Amazon has started letting sellers in its US store manage their eBay, Shopify, TikTok and Walmart sales from Seller Central, for free. For now, it’s a US launch.
Will Amazon bring it to India? It hasn’t said, and we’ve found no sign that it’s planned. But many Indian brands already sell on several marketplaces, and the problem Amazon is solving is one they know well.
What Amazon launched in the US
Amazon announced the tools on 24 September at Accelerate, its seller conference in Seattle. Marketplace Pulse was among the outlets that reported it.
Amazon says the first version does four things:
- Connect eBay, Shopify, TikTok and Walmart accounts to Seller Central.
- Import listings from those channels and link them.
- See orders and sales from every connected channel in one place.
- Fulfil those orders from Amazon’s warehouses in a few clicks, through Multi-Channel Fulfillment (MCF).
Three more are still to come. Amazon says sellers “will be able to” edit a description once and have it adapted for each linked listing, and have AI write listing content for each channel. It also promises a view of what each product earns on each channel, alongside ad spend, traffic and sales.
The tools will reach sellers in the US store in stages over the coming months, and Amazon says more channels will follow.
Why Amazon wants to be the one screen
Amazon says more than 95% of independent sellers in its store sell on more than one channel, and that independent sellers drive more than 60% of its store’s sales. Its sellers ran other shops anyway, just not from Amazon’s screen.
We think the aim is to be that screen. Amazon says it wants Seller Central to be the one place sellers run their whole business. A seller who checks every order there is one click from having Amazon ship it, and Amazon charges for that.
The same day, Amazon said US merchants using MCF can now add Prime delivery to their own websites: one more reason to send orders through its warehouses.
Will it come to India?
The new tools are for sellers in the US store. That may include Indian brands selling on Amazon.com through Global Selling, but Amazon hasn’t said so specifically. We’ve found no announcement from Amazon, and no Indian press report, saying they are live or planned for Amazon.in. Amazon often tries new seller tools in the US first, so we’ll watch Amazon India’s seller announcements and update this post if that changes.
Even if it came, three of the four launch channels barely matter for brands selling inside India. TikTok has been banned in India since 2020. eBay is very much alive in the US, but its Indian shopping site, sold to Flipkart in 2017, closed in 2018. Walmart has no marketplace of its own here; it bought control of Flipkart in 2018. Exporters are a different story: eBay.com and Walmart’s US marketplace both sign up Indian sellers. Of the four, Shopify is the one many Indian D2C brands use.
What India has today
What Amazon does offer in India:
- MCF, live since September 2023. It ships orders from your own website, social media and other channels using your FBA stock, and pay on delivery for these orders came in December 2024. Amazon’s India page for MCF doesn’t name Flipkart, Myntra, Meesho or Nykaa, and lists its Shopify connection as coming soon.
- SmartHub, part of Amazon’s Smart Commerce programme: an order and warehouse management tool that sits outside Seller Central. Amazon’s site says it connects Flipkart, Meesho, Myntra, Nykaa, JioMart and others, is free until December 2026, and doesn’t connect Shopify yet.
So nothing in India yet puts your Flipkart, Myntra or Meesho business inside Seller Central. But most of what Amazon promises, you can already do with good habits and order-management software.
Here’s what we’d do.
Catalogue: one master, many versions
Keep one master record for every product: the GTIN (the EAN barcode on the pack), every attribute, and the declarations Indian rules require for packaged goods sold online, such as the manufacturer’s, packer’s or importer’s name and address, net quantity, MRP and country of origin.
Then adapt it for each channel. Myntra’s filters need every attribute and a size chart, Meesho shoppers decide on the first photo and the price, and quick-commerce apps need a short name with the pack size up front.
A quick check: open your five bestsellers on every channel. If the pack size, colour name or claims don’t match, shoppers notice. Our cataloguing team keeps them in step.
Stock: one number, synced often
When the same stock sells in several places, overselling is the costly mistake. Flipkart’s seller API documentation says a cancelled order marks that product out of stock, and too many cancellations can get an account or location deactivated for a while.
- Run every marketplace from one stock count, not spreadsheets.
- Check how often it syncs with each marketplace, and keep a small buffer on fast sellers.
- Review cancellations every week, channel by channel.
- Keep quick-commerce stock separate. What you send to Blinkit, Zepto or Swiggy Instamart sits in their warehouses and dark stores, city by city, and can’t fill a Flipkart or Meesho order. Plan it by city, and leave it out of the stock count your marketplaces sell from.
Our onboarding and management team watches stock and account health across marketplaces.
Profit: channel by channel
You don’t need to wait for Amazon’s profit view. Fees moved a lot this year: from 16 March, Amazon dropped referral fees to zero on products under ₹1,000, and in July Flipkart removed commission on fashion at every price.
Every month, work out what your top ten products keep per order on each channel, after commission and fixed or closing fees, shipping, returns and ads. Our marketplace ads team reports each channel’s ad spend against its sales.
Fulfilment: check the rules first
MCF can make sense for orders from your own website if you already use FBA. Know its limits: packaging is brand-neutral, and you handle returns after delivery.
Don’t assume it works for other marketplaces. Flipkart and Meesho usually arrange pickup from your warehouse (Flipkart also offers Self Ship), and we found nothing saying either lets Amazon fulfil their orders. Check each one’s rules in writing first.
On Shopify? Amazon’s India MCF page lists a Shopify connection as coming soon, so ask your order-management provider how it sends those orders to MCF today. We build Shopify websites that carry the same products, prices and offers as your marketplaces.
If it comes to India: read before you connect
Plan around what Amazon India announces, not what the US gets. If the tools do arrive, check what you’d share first. Amazon says sellers choose what to connect, and that the data isn’t shared with other sellers or used for its retail decisions.
Weigh one risk too: the more of your catalogue and orders live in one marketplace’s software, the harder it is to leave. Keep your master catalogue and stock count in a system you control.
Run it as one business
Amazon has noticed that its sellers are multichannel businesses. We think the brands that do best in India will run theirs that way, whichever dashboard they use. If you’d rather hand it over, tell us what you sell, and we’ll tell you what to fix first.
