Amazon announced a major update to their MCF (Multi-Channel Fulfillment) program during Accelerate this year. Amazon will be expanding MCF to support Walmart, Shopify, and SHEIN. This furthers Amazon’s evolution from an e-commerce platform to a full-fledged 3PL provider.
Sellers can now use Amazon’s fulfillment network to pick, pack, and ship orders across these competing marketplaces, unlocking faster delivery and simpler operations from one inventory pool.
What is Amazon's MCF (Multi-Channel Fulfillment) Program?
Amazon’s MCF (Multi-Channel Fulfillment) program is a 3PL solution that allows sellers from non-Amazon platforms to tap into Amazon’s world-class fulfillment network. Sellers ship their inventory to Amazon’s fulfillment center, where products are stored and prepared for distribution. When an order comes in, Amazon receives the details, picks and packs the product, and ships it directly to the customer.
Amazon MCF integrates with a growing list of sales channels, including eBay, Etsy, TikTok shop, Walmart, Shopify, SHEIN, and more. It provides a unified inventory pool, so sellers can reduce overstock, minimize stockouts, and avoid managing separate warehouse systems for each platform.
Why Did Amazon Expand MCF Support to Include Competitors Like Walmart?
At first glance, it might seem counterintuitive for Amazon to power fulfillment for direct competitors. However, strategically, it’s a move that makes a lot of sense. Amazon’s expansion of MCF strengthens its position not just as a retailer but as one of the most dominant logistics providers in the world.
By enabling sellers to manage all their fulfillment through Amazon, the company deepens its integration into the broader e-commerce ecosystem. This can be viewed as a long-term plan to solidify its industry leadership. With over $15 billion invested in new warehouses and expanding same/next-day delivery coverage, Amazon is positioning itself as the backbone of retail logistics.
Signing up for Amazon's MCF (Multi-Channel Fulfillment) Program:
Getting started with MCF is simple, and integration options are already live for Walmart and Shopify, with SHEIN support coming soon.
- Walmart: sellers can start using MCF immediately by creating manual order requests through Seller Central or by connecting their Walmart account by using one of Amazon’s integration partners.
- Shopify: merchants can connect directly to Amazon’s fulfillment network through the Shopify Fulfillment Network. Within the Shopify admin dashboard, sellers can select Amazon MCF as a fulfillment partner, link their Amazon Seller Central account, and configure settings so that all Shopify orders are automatically routed to Amazon for fulfillment.
- SHEIN: Amazon is working to launch a dedicated “Amazon MCF for SHEIN” app by the end of 2025. Through the SHEIN x Amazon app, sellers will be able to track shipments, monitor inventory, and offer their customers fast, reliable delivery using Amazon’s fulfillment.
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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