recommendations based on seller behavior.