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Amazon MCF Adds Prime Delivery to Your Website

MCF merchants can add the Prime badge and free delivery to their own site at no extra cost, and save 15–25% on fulfillment fees via Preferred Pricing.

Amazon announced on 24 September that Multi-Channel Fulfillment (MCF) merchants can now put the Prime badge and fast, free Prime delivery on their own websites at no extra cost beyond standard MCF fees — and that a new Preferred Pricing program cuts fulfillment costs by 15–25%. For sellers who fulfil their own site, Shopify store or other marketplaces through Amazon's network, this is a meaningful lever: the Prime badge on your own checkout, without handing Amazon the post-purchase experience.

What changed

MCF is Amazon's third-party logistics service, used by hundreds of thousands of merchants across 11 countries. Until now, showing Prime delivery off Amazon meant Buy with Prime, which required Amazon to handle customer service and returns. The new option keeps your existing returns and customer service, adds Prime delivery as an ordinary shipping option, and cuts integration time by about 70% versus standalone Buy with Prime. Prime membership is verified after checkout, so shoppers do not log in to Amazon. Early adopters are shipping more than 40% of eligible orders with Prime, and Kyzenn reports shoppers say they are 50% more likely to return to a site showing the Prime logo. One merchant, Skinnies Instant Lifts, reported a nearly 10% sales lift with orders going out in about a day and a half.

The pricing program

The MCF Preferred Pricing Program combines a discount on MCF fulfillment fees with FBA credits on each unit shipped, for a total saving of 15–25% over the first six months. There is no contract or long-term commitment, enrollment is one click, and the discount applies automatically. Kyzenn reports the savings reach up to 35% on MCF fees for TikTok Shop orders, and that MCF now meets TikTok Shop's shipping rules automatically. It joins a broader multi-channel push — a free suite of tools to run Shopify, Walmart, eBay and TikTok Shop from Seller Central is in beta.

What to do

If you run a Shopify store or your own site and already keep inventory in FBA, enabling Prime delivery is a low-risk, same-quarter win: turn it on and track checkout conversion before and after. The single-inventory-pool benefit is the quieter headline — sellers who used MCF and FBA together cut out-of-stock rates by about 19% and lifted sales over 18%. Enroll in Preferred Pricing through Seller Central, and note the discount is front-loaded to the first six months, so lock the savings into your channel pricing now rather than treating it as permanent.

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