Amazon adds Prime delivery and fee cuts for external sellers

Amazon launched two new features under Amazon Supply Chain Services on September 24, 2026, aimed at helping US sellers expand across different sales channels. Merchants using Multichannel Fulfillment can now add the Prime badge and fast, free Prime delivery directly to their own websites at no additional cost beyond standard fulfillment fees.

The company reported that setup is over 70% faster on average than activating standalone Buy with Prime. Shoppers verify Prime membership after checkout without needing to log in to Amazon first. In early testing, over 40% of eligible merchant orders shipped with Prime delivery.

Amazon also introduced the Multichannel Fulfillment Preferred Pricing Program. The program provides Fulfillment by Amazon sellers with discounts of 15% to 25% on fulfillment fees across their websites, marketplaces, and social channels for the first six months, combining lower fulfillment rates with credits per unit shipped.

Multichannel Fulfillment currently operates in 11 countries. According to Amazon, US sellers pooling inventory for both multichannel orders and standard platform orders lowered out-of-stock rates by an average of 19% and boosted inventory turnover by 12%, while reporting an increase of over 18% in sales across external retail channels.