🇺🇸 USFBA OperationsMedium ImpactSeptember 24, 2026
Amazon Opens Seller Central to eBay, Shopify, TikTok, and Walmart — New Multichannel Selling Tools Roll Out Gradually to US Sellers at No Extra Cost (September 24, 2026)
US sellers who also sell on eBay, Shopify, TikTok, or Walmart. Access is rolling out gradually over the coming months, so not every account will see the tools immediately.
Amazon announced multichannel selling tools at Accelerate 2026 that let independent sellers manage their eBay, Shopify, TikTok, and Walmart sales from inside Seller Central. The tools are rolling out gradually to US sellers over the coming months at no additional cost. At launch, sellers can connect their accounts on those platforms, import and link off-Amazon listings, see multichannel sales and orders in one place, and fulfill orders across channels in a few clicks — including sending an off-Amazon order to Amazon for fulfillment — while unified listing editing and cross-channel profitability views are listed as coming later.
Key Points
- Seller Central can now connect to eBay, Shopify, TikTok, and Walmart accounts, and Amazon says more channels are coming
- Rolling out gradually to sellers in the US store over the coming months, at no additional cost to sellers
- Available at launch: connect external channel accounts, import and link off-Amazon listings, view multichannel sales and orders, and fulfill orders across channels in a few clicks
- Sellers can send an off-Amazon order (for example, a Shopify order) to Amazon for fulfillment, but using Amazon's fulfillment services is not required to use the tools
- Coming later: editing listings once with automatic channel-specific formatting, AI-generated channel-ready listing content, and real-time profitability across every channel
- Amazon says more than 95% of independent sellers in its store sell across multiple channels, and its stated goal is for Seller Central to be the single place sellers manage their entire business
What You Should Do Now
- 1Watch Seller Central for the multichannel selling tools to appear on your account as the gradual US rollout continues
- 2Once available, connect your eBay, Shopify, TikTok, or Walmart accounts and import and link your off-Amazon listings to the matching Amazon products
- 3If you plan to route off-Amazon orders to Amazon for fulfillment, review Multi-Channel Fulfillment pricing first — the tools are free, but fulfillment by Amazon is charged under its normal fee schedule
- 4Keep your existing off-Amazon order and profitability tracking in place until the unified listing and profitability features Amazon lists as coming later actually ship
Official Source
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