Amazon Adds Prime Delivery to Merchant Websites and Cuts MCF Fees up to 25%
Amazon wants to fulfill more of your orders, not just the ones placed on Amazon. On September 24, 2026, it announced that merchants using Multi-Channel Fulfillment (MCF) can offer Prime delivery on their own websites at no extra cost, plus a new pricing program that cuts fulfillment fees by 15–25% for six months. For brands that sell on Shopify, other marketplaces or social channels, this changes the math on where to keep inventory.
What Amazon announced
- Prime delivery on your own site. According to Amazon's announcement, new and existing MCF merchants selling in the US can add "fast, free Prime delivery" to their websites at no cost beyond standard MCF fees. The Prime badge appears on product pages, Amazon verifies the shopper's Prime membership at checkout, and the order confirmation comes from the merchant.
- How to turn it on. Merchants can enable it through the Amazon MCF and Buy with Prime app for Shopify. Amazon says Selling Partner API integrations through partners including Fulfil, LingXing and WebBee are coming, and that setup is about 70% faster on average than standalone Buy with Prime.
- MCF Preferred Pricing Program. FBA sellers can save 15–25% on fulfillment fees for orders from websites, other marketplaces and social channels during their first six months. Amazon says the program combines MCF discounts with FBA credits per unit shipped, has no contract, uses one-click enrollment in Seller Central, and gives deeper discounts at higher volume.
- Merchant-owned service. MarketScale (Sept 26, 2026) notes that, unlike Buy with Prime, this MCF route lets merchants keep their own checkout, returns and customer service.
Amazon also shared early results:
One early user, Skinnies Instant Lifts, told Amazon it saw "a nearly 10% increase in sales" after enabling Prime delivery. The Metaverse Street Journal also reported Amazon's figures that US sellers using both MCF and FBA see 19% lower out-of-stock rates. These are Amazon's own figures and have not been independently verified.
What it means for sellers (our analysis)
- One inventory pool, more channels. If your stock already sits in FBA, you can fulfill website and marketplace orders from it with a Prime promise, instead of keeping a separate 3PL stock for each channel.
- The badge can lift conversion. Shoppers know Prime delivery. A trusted delivery promise on a smaller brand's site can matter more than on Amazon itself.
- Read the six-month window carefully. The 15–25% savings apply to the first six months. Model your costs both with and without the discount before moving all channels.
- Check marketplace rules. Some marketplaces have their own rules on packaging or carrier branding for orders fulfilled by a third party. Confirm before routing their orders through MCF.
- Concentration risk. Putting every channel's inventory with one provider is convenient but adds dependency. Keep a backup plan for peak season and account issues.
Checklist: should you try it?
- List your non-Amazon order volume by channel and average order size.
- Compare current fulfillment cost per order with MCF fees, with and without the Preferred Pricing discount.
- Check delivery speed your customers get today vs a Prime promise.
- Test on your own site first with a few top SKUs through the Shopify app.
- Track conversion and returns for 4–6 weeks before expanding.
- Plan inventory so Amazon and off-Amazon demand don't run your FBA stock out before Black Friday.
Tip: Enroll in the pricing program when you are ready to ship real volume. If the savings window starts at enrollment, starting before your channels are connected wastes part of it. Check the exact terms in Seller Central.
How Atronia Innovations helps
We run Amazon and multichannel operations for brands, including FBA inventory planning and fulfillment cost comparisons with our logistics options. If you're weighing MCF against a 3PL, talk to our team.
Sources
- Amazon — Merchants can now add fast, free Prime delivery to their own websites and save up to 25% on fulfillment fees (Sept 24, 2026)
- MarketScale — Amazon puts Prime delivery on merchants' own sites at no extra fee (Sept 26, 2026)
- The Metaverse Street Journal — Amazon Supply Chain Services expands merchant benefits (Sept 27, 2026)
