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Amazon India Introduces Multi-Channel Fulfilment to Empower D2C Brands and Sellers

In preparation for the upcoming festive season, Amazon India has unveiled a strategic offering known as Multi-Channel Fulfilment (MCF). This service is designed to cater to sellers, including Direct-to-Consumer (D2C) brands and retailers, by facilitating the management of customer orders received from a variety of channels. Amazon India aims to leverage its extensive pan-India presence, fulfilment centres, and logistics network to empower sellers in delivering a seamless shopping experience across multiple sales platforms.

Streamlining Order Handling

Amazon’s Multi-Channel Fulfilment (MCF) simplifies the order fulfilment process for sellers. It provides them with the capability to efficiently process orders received from diverse channels, which may include their own websites, in addition to Amazon’s marketplace. This streamlining of operations is expected to enhance the overall efficiency of sellers, making it easier for them to manage orders, track shipments, and generate tax invoices.

Festive Season Readiness

The launch of MCF comes at a strategic time as Amazon India, along with competitors like Flipkart, gears up for the fast-approaching festive season. By providing sellers with a comprehensive fulfilment solution, Amazon aims to empower them to meet the surge in customer demand expected during this period. The move underlines Amazon’s commitment to fostering the growth of D2C brands and sellers in India’s dynamic e-commerce landscape.


Amazon India’s Multi-Channel Fulfilment (MCF) represents a significant step towards simplifying order management for sellers, particularly D2C brands and retailers. As the festive season approaches, this service equips sellers with the tools and infrastructure needed to efficiently handle orders from various sales channels, ensuring a seamless shopping experience for customers.


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