Amazon Seller Central is starting to let U.S. sellers connect eBay, Shopify, TikTok and Walmart accounts, import and link the listings on those channels, see orders from all of them in one dashboard, and fulfill any of those orders through Amazon’s network. Amazon announced the tools on September 24 at Amazon Accelerate, its seller conference in Seattle, in a post bylined by Mary Beth Westmoreland, vice president of worldwide selling partner experience. They are rolling out gradually to U.S. sellers over coming months, Amazon says, at no additional cost.
Connect, Import, Fulfill
The connection happens on a multichannel settings page under the Settings menu; Amazon says more channels are coming. Manage Orders lists unshipped orders from every connected channel, “complete with order details, customer information, and fulfillment options.” Fulfill a Shopify order through Amazon and “tracking updates flow back to Shopify automatically,” what Amazon calls “one dashboard for every order, from every channel, whether or not they use Amazon to ship it.” According to GeekWire, Westmoreland said the connections mostly use the other platforms’ standard APIs, along with existing agreements through Veeqo, the multichannel shipping software company Amazon acquired in 2021. Pamela Lee of Elizabeth Mott, quoted in Amazon’s post, said a team of three dedicated to reporting spends “about 5 hours at the end of each month” logging into each channel individually, and credited “the profitability dashboard” with putting it in one view. Amazon’s post doesn’t say whether she used a version other sellers can’t reach yet. TikTok Shop keeps a seller health score of its own, the Account Health Rating, in its own Seller Center.
What are Amazon’s multichannel selling tools?
Amazon’s multichannel selling tools are features inside Seller Central that let a merchant connect eBay, Shopify, TikTok and Walmart accounts, import and link the listings on those channels, view orders from every connected channel in one dashboard, and fulfill any of those orders through Amazon regardless of where the sale happened. A cross-channel profitability view that pulls in ad spend and traffic from other platforms is not on Amazon’s list of what’s available today; Amazon describes it in future tense.
The Profit View Isn’t on the Launch List
Some coverage, Marketplace Pulse’s among it, described a profitability view in the present tense, and Amazon’s own post does too in places: its summary lists “profitability” among what the tools connect, and a quoted seller credits “the profitability dashboard.” But the post’s list of what’s available today leaves profitability out, and its description of the feature is in future tense: a dashboard that “will give sellers a clear, real-time picture of how much they’re earning from each product, across every channel” and “will also pull in ad spend, traffic, and sales data from all connected channels.” GeekWire lists the per-product profit dashboard, with ad spend and traffic from other platforms, among the features that are “coming,” alongside editing a product description once and having it update on every channel. Amazon gives no date for either. Shopify already runs the reverse tool, Marketplace Connect, which manages Amazon, Walmart, eBay and Target Plus sales from inside Shopify, and in May it gave merchants a dedicated admin section that made its AI sales channels measurable, after those orders had blended into “Other” buckets.
A Narrower Promise in Writing Than in Speech
Amazon’s post carries an asterisked line on data handling: “A seller decides which channels to connect, what data to share, and can disconnect at any time. Multichannel selling tools have strict access controls in place so that a seller’s data is not shared with other sellers or used to inform Amazon’s retail business decisions.” That covers two things: not sharing a seller’s data with other sellers, and not using it in Amazon’s own retail decisions. Westmoreland’s spoken answer to GeekWire covered more ground: “A seller’s multichannel data that might surface in Seller Central, it’s never used for anything other than surfacing it to that specific seller. Period.” She added, “We never use that data for any other purpose.” GeekWire set her remarks against Amazon’s history: a 2020 Wall Street Journal report on staff using seller data for house brands, a 2022 EU commitment not to use sellers’ non-public data in its own retail business, and a pending FTC case (trial March 2027) accusing Amazon of punishing sellers who price lower elsewhere, which Amazon denies.
Prime Delivery, Verified After Checkout
A second release, published the same day, covers Prime delivery on merchants’ own sites: Amazon Supply Chain Services customers enrolled in Multichannel Fulfillment, plus “the hundreds of thousands of U.S. merchants already using MCF,” can add the Prime badge and delivery speeds at no cost beyond standard MCF fees. Merchants “do not need to change their payments processing, order management, or store policies,” Amazon says, and “Prime membership is verified after checkout, so shoppers don’t need to log in to Amazon to receive fast, free Prime delivery.” Amazon doesn’t describe what that verification step checks. Merchants enable it through the Amazon MCF and Buy with Prime app for Shopify or the Selling Partner API, and Amazon says they can add it more than 70% faster on average than standalone Buy with Prime; early adopters have shipped “more than 40% of eligible orders on average” with Prime delivery. Unlike Buy with Prime, where Amazon runs post-purchase service and returns, sellers here “retain their existing returns and customer service experiences.”
Preferred Pricing for FBA Sellers
Amazon also opened MCF Preferred Pricing to FBA sellers now: a discount on fulfillment fees plus FBA credits per unit shipped, letting sellers “save 15 to 25% on fulfillment fees for the first six months.” There are no contracts, enrollment is one click inside Seller Central, and the discount applies to orders on a seller’s site, marketplaces, and social channels alike.