Amazon today announced two new offerings designed to help merchants selling in the U.S. increase sales and lower fulfillment costs wherever they sell
The new offerings from Amazon Supply Chain Services (ASCS) give merchants a new way to add free Prime delivery to their websites at no additional cost, and a discount program on fulfillment fees.
ASCS brings together Amazon’s freight, distribution, fulfillment, and parcel shipping capabilities for businesses of all types and sizes.
The unit’s Multichannel Fulfillment offering for third-party logistics now allows new and existing MCF merchants add Prime delivery to their websites while allowing them to retain their existing returns and customer service experiences.
“When our shoppers see Prime delivery on our website, it changes their confidence level, especially first-time buyers,” Gabriella Luksander, general manager at Skinnies Instant Lifts, said in a press release from Amazon announcing the new ASCS offerings. “Since enabling it, we’ve seen a nearly 10% increase in sales, orders go out in about a day and a half, ‘where is my order’ inquiries have nearly disappeared. For a small team, that reliability makes all the difference.”
Additionally, ASCS introduced the MCF preferred pricing program that allows FBA sellers to save up to 25% on fulfillment fees for orders placed across their own websites, marketplaces, and social media channels.
ASCS also offers Buy with Prime for merchants who want Amazon to manage more of their off-Amazon shopping experience. With Buy with Prime, merchants can display the Prime badge and offer fast, free Prime delivery, with Amazon handling the post-purchase experience, including shopper customer service and returns.
Independent sellers account for about 60% of items sold on Amazon
Earlier this week, Amazon lightened its grip on the technology used by independent sellers to manage their presence in the company’s online store. The company unveiled new AI tools intended to make it easier for sellers to check inventory, adjust prices and update listings. The sellers can now manage their Amazon business using Amazon’s Quick assistant or Anthropic’s Claude rather than go through Seller Central, the web-based portal set up years ago for Amazon’s legion of third-party sellers.
Research firm EMARKETER said it expects Amazon to account for nearly 40% of U.S. e-commerce sales this year and is seeking an opportunity to capture more value from those transactions without owning the sale itself. If sellers are already managing Walmart, Shopify, or TikTok orders through Seller Central, using Amazon to warehouse and fulfill them becomes a natural next step, the firm said. That builds on services like Multi-Channel Fulfillment, Amazon Warehousing and Distribution, and Buy with Prime, all designed to generate revenue beyond Amazon’s marketplace.
“Amazon is positioning Seller Central as the operating system for sellers’ entire ecommerce businesses, even when sales happen on rival platforms,” said Zak Stambor, senior analyst at EMARKETER. “With more than 95% of Amazon’s independent sellers already selling across multiple channels, the appeal of managing listings, orders, inventory, and analytics in one place is clear. The question is whether sellers will trust Amazon with that much of their business.”
