Sellers can now manage sales across Amazon, eBay, Shopify, TikTok, and Walmart from Seller Central

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 work Multichannel 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 everywhere Sellers 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