Amazon Multi Channel Fulfillment: A Guide for Sellers in 2023

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In today’s highly competitive ecommerce landscape, efficient order fulfillment is critical for the success of online businesses.

Amazon Multi-Channel Fulfillment (MCF) is a service that has been a game changer for many ecommerce sellers, offering numerous benefits and streamlining their operations.

In this blog post, we’ll dive into what Amazon MCF is, how it works, its benefits, potential limitations, and how it can accelerate your Amazon or ecommerce business.

Quick Takeaways:

  1. What It Is: Amazon Multi-Channel Fulfillment (MCF) allows you to store inventory in Amazon’s centers and use their distribution network to fulfill orders from various sales channels, not just Amazon.
  2. Benefits for Ecommerce Sellers: Amazon MCF expands your sales channels, speeds up delivery times, simplifies inventory management, and potentially reduces your shipping costs.
  3. Inventory Management: Centralized storage and real-time updates make it easier to manage your inventory, avoiding stockouts and overselling.
  4. Cost-Effectiveness: Pay only for the storage and fulfillment services you use, making it a flexible and cost-effective solution for businesses of all sizes.
  5. Reliability and Customer Experience: High accuracy rates in order fulfillment and professional packaging options can boost customer satisfaction and loyalty.
  6. Easy Returns: Amazon handles returns for you, offering prepaid return labels and centralized processing to make the experience hassle-free.
  7. Expertise and Innovation: Leverage Amazon’s advanced technology and ongoing R&D investments to keep your business at the forefront of ecommerce logistics.

What is Multi-Channel Fulfillment by Amazon?

Amazon multi-channel fulfillment is a fulfillment service provided by Amazon that allows ecommerce sellers to store their inventory in Amazon’s fulfillment centers and leverage Amazon’s vast distribution network to fulfill orders from multiple sales channels.

Meaning, aside from selling products on Amazon, if you sell products on your own website, other online marketplaces, or even brick-and-mortar stores, you can use Amazon to fulfill your orders.

This service can help scale your business, improve customer satisfaction, and streamline your operations.

screenshot of the amazon multi-channel fulfillment landing page

How does Amazon Multi Channel Fulfillment work?

Basically, you’ll store your inventory in Amazon’s fulfillment centers, from which Amazon will handle storage, picking, packing, shipping, and customer service related to order fulfillment.

When an order is placed on any integrated sales channel, the order information is sent to Amazon, which then picks, packs, and ships the product to the customer’s shipping address.

Benefits of Amazon Multi Channel Fulfillment for eCommerce Sellers

Expanded sales channels

  • Integration with various marketplaces and platforms: Amazon MCF shipping integrates with multiple sales channels, allowing you to reach customers on different platforms while managing your inventory from a single location.
  • Increased brand visibility: By having a presence on multiple channels, you can increase your brand visibility and attract more customers.
  • Wider customer reach: Expanding to different marketplaces and platforms means reaching a larger audience and tapping into new customer segments.

Faster delivery times

  • Amazon’s vast distribution network: With access to Amazon’s extensive fulfillment network, you can ensure faster delivery of your products to customers.
  • Prime shipping options: Eligible products can be offered with Prime shipping method, which can lead to increased sales and customer loyalty.
  • Improved customer satisfaction: Faster delivery times contribute to higher customer satisfaction, which can translate into positive reviews, repeat purchases, and referrals.

Simplified inventory management

  • Centralized storage and tracking: With Amazon multi-channel fulfillment, you can store and track your inventory in one place, making it easier to manage.
  • Real-time inventory updates: The Amazon MCF program provides real-time inventory updates, helping you avoid stockouts and overselling.
  • Streamlined restocking process: Amazon MCF makes it easy for you to restock your inventory, ensuring a consistent supply of products for your customers.

Cost-effective fulfillment

  • Economies of scale: Due to Amazon’s large scale, the MCF pricing structure can offer competitive pricing on storage and fulfillment services.
  • Reduced shipping costs: By taking advantage of the MCF rate card, sellers leveraging Amazon’s distribution network can benefit from lower shipping costs, especially if you offer Prime shipping.
  • Pay-as-you-go pricing model: With Amazon MCF, you’ll only pay for the storage and fulfillment services you use, making it a flexible option for businesses of all sizes.
screenshot of sample fulfillment fees for amazon multi-channel fulfillment

Reliable order fulfillment

  • High accuracy rate: Amazon’s advanced technology and infrastructure help ensure accurate order fulfillment, resulting in fewer errors and returns.
  • Reduced order errors and returns: Amazon’s expertise in logistics and fulfillment practices leads to a smoother overall customer experience.

Professional packaging

  • Amazon-branded packaging: Orders fulfilled by Amazon multi-channel fulfillment are shipped in Amazon-branded packaging, which can be seen as a mark of quality and reliability.
  • Custom packaging options: Although limited, Amazon MCF does offer some custom packaging options for sellers who want to enhance their brand identity and customer experience.

Easy return management

  • Prepaid return labels: Amazon MCF provides prepaid return labels, making the return process easier for customers and sellers alike.
  • Centralized return processing: Returns are handled by Amazon, which streamlines the process and helps you manage returns more efficiently.

Access to Amazon’s expertise and resources

  • Advanced technology and infrastructure: By using Amazon multi-channel fulfillment, you can leverage Amazon’s cutting-edge technology and state-of-the-art fulfillment centers to ensure efficient order fulfillment.
  • Proven logistics and fulfillment practices: Amazon’s vast experience in logistics and fulfillment allows you to benefit from best practices and industry-leading processes.
  • Continuous improvement and innovation: Amazon is constantly investing in research and development to improve its services, which can lead to ongoing benefits for all sellers using multi-channel fulfillment.

Learn How to Build Your Own 7-Figure Amazon FBA Business

Part of the Junglescout suite of excellent FBA tools, the learning academy is a comprehensive video training library containing hours of content, including training videos, webinars, and interviews with successful Amazon sellers.

Whether you’re just starting your business, or growing your brand, get expert training from Amazon sellers without the hefty price tag.

Potential Limitations of Using Amazon Multi Channel Fulfillment

Dependence on Amazon’s infrastructure

  • Single point of failure: Relying solely on Amazon multi-channel fulfillment can create a single point of failure, which could disrupt business operations if issues arise within Amazon’s fulfillment network.
  • Limited control over fulfillment processes: By using Amazon MCF, you relinquish some control over your fulfillment process, which may be a concern for some businesses.
  • Potential vulnerability to Amazon policy changes: Changes in Amazon’s policies or FBA fees can have a direct impact, leading to increased costs or operational challenges.

Cost considerations

  • Comparatively higher fees for storage and fulfillment: Amazon multi-channel fulfillment fees can be higher compared to other third-party logistics (3PL) providers, which may not be cost-effective for your business.
  • Long-term storage fees for slow-moving inventory: Amazon charges long-term storage fees for inventory that remains in their fulfillment centers for an extended period, which can increase costs if you have any slow-moving products.
  • Additional costs for oversized or irregular items: Amazon may charge additional fees for oversized or irregularly shaped items, which can impact profitability if you offer such products.

Branding limitations

  • Amazon-branded packaging by default: The default Amazon-branded packaging may not align with your branding strategy or may be seen as a negative by some customers.
  • Limited options for custom packaging: While custom packaging is available, the options are limited, which may not meet your unique branding requirements.
  • Possible negative perception due to association with Amazon: Some customers may have negative views of Amazon, and an association with the company could potentially impact your brand image.

Customer service challenges

  • Limited control over customer experience: Using Amazon MCF can limit your ability to control the entire customer experience, as Amazon handles the shipping process and returns.
  • Potential communication barriers with Amazon support: You may experience communication barriers when dealing with Amazon support, which can lead to delays or difficulties in resolving issues.
  • Difficulty resolving customer issues independently: Since Amazon handles fulfillment, you may face challenges in addressing customer concerns directly, potentially leading to longer resolution times.

Intellectual property and competition concerns

  • Risk of counterfeit products: Storing inventory in Amazon’s fulfillment centers may expose your brand to the risk of counterfeit products being mixed with your authentic inventory.
  • Potential exposure to Amazon’s own brands and competitors: By using Amazon multi-channel fulfillment, you could inadvertently provide valuable data and insights to Amazon, which may be used to fuel their own brands or promote competitors.
  • Limited control over product listings on Amazon’s platform: When selling through Amazon, you have limited control over your product listings and may face challenges in differentiating your products from competitors.

Integration complexities

  • Possible difficulties integrating with non-Amazon sales channels: Integrating Amazon multi-channel fulfillment with non-Amazon sales channels may require additional technical setup and expertise, which could pose some challenges.
  • Technical challenges in syncing inventory and order data: Ensuring accurate and timely synchronization of inventory and order data across multiple sales channels can be complex and may require additional tools or software.
  • The need for additional tools or software for seamless integration: To achieve a seamless integration of Amazon MCF with other sales channels, you may need to invest in third-party tools or software, adding to your overall costs.
screenshot of some integrations for amazon multi-channel fulfillment

International shipping limitations

  • Restricted access to Amazon’s global fulfillment network: While Amazon multi-channel fulfillment does provide some international shipping options, you may not have full access to Amazon’s global fulfillment network, limiting your international reach.
  • Additional costs and complexities for international shipping: Expanding internationally using Amazon MCF may result in increased costs and complexities related to customs, duties, and taxes.
  • Limited control over customs and duties management: With Amazon MCF, you have limited control over the management of customs and duties, which could lead to potential issues with international shipments.
screenshot of countries where amazon multi-channel fulfillment is available

Alternatives to Amazon Multi Channel Fulfillment

While Amazon multi-channel fulfillment offers many benefits, it’s important to consider alternatives to determine the best fit for your business.

Some popular alternatives to Amazon MCF include:

  1. In-house fulfillment: Managing order fulfillment internally can provide greater control over the entire process but may require significant investment in infrastructure, staff, and technology.
  2. Third-party logistics (3PL) providers: Partnering with a 3PL provider can offer many of the same benefits as Amazon MCF, while potentially providing more flexibility, customization options, and lower fees.
  3. Hybrid fulfillment models: Some sellers choose to combine in-house fulfillment with 3PL services or Amazon MCF to balance control, costs, and scalability.

Pros and Cons of Using Amazon Multi-Channel Fulfillment in 2023


  1. Streamlined Order Management: One of the biggest advantages is the ability to manage orders from various platforms in one place. Whether you create fulfillment order manually or integrate with your existing system, Amazon MCF simplifies how you manage orders.
  2. Fast Shipping Options: With 2-Day and 1-Day Shipping, as well as Next-day Shipping and Two-day Shipping, Amazon MCF provides multiple speedy options to enhance customer satisfaction.
  3. Centralized Inventory: Storing your products in a single fulfillment center managed by Amazon simplifies inventory management, making it easier to focus on scaling your business.
  4. Enhanced Seller Account Features: Your seller account with Amazon gives you robust tools and insights to manage transaction information, track orders, and evaluate performance metrics.
  5. Alternate Sales Channel Integration: Amazon MCF seamlessly integrates with multiple platforms, giving you the ability to sell across various marketplaces while keeping inventory centralized.
  6. Reliable Standard Shipping: In addition to fast shipping options, Standard Shipping is available, offering a cost-effective, reliable method for less time-sensitive orders.


  1. MCF Fees: While the service is convenient, mcf fees can add up quickly, especially for products that sit in the fulfillment center for an extended period.
  2. Limited Branding: Although Amazon MCF is efficient, it does lack customization options for packaging and inserts, which might not align with your brand’s aesthetic.
  3. Participation Agreement Restrictions: Amazon has a stringent Participation Agreement that you must adhere to, limiting some flexibility in how you conduct your business operations.
  4. Returns Complexity: Handling Multi-Channel Fulfillment Returns can be more complicated and costly, especially if you’re integrating alternate sales channels that have their own return policies.

By carefully weighing these pros and cons, you can make an informed decision about whether Amazon Multi-Channel Fulfillment is the right fit for your ecommerce business in 2023.

Amazon Multi Channel Fulfillment – Summary

Amazon Multi-Channel Fulfillment offers a host of benefits for ecommerce sellers, including expanded sales channels, faster delivery times, simplified inventory management, cost-effective fulfillment, and access to Amazon’s expertise and resources.

However, it’s crucial that you weigh the potential limitations and consider alternatives before deciding to use Amazon MCF as your primary fulfillment solution.

By carefully evaluating the pros and cons, you can choose the right fulfillment strategy to support your Amazon business growth and deliver exceptional customer experiences.

Good luck!

Learn How to Build Your Own 7-Figure Amazon FBA Business

Part of the Junglescout suite of excellent FBA tools, the learning academy is a comprehensive video training library containing hours of content, including training videos, webinars, and interviews with successful Amazon sellers.

Whether you’re just starting your business, or growing your brand, get expert training from Amazon sellers without the hefty price tag.

Amazon Multi Channel Fulfillment – FAQs

What is multi-channel order fulfillment?

Multi-channel order fulfillment is a strategy where you use a single fulfillment center to manage orders from multiple sales channels. This centralizes your inventory and makes it easier to manage orders, allowing you to reach various customer segments without maintaining separate stockpiles.

Can I use Amazon MCF for products not listed on Amazon?

Absolutely, you can use Amazon’s fulfillment center to store and ship products even if they’re not listed on Amazon. When you create a fulfillment order through Amazon MCF, it enables you to ship items to customers from other sales channels, offering the same shipping options like 2-Day and 1-Day Shipping, Next-day Shipping, and Two-day Shipping.

How do I integrate Amazon MCF with my ecommerce platform?

Integration with popular ecommerce platforms, like Shopify or WooCommerce, is possible through available plugins or extensions. For custom integrations, you may need to work with a developer or use third-party tools.

What is the purpose of multi-channel fulfillment?

The primary aim of multi-channel fulfillment is to streamline how you manage orders and inventory. With a centralized fulfillment center, you can offer various shipping methods, including Standard Shipping, to improve customer satisfaction. This approach helps to simplify inventory management and minimize mcf fees, as you’re able to consolidate your storage and shipping needs.

How do I manage orders with Amazon MCF?

To manage orders, you’ll need to integrate your sales channels with Amazon MCF or manually create a fulfillment order from your seller account. This makes it easier to oversee Multi-Channel Fulfillment Returns and handle customer service issues related to order fulfillment.

Are there any products that cannot be fulfilled using Amazon MCF?

Yes, some products are restricted or prohibited by Amazon multi-channel fulfillment. Be sure to review Amazon’s guidelines to ensure your products are eligible for the service.

Can I use Amazon MCF for international orders?

Amazon MCF does offer international shipping options, but the scope and availability may be limited. Research the specifics for your target countries and compare them with other international fulfillment options.

What is the difference between Amazon FBA and MCF?

Amazon Multi-Channel Fulfillment (MCF) and Fulfillment by Amazon (FBA) are related but distinct services. FBA primarily focuses on fulfilling orders placed on Amazon’s marketplace, while MCF is designed to fulfill orders from multiple sales channels, including non-Amazon platforms such as a seller’s own website or other online marketplaces.

Both services utilize Amazon’s fulfillment centers and infrastructure, but MCF offers greater flexibility for sellers looking to fulfill orders across various sales channels.

Can I switch between FBA and MCF, or do I have to choose one exclusively?

You can use both FBA and MCF simultaneously. Many sellers use FBA for orders placed on Amazon’s marketplace and MCF for orders from other sales channels. You can store your inventory in Amazon’s fulfillment centers and designate the appropriate service for each channel, giving you the flexibility to leverage the advantages of both services.

How does Amazon MCF handle sales tax collection for orders from different sales channels?

Amazon MCF does not automatically handle sales tax collection for orders from non-Amazon sales channels. Sellers are responsible for setting up tax collection on their respective sales channels and ensuring compliance with tax regulations. It is essential to understand your tax obligations and consult with a tax professional or use tax management software to help with sales tax collection and reporting.

About the author

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