Amazon is launching new multichannel selling tools in Seller Central that connect orders, listings, profitability, and more across Amazon, eBay, Shopify, TikTok, and Walmart.

Before these new tools, sellers juggled a separate dashboard, login, and workflow for every channel they sold through. Multichannel selling tools replace that complexity with one connected workspace.

The new experience is rolling out gradually to sellers in the U.S. store, with more capabilities and more channels expanding in the coming months.

Small businesses and independent sellers have more choices than ever when it comes to where they sell their products. And increasingly, they're choosing to sell everywhere. We hear it from them every day: they're expanding to new regions, innovating new products, and reaching more customers. And we want them to be successful no matter where they sell, in Amazon’s store or anywhere else. That's why we're focused on supporting their entire business, not just their Amazon business.

A record number of independent sellers in Amazon’s store surpassed $1 million in sales in 2025

A new Amazon report shows independent sellers thrived in 2025, reflecting the resilience of small businesses.

More than 95% of independent sellers in Amazon’s store sell across multiple channels. The same product can live as separate listings on Amazon, a seller’s own website, Shopify, eBay, Walmart, and TikTok, each governed by its own dashboard, rules, and blind spots. Managing orders, listings, and analytics across these channels is labor-intensive, and it pulls sellers away from developing products and serving customers. Sellers want a simpler way to run their business across these channels and one inventory pool to fulfill all of their customer orders, wherever those customers shop.

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