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”…
