# Amazon Expands Merchant Operations Beyond Its Platform

> Amazon integrates Walmart, Shopify, eBay and TikTok orders into Seller Central to manage merchants' full business workflows.
- Title: Amazon Expands Merchant Operations Beyond Its Platform
- Summary: Amazon integrates Walmart, Shopify, eBay and TikTok orders into Seller Central to manage merchants' full business workflows. Amazon is shifting from…
- Keywords: amazon, seller central, walmart, shopify, ebay, tiktok, seller assistant, agentic commerce, merchant workflow, compliance, business, finance
- Source: Pymnts — https://pymnts.com/news/retail/2026/amazon-wants-to-run-merchants-businesses-beyond-amazon
- Author: PYMNTS
- Published: 2026-09-24T18:07:25+00:00
- Read time: 1 min
- Topics: amazon, seller central, walmart, shopify, ebay, tiktok, seller assistant, agentic commerce, merchant workflow, compliance, business, finance
## Amazon's New Merchant Strategy
Amazon is moving from owning transactions to owning the merchant workflow by integrating Walmart, Shopify, eBay and TikTok orders into Seller Central.
## Seller Assistant Upgrade
Amazon's Seller Assistant now monitors inventory, pricing, advertising and demand, shifting AI's value from automating tasks to managing business operations.
## Walmart Integration Significance
David Forsythe, Amazon’s VP of North America seller business, says Walmart is one of the channels many sellers use, supporting their success across all platforms.
## Multichannel Seller Challenge
Over 95% of independent sellers on Amazon sell through multiple channels, accounting for more than 60% of sales but creating operational silos.
## Walmart's Market Share Growth
Walmart controls 21% of U.S. food and beverage spending versus Amazon's 3%, with Walmart's advantage expanding since 2019.
## Agentic Commerce Shift
Amazon's new approach focuses on infrastructure over chatbots, allowing outside AI interfaces to access seller capabilities through data and permissions.
## Amazon Blocks Meta's AI Agent
Amazon blocked Meta’s new personal AI agent Muse from its eCommerce site, showing its recognition of permission power in retail.
## Key takeaway

Amazon is shifting from marketplace to merchant operating system by connecting sellers across multiple platforms for unified business management.