Today's tip · Supply chain
Your website can wear the Prime badge now
Amazon is letting Multi-Channel Fulfillment merchants offer fast, free Prime delivery on their own websites, with no fee on top of standard MCF fees. Black Friday is a month out. The timing is not subtle.
Here's the setup in plain terms. A shopper on your site picks Prime delivery at checkout. Amazon checks that they're a Prime member, then ships the order from your inventory in its network. The confirmation and tracking emails come from you, and your payment processing, order management and store policies stay as they are. The customer remains yours, which is the point of having a website in the first place.
The numbers Amazon shared are worth a pause. In its survey, 40% of Prime members said they're more likely to make a first purchase from a site showing the Prime logo, and 50% said they're more likely to buy again from sites offering Prime delivery. Among early adopters, more than 40% of eligible orders shipped with Prime. A survey is not a sales forecast, but it does tell you what the badge is doing in a shopper's head.
Amazon says setup is more than 70% faster on average than standalone Buy with Prime. You switch it on through the Amazon MCF and Buy with Prime app for Shopify or through the Selling Partner API. If you want Amazon to also handle customer service and returns, that's still Buy with Prime. One cost note before you get excited: holiday peak fees run October 15 to January 14 for MCF too, with the 3.5% surcharge on top.
Survey figures and early adopter results as reported by Amazon.
Source: About Amazon, Prime delivery for MCF merchants' websites
Data desk by XENA IntelligenceThe weekend plan
- 01Check you're on MCF
Prime delivery on your own site is open to new and existing US Multi-Channel Fulfillment merchants. If your off-Amazon orders ship some other way, start there.
- 02Switch it on
Use the Amazon MCF and Buy with Prime app for Shopify, or the Selling Partner API if your store is custom.
- 03Price in the peak
MCF orders carry holiday peak fees from October 15 to January 14, plus the 3.5% fuel and logistics surcharge.
- 04Keep one stock pool
Let FBA and MCF draw from the same inventory. Amazon says sellers doing this cut out-of-stock rates by 19% on average.
Section 02
This week's checklist
7 jobs pulled from this issue, in the order the deadlines bite. Tick them off as you go. Your browser remembers the ticks, nobody else sees them, and a fresh list comes with each issue.
0 of 7 done
Section 03
The seller calendar
Every date Amazon has put in writing for the season, plus the two everyone knows. October is zoomed in on the chart because that's where the trouble is.
Peak fulfillment fees run Oct 15 to Jan 14. Plus $0.32 per unit on average, with the 3.5% surcharge on top.
| Date | What happens | Type | Countdown | Source |
|---|---|---|---|---|
| Prime Big Deal Days (Oct 6 to 7) | Shopping event | Done | About Amazon | |
| AWD arrival deadline for Black Friday Week | Inventory | Done | Seller Central News | |
| Holiday peak fulfillment fees begin | Fees | Done | Seller Central News | |
| Original Black Friday and Cyber Monday deal deadline (Amazon has since extended it to Nov 13) | Deals | Done | Seller Central News | |
| FBA arrival deadline, minimal shipment splits | Inventory | Done | Seller Central News | |
| FBA arrival deadline, Amazon-optimized splits (most sellers) | Inventory | Tomorrow | Seller Central News | |
| Last day of off-peak storage for AWD with auto-replenishment | Inventory | In 4 days | Seller Central News | |
| Confirm New Selection Program (2026) enrollment to keep launch fee credits | Fees | In 4 days | Seller Central News | |
| Extended holiday returns begin: items bought Nov 1 to Dec 31 can come back until Jan 31 | Returns | In 5 days | Seller Central News | |
| Black Friday and Cyber Monday deal sourcing closes (extended from Oct 20) | Deals | In 17 days | Seller Central News | |
| Black Friday | Shopping event | In 31 days | Calendar | |
| Cyber Monday | Shopping event | In 34 days | Calendar | |
| Last day to sign up for the free 12-month Amazon Quick Plus subscription | Offer | In 65 days | About Amazon | |
| Last purchase date covered by the extended holiday return window | Returns | In 65 days | Seller Central News | |
| Holiday peak fulfillment fees end | Fees | In 79 days | Seller Central News | |
| Last day to return holiday purchases under the extended window | Returns | In 96 days | Seller Central News |
Add every date to your calendar (.ics)Works with Google Calendar, Outlook and Apple Calendar. Re-download after big announcements.
Sources: Seller Central News, Holiday 2026, About Amazon, Seller Assistant, Seller Central News, 2026 holiday return policy, Seller Central News, Black Friday Cyber Monday deals deadline extended
Fee watch
The changes that cost money this year, newest last. If Amazon hasn't announced it, it isn't here.
Since Jan 15, 2026
2026 US fee update
FBA fees rose by an average of $0.08 per unit. Amazon added no new fee types for 2026.
Amazon, 2026 US referral and FBA fee updateSince Apr 17, 2026
Fuel and logistics surcharge
3.5% on FBA fulfillment fees, about $0.17 per unit on average in the US. Multi-Channel Fulfillment and Buy with Prime followed on May 2.
Seller Central News, Fuel and logistics surchargeSince Sep 2026
MCF Preferred Pricing Program
Discounted Multi-Channel Fulfillment fees plus FBA credits per unit shipped. Amazon says sellers save 15% to 25% on fulfillment fees for the first six months, with no contract and one-click enrollment in Seller Central.
About Amazon, Prime delivery for MCF merchants' websitesOct 15, 2026 to Jan 14, 2027
Holiday peak fulfillment fees
About $0.32 more per unit on average, with the 3.5% surcharge calculated on top.
Seller Central News, Holiday 2026Holiday deal events
Deal fees
$100 upfront per promotion plus 1.5% of promotional sales, capped at $5,000, for Best Deals, Lightning Deals and Prime Exclusive Price Discounts.
Seller Central News, Holiday 2026Nov 1, 2026 to Jan 31, 2027
Extended holiday returns
Orders placed Nov 1 to Dec 31 can be returned until Jan 31, 2027, for FBA and seller-fulfilled orders alike. Budget for a slower, larger return wave.
Seller Central News, 2026 holiday return policy2027
Next annual fee update
Not announced as of Oct 24, 2026. Amazon says it gives at least 90 days' notice, and the 2026 changes were announced in October 2025.
Amazon, 2026 US referral and FBA fee update
Section 04
By the numbers
Four figures worth knowing this week. Each one is Amazon's own, linked to where they said it.
faster average setup than standalone Buy with Prime
About Amazon, Prime delivery for MCF merchants' websitesaverage drop in out-of-stock rates for sellers running FBA and MCF from one pool
About Amazon, Prime delivery for MCF merchants' websiteslower cost per new-to-brand purchase in Full-Funnel Campaigns beta results
Amazon Ads, Full-Funnel Campaignsproduct categories with new dangerous goods listing questions since Oct 26
Seller Central News, dangerous goods listing questionsSection 05
The playbook
3 moves for this week, then a few quick ones for the train.
Fees
The fee discount that gets bigger as you ship more
Prime delivery is the shiny half of Amazon's announcement. The MCF Preferred Pricing Program is the half your accountant will like. It pairs discounted Multi-Channel Fulfillment fees with FBA credits on each unit, and Amazon says it saves sellers 15% to 25% on fulfillment fees for the first six months.
There's no contract. You enroll with one click in Seller Central and the discounts apply on their own. If you already push website or marketplace orders through MCF, this is the rare program where the only real effort is remembering to click.
Do this: Enroll in MCF Preferred Pricing before Black Friday week so the discount covers your heaviest shipping days.
Source: About Amazon, Prime delivery for MCF merchants' websites
Source: About Amazon, Prime delivery for MCF merchants' websites
Data desk by XENA IntelligenceCompliance
Editing a stocking stuffer? Answer the hazmat questions first
Since October 26, creating a listing or editing an existing one in four categories brings up new dangerous goods questions. Amazon says the answers help it identify dangerous goods, enable more ship methods and cut unnecessary disposal costs and fees.
Markers made the list, which matters in a season full of art sets and stocking stuffers. Existing listings aren't flagged until you touch them. The questions appear the next time you create or edit, so the worst moment to meet them is a rushed holiday price or title change.
Do this: Before you edit listings in these categories, have refrigerant, ink and chemical details ready from your supplier.
Source: Seller Central News, dangerous goods listing questions
- Refrigerators, air conditioners and freezers: refrigerant gas
- Shock absorbers and suspension lift supports: the mechanism
- Markers and writing instruments: ink properties
- Pool and spa water treatment: chemical makeup and packaging
Categories as listed by Amazon in Seller Central News.
Source: Seller Central News, dangerous goods listing questions
Data desk by XENA IntelligenceAdvertising
Full-Funnel Campaigns need two weeks to find their feet
Amazon Ads is plain about it. Full-Funnel Campaigns optimize over an initial learning period of about two weeks, and you should let it calibrate before judging results. Launch on Black Friday and the AI is still taking notes when the shoppers arrive.
Counting from today, a campaign started now finishes learning around November 10. Amazon reports beta advertisers saw 29% lower cost per new-to-brand purchase than with campaigns set up separately. It's open to US sellers in Brand Registry, a minimum daily budget applies and there's no extra fee for the orchestration or the AI-made creative. You pay CPC or CPM depending on where the ad runs.
Do this: If you plan to run a Full-Funnel Campaign for the holidays, launch it this week, not the week of Black Friday.
Sources: Amazon Ads, Full-Funnel Campaigns, Seller Central News, Black Friday Cyber Monday deals deadline extended
- Day 0Today. Launch the campaign.
- Day 14Nov 10: about two weeks of learning
- Day 17Nov 13: deal sourcing closes
- Day 31Nov 27: Black Friday
- Day 34Nov 30: Cyber Monday
Learning period from Amazon Ads. Deal date from Seller Central News. Black Friday and Cyber Monday are calendar dates.
Source: Amazon Ads, Full-Funnel Campaigns
Data desk by XENA IntelligenceQuick hits
04Supply chain
Your Shopify orders, Amazon's boxes
If you'd rather keep everything in one place, the multichannel tools in Seller Central let you connect other storefronts and fulfill their orders from one screen. Pair that with today's Prime delivery news and your own site starts to behave like an Amazon detail page that you happen to own.
Sources: Seller Central News, Multichannel tools, About Amazon, Prime delivery for MCF merchants' websites
05Reviews
It's late October. Check the Ads Agent menu.
Amazon said the Review Requests open beta would reach US sellers in late October, for products under 1,000 ratings and reviews. That's now. If it hasn't shown up in Amazon Ads Agent yet, give it a few days before you go looking for a missing setting.
Source: Amazon Ads, Review Requests
Section 06
The wire
What changed lately, straight from Amazon. We read the announcement so you can read the summary.
- Compliance
Dangerous goods questions now live in four categories
New or edited listings for cooling appliances, shock absorbers, markers and pool chemicals now have to answer extra compliance questions.
via Seller Central News, dangerous goods listing questions - Advertising
Full-Funnel Campaigns open to US Brand Registry sellers
One budget across sponsored ads, display, video and streaming TV. About two weeks of learning, and no extra fee for orchestration.
via Amazon Ads, Full-Funnel Campaigns - Fulfillment
Prime delivery comes to MCF merchants' own websites
No added cost beyond standard MCF fees. Turn it on through the Shopify app or the Selling Partner API, with more partner apps coming.
via About Amazon, Prime delivery for MCF merchants' websites - Fees
MCF Preferred Pricing Program
Discounted MCF fees plus FBA credits per unit. Amazon says 15% to 25% off fulfillment fees for the first six months, with no contract.
via About Amazon, Prime delivery for MCF merchants' websites
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Section 07
Straight answers
The questions sellers are typing into search bars and chatbots this week, answered in under a minute each. Every answer is grounded in Amazon's own announcement, linked below it.
Can I offer Prime delivery on my own website through Amazon MCF?
Yes. Amazon says new and existing US Multi-Channel Fulfillment merchants can offer fast, free Prime delivery on their own websites at no additional cost beyond standard MCF fees. Amazon verifies the shopper's Prime membership and ships from your inventory, while order confirmations and tracking come from you and your store policies stay unchanged.
Source: About Amazon, Prime delivery for MCF merchants' websites
How do I turn on Prime delivery for my Shopify store with Amazon MCF?
Amazon says you activate it through the Amazon MCF and Buy with Prime app for Shopify, or through the Selling Partner API for custom stores. It reports setup is more than 70% faster on average than standalone Buy with Prime, and that more partner integrations, including Fulfil, LingXing and WebBee, are launching soon.
Source: About Amazon, Prime delivery for MCF merchants' websites
What is the Amazon MCF Preferred Pricing Program?
It's an Amazon program that combines discounted Multi-Channel Fulfillment fees with FBA credits on each unit shipped. Amazon says sellers save 15% to 25% on fulfillment fees for the first six months. There are no contracts, enrollment takes one click in Seller Central, and the discounts apply automatically once you join.
Source: About Amazon, Prime delivery for MCF merchants' websites
What is the difference between Prime delivery through MCF and Buy with Prime?
With Prime delivery through MCF, Amazon verifies Prime membership and fulfills orders, but you keep customer service, returns and communication. Buy with Prime is the option for merchants who want Amazon to also handle customer service and returns. Amazon says the MCF route sets up more than 70% faster on average than standalone Buy with Prime.
Source: About Amazon, Prime delivery for MCF merchants' websites
Which Amazon listings need the new dangerous goods questions from October 26, 2026?
Amazon says the new questions apply when you create or edit listings for refrigerators, air conditioners and freezers, shock absorbers and suspension lift supports, markers and writing instruments, and pool and spa water treatment products. Existing listings get the questions the next time they are edited, so keep supplier data on refrigerant, ink and chemicals ready.
Source: Seller Central News, dangerous goods listing questions
How long does an Amazon Full-Funnel Campaign take to learn?
Amazon Ads says Full-Funnel Campaigns optimize over an initial learning period of approximately two weeks and advises letting the AI calibrate before evaluating results. For the 2026 holidays, a campaign launched on October 27 would finish learning around November 10, more than two weeks before Black Friday on November 27.