In a significant move for e-commerce sellers everywhere, Amazon.com, Inc. (Amazon) has expanded its third-party logistics service, Amazon Multi‑Channel Fulfillment (MCF), to support merchants selling through Walmart, Inc. Marketplace, SHEIN Marketplace (U.S.) and Shopify (via the Shopify Fulfilment Network). What does this mean for Amazon FBA sellers, brands running multi-channel strategies, and agencies like MoizIT that help clients scale across platforms? Let’s dive in.

What’s changing?

Here are the key updates:

• Merchants using Amazon MCF can now fulfil orders from Walmart Marketplace using Amazon’s logistics network.

• Merchants on Shopify can now select Amazon MCF as their fulfilment partner via the Shopify Fulfilment Network — meaning Shopify orders can be routed to Amazon’s warehouses, pick-pack‐ship operations.

• For SHEIN U.S. Marketplace sellers, by year-end 2025 Amazon will enable an “Amazon MCF for SHEIN” app via Seller Central / SHEIN Seller Hub to route SHEIN orders into Amazon’s fulfilment network.

• All of this builds on Amazon’s existing MCF support for other channels (e.g., eBay, Etsy, Temu, TikTok Shop).

• Amazon reports that sellers using MCF + FBA together see measurable benefits: ~19% improvement in sales, out-of-stock reduction, ~12% better inventory turnover.

Why this matters to Amazon FBA sellers & brands

1. Unified inventory pool & operational simplicity

Traditionally many sellers keep inventory separate per channel (Amazon FBA → Amazon sales; different fulfilment partner for Shopify/Walmart). With this update, sellers can store inventory in Amazon’s network via FBA/MCF, and route orders across Amazon.com and other platforms (Walmart, Shopify, SHEIN) from that same pool. Amazon says this helps reduce over-stock, under-stock and overhead.

2. Channel expansion without reinventing fulfilment

One of the biggest hurdles for multi-channel growth is setting up fulfilment separately for each channel. With Amazon extending MCF to major platforms, a seller can expand to Walmart Marketplace, or Shopify direct-to-consumer, without setting up a whole new fulfilment network. That lowers the barrier to testing new channels and scaling faster.

3. Leverage Amazon’s fulfilment performance

Amazon’s logistics network has the cachet of speed, reliability, and scale. By using Amazon MCF for orders from other platforms, sellers can deliver faster, with tracking, potentially improving customer satisfaction no matter where the sale happens. Reports note that Amazon’s network now delivers 7 days a week and across 11 countries. 
For brands that built themselves on “fast shipping” and “premium experience”, this is a key advantage.

4. Strategic implications for clients and agencies

• If you’re advising clients on channel strategy: this makes it easier to recommend “sell on Amazon+Walmart+Shopify”, because fulfilment overhead becomes less of a blocker.

• Inventory strategy becomes sharper: since inventory in Amazon’s network can serve multiple channels, clients can optimise stock levels more aggressively (fewer duplicate buffers).

• Fulfilment cost modelling and margin analysis need adjusting: clients may pay Amazon different fees for MCF off-Amazon orders, so you’ll want to break down the cost per channel and ensure margins remain healthy.

• Branding and packaging considerations: Some platforms (notably Walmart) require “unbranded packaging” when using Amazon’s fulfilment for a non-Amazon sale.

• Cross-platform data & reporting: For clients selling on multiple channels but fulfilling via one network, your job expands into integrating analytics ensuring you compare cost, fulfilment speed, inventory turnover and sales across Amazon vs. Walmart vs. Shopify.

• Compliance & channel conflict: Using Amazon’s fulfilment network for competitor marketplaces is something of a strategic twist (Amazon is coordinating logistics for many rivals). Be aware of how this impacts channel-mix planning and risk (e.g., does Amazon give preferential treatment to Amazon.com listings vs external‐fulfilment? Monitor closely).

Platform-by-Platform Breakdown

Walmart Marketplace

When a seller lists on Walmart Marketplace, they can now opt to route fulfilment via Amazon MCF. Walmart orders can be sent manually via Amazon Seller Central or via integration partners (WebBee, Pipe17, Rithum, Goflow, Lingxing). Amazon will pick, pack, ship, provide order tracking, using unbranded packaging where required. 
Implications: This actually gives Amazon’s logistics arm service revenue even when the sale happens on Walmart’s site. For sellers: it means you can treat Walmart as a viable growth channel without building separate fulfilment operations.

Shopify (via Shopify Fulfilment Network)

If a merchant is using the Shopify Fulfilment Network (SFN), they can now select Amazon MCF as a fulfilment partner. After linking Amazon Seller Central account to Shopify, orders from Shopify can be automatically routed to Amazon’s fulfilment network. Real-time tracking, inventory sync, and metrics are supported. 
Implication: For DTC brands using Shopify, this closes the gap between Amazon-level logistics and independent web-store fulfilment. If you advise clients that also sell through their own site, this development is key.

SHEIN Marketplace (U.S.)

By the end of 2025, Amazon will launch the “Amazon MCF for SHEIN” free app (in Amazon Seller Central + SHEIN Seller Hub) allowing SHEIN sellers to use Amazon’s fulfilment network.
Implication: SHEIN is a major fast-fashion marketplace and tapping Amazon’s logistics gives sellers on SHEIN access to a fulfilment backbone previously harder to achieve. Though this is slightly later roll-out than Walmart/Shopify, it signals that Amazon is broadening its horizon.

What sellers & agencies should do now

Here are actionable recommendations for your MoizIT clients and content agenda:

1. Audit current fulfilment footprint – Map which channels each client is selling on (Amazon.com, Amazon EU marketplaces, Shopify store, Walmart Marketplace, SHEIN, etc.). Identify whether they are using separate fulfilment services per channel or consolidated.

2. Model cost/benefit of moving to Amazon MCF – For each channel, compute: fulfilment cost, shipping lead time, packaging/branding constraints, inventory buffer required, stockout risk. Compare to staying with current fulfilment provider.

3. Consider inventory pooling strategy – With Amazon’s shared inventory pool for FBA + MCF, clients may be able to rely on fewer SKUs in fewer locations. This frees up working capital and reduces complexity.

4. Review packaging & branding requirements – Especially for Walmart orders via Amazon fulfilment: ensure unbranded packaging is compliant. For Shopify/DTC, brands may want branded packaging—check how Amazon MCF supports custom packaging.

5. Update channel launch & growth strategies – For clients who haven’t yet sold on Walmart or SHEIN: the barrier is lower now. You can develop a 90-day channel‐expansion plan (identify SKUs, evaluate margin, set up listings, link fulfilment via Amazon MCF, say “launch” in next quarter).

6. Communicate to clients: “We are not just Amazon experts any more” – As an agency, position yourselves as multi-channel growth specialists. Use this development as proof: we can help you unify Amazon, Walmart, Shopify (and soon SHEIN) fulfilment under one logistics roof.

7. Prepare content marketing & thought leadership – On your blog MoizIT.com, publish posts such as: “How to leverage Amazon MCF for Shopify orders”, “Walmart Marketplace fulfilment via Amazon – myths vs realities”, “What the Amazon-SHEIN logistics tie-up means for fast-fashion brands”. These drive SEO and position your agency as ahead of the curve.

8. Monitor metrics – After adoption, track key indicators for each client: inventory turnover rate, out-of-stock incidents, order lead time, fulfilment cost per order, channel-specific growth. Compare to pre-MCF baseline to build case studies.

Risks & Considerations

While the opportunity is strong, here are some caveats to keep in mind:

• Branding and packaging constraints: Some platforms may restrict “Amazon” branding or insist on unbranded packaging for competitive neutrality (especially when Amazon’s fulfilment network is used for non-Amazon channel orders). Sellers must ensure compliance.

• Cost structure transparency: Off-Amazon fulfilment via MCF may involve different fees than standard FBA. Make sure your clients review the fee schedule carefully.

• Channel conflict risk: When using Amazon’s fulfilment for rival marketplaces, consider how Amazon might prioritise internal Amazon.com orders vs external channel orders in peak times – although Amazon claims unified order routing. Monitoring performance is key.

• Dependency on one network: While consolidation is good, reliance on a single fulfilment provider (i.e., Amazon) may reduce flexibility or negotiating power. Diversification could still be prudent for risk management (e.g., alternative 3PLs).

• Geographical / marketplace limitations: The new support is currently U.S-based for some platforms (e.g., SHEIN U.S. Marketplace). Sellers outside U.S. or selling in other geographies need to check local availability.

• Regulatory / antitrust watch: The move of Amazon serving rival marketplaces raises eyebrow in terms of competition dynamics. While this doesn’t directly impact your clients, it’s worth tracking for broader ecosystem shifts.

Outlook & Strategic Implications

From a broader perspective, this move signals several trends that e-commerce agencies and Amazon FBA sellers must prepare for:

• Amazon is increasingly positioning itself as an infrastructure provider (logistics, warehousing, fulfilment) rather than merely a marketplace. This is akin to how Alibaba Group or Shopify Inc. operate – providing the stack for merchants across channels.

• Multi-channel commerce is gaining operational parity with “Amazon only” commerce. Sellers and agencies who cling solely to Amazon may miss growth opportunities in channels like Walmart, Shopify, SHEIN.

• Logistics consolidation (unified inventory, shared fulfilment network) is becoming a competitive advantage. With Amazon offering it, smaller sellers can compete in speed/delivery like big brands.

• Every channel is blurring: Amazon fulfilling Walmart orders, Amazon fulfilling Shopify orders – the channel lines are less rigid. For sellers, this means strategic flexibility.

• For your audience (Amazon FBA sellers and those looking to expand internationally), this means new playbooks. Optimising for Amazon alone is no longer enough; we must integrate fulfilment + growth across channels, optimise inventory, monitor cost per channel, and leverage unified back-end operations.

Final Thoughts

Amazon FBA sellers, brands seeking growth this expansion of Amazon’s MCF to support Walmart, Shopify and SHEIN is a big deal. It lowers fulfilment barriers, simplifies multi-channel operations, and opens new paths for scaling.

If you’re guiding clients, this is an opportunity to lead: reposition them as omnichannel sellers, revise fulfilment strategies, test new revenue streams and build unified dashboards to manage these multi-platform operations. The early adopters will gain the virtuous loop: better fulfilment → faster delivery → higher conversion → lower stockouts → more margin → faster reinvestment.

In the next few weeks you might consider publishing blog posts, case studies, LinkedIn articles (mentioning “19 % average sales lift via unified inventory and Amazon MCF” etc), updating your proposal decks (e.g., “We now manage Amazon + Walmart + Shopify fulfilment via Amazon MCF”). Your clients will appreciate the forward-looking value you deliver.