Running an online business is tough. Managing inventory, fulfilling orders, and keeping customers happy takes time and effort. Shipping delays, high logistics costs, and inventory mismanagement can hurt your business.
That’s where Amazon Omnichannel Fulfillment (AOF) comes in. It helps sellers store, pack, and ship products across multiple platforms—not just Amazon. If you sell on Shopify, Walmart, eBay, or your own website, AOF ensures streamlined fulfillment so you can focus on growth.
For many businesses, fulfillment is a headache. Warehousing is expensive. Managing multiple shipping carriers is complicated. Customers expect fast, reliable delivery, and failing to meet expectations can cost you sales. With Amazon Omnichannel Fulfillment, you tap into Amazon’s massive logistics network to speed up delivery, cut costs, and simplify operations.
In this article, you’ll learn:
- How Amazon Omnichannel Fulfillment works (including costs and requirements).
- How it compares to other fulfillment options like 3PLs and Fulfilled by Merchant (FBM).
- Best practices to avoid common fulfillment mistakes and maximize efficiency.
Let’s break it down.
What is Amazon Omnichannel Fulfillment?
Amazon Omnichannel Fulfillment (AOF) is a service that helps businesses fulfill orders across multiple sales channels using Amazon’s fulfillment network. Instead of managing inventory, packing, and shipping separately for each platform, sellers can store their products in Amazon fulfillment centers and let Amazon handle fulfillment for orders placed on Amazon, Shopify, Walmart, eBay, and more.
For many retailers, order fulfillment is a major challenge. Managing separate inventories for different platforms can lead to:
- Delays
- Stockouts
- High logistics costs
Amazon MCF (Multi-Channel Fulfillment) simplifies this by centralizing fulfillment operations, which gives businesses better inventory visibility and faster shipping options.
Unlike Amazon FBA (Fulfillment by Amazon), which is exclusively for Amazon orders, AOF supports multichannel fulfillment. It allows sellers to use Amazon’s logistics for other marketplaces and even their own physical store or website. This omnichannel approach enables businesses to meet customer demand across various platforms while improving efficiency.
Retailers embracing omnichannel fulfillment strategies are better positioned for long-term success. In fact, understanding why omnichannel fulfillment is the future of retail strategy can help businesses improve their logistics approach and gain a competitive edge. As consumer expectations evolve, companies that integrate seamless fulfillment solutions will stay ahead in the current eCommerce sector.
To use Amazon Omnichannel Fulfillment, sellers must have inventory stored in Amazon fulfillment centers and an active Amazon Seller or Vendor account. The service is ideal for businesses looking to scale without the burden of warehouse management, shipping coordination, and customer service. This way, sellers can
- Reduce fulfillment costs
- Improve the customer experience
- Create a successful omnichannel fulfillment strategy
Amazon Omnichannel Fulfillment is a powerful tool for digital commerce brands that want fast, reliable order fulfillment without the complexity of handling logistics themselves.
How Amazon Omnichannel Fulfillment Works
Amazon Omnichannel Fulfillment (AOF) simplifies eCommerce fulfillment by handling storage, order processing, shipping, and returns across multiple sales channels. Businesses using Amazon multi-channel fulfillment (MCF) can streamline logistics while offering faster and more reliable shipping.
Here’s a step-by-step look at how the fulfillment process works.
Inventory Storage in Amazon Fulfillment Centers
Sellers send products to Amazon fulfillment centers, where inventory is stored and managed. Amazon’s warehouse management system tracks stock levels, which ensures accurate inventory management across multiple sales channels. This helps prevent stockouts, overselling, and fulfillment delays.
Multi-Channel Order Management
When customers place an online order—whether on Amazon, eBay, Shopify, Walmart, or another platform—Amazon’s system automatically processes it. Orders from each sales channel are integrated into Amazon’s fulfillment network, which ensures efficient omnichannel order fulfillment.
This differs from Walmart Fulfillment Service, which only handles orders placed on Walmart’s marketplace. AOF allows retailers to consolidate fulfillment for multiple platforms under one system.
Picking, Packing, and Shipping
Once an order is placed, Amazon’s system selects the closest fulfillment center with available inventory. The warehouse team picks, packs, and ships the product using Amazon logistics, ensuring fast and cost-effective delivery.
Sellers can choose different shipping options, including Amazon Prime-like fast shipping, standard delivery, or economy shipping. This flexibility allows omnichannel retailers to meet customer demand across different platforms.
Returns and Customer Service Handling
Amazon offers returns management and customer service for sellers using AOF. Returns are processed through Amazon’s fulfillment centers, where returned items are inspected, restocked, or discarded based on quality.
This ensures a consistent customer experience across all omnichannel fulfillment services without requiring sellers to manage returns manually.
Pricing Structure – Storage Fees & Fulfillment Costs
Amazon charges fulfillment fees based on:
- Storage fees – Cost of keeping inventory in Amazon’s warehouses.
- Fulfillment costs – Fees for picking, packing, and shipping orders.
- Additional service fees – Charges for returns processing and premium shipping.
While these costs vary, many sellers find AOF a cost-effective fulfillment option compared to third-party logistics or retail dropshipping. Businesses can reduce operational complexity and improve efficiency simply by integrating fulfillment under one system.
Key Benefits of Using Amazon Omnichannel Fulfillment
Amazon Omnichannel Fulfillment (AOF) helps businesses scale efficiently by simplifying order fulfillment across multiple sales channels. From faster shipping to cost savings on logistics, AOF gives sellers a competitive edge in eCommerce fulfillment.
Here’s how.
Faster and More Reliable Shipping
Amazon’s logistics network is one of the most advanced in the world. By using Amazon fulfillment centers, sellers can provide customers with fast and reliable delivery, regardless of the sales channel they buy from.
Orders are fulfilled using Amazon logistics, which ensures faster shipping times compared to self-fulfillment or third-party providers. Businesses can also offer Amazon Prime-like delivery speeds, which ultimately improves customer satisfaction and increases conversion rates.
Cost Savings on Warehousing and Logistics
Managing fulfillment in-house comes with high warehouse management costs, labor expenses, and shipping inefficiencies. AOF reduces these burdens by allowing sellers to store products in Amazon fulfillment centers, which eliminates the need for separate warehouses or third-party fulfillment services.
Sellers also benefit from Amazon’s bulk shipping rates, which reduce fulfillment costs compared to shipping independently. This makes AOF a cost-effective fulfillment option for growing businesses.
For brands seeking scalable fulfillment solutions, omnichannel eCommerce fulfillment plays a crucial role. Leveraging advanced logistics and integrating fulfillment under one system allows businesses to enhance efficiency and meet customer expectations seamlessly.
Improved Customer Experience with Amazon-Backed Shipping
Customers expect fast, accurate, and hassle-free deliveries. With AOF, businesses can leverage Amazon’s expertise in customer service, returns processing, and delivery management to enhance the customer experience.
If an issue arises, Amazon’s system ensures seamless order tracking, quick returns, and automated customer support.
This consistency strengthens brand reputation and helps businesses retain loyal customers.
Seamless Integration with Multiple eCommerce Platforms
Unlike Amazon FBA, which only fulfills Amazon orders, Amazon multi-channel fulfillment (MCF) supports sellers on Shopify, Walmart, eBay, and other platforms. This omnichannel strategy allows businesses to manage inventory across multiple sales channels from a single system.
Amazon Omnichannel Fulfillment vs. Other Fulfillment Options
Choosing the right fulfillment option is essential for eCommerce success.
While Amazon Omnichannel Fulfillment (AOF) offers a streamlined and automated approach, other fulfillment methods—such as Fulfilled by Merchant (FBM), Third-Party Logistics (3PLs), and marketplace fulfillment programs—have their own advantages and limitations.
Here’s how they compare.
Amazon Omnichannel Fulfillment vs. Fulfilled by Merchant (FBM)
With FBM, sellers manage order fulfillment themselves. This means handling inventory storage, packing, shipping, and customer service without Amazon’s assistance. While FBM provides full control over inventory management and branding, it can be time-consuming and expensive, especially for businesses handling high order volumes.
Advantages of Amazon Omnichannel Fulfillment:
- Faster shipping and fulfillment using Amazon’s logistics network
- Reduced burden of warehouse management and inventory tracking
- Improved customer experience with Amazon-backed support
Advantages of Fulfilled by Merchant:
- More control over branding, packaging, and returns
- No Amazon fulfillment fees or storage limitations
Amazon Omnichannel Fulfillment vs. Third-Party Logistics (3PLs)
3PL providers operate independently of Amazon and allow businesses to store inventory and ship orders through multiple sales channels. While 3PLs offer flexibility, they often lack the scale and efficiency of Amazon’s logistics network.
Advantages of Amazon Omnichannel Fulfillment:
- Faster and more reliable eCommerce fulfillment through Amazon’s fulfillment centers
- Seamless integration with Shopify, Walmart, eBay, and other platforms
- Cost savings through bulk shipping rates and optimized fulfillment processes
Advantages of Third-Party Logistics:
- Greater control over branding, packaging, and warehouse management systems
- No reliance on Amazon’s fulfillment service
Amazon Omnichannel Fulfillment vs. Other Marketplace Fulfillment Programs
Some marketplaces, like Walmart Fulfillment Service (WFS) and Shopify Fulfillment Network (SFN), offer their own fulfillment services. These programs are designed specifically for their respective platforms, which makes them less flexible for sellers operating on multiple channels.
Advantages of Amazon Omnichannel Fulfillment:
- Works across multiple platforms, including Amazon, eBay, Shopify, and Walmart
- Centralized inventory management with better inventory visibility
- Access to Amazon’s logistics expertise and customer service
Advantages of Marketplace Fulfillment Programs:
- Optimized for a specific sales channel (such as Walmart fulfillment service for Walmart orders)
- May offer lower fulfillment costs for sellers focusing on one platform
Best Practices for Maximizing Amazon Omnichannel Fulfillment
To get the most out of Amazon Omnichannel Fulfillment (AOF), sellers need a well-structured fulfillment strategy that balances cost efficiency, inventory management, and compliance.
Here are the best practices to optimize operations and improve order fulfillment efficiency.
Optimize Inventory Levels to Reduce Storage Fees
Amazon charges storage fees based on the volume and duration of inventory stored in its fulfillment centers. Keeping too much stock can lead to higher storage fees, while insufficient inventory risks stockouts and delays.
- Use Amazon’s inventory management tools to monitor stock levels.
- Forecast demand based on historical sales data.
- Adjust inventory replenishment cycles to avoid excess fees while ensuring availability.
Manage Multi-Channel Orders Effectively
Selling across multiple sales channels requires a coordinated fulfillment process. Without proper order management, sellers may experience delays, overselling, or fulfillment errors.
- Integrate Amazon multi-channel fulfillment (MCF) with eCommerce platforms like Shopify, Walmart, and eBay to centralize order tracking.
- Ensure inventory visibility across all channels to prevent stock discrepancies.
- Set clear fulfillment priorities for different platforms based on sales volume and demand.
Ensure Compliance with Amazon’s Fulfillment Policies
Amazon has strict fulfillment policies that sellers must follow to avoid penalties or account restrictions.
Non-compliance can result in delayed shipments or higher fulfillment costs.
- Regularly review Amazon’s fulfillment policies to stay compliant.
- Label and package inventory correctly before sending it to Amazon fulfillment centers.
- Maintain accurate product listings to prevent mismatched or rejected inventory.
Use Amazon’s Analytics to Improve Efficiency
Amazon provides detailed analytics to help sellers improve their fulfillment operations and optimize costs.
- Use performance reports to track fulfillment speed, shipping costs, and return rates.
- Identify slow-moving inventory and adjust pricing or promotions accordingly.
- Monitor customer demand trends to plan better for peak seasons.
Conclusion
Amazon Omnichannel Fulfillment (AOF) is a powerful tool for businesses looking to streamline order fulfillment across multiple platforms.
Throughout this guide, we’ve covered:
- How AOF works, from inventory storage to multi-channel order management and shipping.
- The key benefits, including cost savings, seamless platform integration, and reliable fulfillment.
- Best practices, such as optimizing inventory, ensuring policy compliance, and using analytics for efficiency.
For businesses looking to enhance their omnichannel fulfillment strategy, working with the right logistics partner can make a difference. River Plate Inc. offers comprehensive omnichannel fulfillment services and helps businesses manage inventory, orders, and shipping across multiple sales channels.
If you’re ready to scale your fulfillment operations, explore how River Plate Inc. can help optimize your logistics strategy today.