With 8.5 billion Google searches daily and more than 40% of consumers starting their shopping journey in the search engine, Google represents a channel that ecommerce businesses can’t afford to ignore. Amazon Multi-Channel Fulfillment (MCF) has a new way for those businesses to stand out to the massive consumer base in the discovery stage of their shopping journey. Sellers using MCF to fulfill orders on their ecommerce sites can feature an MCF fast badge for Google directly on Google Shopping ads and search results.
This new integration pairs the leading search engine with the world’s fastest fulfillment services to help sellers stand out on Google, increase engagement, and ultimately, improve return on ad spend. In fact, according to a June 2024 Google study, sellers saw a 1.5%-7.6% increase in clicks on Google Shopping ads in the US when their offers showed “Free 3-Day” shipping or faster.*
Depending on the shipping options offered for your products, the badge features a familiar shipping icon and delivery estimate that lets shoppers know that they can get the product in the ad with free three-day shipping. For products that don’t ship free or that will be delivered after three days, the MCF fast badge for Google shows the estimated date that the shopper can get the product based on their zip code.
From a shopper who’s browsing for inspiration to one that’s on the hunt for a specific product, seeing that they can get your product in as fast as three days can be a game changer. It could be the difference between the shopper scrolling past your ad or website in the search results and clicking through to your website—maybe even making a purchase.
“We know fast delivery speeds can be the deciding factor for shoppers choosing you over a competitor, so we’re giving sellers the option to showcase those fast delivery speeds not only on your ecommerce site, but also on Google,” says Peter Larsen, Vice President of Amazon MCF and Buy with Prime. “Sellers using MCF can now leverage the world’s largest fulfillment network with one of the most popular search engines to drive more traffic to their sites by displaying our three-day delivery speed on their Google Shopping ads and search results.”
Although the MCF integration is just launching for Google, some MCF sellers have already been testing out MCF fast badges on their sites’ product pages. Visitors to those sites can see delivery estimates based on their zip code, which can help influence their purchase decision. For sports apparel and accessories brand NXTRND, this has been particularly important because its core consumer base often makes last-minute purchases of football gear just before or during the football season.
“We noticed how shipping speeds really affect shopper satisfaction, so showcasing fast shipping speeds [early in the shopping journey] gives more transparency that helps drive conversions,” explains NXTRND Co-founder and CEO, Liam Burger. “Shoppers have an easier time trusting the brand, and there’s no hesitation to buy when they can see they’re going to get the product fast. It totally reduces the friction around buying and delivers a better customer experience.”
To get started using the MCF fast badge for Google, sign up in Seller Central and provide your website URL and Google Merchant Center ID. There’s no additional cost to use the MCF badge for Google, but you remain responsible for the cost of your Google Ad campaigns.
*Based on an A/B test conducted by Google in June 2024 on shopping ads in the US. Google defines “fast” as arriving in three days or less from when an order was placed.
