Amazon Elevates the Prime Membership Experience and Multi-Channel Fulfillment Services

Recently, Amazon announced a series of new features aimed at enhancing the shopping experience for Prime members and improving its Multi-Channel Fulfillment (MCF) services. These updates are designed to elevate both seller and shopper experiences, helping various merchants boost sales on their e-commerce websites and other platforms.

To support sellers in expanding their businesses, Amazon has introduced a suite of external e-commerce services. As a foundational supply chain service, Amazon MCF operates in over a dozen countries worldwide, allowing sellers to utilize Amazon's services to fulfill orders from other platforms, thereby improving efficiency and reducing stockouts. By leveraging Amazon MCF alongside Fulfillment by Amazon (FBA), sellers have seen an average 13% decrease in stockout rates and a 24% increase in inventory turnover.

Since its launch in 2022, Amazon's Buy with Prime service has empowered sellers to overcome challenges in attracting new customers and improving conversion rates, driving traffic and sales for direct-to-consumer (DTC) sellers. This service opens up additional shopping options and value for Prime members beyond Amazon, enhancing convenience while also increasing sellers’ revenues. Data indicates that Prime shopping orders placed through seller websites have surged by over 45% year-on-year; on average, sellers offering Prime shopping services have seen a 16% revenue increase per shopper, with the number of Prime members growing by 50%.

In terms of advertising, Amazon has introduced two new solutions to support sellers participating in the Prime program, aimed at reducing customer acquisition costs. First, the company has launched Amazon DSP for Buy with Prime. Sellers using Buy with Prime can now initiate advertising campaigns through the Amazon Demand-Side Platform (DSP), leveraging Amazon product listings to drive traffic to their e-commerce websites. By combining information from Amazon.com listings (such as product views and purchases) with their own site’s shopping data, sellers can retarget ads across thousands of third-party applications and websites. Over 80% of sellers using Amazon DSP for Buy with Prime report that they have met or exceeded their advertising goals.