Amazon Launches Multichannel Tools for eBay, Shopify and TikTok

Amazon has unveiled a new set of Multichannel Selling Tools at its annual Accelerate conference, built directly into Seller Central. The tools let sellers connect their eBay, Shopify, TikTok Shop and Walmart accounts and manage listings, orders and performance across all of them from inside their Amazon account, with further marketplaces expected to follow.

The rollout is starting in the US store and will reach sellers gradually over the coming months. Amazon is not charging extra for the tools.

What the Tools Do

There are three main parts to the launch.

Listings. Sellers can import and link their existing listings from other channels. When a product description is updated in Seller Central, the change is pushed to every connected channel where that product is live, with the content automatically adapted to suit each marketplace's formatting rules. For sellers maintaining large catalogues across several platforms, that removes a lot of repetitive editing.

Orders and fulfilment. Orders from every connected channel appear in one view, so sellers no longer need to check separate dashboards. Off-Amazon orders can be fulfilled through Amazon's logistics network, building on services Amazon already offers such as Multichannel Fulfilment, Amazon Warehousing and Distribution, and Buy with Prime.

Profitability. Sellers get a combined view of earnings by product and by channel, with advertising spend, traffic and sales data pulled in from the connected platforms. The aim is to show at a glance which channels are performing best and where to focus.

Sellers can find the new tools through the multichannel settings page in the Seller Central settings menu. Amazon says data from other channels remains private and is only used to help the seller manage their business.

Why Amazon Is Doing This

This is a significant shift in strategy. For years, Amazon's multichannel offering has focused on fulfilment, giving sellers a way to ship orders from other platforms using Amazon's warehouses. These new tools go much further by moving the day-to-day running of a multichannel business into Seller Central itself.

Amazon has been clear that its long-term ambition is for Seller Central to be the single hub where independent sellers manage everything, wherever they sell. If that happens, Amazon becomes the operating system for multichannel selling, not just one of the channels.

What This Means for Sellers

For sellers who already treat Amazon as their main channel, this could be genuinely useful. One place to update listings, process orders and compare profitability across platforms is exactly what many multichannel sellers have been piecing together with separate software, and Amazon is offering it at no additional cost.

It also puts Amazon in direct competition with established multichannel platforms such as Linnworks, Rithum and other listing and inventory management tools that sellers currently pay for. Those providers will need to show what they offer beyond what Amazon now includes for free.

There are reasons to think carefully before moving everything across, though. Running your whole business through a single marketplace's dashboard means relying on that marketplace for your listings, orders and data. If your Amazon account is ever suspended or restricted, the impact could reach well beyond your Amazon sales. It also gives Amazon a detailed view of how you perform on competing platforms, and sellers should weigh that up for themselves.

The safest approach for most sellers will be to treat the new tools as an option worth testing rather than a reason to abandon their existing setup overnight, and to keep a reliable master copy of their product data outside any single marketplace.

Is It Available in the UK?

Not yet. The launch is for the US store first, and Amazon has not confirmed dates for the UK or Europe. UK sellers should keep an eye on Seller Central for updates, and those who also sell on Amazon.com may see the tools appear on their US account first.