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Amazon is building a new app store to connect the millions of sellers on its platform with companies building tools to help those retailers succeed.

The Marketplace Appstore store features tools for pricing, inventory, advertising and more, and is available through the Seller Central portal. Seller Labs, a Georgia startup that builds tools specifically to help Amazon sellers succeed, said it has a pair of tools available in the app store for advertising management and customer communication.

Seller Labs is also part of a new Amazon Marketplace Developer Council that works closely with software developers to improve the experience of integrating with Amazon. The council creates a formal process for providing feedback and troubleshooting issues related to technology on Amazon’s Marketplace.

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