Today's tip · Multichannel
Your other storefronts just got a desk inside Seller Central
Amazon is rolling out tools that connect eBay, Shopify, TikTok and Walmart to the same Seller Central you already live in. Listings, orders and a profitability view, without a fifth login.
More than 95% of independent sellers in Amazon's store already sell on other channels. Until now that usually meant a separate dashboard for every one of them. Multichannel selling tools in Seller Central let US sellers connect eBay, Shopify, TikTok and Walmart accounts, then manage listings, orders and profitability from one place, at no additional cost, with a gradual rollout.
Edit a description once on Manage Products and Amazon says it updates on every connected channel, formatted to each one's rules. Orders from those channels show up on one Manage Orders screen, and you can fulfill a Shopify order through Amazon with tracking pushed back automatically. A profitability view pulls ad spend, traffic and sales across the connected channels so you stop rebuilding the same spreadsheet at month-end.
Amazon says off-Amazon data stays under your control: you pick which channels to connect, what to share, and you can disconnect anytime. It also says that data is not shared with other sellers or used to inform Amazon's own retail decisions. Start from Multichannel Settings in the Settings menu.
From Amazon's About Amazon announcement. Rolling out gradually to US sellers at no additional cost.
Source: About Amazon, Multichannel selling tools in Seller Central
Data desk by XENA IntelligenceThe weekend plan
- 01Open Multichannel Settings
In Seller Central, open Settings in the top right and go to Multichannel Settings.
- 02Connect a channel
Link eBay, Shopify, TikTok or Walmart. The US rollout is gradual, so the option may still be arriving for your account.
- 03Import and link listings
Bring over off-Amazon listings and link them to the Amazon catalog where they match.
- 04Try one cross-channel order
From Manage Orders, pick a non-Amazon order and fulfill it through Amazon so tracking flows back.
- 05Open the profitability view
Compare ad spend, traffic and sales across channels before you decide where November budget goes.
Section 02
This week's checklist
7 jobs pulled from this issue, in the order the deadlines bite. Tick them off as you go. Your browser remembers the ticks, nobody else sees them, and a fresh list comes with each issue.
0 of 7 done
Section 03
The seller calendar
Every date Amazon has put in writing for the season, plus the two everyone knows. October is zoomed in on the chart because that's where the trouble is.
Peak fulfillment fees run Oct 15 to Jan 14. Plus $0.32 per unit on average, with the 3.5% surcharge on top.
| Date | What happens | Type | Countdown | Source |
|---|---|---|---|---|
| Prime Big Deal Days (Oct 6 to 7) | Shopping event | Done | About Amazon | |
| AWD arrival deadline for Black Friday Week | Inventory | Done | Seller Central News | |
| Holiday peak fulfillment fees begin | Fees | Done | Seller Central News | |
| Original Black Friday and Cyber Monday deal deadline (Amazon has since extended it to Nov 13) | Deals | Done | Seller Central News | |
| FBA arrival deadline, minimal shipment splits | Inventory | Done | Seller Central News | |
| FBA arrival deadline, Amazon-optimized splits (most sellers) | Inventory | Done | Seller Central News | |
| Business Hour Delivery Rate review: seller-fulfilled offers under 90% may be deactivated for Amazon Business customers | Offer | Done | Seller Central News | |
| Last day of off-peak storage for AWD with auto-replenishment | Inventory | Done | Seller Central News | |
| Confirm New Selection Program (2026) enrollment to keep launch fee credits | Fees | Done | Seller Central News | |
| Extended holiday returns begin: items bought Nov 1 to Dec 31 can come back until Jan 31 | Returns | Done | Seller Central News | |
| New commercial liability insurance requirements take effect: a $1 million policy for products in categories with enhanced safety listing requirements, with no sales threshold | Policy | Done | Seller Central News | |
| Virtual multipacks from the latest pilot wave become available to customers | Offer | In 6 days | Seller Central Help | |
| Black Friday and Cyber Monday deal sourcing closes (extended from Oct 20) | Deals | In 8 days | Seller Central News | |
| Amazon finishes rolling out lithium battery TIC compliance notifications in Account Health for US smart home and consumer electronics | Policy | In 11 days | Seller Forums | |
| Ask Amazon: Seller Assistant live Q&A in the Seller Forums, 8 AM to 5 PM PT (questions open now) | Shopping event | In 13 days | Seller Forums | |
| Black Friday | Shopping event | In 22 days | Calendar | |
| Cyber Monday | Shopping event | In 25 days | Calendar | |
| Last day to create an international FBA shipment plan covered by Amazon's 45-day related-shipment and 90-day closure extensions | Inventory | In 25 days | Seller Central News | |
| Prepaid return labels required for most US seller-fulfilled returns (heavy and bulky items excepted for now) | Returns | In 43 days | Seller Forums | |
| Last day to sign up for the free 12-month Amazon Quick Plus subscription | Offer | In 56 days | About Amazon | |
| Last purchase date covered by the extended holiday return window | Returns | In 56 days | Seller Central News | |
| Updated product bundling policy takes effect: most single-ASIN bundles must be packaged by the original manufacturer or brand | Policy | In 67 days | Seller Central News | |
| Holiday peak fulfillment fees end | Fees | In 70 days | Seller Central News | |
| Last day to return holiday purchases under the extended window | Returns | In 87 days | Seller Central News |
Add every date to your calendar (.ics)Works with Google Calendar, Outlook and Apple Calendar. Re-download after big announcements.
Sources: Seller Central News, Holiday 2026, About Amazon, Seller Assistant, Seller Central News, 2026 holiday return policy, Seller Central News, Black Friday Cyber Monday deals deadline extended, Seller Central News, Business hour delivery requirement for seller-fulfilled shipments, Seller Central Help, Virtual multipacks, Seller Central News, New commercial liability insurance requirements, Seller Central News, New requirements for product bundles starting January 11, Seller Forums, Amazon's prepaid return label notice and moderator clarification, Seller Forums, Ask Amazon: Seller Assistant, Canvas and Workflows, Seller Forums, New lithium battery requirements (US)
Fee watch
The changes that cost money this year, newest last. If Amazon hasn't announced it, it isn't here.
Since Jan 15, 2026
2026 US fee update
FBA fees rose by an average of $0.08 per unit. Amazon added no new fee types for 2026.
Amazon, 2026 US referral and FBA fee updateSince Apr 17, 2026
Fuel and logistics surcharge
3.5% on FBA fulfillment fees, about $0.17 per unit on average in the US. Multi-Channel Fulfillment and Buy with Prime followed on May 2.
Seller Central News, Fuel and logistics surchargeSince Sep 2026
MCF Preferred Pricing Program
Discounted Multi-Channel Fulfillment fees plus FBA credits per unit shipped. Amazon says sellers save 15% to 25% on fulfillment fees for the first six months, with no contract and one-click enrollment in Seller Central.
About Amazon, Prime delivery for MCF merchants' websitesOct 15, 2026 to Jan 14, 2027
Holiday peak fulfillment fees
About $0.32 more per unit on average, with the 3.5% surcharge calculated on top.
Seller Central News, Holiday 2026Holiday deal events
Deal fees
$100 upfront per promotion plus 1.5% of promotional sales, capped at $5,000, for Best Deals, Lightning Deals and Prime Exclusive Price Discounts.
Seller Central News, Holiday 2026Nov 1, 2026 to Jan 31, 2027
Extended holiday returns
Orders placed Nov 1 to Dec 31 can be returned until Jan 31, 2027, for FBA and seller-fulfilled orders alike. Budget for a slower, larger return wave.
Seller Central News, 2026 holiday return policy2027
Next annual fee update
Not announced as of Oct 24, 2026. Amazon says it gives at least 90 days' notice, and the 2026 changes were announced in October 2025.
Amazon, 2026 US referral and FBA fee update
Section 04
By the numbers
Four figures worth knowing this week. Each one is Amazon's own, linked to where they said it.
of independent sellers in Amazon's store already sell across multiple channels
About Amazon, Multichannel selling tools in Seller Centralas many ratings and reviews per week in early Review Requests tests vs. before the test
Amazon Ads, Review Requestsuntil Virtual Multipacks from the latest pilot wave go live for customers on Nov 11
Seller Central Help, Virtual multipackslast day Amazon plans to finish lithium battery TIC notifications in Account Health
Seller Forums, New lithium battery requirements (US)Section 05
The playbook
3 moves for this week, then a few quick ones for the train.
Advertising
Review Requests is in open beta. The 1,000-rating ceiling is the point.
Amazon Ads opened Review Requests in US open beta in late October. The ad reaches customers who recently bought your product and invites a star rating or written review while they are already shopping on Amazon. You build and run the campaigns inside Amazon Ads Agent with the same bidding and budget controls you use elsewhere.
Eligibility is narrow on purpose. Products need fewer than 1,000 total ratings and reviews, checked when you create the campaign and while it runs. Once a product hits 1,000, Review Requests for it pauses on its own. Early tests showed products getting three times as many ratings and reviews per week as before the test. You still get the same authentic reviews shoppers already leave. You just ask more of the people who already bought.
Do this: In Amazon Ads Agent, open Review Requests for one product under 1,000 ratings that you need social proof on before Black Friday traffic hits.
Source: Amazon Ads, Review Requests
Amazon Ads internal early test: ratings and reviews per week vs. before the test. Individual results vary.
Source: Amazon Ads, Review Requests
Data desk by XENA IntelligenceCompliance
Lithium battery notices keep landing through November 16
If you sell US smart home or consumer electronics powered by rechargeable lithium batteries (Li-Ion, LiPo or LiFePO4), Amazon's new TIC path already applies. Think security cameras, video doorbells, smart locks, tablets, Bluetooth speakers, earbuds and similar devices. Nickel-based, alkaline, AC-only, coin cell and button cell products are out of scope, along with stand-alone batteries, medical devices, clocks, remotes and timers.
You no longer send compliance documents straight to Amazon. An Amazon-authorized testing, inspection and certification provider has to verify the product. Existing test docs can go to the TIC for review, or the TIC can test for you. Detail pages need a model, part or item number plus a manufacturer or brand name, and your Certificate of Insurance needs to be current in Business Insurance verification. Non-compliant listings can be deactivated until the TIC file is in. Notifications started September 30 and Amazon says they finish rolling out through Account Health by November 16.
Do this: Open Account Health today, filter for lithium or TIC action items, and start the authorized TIC file for any ASIN that still has none.
Source: Seller Forums, New lithium battery requirements (US)
From Amazon's Seller Forums notice on new lithium battery requirements for US smart home and consumer electronics.
Source: Seller Forums, New lithium battery requirements (US)
Data desk by XENA IntelligenceCatalog
Six days until shoppers can buy the multipacks Amazon built for you
Virtual Multipacks from the latest pilot wave become available to customers on November 11. Until then, filter Manage All Inventory for SKUs that start with VMP_, open Edit virtual multipack, and check the pack size in the title, the percentage discount, and the images Amazon generated from your single-pack photos. Images do not show on Manage All Inventory until that go-live date.
Edits anywhere other than Edit virtual multipack, including templates, fees tools, the API and most repricers, will break the listing. Delete during the pilot and you cannot bring it back. Keep single-pack inventory healthy: when the single hits zero available units, the multipack variation disappears from the detail page until you restock.
Do this: Before Friday, exclude every VMP_ SKU from your repricer and set a multipack discount on the Edit virtual multipack page for the ASINs you want shoppers to prefer.
- Day 0Today, Nov 5: review VMP_ SKUs
- Day 6Nov 11: customers can buy
From Amazon's Virtual Multipacks help page. Latest pilot wave detail pages go live for customers on November 11, 2026.
Source: Seller Central Help, Virtual multipacks
Data desk by XENA IntelligenceQuick hits
04Advertising
Ask Ads Agent to size the audience before you spend the budget
Agentic media planning is in closed beta worldwide inside Amazon Ads Agent. From Insights and Planning, open Ads Planner and use the Build it with Ads Agent panel. In plain language you can estimate reach across ad products, size audiences and get budget allocation recommendations with the reasoning attached, instead of bouncing across planning screens.
05Discovery
Shop Direct now has a front door for catalogs Amazon does not carry
Amazon launched the Shop Direct Merchant Workspace, a free self-service portal that lets eligible merchants connect a store so products can show up in Alexa for Shopping and on Amazon when Amazon does not sell the item. Shop Direct products already appear in hundreds of millions of searches each month. Amazon sellers who want to list selection they do not currently sell in Amazon's store can ask about eligibility at shopdirect@amazon.com.
Section 06
The wire
What changed lately, straight from Amazon. We read the announcement so you can read the summary.
- Multichannel
Seller Central connects eBay, Shopify, TikTok and Walmart
US sellers get a gradual, no-extra-cost rollout of listings, orders and profitability tools across those four channels inside Seller Central.
via About Amazon, Multichannel selling tools in Seller Central - Discovery
Shop Direct Merchant Workspace opens
A free portal lets eligible merchants connect catalogs to Alexa for Shopping and Amazon when the item is not sold in Amazon's store.
via About Amazon, Shop Direct Merchant Workspace - Advertising
Review Requests enters US open beta
Ads that invite recent buyers to rate or review, limited to products under 1,000 ratings, managed in Amazon Ads Agent.
via Amazon Ads, Review Requests
Follow for more
Tomorrow's tip, in your inbox before your coffee cools
One short email when a new issue lands. Amazon's news without the press-release voice, and one move worth making that week. No upsells, no "ultimate guides."
Section 07
Straight answers
The questions sellers are typing into search bars and chatbots this week, answered in under a minute each. Every answer is grounded in Amazon's own announcement, linked below it.
What are Amazon multichannel selling tools?
Multichannel selling tools are a new Seller Central experience that lets US sellers connect eBay, Shopify, TikTok and Walmart accounts so they can manage listings, orders and profitability across those channels from the same place they run their Amazon business. Amazon is rolling the tools out gradually at no additional cost.
Source: About Amazon, Multichannel selling tools in Seller Central
Do Amazon multichannel tools share my off-Amazon data with Amazon Retail?
Amazon says a seller decides which channels to connect and what data to share, can disconnect at any time, and that multichannel selling tools keep strict access controls so a seller's data is not shared with other sellers or used to inform Amazon's retail business decisions.
Source: About Amazon, Multichannel selling tools in Seller Central
What is Amazon Review Requests?
Review Requests is an Amazon Ads format in US open beta that shows recent verified buyers a prompt to leave a star rating or written review while they shop on Amazon. You create campaigns in Amazon Ads Agent. Products need fewer than 1,000 total ratings and reviews, and campaigns for a product pause automatically once it reaches that threshold.
Source: Amazon Ads, Review Requests
How many more reviews did Review Requests produce in early tests?
Amazon Ads says early test results showed products received three times as many ratings and reviews per week compared with before the test. The ads invite recent verified buyers while they shop on Amazon, and individual results vary by product.
Source: Amazon Ads, Review Requests
When do Virtual Multipacks go live for customers?
For the latest wave of Amazon's Virtual Multipack pilot, detail pages become available for customers to purchase on November 11, 2026. Sellers can review or delete VMP_ SKUs on Manage All Inventory before then, and should only edit them on the Edit virtual multipack page.
What is the lithium battery TIC requirement on Amazon?
For many US smart home and consumer electronics listings powered by rechargeable lithium batteries, compliance documents must be verified through an Amazon-authorized testing, inspection and certification provider instead of being submitted directly to Amazon. Notifications appear in Account Health through November 16, 2026, and non-compliant listings may be deactivated until the TIC file is complete.
Source: Seller Forums, New lithium battery requirements (US)
What is Amazon Shop Direct Merchant Workspace?
Shop Direct Merchant Workspace is a free self-service portal where eligible merchants connect a store so products can appear in Alexa for Shopping and on Amazon when Amazon does not sell the item. Customers who tap Shop Direct go to the merchant's site to buy. Amazon sellers interested in listing selection they do not currently sell in Amazon's store can contact shopdirect@amazon.com.