The news
Amazon (AMZN) said on September 24, 2026 that it is rolling out tools in Amazon Seller Central, the dashboard its merchants use to run their businesses, that let U.S. sellers manage listings, orders and profitability on Walmart, eBay, Shopify and TikTok alongside Amazon.
The tools, announced during the company's Amazon Accelerate seller conference in Seattle, are free and will reach U.S. sellers gradually over the coming months, with more channels planned, Amazon said. Sellers can connect those accounts, import and link their listings, see orders from every channel in one view, and send those orders to Amazon's warehouses for fulfillment in a few clicks, with tracking pushed back to the originating marketplace. Amazon said sellers will also be able to update a listing once and have it formatted for each channel.
A planned profitability dashboard will pull advertising spend, traffic and sales from each channel into one place, which Amazon said will remove the need for manual spreadsheet reconciliation. Mary Beth Westmoreland, Amazon's vice president of worldwide selling partner experience, said sellers asked for a single inventory pool that could fill orders from every channel. Amazon said more than 95% of its independent sellers already sell on multiple channels, and that independent sellers account for more than 60% of sales in its store.
Amazon also announced tools for selling across borders. A new view shows expansion opportunities across the U.S., Europe and Japan, and Amazon said it is building toward a single listing that is translated and adjusted for local currency and units while flagging compliance requirements. A Global Warehousing and Distribution service is meant to let sellers ship to one facility and reach multiple countries; it connects only to the U.S. today and will expand to the UK, Japan, Germany, France, Italy, Spain and Canada by the end of the year, Amazon said. Amazon said that storage there costs up to 45% less than its U.S. warehousing and distribution service.
Amazon said only 30% of its sellers list in more than one country, while those that do earn 70% more revenue on average. In a pilot of a one-submission compliance testing program, starting with toys, participants reported savings of up to 60% on compliance costs, the company said. AMZ Scaler, a seller-focused publication, confirmed the multichannel tools were among the event's major announcements and are available at no extra charge.
The numbers
- Independent sellers already selling on multiple channels (per Amazon)
- More than 95%
- Independent sellers' share of Amazon store sales (per Amazon)
- More than 60%
- Sellers listing in more than one country (per Amazon)
- 30%
- Revenue premium for multi-country sellers (per Amazon)
- 70% on average
- Storage cost reduction with Global Warehousing and Distribution (per Amazon)
- Up to 45%
Why CEOs should care
For merchants, the appeal is fewer tools and one inventory pool. Before connecting Walmart, eBay, Shopify or TikTok accounts, note Amazon's stated commitment: sellers choose which channels to connect and what data to share, can disconnect at any time, and their data is not shared with other sellers or used for Amazon's retail business decisions. Still, ask what data Amazon will see from those channels, including prices, sales volumes, ad spend and customer details, and how its terms allow that data to be used. Check whether each marketplace's own rules permit a competitor's software to manage your listings, and keep a fallback so an account suspension on one platform does not stall the others.
For CFOs, free software is only part of the cost. The value to Amazon lies in routing more orders through its fulfillment network, where fees apply. Compare total landed cost per order against your current mix of warehouses and carriers, and note that consolidated profitability reporting is useful only if the underlying fee data from each channel is accurate and current. Run a pilot on one secondary channel first.
For software vendors that sell multichannel listing, order management and analytics tools to merchants, this is direct competition from the largest marketplace, at a price of zero. Their customers will ask for a comparison. Vendors should be ready to show where they are neutral, deeper or better integrated than a tool owned by one of the channels it manages.
The bigger picture
The launch fits a pattern from Accelerate. Amazon also launched a Seller Assistant plugin that brings its seller tools into outside AI assistants, first in Amazon Quick and in beta with Anthropic's Claude, with more integrations to follow, and began offering Prime delivery on merchants' own websites through its Multi-Channel Fulfillment service. Together, the moves position Amazon less as a single marketplace and more as the operating system for a seller's whole business. Because the multichannel software is free, the likely payoff for Amazon is fulfillment fees and deeper seller engagement, even when the sale happens elsewhere.
What’s next
Amazon has not given a date for when all U.S. sellers will have access. Watch the pace of the rollout, which channels Amazon adds next, and how Walmart, eBay, Shopify and TikTok respond, including any changes to how their platforms allow third-party tools to connect. The global view is set to add more countries by the end of 2026.
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