Amz Consultors logo Amz Consultors Book a free strategy call

Blog · Multichannel · October 31, 2026

Amazon MCF: How to Offer Prime Delivery on Your Own Website

Many Amazon sellers also run their own website, but the two businesses often feel like separate operations. The website ships from a different warehouse, quotes slower delivery and converts worse than the Amazon listing for the same product. Amazon Multi-Channel Fulfillment (MCF) closes that gap by shipping your website orders from the inventory you already keep in Amazon's network, and it can now put Prime delivery on your own product pages at no extra cost beyond standard MCF fees.

What Multi-Channel Fulfillment is

MCF is Amazon's fulfillment service for orders that are not placed on Amazon.com. You send inventory to Amazon fulfillment centers once, and that single pool of stock serves your Amazon orders and your orders from other channels: your Shopify or other ecommerce site, Walmart, eBay, TikTok Shop and similar marketplaces. When an off-Amazon order comes in, Amazon picks, packs and ships it, and the tracking details flow back to the channel where the customer bought.

For sellers who already use FBA, the main benefit is simple: one inventory, one inbound process, and no second warehouse to manage. For brands that sell mostly off Amazon, MCF is a way to use Amazon's delivery speed without listing every product on the marketplace.

Prime delivery on your own website

Amazon now lets new and existing MCF merchants in the US add Prime delivery as a shipping option on their own site. The Prime badge appears on eligible product pages and Amazon fulfills those orders from your inventory in its network. Your store keeps its own payment processing, order management, returns handling and customer service, and order confirmations and tracking still come from you, not from Amazon.

This differs from a full Buy with Prime setup, where shoppers check out with their Amazon account. Amazon says adding Prime delivery through MCF is more than 70% faster on average than setting up standalone Buy with Prime, and it does not require changes to your store policies. Setup currently runs through the Amazon MCF and Buy with Prime app for Shopify, with further options planned through the Selling Partner API and integration partners.

Why it matters: delivery promise is one of the strongest conversion levers on any product page. A shopper who sees a fast, trusted delivery badge is less likely to leave your site and search for the same product on Amazon.

MCF pricing and the Preferred Pricing Program

MCF fees are charged per unit and depend on the item's size and weight tier, the number of units in the order and the delivery speed you choose. Like FBA, MCF fees change from time to time and include peak period surcharges in the holiday season, so check the current rate card in Seller Central before you model margins.

Amazon has also introduced the MCF Preferred Pricing Program. Enrolled merchants receive up to 25% off fulfillment fees for the first six months, plus FBA credits on each unit shipped, across their website, marketplaces and social channels. After six months, merchants move automatically into ongoing savings that scale with their MCF volume. There is no contract or long-term commitment, enrollment takes one click in Seller Central and discounts apply when you ship. Amazon describes the overall savings as 15% to 25% on fulfillment fees.

How to get started

  1. Confirm eligibility. You need an active FBA account with inventory stored in Amazon fulfillment centers. Check that the products you want to offer off Amazon are not restricted from MCF.
  2. Review your fee picture. Compare MCF fees per order against your current 3PL or in-house cost, including packaging, labor and returns. Do this per product, because small and light items and heavy bulky items behave very differently.
  3. Enroll in Preferred Pricing. If the numbers work, enroll from Seller Central so the discount applies from your first shipments.
  4. Connect your store. For Shopify, install the Amazon MCF and Buy with Prime app, map your SKUs to your Amazon inventory and choose which products show Prime delivery.
  5. Test the full order flow. Place a test order, confirm the tracking update reaches the customer, and check how cancellations and returns are handled.

Practical points to plan for

Inventory allocation

Because one pool of stock serves every channel, a strong week on your website can reduce what is available to Amazon shoppers. Watch your days of cover more closely than before and keep FBA restock limits and inbound lead times in mind. Running out on Amazon can cost you ranking that takes weeks to rebuild.

Unbranded packaging

Customers who buy on your website expect your brand, not Amazon's. MCF offers unbranded packaging options in many cases, but confirm what is available for your products and set the expectation in your shipping policy.

Returns

With Prime delivery through MCF, you keep your own returns process. Decide whether website returns go back to Amazon's network or to you, and make sure your customer service team knows which orders were fulfilled by Amazon.

Profitability across channels

Seller Central's newer multichannel tools can show orders, listings and profit across Amazon and other channels in one place. We covered that setup in how to manage eBay, Walmart, Shopify and TikTok sales from Seller Central. Pairing those tools with MCF gives you one view of both demand and fulfillment.

Who should consider it

  • FBA sellers with a growing website who currently ship web orders from a separate warehouse or from home.
  • Brands selling on Walmart or eBay that want consistent delivery speed without a second 3PL contract.
  • Sellers whose website conversion rate lags their Amazon conversion rate for the same products, where slow delivery is a likely cause.

It is a weaker fit if your products are oversized with thin margins, if you need custom kitting or inserts that Amazon does not support, or if most of your website orders ship internationally.

What this means for sellers

MCF turns your FBA inventory into a fulfillment network for every channel you sell on, and Prime delivery on your own website gives shoppers a familiar reason to buy from you directly. Run the fee comparison product by product, enroll in Preferred Pricing if the numbers work, and plan inventory as one shared pool. Keep your Amazon advertising efficient while you grow other channels; our Amazon PPC Guide explains how.

Selling on more than one channel?

We will review your Amazon account, fulfillment costs and channel mix and show you where the margin is, free of charge.

Get a free audit Book a free strategy call →

Sources

← All articles

Amazon MCF and Prime Delivery on Your Site | Amz Consultors
Amz Consultors logo Amz Consultors Book a free strategy call
{{ t.label }}

Blog · Multichannel · October 31, 2026

Amazon MCF: How to Offer Prime Delivery on Your Own Website

Many Amazon sellers also run their own website, but the two businesses often feel like separate operations. The website ships from a different warehouse, quotes slower delivery and converts worse than the Amazon listing for the same product. Amazon Multi-Channel Fulfillment (MCF) closes that gap by shipping your website orders from the inventory you already keep in Amazon's network, and it can now put Prime delivery on your own product pages at no extra cost beyond standard MCF fees.

What Multi-Channel Fulfillment is

MCF is Amazon's fulfillment service for orders that are not placed on Amazon.com. You send inventory to Amazon fulfillment centers once, and that single pool of stock serves your Amazon orders and your orders from other channels: your Shopify or other ecommerce site, Walmart, eBay, TikTok Shop and similar marketplaces. When an off-Amazon order comes in, Amazon picks, packs and ships it, and the tracking details flow back to the channel where the customer bought.

For sellers who already use FBA, the main benefit is simple: one inventory, one inbound process, and no second warehouse to manage. For brands that sell mostly off Amazon, MCF is a way to use Amazon's delivery speed without listing every product on the marketplace.

Prime delivery on your own website

Amazon now lets new and existing MCF merchants in the US add Prime delivery as a shipping option on their own site. The Prime badge appears on eligible product pages and Amazon fulfills those orders from your inventory in its network. Your store keeps its own payment processing, order management, returns handling and customer service, and order confirmations and tracking still come from you, not from Amazon.

This differs from a full Buy with Prime setup, where shoppers check out with their Amazon account. Amazon says adding Prime delivery through MCF is more than 70% faster on average than setting up standalone Buy with Prime, and it does not require changes to your store policies. Setup currently runs through the Amazon MCF and Buy with Prime app for Shopify, with further options planned through the Selling Partner API and integration partners.

Why it matters: delivery promise is one of the strongest conversion levers on any product page. A shopper who sees a fast, trusted delivery badge is less likely to leave your site and search for the same product on Amazon.

MCF pricing and the Preferred Pricing Program

MCF fees are charged per unit and depend on the item's size and weight tier, the number of units in the order and the delivery speed you choose. Like FBA, MCF fees change from time to time and include peak period surcharges in the holiday season, so check the current rate card in Seller Central before you model margins.

Amazon has also introduced the MCF Preferred Pricing Program. Enrolled merchants receive up to 25% off fulfillment fees for the first six months, plus FBA credits on each unit shipped, across their website, marketplaces and social channels. After six months, merchants move automatically into ongoing savings that scale with their MCF volume. There is no contract or long-term commitment, enrollment takes one click in Seller Central and discounts apply when you ship. Amazon describes the overall savings as 15% to 25% on fulfillment fees.

How to get started

  1. Confirm eligibility. You need an active FBA account with inventory stored in Amazon fulfillment centers. Check that the products you want to offer off Amazon are not restricted from MCF.
  2. Review your fee picture. Compare MCF fees per order against your current 3PL or in-house cost, including packaging, labor and returns. Do this per product, because small and light items and heavy bulky items behave very differently.
  3. Enroll in Preferred Pricing. If the numbers work, enroll from Seller Central so the discount applies from your first shipments.
  4. Connect your store. For Shopify, install the Amazon MCF and Buy with Prime app, map your SKUs to your Amazon inventory and choose which products show Prime delivery.
  5. Test the full order flow. Place a test order, confirm the tracking update reaches the customer, and check how cancellations and returns are handled.

Practical points to plan for

Inventory allocation

Because one pool of stock serves every channel, a strong week on your website can reduce what is available to Amazon shoppers. Watch your days of cover more closely than before and keep FBA restock limits and inbound lead times in mind. Running out on Amazon can cost you ranking that takes weeks to rebuild.

Unbranded packaging

Customers who buy on your website expect your brand, not Amazon's. MCF offers unbranded packaging options in many cases, but confirm what is available for your products and set the expectation in your shipping policy.

Returns

With Prime delivery through MCF, you keep your own returns process. Decide whether website returns go back to Amazon's network or to you, and make sure your customer service team knows which orders were fulfilled by Amazon.

Profitability across channels

Seller Central's newer multichannel tools can show orders, listings and profit across Amazon and other channels in one place. We covered that setup in how to manage eBay, Walmart, Shopify and TikTok sales from Seller Central. Pairing those tools with MCF gives you one view of both demand and fulfillment.

Who should consider it

  • FBA sellers with a growing website who currently ship web orders from a separate warehouse or from home.
  • Brands selling on Walmart or eBay that want consistent delivery speed without a second 3PL contract.
  • Sellers whose website conversion rate lags their Amazon conversion rate for the same products, where slow delivery is a likely cause.

It is a weaker fit if your products are oversized with thin margins, if you need custom kitting or inserts that Amazon does not support, or if most of your website orders ship internationally.

What this means for sellers

MCF turns your FBA inventory into a fulfillment network for every channel you sell on, and Prime delivery on your own website gives shoppers a familiar reason to buy from you directly. Run the fee comparison product by product, enroll in Preferred Pricing if the numbers work, and plan inventory as one shared pool. Keep your Amazon advertising efficient while you grow other channels; our Amazon PPC Guide explains how.

Selling on more than one channel?

We will review your Amazon account, fulfillment costs and channel mix and show you where the margin is, free of charge.

Get a free audit Book a free strategy call →

Sources

← All articles