Key Summary
- Amazon Multi-Channel Fulfilment (MCF) provides fast, reliable logistics using Amazon’s fulfilment network to ship orders from non-Amazon channels.
- Base.com connects all your sales channels, automates order routing, synchronises inventory in real time.
- Key difference: Amazon MCF handles the physical fulfilment. Base.com manages, automates, and optimises your entire multi-channel operation – ensuring every order flows to the right fulfilment solution at the right time.
Introduction
For modern e-commerce sellers, Amazon Multi-Channel Fulfilment (MCF) is a fulfilment service that enables businesses to store their inventory in Amazon fulfilment centers and use Amazon’s logistics network to ship orders from non-Amazon channels, such as independent websites, social commerce, and other marketplaces.
As explained during the webinar, Base plays a central role in making this operational model scalable:
“Base is an end-to-end multi-channel management platform that helps e-commerce sellers manage, coordinate, and scale their online sales channels. It brings together all components of the e-commerce operational flow.” – Pete du Pon, Head of UK Partnerships, Base
Scaling an online business across multiple platforms often leads to a “tipping point” where in-house fulfilment is no longer cost-effective or manageable. By combining the logistics power of Amazon MCF with the management capabilities of Base, sellers can automate their entire operational flow.
The Challenge of Multi-Channel Selling
Expanding to new channels like TikTok Shop or eBay introduces significant operational hurdles.
Sellers often struggle with:
- Marketplace SLAs: Many platforms require tracking details to be uploaded within 24 hours, which is difficult for businesses that do not operate 24/7.
- Delivery Expectations: Modern consumers are increasingly impatient, with 85% of executives noting that customers have become more demanding over the last five years.
- Inventory Fragmentation: Managing separate stock pools for different channels leads to inefficiencies and higher upfront costs.
“Looking at fulfilment not just as a way to ship orders, but as a competitive advantage is how a lot of brands are now winning. Being able to offer one- or two-day delivery as standard can genuinely move the needle for the entire business.” – Joe Cronshaw, Business Development Manager, Amazon
How Amazon MCF Works
Amazon MCF acts as the “sister” to FBA (Fulfilment by Amazon), allowing you to service all your direct-to-consumer and marketplace channels from one pool of inventory.
Key Features include:
- Unbranded Packaging: Unlike FBA orders, MCF orders are shipped in plain cardboard boxes with unbranded tape to meet the requirements of other marketplaces like eBay.
- Rapid Delivery Speeds: In the UK, MCF offers a one-day expedited SLA (total click-to-deliver time) and a 2–3 day standard delivery option.
- Reliability: The network operates 363 days a year, closing only on Christmas and New Year’s Day.
- Sustainability: Amazon is moving toward 100% recyclable packaging in Europe and utilizing zero-emission delivery methods like cargo bikes in dense urban areas.
Comparison of UK Delivery Speeds
| Service Level | Total Delivery Time (UK) | Best Use Case |
| Expedited | 1 Day (Click-to-Deliver) | High-priority orders, matching “Prime-like” speed. |
| Standard | 2–3 Days | Savvy shoppers or brands offering free shipping thresholds. |
Maximising Efficiency with Base
Base is an end-to-end multi-channel management platform that helps sellers coordinate and scale their online sales. It serves as a central hub that connects your sales channels to Amazon’s fulfilment network.
“The biggest value comes from removing complexity. Once the integration is in place, the system decides automatically whether an order should go to MCF, another fulfilment partner, or your own warehouse – without any manual intervention.” – Tomasz Wylazlowski, Enterprise Business Development Manager, Base
How Base simplifies your operations:
- Automated Order Flow: Base uses API integrations to automatically forward orders from marketplaces to MCF, removing the need for manual data entry.
- Real-Time Synchronisation: The platform synchronizes stock levels and prices across channels in real-time, with sync speeds as fast as 50 to 350 milliseconds.
- Strategic Automation: Sellers can set up “logical rules” (some users have over 700) to dictate which warehouse or fulfilment partner should handle an order based on stock levels or delivery location.
- Listing & PIM: Base acts as a Product Information Manager (PIM), allowing you to import listings from Amazon and map them to other marketplaces seamlessly.
The Strategic Advantage: The Hybrid Model
You don’t have to commit to a one-size-fits-all solution. Many successful brands use a hybrid fulfilment model. For example, a seller might use MCF for small accessory products with favorable fees while handling large, bulky items through in-house fulfilment or a different 3PL. This flexibility allows brands to test new markets and channels without massive upfront investments. And Base allows total flexibility in how you choose to use one or more solutions across multiple warehouses.
Are you ready to scale your multi-channel operations?
If you are looking to automate your fulfilment or need help managing your inventory across diverse marketplaces, consider how the integration between Base and Amazon MCF could be your next competitive advantage.
👉 Explore more: https://mkt.base.com/en/base-amazon-mcf
👉 Speak to the MCF team: [email protected]
