Sellers can now manage sales across Amazon, eBay, Shopify, TikTok, and Walmart from Seller Central
Amazon is rolling out Seller Central tools for eBay, Shopify, TikTok, and Walmart. See what is available now, what is planned, and what sellers should track.
On Sept. 24, 2026, Amazon announced a gradual U.S. rollout of Seller Central tools that let participating sellers connect eBay, Shopify, TikTok, and Walmart accounts, import and link listings, view multichannel sales and orders, and fulfill across channels. The announcement was written by Mary Beth Westmoreland, Vice President, Worldwide Selling Partner Experience, and published on About Amazon.
In short: if you sell on more than one marketplace and the rollout has reached your account, you can connect those accounts to Seller Central, see off-Amazon orders next to your Amazon orders, and fulfill them without logging into four other dashboards.
Amazon says the experience is rolling out gradually to sellers in the U.S. store at no additional cost, with more channels and capabilities coming but no dates given. Amazon has not said which sellers get access first.
What did Amazon announce for Seller Central?
Amazon's framing is that sellers already sell everywhere and the tooling never caught up.
The same product can exist as separate listings on Amazon, a seller's own site, Shopify, eBay, Walmart, and TikTok, each with its own dashboard, rules, and reporting quirks.
Multichannel selling tools live inside Seller Central rather than in a new app. According to the announcement, sellers start from the multichannel settings page in the Settings menu in the top-right navigation bar, and connecting a channel takes a few clicks. Amazon states that a seller decides which channels to connect and what data to share, can disconnect at any time, and that access controls are in place so a seller's data is not shared with other sellers or used to inform Amazon's retail business decisions.
This is separate from the fulfillment services Amazon already offers. The announcement notes that Multichannel Fulfillment (MCF), Amazon Warehousing and Distribution (AWD), and Buy with Prime came out of earlier work on one inventory pool. Amazon says the new tools go further by unifying the selling operation rather than only the fulfillment step.
Which Seller Central features are available now, and which are planned?
Amazon draws a line between the current experience and what is still to come. Keeping that line straight matters if you are deciding whether to change how you work this quarter.
According to Amazon, sellers with rollout access can connect eBay, Shopify, TikTok, and Walmart accounts, import and link off-Amazon listings, view multichannel sales and orders, and fulfill across channels.
Amazon describes more channels, cross-channel listing edits, AI-generated listing content, and consolidated profitability reporting as planned or coming capabilities.
How do Amazon's multichannel selling tools work?
Listings
The current tools let sellers import and link their off-Amazon listings. Amazon describes the next step in future tense: a seller will be able to improve a description once on the Manage Products page and have it update everywhere the listing is live, with formatting adjusted automatically to fit each channel's requirements. Amazon says that before this, updating a single product across channels could eat up an entire day for sellers managing dozens or hundreds of SKUs.
Amazon also plans to extend its AI listing tools to other channels.
The announcement says sellers will be able to generate channel-ready content such as optimized titles and product details, which Amazon presents as planned rather than as something available today.
Orders and fulfillment
Amazon says the current tools let sellers with access view multichannel orders and fulfill across channels. In Amazon's phone-case example, the seller opens the Manage Orders page and sees unshipped orders with order details, customer information, and fulfillment options.
In that same example, the seller sells across Amazon, Shopify, and Walmart, selects a Shopify order, clicks to fulfill through Amazon, and once the shipment is created, tracking updates flow back to Shopify automatically. That is Amazon's illustration with Shopify specifically, not a stated rule for every channel.
For sellers with access, Amazon says connected off-Amazon orders can be viewed and fulfilled from the Manage Orders page.
Profitability (planned)
The profitability view is where Amazon spends the most time on the "before" picture: exporting spreadsheets from several dashboards and reconciling sales numbers by hand at the end of every month. Amazon says the tools will give sellers a real-time picture of earnings per product across every channel, and will pull in ad spend, traffic, and sales data from connected channels. Amazon presents this as coming rather than as something a seller can open today.
What this means for a small seller in practice
Amazon's announcement does not address taxes, sales-tax registrations, or accounting methods. What it changes is where the operational work happens:
Order information is consolidating; payouts are a separate question. Amazon's announcement discusses listings, orders, fulfillment, and planned profitability reporting; it does not say that marketplace payouts will be consolidated. Do not assume the announcement replaces your existing payout-reconciliation process.
Fulfilling an off-Amazon order through Amazon has its own costs. The announcement does not provide pricing for the fulfillment services a seller might use through the tools. Check the applicable fulfillment terms and costs before you change how you ship Shopify or Walmart orders.
Planned features are not a plan. If your month-end close currently depends on manual exports, keep that process running until the profitability view is actually in your account.
Connecting a channel is reversible. Amazon says sellers choose which channels to connect, what data to share, and when to disconnect them.
How can sellers reconcile multichannel payouts?
Until the planned profitability view is available in your account, you can use this tracker to compare marketplace orders with the deposits you receive after fees, refunds, and other adjustments. Paste it into a spreadsheet and fill it in monthly.
MULTICHANNEL PAYOUT RECONCILIATION — [MONTH] [YEAR]
Business: ____________________ Prepared: ____/____/______
CHANNEL | GROSS SALES | REFUNDS | CHANNEL FEES | AD SPEND | FULFILLMENT | NET EXPECTED | DEPOSITS RECEIVED | VARIANCE
-------------|-------------|---------|--------------|----------|-------------|--------------|-------------------|---------
Amazon | | | | | | | |
eBay | | | | | | | |
Shopify | | | | | | | |
TikTok | | | | | | | |
Walmart | | | | | | | |
Own site | | | | | | | |
-------------|-------------|---------|--------------|----------|-------------|--------------|-------------------|---------
TOTALS | | | | | | | |
NET EXPECTED = Gross sales - refunds - channel fees - ad spend - fulfillment
VARIANCE = Deposits received - net expected
NOTES ON VARIANCE (reserves held, payout timing, chargebacks, returns in transit):
1. ______________________________________________________________
2. ______________________________________________________________
3. ______________________________________________________________
PAYOUT TIMING LOG
Channel | Payout date | Amount | Deposit account | Matched in books? (Y/N)
--------|-------------|--------|-----------------|------------------------
| | | |Paste that block into an LLM such as ChatGPT or Claude and ask it to build the file with the math already wired up. A prompt that works: "Turn this reconciliation tracker into a Google Sheet with one row per sales channel, formulas for Net Expected and Variance, a totals row that sums every column, and conditional formatting that highlights any variance greater than 2% of net expected in red." Ask for an Excel workbook or a fillable PDF instead if that suits how you work.
How should sellers track marketplace payouts and expenses?
Seller Central may combine order information, but sellers still need to match each marketplace payout to the corresponding sales, fees, refunds, and fulfillment costs in their records. A few things worth checking as you add or reshuffle channels.
Payout destinations. Novo integrates with Stripe, Square, and PayPal; their payouts go to your Novo account, and their own fees apply. You can link your Novo account details to Shopify Payments to receive your store's payouts directly into your account. After Shopify sends a payout, banks typically take 24–72 hours to post it. Shopify pauses payouts for 3–5 business days when you add or change your payout bank account. Integrations are connected from Apps in the Novo dashboard.
Bookkeeping sync. Novo integrates with QuickBooks Online (QuickBooks has its own pricing plans), Xero, and FreshBooks, which sync transactions automatically. Getting deposits and card spend into your accounting tool without retyping is the piece you control today.
Separating money by purpose. Novo Reserves is a budgeting feature within the Novo checking account, not a separate account. You can create up to 20 Reserves to organize money by business purpose.
One tradeoff to know. Novo does not accept cash deposits. If you also sell at markets or trade shows and take cash, you can deposit a money order or cashier's check with mobile check deposit, transfer from another bank, or receive payouts from a payment processor. Mobile check deposit works in the Novo app only, not on the web, and deposits are subject to limits and holds.
Amazon's announcement discusses listings, orders, fulfillment, and planned profitability reporting; it does not say that marketplace payouts will be consolidated.
Frequently asked questions
Do the tools change how each marketplace pays me?
Amazon's announcement covers listings, orders, fulfillment, and planned profitability reporting. It does not address how payouts from other marketplaces reach your account.
Which channels can I connect right now?
The current experience starts with eBay, Shopify, TikTok, and Walmart. Amazon says more channels are coming but has not named them or given a date.
Is this available outside the United States?
The announcement describes a rollout to sellers in the U.S. store. Amazon has not said anything about other countries.
Can Amazon see my eBay or Shopify data?
Amazon states that sellers decide which channels to connect and what data to share, can disconnect at any time, and that access controls are in place so a seller's data is not shared with other sellers or used to inform Amazon's retail business decisions. Amazon describes off-Amazon data as accessible to the seller for the purposes of managing their business.
Does this replace my accounting software?
No. Amazon describes a profitability view that pulls ad spend, traffic, and sales data from connected channels, and presents it as coming rather than available today. It is a channel-performance view, not a general ledger, and Amazon does not present it as a bookkeeping system.
What should sellers do next?
Amazon says it is working toward making Seller Central the place where independent sellers manage sales across multiple channels, not only their Amazon listings. Today that means connected accounts, imported listings, a combined order view, and cross-channel fulfillment for sellers the rollout has reached. Listing propagation, AI listing content, and the profitability dashboard are planned, with no dates attached. If the tools have reached your account, use them to cut down on dashboard switching, and keep your payout reconciliation running on your own books until the planned reporting gives you the detail you need.
Source: Sellers can now manage sales across Amazon, eBay, Shopify, TikTok, and Walmart from Seller Central, aboutamazon.com, Sept. 24, 2026.
Disclosures
Novo Platform Inc. ("Novo") is a fintech, not a bank. Banking services provided by Middlesex Federal Savings, F.A., Member FDIC. Eligibility subject to final Novo determination.
Novo Reserves is not a separate account. Novo Reserves is a budgeting feature within the Novo checking account. All funds within Reserves remain a part of the overall balance of the Novo checking account.
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