Multi-Channel Fulfillment (MCF)

Multi-Channel Fulfillment (MCF)

Multi-Channel Fulfillment (MCF) is a service offered by Amazon that allows sellers to distribute their products not only through Amazon but also through other sales channels, whilst utilising Amazon’s first-rate logistics and shipping services. This means you can sell your products on platforms like eBay, Shopify, or your own website and still benefit from Amazon’s fast and reliable delivery. In short, MCF makes Amazon’s fulfillment network accessible for all your sales channels.

Requirements and Prerequisites for MCF

To use MCF, you must meet certain requirements. Primarily, you must be an active seller on Amazon with access to Amazon FBA (Fulfillment by Amazon). Your products must already be stored in an Amazon Fulfillment Center. Integrating MCF into your other sales channels also requires a technical connection, which can vary depending on the platform.

What’s the Difference Between FBA and MCF?

While FBA and MCF are both Amazon services focused on the storage, packaging, and shipping of products, there are some fundamental differences that are important for sellers.

Fulfillment by Amazon (FBA) is a service that allows sellers to store their products in Amazon Fulfillment Centers. Amazon then handles the entire shipping process, including customer service and returns, but only for sales made directly through Amazon. FBA is ideal for sellers who want to focus on selling through Amazon and benefit from Prime shipping, increased visibility, and customer trust in Amazon.

Multi-Channel Fulfillment (MCF) extends the benefits of FBA to sales made outside of Amazon. MCF allows sellers to use Amazon’s fulfillment service for orders placed through other channels like eBay, Shopify, or the seller’s own website. MCF is an excellent option for sellers looking to expand their reach beyond Amazon while still benefiting from the efficiency and reliability of Amazon’s fulfillment network.

Here are the main differences between FBA and MCF for you:

FeatureFBA (Fulfillment by Amazon)MCF (Multi-Channel Fulfillment)
Sales ChannelsOnly AmazonAmazon and other channels
ObjectiveOptimise sales on AmazonExpand reach beyond Amazon
Shipping OptionsPrime shipping, standard, etc.Standard, two-day, overnight shipping, etc.
StorageAmazon Fulfillment CentersAmazon Fulfillment Centers
Customer InteractionCustomer service by AmazonCustomer service by the seller
ReturnsHandled by AmazonHandling varies by channel
IntegrationSimple for Amazon sellersRequires technical connection for other channels
CostsStorage and fulfillment feesDifferent fee structure for MCF orders

Benefits of MCF

MCF offers a number of advantages that make it attractive for sellers:

  • Extend your reach: Utilise Amazon’s global fulfillment network to reach customers worldwide while benefiting from the reliability and speed of Amazon’s fulfillment network.
  • Fast shipping: Offer your customers fast and reliable shipping, regardless of the purchase channel.
  • Simplified inventory management: Manage your inventory centrally through Amazon FBA, regardless of which channel a sale is made.
  • Cost efficiency: Save on shipping and storage fees by leveraging Amazon’s scale.

Implementing MCF

How does MCF work?

Implementing MCF in your sales strategy requires careful planning and integration. Here are some steps you should consider:

  1. Setup with Amazon FBA: First, you must sign up for the MCF program and store your products in one of Amazon’s Fulfillment Centers. Ensure your products are correctly listed and stored with Amazon FBA.
  2. Technical Integration: Use Amazon MCF’s API or relevant third-party tools to connect Amazon with your other sales channels. Amazon offers APIs and other integration tools to facilitate this process.
  3. Inventory Management: Strategically plan your inventory to ensure availability across all channels. Once a customer places an order, it is directly sent to the Amazon Fulfillment Center.
  4. Shipping and Delivery: Choose the shipping options you want to offer your customers, including standard, two-day, and overnight shipping. Amazon then takes care of picking, packing, and shipping the order. Tracking information is automatically sent to the customer.

Challenges of MCF and Solutions

While MCF offers numerous benefits, there are also challenges, such as the complexity of inventory management and the need for efficient integration of different sales channels. Solutions for these include:

Automated Inventory Tools: Use automated inventory management tools to keep track and synchronise stock updates across all channels.

Professional Support: Consider enlisting the help of experts experienced in setting up and managing MCF.

Common Challenges

  • Inventory Management: Maintaining optimal stock levels at Amazon can be challenging, especially when selling products across multiple channels.
  • Integration: The technical integration of MCF with your online store or other sales platforms requires careful planning and possibly the help of developers.
  • Cost Control: Managing the costs associated with the MCF service, including storage and shipping fees, can be complex.


Multi-Channel Fulfillment is a powerful solution for sellers looking to expand their sales channels while benefiting from the efficiency and reliability of Amazon’s fulfillment service. By integrating MCF into your sales strategy, you can not only expand your reach but also provide a consistent customer experience across all channels.