Amazon announced during its annual Accelerate seller conference that they are launching Multichannel Selling Tools, a new experience in Seller Central that gives sellers a single home base for managing listings, orders, and profitability across all their other channels. No more jumping between tools and dashboards. Sellers can connect their eBay, Shopify, TikTok, and Walmart accounts to Seller Central, with more channels coming.
We started our multichannel journey years ago, when sellers told us that managing inventory across multiple places to serve customers was a significant challenge in managing their business. They wanted one inventory pool to fulfill orders from every channel, and they wanted to leverage Amazon’s speed and global reach to do it. We made that possible by introducing services like Multichannel Fulfillment (MCF), Amazon Warehousing and Distribution (AWD), and Buy with Prime. Over the years, sellers have found tremendous value in the speed and convenience of shipping off-Amazon orders through our logistics network. But multichannel selling tools go further by unifying not just fulfillment, but the entire selling operation.
– Mary Beth Westmoreland, Vice President, Worldwide Selling Partner Experience, Amazon
Multichannel selling tools are integrated right into the same tools that sellers use every day to manage their Amazon business, Seller Central. Sellers can get started by visiting the multichannel settings page, found in the Settings menu in the top right navigation bar. Connecting channels takes just a few clicks. And off-Amazon data remains secure and private, accessible to the seller for the purposes of managing their business.
Before Amazon Multichannel Selling Tools
Before this new experience, sellers had to log in and create a new listing for every channel where they wanted to sell, rewrite content to meet every channel’s unique formatting requirements, and manually publish each version one by one. For sellers managing dozens or hundreds of different products across multiple channels, updating a single product could eat up an entire day.
With Amazon Multichannel Selling Tools
With multichannel selling tools, a seller will be able to enhance the description once on the Manage Products page, and it updates everywhere it’s live. It automatically formats the updated description to fit each channel’s requirements, so the seller can focus on crafting the right message instead of wrestling with each channel’s specifications.
Managing orders and fulfillment in one place
When customer orders come in from multiple channels, each with its own workflow and requirements, keeping up takes real effort. Multichannel selling tools are not just an update to the fulfillment process. The new experience gives sellers one place to see, manage, and act on every order, regardless of where it came from—so they never have to worry about which dashboard they forgot to check.
Seeing the full picture of profitability
Amazon multichannel selling tools offer at a glance which channels are most profitable and where to invest next. Multichannel selling tools will give sellers a clear, real-time picture of how much they’re earning from each product, across every channel. It will also pull in ad spend, traffic, and sales data from all connected channels so sellers can see what’s working without jumping between reports.
Multichannel selling tools will roll out gradually to sellers in the U.S. store over the coming months, at no additional cost to sellers. Today, the current experience starts with the ability to connect eBay, Shopify, TikTok, and Walmart accounts to Seller Central, import and link off-Amazon listings, view multichannel sales and orders, and fulfill across channels in a few clicks. More channels and capabilities are rolling out soon.
Amazon is working toward a future where Seller Central becomes the single place where independent sellers manage their entire business, not just their Amazon listings, across every channel where they sell.
– Mary Beth Westmoreland, Vice President, Worldwide Selling Partner Experience, Amazon
