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Updates Brief Fulfillment

Watch US Effective 24 Sep 2026

Prime delivery on your own website via Multichannel Fulfillment — plus a 6-month MCF fee cut

By Mansoor, Amazon advertising specialist ·

Who it hits

FBA brands with a Shopify or brand.com store. Catalogs already using Multichannel Fulfillment. Anyone comparing DTC CAC to Amazon PPC contribution.

What to do this week

If you run DTC: open MCF / Buy with Prime eligibility in Seller Central. Recalculate landed cost with the 15–25% MCF fee discount before you promise Prime on the site. Do not steal FBA depth for DTC without a restock plan.

PPC / P&L angle

Prime on DTC is a conversion lever on brand.com — not a reason to ignore Amazon ACOS. Inventory is still one pool. Aggressive MCF without inbound planning creates Amazon stockouts, then you pay more CPC for the same ASIN. Model contribution on both channels before you turn the badge on.

This week

  1. Confirm MCF enrollment and which ASINs can show Prime off-Amazon.
  2. Apply the temporary fee cut in your unit-economics sheet — note the six-month clock.
  3. Set a minimum FBA cover so DTC Prime orders cannot wipe Amazon Buy Box depth.

Source: Amazon press materials on Prime delivery for seller websites via Multichannel Fulfillment. Confirm fees and program names live. No sales guarantee.

FAQ

Does this replace Buy with Prime?

Treat it as part of Amazon’s DTC fulfillment stack. Confirm which program your storefront actually enrolls in — names and badges change.

Should I move budget from Sponsored Products to DTC ads?

Only after contribution and inventory math. Amazon demand does not pause because brand.com got a badge.

Source: Amazon press / About Amazon — Prime on seller websites via Multichannel Fulfillment (24 Sep 2026); confirm live eligibility · Confirm live numbers in Seller Central. This desk is the method, not a rate card.

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