Amazon rolls out multichannel tools in Seller Central, letting US sellers manage eBay, Shopify, TikTok and Walmart sales alongside their Amazon businesses

You can now manage sales from eBay, Shopify, TikTok, and Walmart directly within your Amazon Seller Central dashboard without additional fees.

Amazon has launched new multichannel selling tools within its Seller Central platform, enabling U.S. sellers to manage sales from eBay, Shopify, TikTok, and Walmart alongside their Amazon business. Announced at Amazon's Accelerate seller conference, these tools will be gradually rolled out at no extra cost. Initially, sellers can connect accounts, import listings, view all orders in one place, and manage order fulfillment across these channels. Amazon asserts that seller data from rival platforms will only be used to display it to the individual seller and will not be used for other purposes, addressing concerns stemming from past data usage allegations and ongoing FTC antitrust cases. The company states this move is driven by seller demand to simplify cross-platform management and that it believes helping sellers succeed elsewhere ultimately benefits Amazon by broadening product selection.

This integration significantly lowers the operational friction for sellers who are already active across multiple e-commerce channels, centralizing their workflow and potentially reducing reliance on third-party multichannel software. By offering these tools for free, Amazon directly competes with established multichannel software providers and aims to further entrench sellers within its ecosystem, creating a stickier platform. The move also has implications for how Amazon leverages seller data, a point of contention in past regulatory scrutiny, as the company now has a more integrated view of a seller's broader online business activities.

The expansion of Seller Central's capabilities signals Amazon's strategic intent to become the de facto operating system for online sellers, not just for its own marketplace but for their entire e-commerce presence. This initiative could fundamentally alter the competitive landscape for multichannel management software, potentially driving down costs for sellers or consolidating the market. It also serves as a powerful incentive for sellers to deepen their engagement with Amazon's suite of services, from fulfillment to potential future AI-driven selling tools, further solidifying Amazon's dominance in the e-commerce infrastructure space.