Amazon Seller Central Now Connects Walmart, eBay, Shopify and TikTok
Amazon wants Seller Central to run your whole e-commerce business, not just your Amazon store. On September 24, 2026, Amazon announced free multichannel selling tools that let US sellers connect their eBay, Shopify, TikTok and Walmart accounts, import those listings and see off-Amazon orders inside Seller Central. The rollout is gradual, so many sellers are getting access now, in the middle of Q4 planning. Here is what is live, what is still coming, and how to think about it.
What Amazon announced
According to Amazon's announcement (Sept 24, 2026), sellers can connect other channels from a new multichannel settings page in Seller Central. PPC Land (Sept 27, 2026) reported the same details and separated what is available now from what Amazon described as coming later:
| Feature | Status |
|---|---|
| Connect eBay, Shopify, TikTok and Walmart accounts | Rolling out now (US store) |
| Import and link off-Amazon listings | Rolling out now |
| View multichannel sales and orders | Rolling out now |
| Fulfill off-Amazon orders through Amazon | Rolling out now |
| Edit a listing once and update every channel | Described as coming |
| AI-generated channel-ready listing content | Described as coming |
| Cross-channel profitability view (ad spend, traffic, sales) | Described as coming |
Amazon says the tools come at no additional cost, and that the rollout starts with sellers in the US store "over the coming months," with more channels to follow. Fulfilling orders through Amazon still uses Multi-Channel Fulfillment (MCF), which has its own fees; see our article on MCF and Prime delivery on your own website.
The numbers behind the move
Amazon backed the launch with its own figures: more than 95% of independent sellers in its store sell across multiple channels, independent sellers drive more than 60% of sales in Amazon's store, and they created more than 12 million listings with generative AI in 2025. PPC Land noted that Amazon gives no source or definition for the 95% figure.
Amazon's position is also clear from independent estimates. Marketplace Pulse (Mar 19, 2026) estimates Amazon's US third-party sales at about $300 billion, more than seven times eBay's, with Temu, TikTok Shop and Walmart much smaller:
In other words, the channels Amazon now invites into Seller Central are much smaller than Amazon, and many are growing. Becoming the place where sellers manage all of them keeps Amazon at the center of the seller's day, and its fulfillment network busy.
Open questions
- Timing. No end date was given for the rollout, so not every seller will have the tools before Black Friday (November 27).
- Channel rules. Walmart and TikTok Shop have their own rules on which fulfillment providers and carriers sellers may use. PPC Land pointed out that Amazon's post does not address them, so check each platform's policy before routing orders through Amazon.
- Data use. Amazon's post says seller data is not shared with other sellers or used to inform Amazon's retail decisions. PPC Land noted it does not address advertising systems.
- Listing control. It is not yet clear whether sellers will review channel-specific versions before automatic updates go live.
What it means for sellers (our analysis)
A free hub is worth testing. Many sellers pay for separate tools to sync listings, orders and reports across channels. If Amazon's tools do the basics well, they could replace part of that stack. Start with one secondary channel and compare order sync and inventory accuracy with your current setup.
Don't put all your eggs in one basket. Running every channel through one Amazon login is convenient, but it ties your other channels to an account that can be suspended. Keep direct access to each platform and your own records of orders and customer data.
Fulfillment rules come first. Before you ship Walmart or TikTok Shop orders with MCF, confirm that the platform allows it for your account, including rules on branded packaging and delivery speed.
Profitability by channel is the real prize. If the profit dashboard arrives as described, it will make it easier to see whether a channel actually makes money after ads and fees. Until then, keep your own channel P&L. For more on Amazon's AI tools from the same event, see our Accelerate 2026 article.
Checklist
- Look for the multichannel settings page in Seller Central (Settings menu).
- Connect one secondary channel first and check order and inventory sync for two weeks.
- Review each platform's fulfillment and packaging rules before using MCF for its orders.
- Keep direct logins and order exports for every channel.
- Track profit per channel, including ads, fees and returns.
How Atronia Innovations can help
We run Amazon, Walmart and TikTok Shop stores for brands and factories, and our Channel Expansion plan (5% of net revenue) is built for adding new marketplaces. If you want help deciding which channels to add and how to fulfill them, see our plans or contact us.
Sources
- Amazon — Amazon Seller Central now supports multichannel selling across Amazon, eBay, Shopify, TikTok, and Walmart (Sept 24, 2026)
- PPC Land — Amazon puts eBay, Shopify, TikTok and Walmart orders inside Seller Central (Sept 27, 2026)
- Marketplace Pulse — Top 10 E-Commerce Marketplaces in 2026 (Mar 19, 2026)
