Amazon’s Multi-Channel Fulfillment (MCF) is experiencing explosive growth, with a 70% year-over-year increase in orders fulfilled for off-Amazon sales channels. This surge highlights a major shift in e-commerce, where sellers are leveraging Amazon’s logistics network to fulfill orders across platforms like TikTok, eBay, Etsy, and direct-to-consumer websites.
But what’s driving this rapid expansion, and how can sellers capitalize on the opportunity?
Why Amazon’s MCF Is Growing Faster Than On-Amazon Sales
Amazon’s fulfillment services have long been a cornerstone of e-commerce, but its off-Amazon logistics are now growing faster than its own marketplace sales. The key driver? TikTok Shop.
TikTok has disrupted the e-commerce landscape, setting a $17.5 billion target for U.S. sales in just one year. With social commerce booming, sellers are increasingly using Amazon’s MCF to fulfill orders placed on TikTok and other platforms.
Even Walmart, Amazon’s biggest competitor, has recognized this shift—recently expanding its own multi-channel fulfillment service (WFS).
How Amazon Is Improving MCF for Sellers
Historically, MCF was less competitive due to higher costs, slower shipping, and restrictions on branded packaging. But Amazon has made key improvements to attract more sellers:
✅ Faster Shipping—Standard delivery now takes 3 business days instead of 5.
✅ Competitive Pricing—Amazon has adjusted rates to make MCF more affordable.
✅ Branding Options—Sellers can now use unbranded packaging, making MCF more viable for direct-to-consumer brands.
Despite these upgrades, MCF is still seen as a backup or stepping stone fulfillment solution for many sellers. But with TikTok’s rapid growth, it’s becoming a critical tool for scaling e-commerce businesses.
Amazon’s Bigger Strategy—Controlling E-Commerce Beyond Its Own Marketplace
Amazon knows it can’t make the entire world shop on Amazon, but it’s working to control e-commerce infrastructure regardless of where purchases happen.
With 40% of U.S. e-commerce sales happening on Amazon, the company is now targeting the other 60% through services like:
🔹 MCF—Fulfilling orders from TikTok, eBay, and direct websites.
🔹 Buy with Prime—Allowing sellers to offer Prime benefits on non-Amazon sites.
🔹 Amazon Pay—Expanding its payment processing beyond its own marketplace.
This strategy ensures that even when consumers shop elsewhere, Amazon still profits.
How Sellers Can Take Advantage of This Shift
With TikTok Shop and social commerce exploding, sellers who adapt now will gain a competitive edge. But scaling an Amazon FBA brand while managing multi-channel fulfillment can be complex and expensive.
That’s where Ebrand Project comes in.
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