Amazon expands seller dashboard to manage rival platforms' orders
Amazon is rolling out tools that let sellers manage orders from eBay, Shopify, TikTok and Walmart within Seller Central. The feature will be available to U.S. sellers over the coming months at no extra cost. Amazon says it will not use sellers' multichannel data for any purpose other than showing it to the seller.
Amazon’s new multichannel tools arrive amid a history of regulatory scrutiny over how it treats seller data. In 2020, reports alleged employees used independent seller information to develop competing house-brand products, and a 2022 settlement with European regulators restricted Amazon from using non-public seller data in its own retail operations. The company also faces a Federal Trade Commission antitrust case, set for trial in 2027, that accuses it of punishing sellers who offer lower prices elsewhere.
The announcement builds on existing services for merchants selling off-Amazon, including paid Multi-Channel Fulfillment, which ships orders from other sites using Amazon warehouses, and Buy with Prime, which extends Prime delivery to merchants’ own websites. Amazon says over 95% of its independent sellers already operate across multiple channels, and the new dashboard aims to consolidate order management and fulfillment in one place.
This move could reshape how small and mid-sized sellers operate, reducing the time spent juggling multiple marketplaces and potentially lowering barriers to multichannel selling. However, it may also deepen sellers’ reliance on Amazon’s infrastructure, even as they compete with it. The company’s promise not to use rival-platform data could ease immediate trust concerns, but given past regulatory findings, sellers and watchdogs may remain cautious about how such integration evolves.