At the recently held AWS: Accelerate Seller Conference, Amazon made it very clear there is a strong desire to be your preferred fulfillment partner. They have also announced that as of now they will be expanding their Multi-Channel Fulfillment (MCF) capabilities significantly through adding support for additional platforms such as SHEIN, Shopify and Walmart. In addition, Amazon will be providing multi-channel fulfillment options for all existing retailers that currently utilize many different ways of selling online.
Through the use of a Shared Inventory Pool, Amazon’s Multi-Channel Fulfillment service allows Sellers to use one inventory source for Fulfilled by Amazon (FBA) as well as for other Sales Channels outside of Amazon’s website. This allows Sellers to eliminate the need for multiple Fulfillment Setups and minimizes the operational overhead associated with moving products from Amazon’s fulfillment centers to the Seller’s Additional Marketplace(s). Sellers who currently use Amazon’s Multi-Channel Fulfillment service have the opportunity to fulfill their orders from such websites as eBay, Etsy, Temu, and TikTok Shop.
Under the expanded offering, SHEIN U.S. Marketplace sellers will be able to fulfill orders using Amazon MCF through a new app available in Amazon Seller Central, Amazon’s Supply Chain Portal, and the SHEIN Seller Hub. Amazon MCF is now a fulfillment option for Shopify merchants through the Shopify Fulfillment Network. Automatic Order Routing, Inventory Synchronization, and Real-Time Tracking are all provided by Shopify in their admin dashboard as part of their offerings.
Walmart Marketplace sellers will also be able to make use of Amazon MCF as a fulfillment service by submitting their orders manually via Seller Central or by connecting with approved integration partners. Orders for Walmart Marketplace sellers will be shipped in unbranded packaging only.
According to Amazon, the expansion of Amazon MCF reflects the company’s commitment to helping sellers grow their businesses across all marketplaces, direct-to-consumer websites, and social media marketing channels. Amazon MCF now operates in over 11 countries and has supported the shipping and fulfillment of millions of packages each and every year through the support of Amazon Investments into its Same-Day Delivery and Next-Day delivery operations.
By combining MCF with FBA, Amazon claims sellers have reduced out-of-stock rates, improved inventory turnover, and increased off-Amazon sales—demonstrating the growing role of shared fulfillment in modern ecommerce growth strategies.
