The holiday season brings your biggest revenue opportunity, but only if your fulfillment can keep up. Shoppers expect fast, reliable delivery, and so the businesses who prepare early are the ones best positioned to avoid stockouts, shipping delays, and missed sales.
Whether you’re selling on your own direct-to-consumer (DTC) site, TikTok Shop, or other channels, Amazon Multichannel Fulfillment (MCF) gives you access to the same fulfillment network that powers Prime. This guide walks you through how to position your inventory, take advantage of fulfillment discounts, and optimize your marketing to turn peak traffic into peak revenue.
Key dates to know
Date |
What to do |
By October 14* |
Ship bulk inventory to Amazon Warehousing and Distribution in time for Black Friday / Cyber Monday (BFCM) |
October 15 |
Peak fulfillment fees begin |
By October 21* |
Fulfillment by Amazon (FBA) minimal shipment splits due for BFCM |
By October 28* |
FBA-optimized shipment splits due for BFCM |
Nov 27–30 |
Black Friday / Cyber Monday |
January 14, 2027 |
Peak fees end, return to standard rates |
*These dates represent arrival dates to Amazon’s receiving locations, not shipping dates. Inbound processing typically takes 2-3 weeks (and can stretch longer during high-volume periods). We recommend shipping at least 3 weeks before the cutoff dates to account for transit and processing time.
Fulfillment checklist
1. Position your inventory early
Target 4–6 weeks of stock for your top-selling products before major events.
Start sending inventory to Amazon’s network in August and September to avoid capacity constraints during peak. In November and December, Amazon’s fulfillment centers prioritize processing customer orders over receiving new inventory, so the earlier you ship, the more inbound capacity you’ll have access to. Keep in mind that your Fulfillment by Amazon (FBA) inventory pool also fulfills your MCF orders so plan inventory levels with all your channels in mind, not just Amazon.
Use AWD for bulk inventory. Ship bulk inventory to Amazon Warehousing and Distribution (AWD) by October 14. AWD automatically replenishes your in-network inventory as units sell—no manual stock management required. Already using AWD? Manage your inventory in Seller Central under Inventory → Warehousing and Distribution.
Use Global Warehousing and Distribution (GWD) when shipping from China. GWD lets you store inventory near your manufacturing facilities in China at rates up to 45% lower than AWD in the US, while deferring import duties until it ships. Amazon Global Logistics (AGL) handles cross-border transport, customs clearance, and delivery into US fulfillment centers.
Choose your shipment split strategy. Minimal splits—fewer fulfillment centers involved, lower inbound cost, due October 21—works if cost is your priority. For Black Friday/Cyber Monday (BFCM), we recommend Amazon-optimized splits—product spread across more fulfillment centers, due October 28—instead. Your inventory gets distributed closer to customers, and that delivery speed directly impacts conversion during peak.
Use Amazon’s capacity and shipping tools. Track your fulfillment center limits with Capacity Monitor, and follow Amazon’s shipment guidelines, including accurate tracking IDs and appointment timing to avoid delays. See the FBA Peak Readiness Playbook for more details.
Book delivery appointments early. Schedule delivery appointments at least 7 days before your target arrival date, or 14 days if using the Amazon Partner Carrier Program.
Provide accurate content information. Include unit counts and product IDs per box when creating shipments. Omitting this can disqualify a shipment from auto-receiving and trigger a manual processing fee.
2. Understand peak fees and reduce fulfillment costs
Peak fulfillment fees apply October 15, 2026 through January 14, 2027. Plan your margins accordingly.
View the full MCF peak rate card for more details.
Evaluate your fulfillment costs—and potential savings
- MCF preferred pricing: Eligible sellers can save up to 15% on MCF fulfillment fees and earn up to $1 in FBA credits per MCF unit shipped.
- Ships in product packaging (SIPP): Save $0.04-$1.32 per unit by shipping eligible products in their original branded packaging, without Amazon-added packaging material.
- TikTok Shop sellers: 35% off MCF fulfillment rates for TikTok Shop orders for 12 months.
3. Check your account health
Resolve any compliance or listing issues before peak. An account suspension during Black Friday costs you the entire event. Review your Account Health Dashboard in September and address any flags before October cutoffs hit.
Marketing checklist
1. Make your delivery speed visible
Shoppers compare delivery options before buying. Make sure yours are front and center.
- Buy with Prime: Add the full Prime purchase experience to your DTC site, including Amazon Pay, Prime-standard returns, and Amazon customer support. Orders are managed through Amazon and visible in shoppers’ Amazon accounts.
- Fast Badges on Google Shopping: Show delivery speeds directly in your product listings, so shoppers see it before they click on an item.
- Fast Badges on TikTok: Show “Shipped by Amazon” branding and delivery estimates directly on your TikTok ads. Businesses see a 5% increase in clicks on average when their ads display delivery speed. Badges appear automatically on ads for products fulfilled by MCF.
2. Drive traffic with paid media
Pair fulfillment speed with advertising to maximize peak impact. Reach shoppers interested in your products across Amazon and the web via Amazon demand-side platform (DSP), then direct them to your DTC site. Retarget visitors who browsed but didn’t buy. This is best paired with Buy with Prime, so shoppers see the Prime badge when they land on your site.
3. Don’t Stop Selling December 24
Keep your MCF orders active. Your customers don’t stop buying after Christmas. Gift card redemptions, exchanges, and post-holiday self-purchases surge between December 26 and January 7. The demand is there, so MCF keeps you fulfilling through early January, capturing interest that would otherwise be missed. Businesses who keep fulfilling through January 7 capture meaningful additional holiday revenue. MCF ensures you’re one of them.
Get started
Peak season rewards the businesses who prepare early. The deadlines, programs, and tools in this guide are designed to help you fulfill faster, reduce costs, and keep selling when it matters most. Start with the dates outlined in the table above, enroll in the programs that fit your business, and position your inventory now. Your peak season starts with the prep you do today.
