Multi-Channel Fulfillment
Also known as: MCF, Multi Channel Fulfillment
Multi-Channel Fulfillment (MCF) lets sellers use their FBA inventory to fulfill orders from non-Amazon sales channels — like Shopify or their own website — shipped by Amazon.
Multi-Channel Fulfillment (MCF) uses your existing FBA inventory pool to ship orders that originate off Amazon — your Shopify store, eBay, Walmart, or your own website. Amazon picks, packs, and ships the order from the same FC stock that serves Amazon orders, so you hold one inventory pool for all channels.
MCF is priced separately from standard FBA: it has its own per-unit fulfillment rate card (tiered by weight and chosen delivery speed) on top of the same monthly storage fees, and MCF fees rose about 3.5% on average effective January 2025. By default MCF ships in plain/unbranded boxes (no Amazon logo), and Buy with Prime is the related offering that displays the Prime badge on your own site.
MCF's tradeoff is convenience versus cost and control: you avoid running a second warehouse, but per-order fulfillment costs are higher than negotiated 3PL rates at scale, and your off-Amazon inventory competes with Amazon demand for the same units, which can affect IPI and restock planning.
A brand sells the same SKU on Amazon and on its Shopify store. A Shopify order triggers an MCF request; Amazon ships the unit from FBA stock in an unbranded box, drawing down the same inventory pool used for Amazon orders.