Amazon began rolling out free multichannel selling tools to US sellers that let them connect accounts on eBay, Shopify, TikTok, and Walmart and run those channels from the same Seller Central workspace as their Amazon store.
A seller can edit a product description once and have it reformatted for every channel carrying the item, as well as send a Shopify or Walmart order to Amazon’s Multichannel Fulfillment with tracking passed back to the original platform. A profit dashboard combines each linked account’s sales, ad spend, and traffic, replacing the need for manual spreadsheets or third-party data consolidation tools.
Does that mean Amazon is getting all of my sales data from other channels?
Yes and no. Amazon admits that linking a channel provides it with that channel’s sales data, but said that it won’t share the information with other sellers or use it to inform its retail business. Though I do find it interesting that Amazon specifically wrote “retail business” in its announcement without mentioning its “ads business.” Accidental oversight or strategic omission?
As much crap as I give Amazon, they truly are a brilliant company. Rather than being on the receiving end of product data management and synchronization, Amazon has positioned itself to be the master copy. For retailers that primarily focus on Amazon and only dabble in other channels, it’s a no brainer to manage orders across all channels and update all their product listings at once through a dashboard that they already live and breathe on the daily.
I like the way Ben Donovan at Marketplace Pulse put it:
“Amazon is betting that owning the hub matters more than how a seller’s revenue splits across the spokes, and its sellers’ behavior supports the bet. Amazon says more than 95% of its sellers sell on multiple channels, but selling on several channels rarely means being diversified. According to Marketplace Pulse’s 2026 Seller Index, 71% of Amazon-primary sellers active on at least one other marketplace still earn three-quarters or more of their marketplace revenue from Amazon.”
I’ll also add that becoming the hub for all of a merchant’s channels creates a big opportunity for one-click onboarding of merchants into Amazon’s ad network. “This SKU is moving slower than usual. Try boosting it with Amazon Ads.”
In other Amazon Seller news this week… Amazon launched a Selling Partner plugin that brings Seller Assistant, its AI agent for sellers, into Amazon Quick and into Anthropic’s Claude as a beta, so US sellers can review and act on their listings, inventory, and sales data from those tools. Seller Assistant itself now remembers each seller’s pricing habits, stock cycles, and goals across all three tools, and it gained workflows that watch for things like inventory falling low or a competitor dropping its price. Amazon says 90% of its sellers already use outside AI tools and that it wants to make it easy for them to use their tools of choice.
