Amazon MCF adds Prime delivery for merchant websites and launches Preferred Pricing
On September 24, 2026, Amazon announced that U.S. merchants using Multichannel Fulfillment can add fast, free Prime delivery to their own websites at no additional cost beyond standard MCF fees. Amazon also launched the MCF Preferred Pricing Program, which can reduce fulfillment fees by 15% to 25% during the first six months for eligible FBA sellers using MCF across their own sites, marketplaces, and social channels.
Read the official source →What changed
- Amazon says MCF merchants can now add Prime delivery to their own websites without additional fees beyond standard MCF charges.
- Prime membership is verified after checkout, so merchants can keep their existing payments, order-management systems, and store policies.
- Shopify merchants can enable the option through the Amazon MCF and Buy with Prime app, while Selling Partner API and partner integrations provide additional paths.
- Amazon also launched the MCF Preferred Pricing Program, combining MCF fulfillment discounts with FBA credits that can reduce fulfillment fees by 15% to 25% during the first six months for eligible sellers.
- MCF continues to use Amazon inventory to fulfill orders across Amazon.com, merchant websites, other marketplaces, and social channels from one network.
What shippers and 3PL operators should change
- Model MCF as one fulfillment node in a broader channel strategy rather than treating it as a complete replacement for upstream warehouse work.
- For Shopify and other DTC channels, compare Prime-delivery conversion value against MCF fees, inventory placement, returns handling, and the operating cost of keeping reserve stock inside Amazon's network.
- Brands that use Broadi for import receiving, Amazon FBA prep, oversized handling, pallet or LTL work, marketplace routing, and returns can evaluate whether MCF should handle selected parcel orders while Broadi continues the physical warehouse work that sits before or outside Amazon's fulfillment network.
- For multi-channel inventory, define which SKUs should stay in FBA or MCF, which should remain in independent warehouse stock, and how replenishment thresholds should work so one channel does not drain inventory needed elsewhere.
Keep the rule separate from the news cycle
This news item records the dated policy change. The topic page keeps the operating guidance, future revisions, and related marketplace requirements in one durable place.
Amazon Multichannel Fulfillment (MCF) →Search questions this update answers
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