Amazon Seller Central to Support Multichannel Management, Enabling U.S. Sellers to Operate in One Place
Amazon announced that Seller Central will gradually support management of products, orders, and operational data from Walmart, eBay, Shopify, and TikTok Shop.
What are the key facts?
- 1Seller Central will support products, orders, and operational data management across multiple channels
- 2The feature targets U.S. sellers and will roll out in phases
- 3No additional platform usage fee for now
- 4Announced during the Accelerate conference on September 24, 2026
What happened?
Amazon announced during the Accelerate conference held on September 24, 2026, that Seller Central will gradually add multichannel management capabilities. The feature is aimed at U.S. sellers, who will be able to manage products, orders, and related operational data from Walmart, eBay, Shopify, and TikTok Shop through Seller Central. According to official information, the feature will be rolled out in phases, and no additional platform usage fee will be charged for now. For cross-border sellers operating across multiple channels, the feature could reduce switching between different backends and bring inventory, order fulfillment, profit, and advertising decisions into a single operating interface. The target users are primarily multichannel operators in the U.S. marketplace, including brands and small and midsize sellers using Amazon, Walmart Marketplace, eBay, and TikTok Shop at the same time. However, the announcement currently concerns the feature launch and phased rollout. The specific marketplaces supported, API permission configuration, inventory synchronization rules, and scope of order exception handling will remain subject to what is actually enabled in each seller’s Seller Central account.
What does this mean for cross-border sellers?
U.S. multichannel sellers may eventually be able to view products, orders, and operational data from Walmart, eBay, Shopify, and TikTok Shop in Seller Central, reducing backend switching. Because the feature is still rolling out in phases, sellers should not assume that all channels can be fully managed immediately; inventory synchronization, API permissions, and order exception handling remain to be confirmed.
What should sellers do now?
- 1Log in to U.S. marketplace Seller Central this week and verify the access permissions and manageable objects for Walmart, eBay, Shopify, and TikTok Shop one by one. Create a list of available features and mark unavailable items.Marketplace fee compare
- 2Document how products, orders, and operational data are currently managed across U.S. marketplace channels. Record the backend, responsible person, and switching steps for Amazon, Walmart, eBay, Shopify, and TikTok Shop, and produce a unified operations sheet.Procurement List
- 3Select products and orders currently sold in the U.S. marketplace that involve fulfillment. Check the inventory displayed in Seller Central, order statuses, and the scope of exception handling, then create a synchronization results report and a list of items requiring manual follow-up.