Key Takeaways
- Amazon now lets third-party sellers manage their eBay, Shopify, TikTok Shop and Walmart businesses from inside Seller Central, pulling listings, orders and profitability into one workspace.
- The multichannel tools roll out gradually to U.S. sellers at no extra cost and let Multichannel Fulfillment merchants add the Prime badge and fast, free delivery to their own websites.
Amazon has introduced a new agentic artificial intelligence (AI) service for third-party sellers, expanding automation features for easier listing and inventory management.
Announced during the annual Accelerate seller conference, sellers will be able to manage their eBay, Shopify, TikTok Shop, and Walmart businesses from inside Seller Central. The new multichannel selling tools, rolling out gradually to U.S. sellers at no extra cost, pull listings, orders, and profitability from every connected channel into one workspace.
Company officials touted the new tools as a way to offer fast, free Prime delivery to websites and a discount program on fulfillment fees. Amazon Supply Chain Services (ASCS) customers who enroll in Multichannel Fulfillment (MCF), along with merchants already using MCF, can add the Prime badge and delivery to their websites.
New MCF Preferred Pricing Program Cuts Fulfillment Fees by Up to 25%
Separately, ASCS launched the MCF Preferred Pricing Program that allows Fulfillment by Amazon (FBA) sellers to save up to 25% on fulfillment fees for orders placed across their own websites, marketplaces, and social media channels. These offerings complement ASCS’ Buy with Prime service, which combines fast, free Prime delivery with shopper customer service and easy returns. Together, these offerings help merchants increase sales and lower fulfillment costs wherever they sell.
“Merchants keep telling us the same thing: they want to use our logistics everywhere they sell because we’re fast, reliable, and help them manage their inventory in one place,” said Peter Larsen, Vice President of Amazon Supply Chain Services in a statement. “Now we’re giving merchants two ways to grow: fast, free Prime delivery on their own site at no added cost, and deeper fulfillment discounts the more they ship with us.”
How the MCF Preferred Pricing Program Works for FBA Sellers
As FBA sellers grow their businesses across sales channels, ASCS is helping them lower their fulfillment costs, with savings that grow the more they ship. Available now, the MCF Preferred Pricing Program combines a discount on MCF fulfillment fees with FBA credits on each unit shipped that enable merchants to save up to 25% on fulfillment fees for the first six months.
The program requires no contracts or long-term commitments, offers one-click enrollment, and discounts apply automatically when merchants ship. Merchants can sign up for the MCF Preferred Pricing Program through Seller Central.
ASCS has made fast, free Prime delivery available to MCF merchants without any additional costs beyond standard fees. Merchants can add this shipping option more than 70% faster on average compared to enabling standalone Buy with Prime, and do not need to change their payments processing, order management, or store policies.
ASCS offers Buy with Prime for merchants who want Amazon to manage more of their off-Amazon shopping experience as well. With Buy with Prime, merchants can display the Prime badge and offer fast, free Prime delivery, with Amazon handling the post-purchase experience, including shopper customer service and returns.
What Prime Delivery on Merchant Websites Means for Shoppers and Sales
With this new MCF shipping option, Prime membership is verified after checkout, so shoppers don’t need to log in to Amazon to delivery that results in a simpler customer experience.
Among early merchant adopters, more than 40% of eligible orders on average have shipped with Prime delivery, demonstrating strong early uptake of the option, according to Amazon officials. Merchants can enable Prime delivery through the Amazon MCF and Buy with Prime app for Shopify in minutes, with additional integration options through Amazon’s Selling Partner API, and partners like Fulfil, LingXing, and WebBee launching soon.
“When our shoppers see Prime delivery on our website, it changes their confidence level, especially first-time buyers,” said Gabriella Luksander, General Manager at Skinnies Instant Lifts. “Since enabling it, we’ve seen a nearly 10% increase in sales, orders go out in about a day and a half, and ‘where is my order’ inquiries have nearly disappeared. For a small team, that reliability makes all the difference.”
Businesses can click here to learn more about enabling Prime delivery on their own website and here for more information about the MCF Preferred Pricing Program.