Amazon is raising the bar in logistics by expanding its Multi-Channel Fulfillment (MCF) service to support more third-party merchants across major retail ecosystems, now including Walmart, Shein, and Shopify, alongside earlier integrations with platforms like Etsy and TikTok Shop.
This ambitious move, unveiled at Amazon’s Accelerate seller conference in September 2025, empowers digital brands and independent sellers to use Amazon’s vast fulfillment network to seamlessly pick, pack, and ship orders originating from competing platforms, as well as their own web stores.
Unified Inventory, Real-Time Tracking, and Proven Results
By leveraging Amazon MCF, merchants can sync inventory, streamline logistics, and accelerate order fulfillment—all from a shared pool of stock across every sales channel. The operational advantage is clear: merchants who use MCF for off-Amazon sales report an average 19% sales increase, along with a 12% improvement in inventory turnover and 19% fewer out-of-stock rates. The centralized model replaces redundant fulfillment systems, eliminates stock fragmentation, and improves the speed and accuracy of order processing.
Peter Larsen, Amazon VP of Multi-Channel Commerce & Fulfillment, emphasized the strategic value: “By working with Shein, Shopify, and Walmart, we’re making it easier for sellers—especially the small and medium-sized businesses that drive our economy—to use our network to grow faster and more efficiently across their sales channels”.
Platform-Specific Integrations: How Sellers Benefit
- Shopify merchants can now integrate Amazon MCF directly within the Shopify Fulfillment Network, automating order routing, delivery tracking, inventory sync, and analytics—all from their admin dashboard. This ensures same-day or next-day shipping options using Amazon’s logistics power, with unbranded packaging delivered to customers for a seamless, white-label experience.
- Walmart sellers leverage Amazon’s backend either manually via Seller Central or through partners such as WebBee or Pipe17. Shopify-like inventory synchronization and rapid fulfillment are now at their fingertips—prompting Walmart sellers to benefit from reliable, trackable, and fast fulfillment, including unbranded packaging.
- Shein marketplace merchants will access Amazon MCF via a new app by year-end, connecting their Shein Seller Hub to Amazon’s supply portal, which enables frictionless stock management and fast deliveries for fast-fashion customers.
MCF already processes millions of orders annually across 11 countries and now extends that capability to merchants regardless of where their sales originate.
Global Scale and Seller Empowerment
Amazon’s fulfillment empire includes over 2,000 facilities, with more than 200 fulfillment centers, a fleet of 120,000 trucks and vans, and a workforce topping 1.25 million individuals—making it the undisputed global powerhouse for next-day and same-day delivery logistics. By commercializing its internal parcel logistics, Amazon now offers a “plug and play” solution: store inventory once, fulfill everywhere—whether through Amazon.com, competing marketplaces, or a merchant’s own ecommerce site.
Sellers can now manage their businesses through a single interface, reducing operational complexity and duplication of efforts. For small and midsize businesses, this reduces capital tied up in backup inventory while delivering big-brand speed and reliability to customers, wherever they shop.
The Bigger Picture: Compete and Partner
Amazon’s strategic openness is reshaping e-commerce logistics: it’s now both a fierce competitor and a key infrastructure partner to rivals. By supporting off-Amazon sales, the company maintains its central role in ecommerce supply chains and continues to collect fulfillment fees, even if buyers stick to rival marketplaces. Amazon’s end-to-end supply chain vision now expands to global warehousing and direct-to-consumer shipping for both large and small brands.
Merchants and retailers should expect faster, more reliable, and unified fulfillment—whether selling through Amazon, Shein, Walmart, Shopify, or beyond—heralding a new chapter in digital commerce efficiency and consumer choice.
