Amazon’s New MCF Preferred Pricing: What It Really Means for Brands - and Why 3PLs Still Matter More Than Ever

Amazon recently announced MCF Preferred Pricing, launching January 15, 2026 - a new incentive program offering up to 15% off Multi-Channel Fulfillment fees and up to $1 per unit in FBA credits for eligible sellers.

On the surface, this sounds compelling. Lower fulfillment costs. A single inventory pool. Amazon shipping non-Amazon orders efficiently.

But as someone who operates a 3PL and works daily with brands scaling across Amazon, DTC, Walmart, and wholesale, I want to unpack what this move actually represents, what Amazon is optimizing for, and - most importantly - why brands that over-rely on MCF often regret it long-term.

This is not an anti-Amazon post. Amazon FBA and MCF absolutely have a place.

This is a strategy post.

What Amazon Is Really Doing With MCF Preferred Pricing

Let’s be clear: this is not a generosity play.

Amazon’s MCF Preferred Pricing is a volume-capture and ecosystem-lock-in strategy.

Amazon wants:

• More off-Amazon orders (Shopify, TikTok Shop, Walmart, etc.) flowing through its network

• More inventory permanently parked inside FBA

• Fewer brands relying on independent warehouses for non-Amazon fulfillment

In short, Amazon is saying: “If you give us more of your business across all channels, we’ll subsidize the economics.”

This is smart strategy on their part - but brands need to understand the trade-offs.

Why MCF Looks Attractive (and Why Brands Are Tempted)

There’s no denying the appeal.

Amazon MCF offers:

• A single inventory pool for FBA and MCF

• Fast nationwide shipping

• Unbranded packaging (now at no extra cost)

• Reduced fulfillment fees under Preferred Pricing

• Simplified operations for smaller teams

For early-stage or lean brands, MCF can absolutely be a useful tool.

But tools become traps when they’re misunderstood.

The Core Problem: Amazon Is Not a Neutral Fulfillment Partner

This is the most important point brands overlook.

Amazon is:

• Your marketplace

• Your competitor (private labels)

• Your fee-setter

• Your fulfillment provider

That concentration of power creates platform risk, even if the current pricing looks favorable.

Every incentive program Amazon has ever launched:

• Has eligibility thresholds

• Has terms that change

• Can be rolled back or repriced

• Prioritizes Amazon’s margins - not your business resilience

When brands route all fulfillment through Amazon, they trade short-term simplicity for long-term dependency.

Where Amazon MCF Breaks Down Operationally

From a real-world 3PL operator’s perspective, MCF still struggles in critical areas that matter as brands scale.

1. Lack of Operational Flexibility

Amazon MCF is rigid by design.

It does not handle well:

• Custom kitting and bundles

• Subscription box logic

• Inserts, marketing materials, handwritten notes

• Retail-ready prep for wholesale

• EDI-driven B2B shipments

• Channel-specific packaging rules

Brands that grow beyond “single SKU, single channel” quickly feel these constraints.

A real 3PL adapts to your business.

Amzon expects your business to adapt to Amazon.

2. Cost Predictability vs. Cost Control

Amazon offers price predictability today, not cost control tomorrow.

Fees change.

Storage policies change.

Placement fees change.

Credits disappear.

Independent 3PLs, by contrast:

• Negotiate pricing transparently

• Lock in contracts

• Compete for your business

• Cannot unilaterally change the rules

For serious brands, predictable relationships beat subsidized incentives.

3. Inventory Risk Concentration

MCF encourages brands to:

• Hold more inventory in FBA

• Reduce geographic redundancy

• Centralize stock inside Amazon’s network

That increases exposure to:

• Storage fee spikes

• Long-term storage penalties

• Stranded inventory

• ASIN suppression

• Inbound restrictions

• Policy changes outside your control

A 3PL acts as a risk buffer, not just a fulfillment center.

The Strategic Role of 3PLs in 2026 and Beyond

The question is not “MCF or 3PL?”

The correct question is:

“What inventory belongs where - and why?”

Strong brands use both, intentionally.

What Amazon Is Best At

• Fast Prime delivery

• High-velocity SKUs

• Amazon-native demand

• Standardized fulfillment

What 3PLs Are Still Best At

• DTC fulfillment with brand control

• Walmart, TikTok, and marketplace nuance

• Wholesale and B2B logistics

• Overflow and long-term storage

• Pre-FBA prep and rework

• Inventory strategy - not just execution

The best brands use 3PLs as logistics partners, not vendors.

Why Smart Brands Will Not Fully Abandon 3PLs

Even with Preferred Pricing, experienced operators know:

• Incentives expire

• Volume thresholds rise

• Margin pressure returns

• Dependency reduces leverage

Brands that survive long-term:

• Diversify fulfillment

• Maintain optionality

• Preserve negotiation power

• Avoid single-point-of-failure logistics

A good 3PL is not cheaper than Amazon on paper.

A good 3PL is cheaper when things go wrong.

Final Thoughts: This Move Separates Operators From Optimizers

Amazon’s MCF Preferred Pricing will absolutely attract volume.

It will absolutely simplify operations for some sellers.

And it will absolutely pressure commodity 3PLs that offer nothing beyond pick-and-pack.

But for brands that care about:

• Control

• Resilience

• Customization

• Long-term scalability

Independent 3PLs remain not just relevant - but essential.

The future is not “Amazon vs. 3PL.”

The future is intentional hybrid fulfillment, led by strategy, not incentives.

If you’re a brand evaluating MCF Preferred Pricing and wondering how it fits into your fulfillment strategy, the right conversation isn’t “How do I save 15% this quarter?”

It’s:

“How do I build a fulfillment stack that won’t break when the rules change?”

That’s where the right 3PL still wins.