How Amazon’s New Embedded Third-Party App Feature Will Streamline Seller Experience

At Amazon Accelerate 2024, Carbon6's Vanessa Hung interviewed Katrina Shackleford, Director of Selling Partner Developer Services at Amazon, to discuss the new Embedded Third-Party Apps feature in Seller Central. 

This update will allow Amazon sellers to interact with select third-party apps directly within Seller Central, streamlining operations and enhancing efficiency.

The Vision Behind Amazon Embedded Third-Party Apps

With the growing complexity of managing ecommerce businesses across channels, Amazon aims to simplify sellers' experiences by enabling them to manage their business from a single interface. 

“This is about more than just keeping the water running,” Shackleford explained. “We’re committed to supporting sellers by creating a consistent, integrated ecosystem that brings together the tools they rely on.”

Watch the full video interview here:

Embedded Third-Party Apps allow sellers to customize their Seller Central workspace by embedding third-party tools they frequently use, reducing the fragmented experience of switching between apps and platforms. Sellers can now drag and drop their preferred apps into a personalized dashboard, creating a true command center that reflects their unique business needs.

PixelMe by Carbon6: A Key Addition for Amazon Sellers

PixelMe by Carbon6 is among the first apps to be featured in the Embedded Third-Party Apps program. PixelMe brings powerful traffic and advertising optimization tools directly to Seller Central, enabling sellers to track external advertising costs and boost their rank across channels with ease.

With PixelMe, sellers can:

• Manage external traffic drivers to improve Best Seller Rank, Return on Ad Spend (ROAS), and overall product ranking.
• Track advertising performance from social media, search, and Amazon itself—all within a single view in Seller Central.
• Optimize keywords and campaigns quickly, helping sellers act faster on data-driven insights without needing to log into multiple systems.

“We envision a world where sellers can manage their entire business from one portal, freeing up time and focus to drive growth,” she explained. "With third-party apps like PixelMe leading the way, we’re closer to a seamless, integrated experience that allows sellers to thrive."

Watch the full announcement here:

Key Benefits of Amazon Embedded Third-Party Apps

Amazon’s Embedded Third-Party Apps feature is designed to address sellers’ needs for efficiency, integration, and real-time insights:

• Single Sign-On Convenience: Sellers can log into Seller Central and access all their embedded third-party apps without needing separate credentials or additional logins, saving time and simplifying daily operations.
• Direct Actionability: Notifications and updates from embedded apps appear directly within Seller Central, allowing sellers to take immediate action on important information. For instance, a PixelMe notification about ad performance can prompt sellers to make quick adjustments to campaigns right from their dashboard.
• Enhanced Decision Velocity: The embedded app experience reduces friction and increases the speed at which sellers can make and implement decisions, ultimately helping them to stay competitive in a fast-paced ecommerce environment.

“Our vision is to bring you a seamless experience that combines Seller Central’s core tools with the innovative third-party apps you rely on daily,” said Shackleford. “By embedding PixelMe and other apps, we’re one step closer to achieving that vision.”

Embedded Apps as an Extension of Seller Central Notifications

Amazon’s notifications system within Seller Central was the first step in consolidating app experiences for sellers, and now Embedded Apps take this further by enabling seamless interaction with these tools. In addition to notifications, sellers can now act on alerts without navigating away from Seller Central. 

Importantly, security remains a priority with this new functionality. All interactions between sellers and their embedded apps are encrypted end-to-end, ensuring that seller data remains private and protected. Amazon has emphasized that it does not have access to third-party app data, safeguarding sensitive information while offering a smoother, faster user experience.