Amazon mete eBay, Shopify, TikTok y hasta Walmart en UN solo panel de Seller Central (24-sep)

On September 24, 2026, at Amazon’s Accelerate seller conference in Seattle, Amazon announced multichannel selling tools inside Seller Central (the dashboard sellers use to run their Amazon business). The pitch: see and manage orders and listings from eBay, Shopify, TikTok, and even Walmart in one place. About Amazon, GeekWire, and PYMNTS covered the news the same day.

For a small business already selling on several sites, the pain is familiar: a different login per channel and hours lost reconciling numbers. Amazon says more than 95% of its independent sellers already sell off-Amazon, and those sellers drive more than 60% of sales in its store. The tools aim to cut that juggling — at no extra cost — with a gradual rollout to U.S. store sellers.

At launch, connecting accounts lets sellers import and link off-Amazon listings, view multichannel sales and orders together, and fulfill across channels in a few clicks. Amazon’s example: a phone-case seller on Amazon, Shopify, and Walmart opens Manage Orders and sees unshipped orders from every channel on one screen. If the order came through Shopify, they can ask Amazon to ship it; tracking flows back to Shopify automatically. The shared order view also works when another shipping provider handles delivery — not only Amazon’s logistics network.

Mary Beth Westmoreland, VP of Worldwide Selling Partner Experience, told GeekWire sellers asked to use “the cool tools in Seller Central” everywhere they sell. David Forsythe, VP of North America seller business, told PYMNTS Walmart is already a real channel for many: when sellers succeed across their whole business, they succeed on Amazon too.

What is available now is the start. Connect eBay, Shopify, TikTok, and Walmart; see multichannel orders; fulfill from the same panel. Coming next: edit a description once and have it formatted per channel; AI-assisted listings ready for other platforms; and a profitability dashboard (earnings per product per channel, including ads and traffic) so month-end spreadsheets shrink. Amazon says more channels and capabilities will roll out over the coming months and into 2027.

Every seller asks the same question: will Amazon use my rival-channel data against me? Westmoreland raised it herself: multichannel data that surfaces in Seller Central, she said, is only shown to that seller and never used for any other purpose. About Amazon adds that sellers choose what to connect and share, can disconnect anytime, and that access controls keep that data from other sellers and from informing Amazon’s own retail decisions. That is the official pledge; each business still has to decide whether it is enough.

The move also competes with third-party multichannel software (Rithum, Linnworks, and peers) and with Shopify’s reverse approach: Marketplace Connect lets merchants manage Amazon, Walmart, eBay, and Target Plus from inside Shopify. Westmoreland called Amazon’s tools “one more option,” noting sellers were already paying for this kind of software and asking Amazon to do it for them.

Amazon already offered pieces of the puzzle: Multi-Channel Fulfillment (ship other-site orders from Amazon warehouses), AWD warehousing, and Buy with Prime on merchants’ own sites. The new tools go further by unifying not just fulfillment, but day-to-day listings, orders, and — later — profitability numbers under one digital roof.

For an SMB in LatAm, the practical angle is not “migrate everything tomorrow.” The rollout is U.S.-first and phased. What matters is the pattern: big platforms are fighting to be the seller’s single dashboard. If you sell in several places, ask: how many hours a month go to copying orders, updating listings, and reconciling sales? If the answer hurts, compare which option (Amazon’s when it reaches your market, Shopify’s, or another) cuts friction without locking the whole business to one panel owner.

At Presticorp we help SMBs choose and organize everyday digital tools: adopt what is new without drowning in jargon or surprise invoices.

Sources:

• About Amazon — Sellers can now manage sales across Amazon, eBay, Shopify, TikTok, and Walmart from Seller Central
• GeekWire — Amazon will let sellers manage Walmart, eBay, Shopify and TikTok sales from their Amazon dashboards
• PYMNTS — Amazon Brings Walmart Orders Into Seller Central