Sellers can now manage sales across Amazon, eBay, Shopify, TikTok, and Walmart from Seller Central
Amazon has launched multichannel management tools within Seller Central, allowing U.S.-based sellers to link eBay, Shopify, TikTok, and Walmart accounts. The update features automated listing synchronization, centralized order processing, and a unified financial intelligence dashboard at no additional subscription cost.
Amazon is launching new multichannel selling tools in Seller Central that connect orders, listings, profitability, and more across Amazon, eBay, Shopify, TikTok, and Walmart.
Before these new tools, sellers juggled a separate dashboard, login, and workflow for every channel they sold through. Multichannel selling tools replace that complexity with one connected workspace.
The new experience is rolling out gradually to sellers in the U.S. store, with more capabilities and more channels expanding in the coming months.Small businesses and independent sellers have more choices than ever when it comes to where they sell their products. And increasingly, they're choosing to sell everywhere. We hear it from them every day: they're expanding to new regions, innovating new products, and reaching more customers. And we want them to be successful no matter where they sell, in Amazon’s store or anywhere else. That's why we're focused on supporting their entire business, not just their Amazon business.
A record number of independent sellers in Amazon’s store surpassed $1 million in sales in 2025
A new Amazon report shows independent sellers thrived in 2025, reflecting the resilience of small businesses.More than 95% of independent sellers in Amazon’s store sell across multiple channels. The same product can live as separate listings on Amazon, a seller’s own website, Shopify, eBay, Walmart, and TikTok, each governed by its own dashboard, rules, and blind spots. Managing orders, listings, and analytics across these channels is labor-intensive, and it pulls sellers away from developing products and serving customers. Sellers want a simpler way to run their business across these channels and one inventory pool to fulfill all of their customer orders, wherever those customers shop.Today, Amazon is solving that problem with multichannel selling tools, a new experience in Seller Central that gives sellers a single home base for managing listings, orders, and profitability across all their other channels. No more jumping between tools and dashboards. Sellers can connect their eBay, Shopify, TikTok, and Walmart accounts to Seller Central, with more channels coming.We started our multichannel journey years ago, when sellers told us that managing inventory across multiple places to serve customers was a significant challenge in managing their business. They wanted one inventory pool to fulfill orders from every channel, and they wanted to leverage Amazon's speed and global reach to do it. We made that possible by introducing services like Multichannel Fulfillment (MCF), Amazon Warehousing and Distribution (AWD), and Buy with Prime. Over the years, sellers have found tremendous value in the speed and convenience of shipping off-Amazon orders through our logistics network. But multichannel selling tools go further by unifying not just fulfillment, but the entire selling operation.
Analysis & Recommendations
Why This Matters
Sellers can now eliminate manual data entry and spreadsheet reconciliation by managing all external orders and product updates from one interface. This reduces human error and allows for real-time inventory and profitability tracking across multiple marketplaces like TikTok and Walmart.
Key Takeaways
Automated Listing Synchronization ensures a single modification on the Amazon Manage Products page updates all connected external channels.
The new Unified Financial Intelligence dashboard aggregates sales revenue, web traffic, and advertising spend from all linked platforms.
Generative AI tools are integrated to help create optimized product titles and descriptions tailored to specific marketplace requirements.
The rollout is currently limited to U.S.-based sellers and includes eBay, Shopify, TikTok, and Walmart.
Recommended Actions
→Navigate to the multichannel settings within the Seller Central menu to authorize links for eBay, Shopify, TikTok, or Walmart storefronts.
→Use the 'Manage Orders' screen in Seller Central to process incoming orders from external third-party platforms.
→Access the new profitability dashboard to compare ROI between Amazon campaigns and Walmart advertising campaigns.
Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude
Sellers can now automate routine tasks 24/7 with Seller Assistant and bring their Amazon data and Seller Central insights into the AI tools they already use.
How multichannel selling tools workMultichannel selling tools are integrated right into the same tools that sellers use every day to manage their Amazon business, Seller Central. Sellers can get started by visiting the multichannel settings page, found in the Settings menu in the top right navigation bar. Connecting channels takes just a few clicks. And off-Amazon data remains secure and private, accessible to the seller for the purposes of managing their business.* Here's what’s new:
Keeping listings consistent and optimized everywhereSellers have told us they want to create and manage their listings in one place. Before this new experience, sellers had to log in and create a new listing for every channel where they wanted to sell, rewrite content to meet every channel's unique formatting requirements, and manually publish each version one by one. For sellers managing dozens or hundreds of different products across multiple channels, updating a single product could eat up an entire day.With multichannel selling tools, a seller will be able to enhance the description once on the Manage Products page, and it updates everywhere it’s live. It automatically formats the updated description to fit each channel's requirements, so the seller can focus on crafting the right message instead of wrestling with each channel’s specifications.When it comes to creating a new listing, Amazon’s AI-powered listing tools make it much faster for sellers to create high-quality, customer-optimized listings and enhance their existing ones to stand out to customers. In 2025, independent sellers created more than 12 million sales-ready listings using generative AI (Gen AI). Now, we want to bring that same seamless experience to every channel where sellers sell. They will be able to generate channel-ready listing content, such as optimized titles and product details, cutting the time between creating a new listing and making a first sale. What used to take hours of repetitive copywriting across channels now takes minutes, letting sellers focus on growing their business instead of managing busywork.
Managing orders and fulfillment in one placeWhen customer orders come in from multiple channels, each with its own workflow and requirements, keeping up takes real effort. Multichannel selling tools are not just an update to the fulfillment process. The new experience gives sellers one place to see, manage, and act on every order, regardless of where it came from—so they never have to worry about which dashboard they forgot to check.Imagine a seller who sells phone cases across Amazon, Shopify, and Walmart. They open the Manage Orders page in Seller Central and see all their unshipped orders from every channel on one screen, complete with order details, customer information, and fulfillment options. They select a Shopify order, click to fulfill through Amazon, and the system automatically takes it from there. Once the shipment is created, tracking updates flow back to Shopify automatically, so the buyer stays informed without the seller lifting another finger.In practice, that means a seller doesn’t just get faster fulfillment, they get one dashboard for every order, from every channel, whether or not they use Amazon to ship it.
Seeing the full picture of profitabilityToday, sellers export spreadsheets from several dashboards and reconcile sales numbers, often by hand, at the end of every month. With multichannel selling tools, they can see at a glance which channels are most profitable and decide where to invest next. Multichannel selling tools will give sellers a clear, real-time picture of how much they're earning from each product, across every channel. It will also pull in ad spend, traffic, and sales data from all connected channels so sellers can see what's working without jumping between reports.“We have a team of three dedicated to reporting, and I'd estimate they spend about 5 hours at the end of each month to compile everything by logging into each channel individually,” said Pamela Lee, an Amazon selling partner and director of digital operations at Elizabeth Mott. “Now, with multichannel selling tools like the profitability dashboard, we can just see it all in one view, compare performance at a high-level glance or year-over-year across our Amazon, Shopify, and Walmart channels. It saves us so much time and eliminates the need for those separate reports entirely.”
What’s available today, and what’s nextMultichannel selling tools will roll out gradually to sellers in the U.S. store over the coming months, at no additional cost to sellers. Today, the current experience starts with the ability to connect eBay, Shopify, TikTok, and Walmart accounts to Seller Central, import and link off-Amazon listings, view multichannel sales and orders, and fulfill across channels in a few clicks. More channels and capabilities are rolling out soon.
Amazon introduces agentic AI across the seller experience, transforming how sellers manage their businesses
Powered by Amazon Bedrock, Seller Assistant evolves into an always-on, agentic AI-powered partner that helps sellers launch, manage, and grow their business.And there’s even more to come. Amazon is working toward a future where Seller Central becomes the single place where independent sellers manage their entire business, not just their Amazon listings, across every channel where they sell.Independent sellers drive more than 60% of sales in Amazon’s store. Multichannel selling tools are built to help them keep growing everywhere. It won't run their business for them, but it gets the operational complexity out of the way, so sellers can spend more time developing new products, broadening their selection, building relationships with customers, and deciding where to grow next.Next, learn more about the value of selling in Amazon’s store.*A seller decides which channels to connect, what data to share, and can disconnect at any time. Multichannel selling tools have strict access controls in place so that a seller's data is not shared with other sellers or used to inform Amazon's retail business decisions.
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Key takeaways
Amazon is launching new multichannel selling tools in Seller Central that connect orders, listings, profitability, and more across Amazon, eBay, Shopify, TikTok, and Walmart.
Before these new tools, sellers juggled a separate dashboard, login, and workflow for every channel they sold through. Multichannel selling tools replace that complexity with one connected workspace.
The new experience is rolling out gradually to sellers in the U.S. store, with more capabilities and more channels expanding in the coming months.Small businesses and independent sellers have more choices than ever when it comes to where they sell their products. And increasingly, they're choosing to sell everywhere. We hear it from them every day: they're expanding to new regions, innovating new products, and reaching more customers. And we want them to be successful no matter where they sell, in Amazon’s store or anywhere else. That's why we're focused on supporting their entire business, not just their Amazon business.
A record number of independent sellers in Amazon’s store surpassed $1 million in sales in 2025
A new Amazon report shows independent sellers thrived in 2025, reflecting the resilience of small businesses.More than 95% of independent sellers in Amazon’s store sell across multiple channels. The same product can live as separate listings on Amazon, a seller’s own website, Shopify, eBay, Walmart, and TikTok, each governed by its own dashboard, rules, and blind spots. Managing orders, listings, and analytics across these channels is labor-intensive, and it pulls sellers away from developing products and serving customers. Sellers want a simpler way to run their business across these channels and one inventory pool to fulfill all of their customer orders, wherever those customers shop.Today, Amazon is solving that problem with multichannel selling tools, a new experience in Seller Central that gives sellers a single home base for managing listings, orders, and profitability across all their other channels. No more jumping between tools and dashboards. Sellers can connect their eBay, Shopify, TikTok, and Walmart accounts to Seller Central, with more channels coming.We started our multichannel journey years ago, when sellers told us that managing inventory across multiple places to serve customers was a significant challenge in managing their business. They wanted one inventory pool to fulfill orders from every channel, and they wanted to leverage Amazon's speed and global reach to do it. We made that possible by introducing services like Multichannel Fulfillment (MCF), Amazon Warehousing and Distribution (AWD), and Buy with Prime. Over the years, sellers have found tremendous value in the speed and convenience of shipping off-Amazon orders through our logistics network. But multichannel selling tools go further by unifying not just fulfillment, but the entire selling operation.
Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude
Sellers can now automate routine tasks 24/7 with Seller Assistant and bring their Amazon data and Seller Central insights into the AI tools they already use.
How multichannel selling tools workMultichannel selling tools are integrated right into the same tools that sellers use every day to manage their Amazon business, Seller Central. Sellers can get started by visiting the multichannel settings page, found in the Settings menu in the top right navigation bar. Connecting channels takes just a few clicks. And off-Amazon data remains secure and private, accessible to the seller for the purposes of managing their business.* Here's what’s new:
Keeping listings consistent and optimized everywhereSellers have told us they want to create and manage their listings in one place. Before this new experience, sellers had to log in and create a new listing for every channel where they wanted to sell, rewrite content to meet every channel's unique formatting requirements, and manually publish each version one by one. For sellers managing dozens or hundreds of different products across multiple channels, updating a single product could eat up an entire day.With multichannel selling tools, a seller will be able to enhance the description once on the Manage Products page, and it updates everywhere it’s live. It automatically formats the updated description to fit each channel's requirements, so the seller can focus on crafting the right message instead of wrestling with each channel’s specifications.When it comes to creating a new listing, Amazon’s AI-powered listing tools make it much faster for sellers to create high-quality, customer-optimized listings and enhance their existing ones to stand out to customers. In 2025, independent sellers created more than 12 million sales-ready listings using generative AI (Gen AI). Now, we want to bring that same seamless experience to every channel where sellers sell. They will be able to generate channel-ready listing content, such as optimized titles and product details, cutting the time between creating a new listing and making a first sale. What used to take hours of repetitive copywriting across channels now takes minutes, letting sellers focus on growing their business instead of managing busywork.
Managing orders and fulfillment in one placeWhen customer orders come in from multiple channels, each with its own workflow and requirements, keeping up takes real effort. Multichannel selling tools are not just an update to the fulfillment process. The new experience gives sellers one place to see, manage, and act on every order, regardless of where it came from—so they never have to worry about which dashboard they forgot to check.Imagine a seller who sells phone cases across Amazon, Shopify, and Walmart. They open the Manage Orders page in Seller Central and see all their unshipped orders from every channel on one screen, complete with order details, customer information, and fulfillment options. They select a Shopify order, click to fulfill through Amazon, and the system automatically takes it from there. Once the shipment is created, tracking updates flow back to Shopify automatically, so the buyer stays informed without the seller lifting another finger.In practice, that means a seller doesn’t just get faster fulfillment, they get one dashboard for every order, from every channel, whether or not they use Amazon to ship it.
Seeing the full picture of profitabilityToday, sellers export spreadsheets from several dashboards and reconcile sales numbers, often by hand, at the end of every month. With multichannel selling tools, they can see at a glance which channels are most profitable and decide where to invest next. Multichannel selling tools will give sellers a clear, real-time picture of how much they're earning from each product, across every channel. It will also pull in ad spend, traffic, and sales data from all connected channels so sellers can see what's working without jumping between reports.“We have a team of three dedicated to reporting, and I'd estimate they spend about 5 hours at the end of each month to compile everything by logging into each channel individually,” said Pamela Lee, an Amazon selling partner and director of digital operations at Elizabeth Mott. “Now, with multichannel selling tools like the profitability dashboard, we can just see it all in one view, compare performance at a high-level glance or year-over-year across our Amazon, Shopify, and Walmart channels. It saves us so much time and eliminates the need for those separate reports entirely.”
What’s available today, and what’s nextMultichannel selling tools will roll out gradually to sellers in the U.S. store over the coming months, at no additional cost to sellers. Today, the current experience starts with the ability to connect eBay, Shopify, TikTok, and Walmart accounts to Seller Central, import and link off-Amazon listings, view multichannel sales and orders, and fulfill across channels in a few clicks. More channels and capabilities are rolling out soon.
Amazon introduces agentic AI across the seller experience, transforming how sellers manage their businesses
Powered by Amazon Bedrock, Seller Assistant evolves into an always-on, agentic AI-powered partner that helps sellers launch, manage, and grow their business.And there’s even more to come. Amazon is working toward a future where Seller Central becomes the single place where independent sellers manage their entire business, not just their Amazon listings, across every channel where they sell.Independent sellers drive more than 60% of sales in Amazon’s store. Multichannel selling tools are built to help them keep growing everywhere. It won't run their business for them, but it gets the operational complexity out of the way, so sellers can spend more time developing new products, broadening their selection, building relationships with customers, and deciding where to grow next.Next, learn more about the value of selling in Amazon’s store.*A seller decides which channels to connect, what data to share, and can disconnect at any time. Multichannel selling tools have strict access controls in place so that a seller's data is not shared with other sellers or used to inform Amazon's retail business decisions.
Trending news and stories
Prime Big Deal Days is back October 6-7: Here’s what to expect
Amazon raises minimum starting pay for full-time core operations employees to $20/hour, with average pay reaching nearly $24/hour
Prime Big Deal Days 2026: Early deals you can shop right now
Amazon invests another $1.9 billion in the Delivery Service Partner program, launching new safety initiatives and AI-powered technology
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