Why use Amazon Multi-Channel Fulfillment

Ecommerce is thriving

The U.S. 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, U.S. independent sellers 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 Multi-Channel Fulfillment (MCF) and how it can help.

What is MCF?

MCF is a third-party logistics (3PL) solution that helps businesses grow by using Amazon’s world-class fulfillment network to deliver customer orders from any sales channel. MCF stores your inventory, then packs, picks, and ships orders placed on your direct-to-consumer website, ecommerce marketplaces, or social media stores.

If you already sell on Amazon, you can use your existing FBA inventory to fulfill orders across all your other channels. If you don’t sell on Amazon, you can still take advantage of Amazon’s global network of fulfillment centers to store and ship your products with the speed, reliability, and scale your customers expect.

The benefits of MCF

• Fulfillment at the speed you need - Deliver quickly and reliably with Amazon’s fulfillment network. Choose between Standard (within 3 business days) and Expedited (within 2 business days). Both 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, 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 MCF to their off-Amazon sales channels reported a 19% increase in sales² and a 10% increase in profitability³, 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. Browse our full suite of integrations here.
• 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 responses from 224 merchants to the February 2025 MCF Customer Survey.}
³_{Based on responses from 214 merchants to the February 2025 MCF Customer Survey.}