What is Amazon Multichannel Fulfillment and why do you need it?

How Amazon MCF helps ecommerce thrive

The US continues to witness large growth in ecommerce. More than 60% of sales in the Amazon store now come from independent sellers, most of which are small- and medium-sized businesses. In 2024, independent sellers based in the US averaged $290,000 in annual sales in Amazon’s store.

At the same time, customer expectations have never been higher. A 2024 Baymard Institute survey found that 23% of shoppers abandoned checkout because delivery was too slow.¹ Fast, reliable fulfillment is now essential to keeping customers and driving sales. For many business owners, this creates a challenge: scaling to meet demand while also ensuring every order is delivered on time. Without the right partner, this can lead to missed orders, increased customer service needs, and less time to focus on product development.

Does this sound like you? Learn about Amazon Multichannel Fulfillment (MCF) and how it can help.

What is Amazon Multichannel Fulfillment?

MCF is the distribution arm of Amazon Supply Chain Services (ASCS), Amazon’s broader end-to-end logistics solution. ASCS services cover every step of the supply chain, including transportation, storage and distribution, fulfillment, and last-mile delivery. Businesses can create a custom suite of services based on their individual needs and budget.

By using MCF, businesses are backed by Amazon’s world-class logistics network to deliver customer orders from any sales channel. MCF stores your inventory, then picks, packs, and ships orders placed on your direct-to-consumer website, ecommerce marketplaces, and social media platforms.

And if you already sell on Amazon, you can use your existing Fulfillment by Amazon (FBA) inventory to fulfill orders across your other channels. If you don’t sell on Amazon, you can still take advantage of Amazon’s global network of fulfillment centers—which stretches across 27 countries and includes over 200 fulfillment centers—to store and ship your products with the speed, reliability, and scale your customers expect.

The benefits of Multichannel Fulfillment

• Fulfillment at the speed you need: Deliver quickly and reliably with Amazon’s fulfillment network. Choose between Standard (3 business days) and Expedited (2 business days). Both Multichannel Fulfillment options include real-time tracking, giving you and your customers visibility every step of the way.
• Reliable shipping and delivery: Trust Amazon’s proven track record for accurate, on time (96.4% on time) ², and damage-free delivery. With MCF Fast Badges, you can display delivery promises directly on your product and checkout pages, building customer confidence and improving conversion.
• Accelerated business growth: Merchants who added Amazon MCF to their off-Amazon sales channels reported a 19% increase in sales³ and a 10% increase in profitability⁴, on average.
• Amazon’s connected fulfillment network: Tap into hundreds of Amazon fulfillment centers across the globe to scale your business. With a single pool of inventory that can serve multiple sales channels, you can reduce out-of-stock rates, improve inventory turnover, and reach more customers without adding operational complexity.
• Seamless operations from click to delivery: MCF integrates seamlessly with over 100 ecommerce platforms and service providers, including Shopify and ShipStation, with the option to build custom API connections. Additional features such as real-time delivery estimates, real-time order tracking, and unbranded packaging ensure you can optimize fulfillment while maintaining your brand’s identity. Plus, you can add on additional ASCS services as needed to further streamline operations. Browse our full suite of integrations.
• Simple, predictable costs: MCF pricing is straightforward, with one fee covering pick, pack, and ship. As your business grows, you can save more with up to 50% discounts on multi-unit orders. Visit our pricing page to learn more.

¹_{Baymard Institute, Reasons for abandonment during checkout, 2024.}
²_{Based on all orders placed and delivered between October 2024 and September 2025, and measuring the percentage of orders that were delivered on or before the estimated delivery date generated upon order confirmation.}
³_{Based on responses from 224 merchants to the February 2025 MCF Customer Survey.}
⁴_{Based on responses from 214 merchants to the February 2025 MCF Customer Survey.}