Amazon Seller Central now manages eBay, Shopify, TikTok Shop and Walmart
At Accelerate on Sept. 24, Amazon let U.S. sellers connect rival marketplace accounts to Seller Central for free, and cut Multi-Channel Fulfillment fees 15–25% for six months. It affects any seller running Amazon alongside other channels or a Shopify store.
Amazon announced on September 24, 2026, at its Accelerate seller conference in Seattle, that Seller Central can now connect sellers' eBay, Shopify, TikTok Shop and Walmart accounts. Sellers can import and link off-Amazon listings, see orders and sales from all connected channels in one place, and fulfill those orders "in a few clicks." The tools are free and are rolling out gradually to U.S. sellers over the coming months. On the same day, Amazon said merchants using Multi-Channel Fulfillment (MCF) can show Prime delivery on their own websites at no extra cost, and launched a program that cuts fulfillment fees by 15–25% for six months.