If you use Amazon’s Multi-Channel Fulfillment in the US, you can now show Prime delivery on your own website at no extra cost beyond your normal MCF fees. Amazon announced it on 24 September 2026. It applies to new and existing US MCF merchants and switches on through the Amazon MCF and Buy with Prime app for Shopify. Alongside it, a new MCF Preferred Pricing Program cuts fulfillment fees by 15 to 25% for your first six months. The discount is the part to model carefully, because it ends.

What changed

Everything below comes from Amazon’s own announcement on About Amazon and its matching press release:

  • Prime delivery on your own site. New and existing US MCF merchants can add Prime delivery as a shipping option on their own websites. Amazon says there is no additional cost beyond standard MCF fees, and no changes to your checkout, payments or store policies.
  • How the order flows. The Prime badge shows on your product pages. When a shopper picks Prime delivery at checkout, Amazon checks their Prime membership and fulfills the order from your inventory in Amazon’s network. Order confirmation and tracking come from you, not Amazon.
  • It sits beside Buy with Prime, not in place of it. Buy with Prime stays a separate option, and under it Amazon handles the post-purchase experience, including customer service and returns.
  • Where to switch it on. Through the Amazon MCF and Buy with Prime app for Shopify now. Amazon says other platforms can connect through its Selling Partner API.
  • MCF Preferred Pricing Program. A 15 to 25% saving on fulfillment fees for the first six months, made up of a discount on MCF fees plus FBA credits on each unit shipped. It covers your own website, other marketplaces and social channels. Enrolment is one click in Seller Central, with no contract, and the discount applies automatically when you ship.

Two things the announcement does not say. It doesn’t say what fees apply after the six months, beyond implying you go back to standard MCF rates. It also doesn’t say who handles returns and customer service on these Prime-delivery orders. It does say Amazon handles them under Buy with Prime. We haven’t filled in either gap. Check both in Seller Central before you switch anything on.

What it means for a private-label seller

For most FBA brands with a Shopify store, the question used to be whether a Prime badge on your own site was worth Buy with Prime’s setup and terms. Now the badge comes free with fulfillment you may already pay for. That makes it an easy yes to test, but it has costs.

It’s one pool of stock. MCF orders ship from the same FBA inventory as your Amazon orders. A good week on your own site now eats units your Amazon listing needs. Going into Q4, with Prime Big Deal Days on 6–7 October, that’s the bigger risk. If your Amazon listing runs out, you lose sales there and often rank too. That usually costs more than the extra orders on your own site made you.

The service is still yours. Buy with Prime gives Amazon the customer service and returns. Prime delivery through MCF, as announced, doesn’t say it does. So you take on a Prime-speed promise while keeping the support load. If a shopper’s Prime-badged order goes wrong, they come to you, not Amazon.

The pricing program is a six-month rate, not a new price. Plan your DTC margins on standard MCF fees, and treat the 15 to 25% as a bonus while it lasts. If a channel only makes money at the discounted rate, it will stop making money in month seven.

Don’t read the badge as a proven lift. Amazon’s announcement quotes early-adopter results, but those are Amazon’s own figures from its own merchants. They aren’t a measure of what the badge adds for your store. The honest test is simple. Switch it on for a set of SKUs, compare conversion rate against the weeks before, and account for seasonality.

What to do about it

  • If you already use MCF for your Shopify store, check the Amazon MCF and Buy with Prime app for the Prime delivery option. Confirm in Seller Central who owns returns and support on those orders before you turn it on.
  • Before enrolling in the Preferred Pricing Program, work out your DTC unit economics at standard MCF fees, then again at the discounted rate. Only commit where the first number works.
  • Set a DTC stock cap or reorder buffer on your fastest Amazon SKUs before Q4, so your own site can’t drain your Amazon listing.
  • If you don’t use MCF and your own site barely sells, do nothing. This helps brands with a real DTC channel. It doesn’t create one.

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