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Amazon Brings Walmart Orders Into Seller Central

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Amazon Brings Walmart Orders Into Seller Central

Maybe that Amazon-Walmart rivalry isn’t so fierce after all. Amazon announced Thursday morning (Sept. 24) that it will let marketplace sellers manage orders and shipment tracking from eBay, Shopify, TikTok and Walmart inside Seller Central, extending its seller dashboard to the other places merchants do business.

According to several Amazon executives, sellers in its U.S. store will be able to connect accounts on those four platforms and bring listings and orders into one workspace. The rollout will be gradual and free to sellers. Amazon plans to add more channels and features over the coming months.

Walmart’s inclusion stands out: Amazon is inviting merchants to manage sales on a major retail rival from inside its own software. David Forsythe, Amazon’s VP of North America seller business, told PYMNTS the decision reflects how merchants already operate.

“For many of those sellers, Walmart is one of those channels,” Forsythe told PYMNTS. “We really believe that when sellers succeed across their entire business, they’re going to succeed on Amazon as well. This is just a reality of having multiple channels, and we want to support sellers across all those channels.”

More than 95% of independent sellers in Amazon’s store sell through multiple channels, according to the company. Those merchants drive more than 60% of sales in its store. Yet a seller who uses several platforms may have to check separate dashboards to find new orders, update product pages and track shipments. The new tools aim to put those jobs in one place.



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