Amazon announced on Thursday (24) an expansion of Seller Central that will allow merchants to manage sales on eBay, Shopify, TikTok and Walmart within the same dashboard used to operate on the company's marketplace. The company also began offering Prime delivery on merchants' own sites that use its multichannel fulfillment service.
The new tools allow connecting external accounts to Seller Central, importing listings, tracking orders and sales, and activating Amazon's logistics from a single interface.
According to the company, more than 95% of independent sellers who operate on its marketplace also sell on other channels. The integration starts in the United States and will be gradually expanded over the coming months.
Amazon also aims to make it easier to update catalogs across different platforms. Changes made in Seller Central may be adapted to the formats required by each channel, while AI listing creation features will be extended to external operations.
Prime comes to merchants' own sites
The company also expanded Multichannel Fulfillment (MCF), which uses Amazon's logistics network to deliver orders placed outside its marketplace.
With the change, participating merchants can offer Prime delivery on their own sites without a specific additional fee for the feature, although they continue to pay normal MCF fees.
The customer completes the purchase directly on the merchant's site, using their own payment and customer service system. Prime eligibility is verified after checkout.
According to Amazon, more than 40% of eligible orders among the first merchants who tested the feature were shipped with Prime delivery.
The company also launched a preferential pricing program for sellers using FBA and MCF, with a reduction of 15% to 25% in fulfillment fees during the first six months, depending on volume.
