Amazon launched a way for merchants that use its Multichannel Fulfillment service to offer free Prime delivery as a regular shipping option on their own websites, at no extra charge. Shoppers pay through the store’s usual checkout without signing into Amazon, and Amazon confirms their Prime membership once the order is placed, while the merchant keeps handling returns and customer service. That’s a lighter setup than Buy with Prime, which puts an Amazon button and Amazon login in the checkout and hands the post-purchase experience to Amazon, though that program stays available. Amazon is also cutting fulfillment fees by 15% to 25% for six months for merchants who enroll in a new MCF Preferred Pricing Program, covering orders from their own sites, other marketplaces and social channels.
