Merchants can offer Prime delivery while keeping their own checkout, payments, returns and customer service.

Amazon is giving merchants another way to put Prime to work outside Amazon.com.

Merchants using Amazon Multichannel Fulfillment, or MCF, can now offer eligible Prime members fast, free delivery on their own websites while keeping their existing checkout, payment processing, returns policies and customer service. For subscription boxes, replenishment businesses and other repeat-purchase businesses, that puts a familiar membership benefit on the merchant’s own site.

MCF is Amazon’s third-party logistics service. It stores inventory in Amazon’s fulfillment network and ships orders placed through merchant websites and other sales channels.

Amazon already offers Buy with Prime for merchants that want Amazon to handle more of the shopping experience, customer service and returns. The new MCF option is different. Merchants can add Prime delivery while keeping more of their existing systems and customer relationship in place.

Amazon Verifies Prime Membership After Checkout

Merchants can show the Prime badge and Prime delivery promise on their websites. Prime membership is checked after checkout, so shoppers do not have to log into Amazon during the purchase.

The customer shops and pays on the merchant’s site. Amazon handles the Prime delivery.

There is no additional fee to add Prime delivery, although merchants still pay standard MCF fulfillment fees.

The option is available through Amazon’s MCF and Buy with Prime app for Shopify, with support through its Selling Partner API and additional technology partners also planned.

Among early adopters, more than 40% of eligible orders have shipped with Prime delivery, according to Amazon. Skinnies Instant Lifts, one of the merchants featured in the announcement, reported a nearly 10% increase in sales after adding it.

That is one merchant’s experience. Amazon has not released broader data showing what Prime delivery does to conversion, repeat purchases or retention across merchants.

Amazon Is Also Cutting Some Fulfillment Costs

Amazon is also offering qualifying FBA sellers discounts through its new MCF Preferred Pricing Program.

The company says MCF discounts and FBA credits can reduce fulfillment costs by 15% to 25% during the first six months. Actual costs will still depend on volume and extra fees, including peak-season pricing.

MCF now serves hundreds of thousands of merchants across 11 countries. Merchants can use the same inventory to fulfill orders from their own websites and other sales channels.

Insider Take

For physical subscription and repeat-purchase businesses, the interesting part is the shift in what a fulfillment provider can bring to the table.

A merchant can keep its own checkout, payment relationship and customer service while giving Prime members a delivery benefit they already know. The tradeoff is that the benefit comes through Amazon’s fulfillment network.

That could matter when operators compare 3PLs. Cost, delivery performance, coverage and integrations still matter, but Amazon brings something a traditional 3PL usually cannot: a Prime delivery benefit shoppers already recognize. Prime delivery could give shoppers another reason to complete an order without requiring the merchant to move the transaction onto Amazon.

The questions are just as important. Amazon controls how the Prime benefit is presented, and businesses will want to understand exactly what customer data Amazon receives when it checks Prime membership and ships the order.

They also need to run the numbers. The introductory discount may help, but MCF still comes with extra fees and peak-season pricing. And we do not yet know whether Prime delivery consistently improves conversion across merchants or whether it changes repeat purchasing or retention.

Sources

• Amazon, “Merchants Can Now Add Fast, Free Prime Delivery to Their Websites and Save Up to 25% on Fulfillment Fees with Amazon Supply Chain Services,." September 24, 2026.

• Amazon, “Introduction to the Shopper Experience,." Buy with Prime.

• Amazon, Multichannel Fulfillment Service Terms.

• Subscription Insider, “Amazon Blocks Meta’s Muse AI Agent From Shopping on Its Site,." September 22, 2026.