Walmart Opens the Door to Amazon MCF: What It Means for Marketplace Sellers

Kelly Andrews
May 28
2 min read

In a move that could reshape multi-channel fulfillment strategies, Walmart has officially begun allowing sellers to use Amazon's Multi-Channel Fulfillment (MCF) to fulfill Walmart Marketplace orders. For years, Walmart prohibited the use of Amazon FBA/MCF due to competitive concerns. But now, in 2025, that barrier has been removed—offering new flexibility for omnichannel sellers.

So what does this change mean, and how can your brand take advantage without risking penalties or inefficiencies? Let’s break it down.

A Big Shift in Fulfillment Strategy

Previously, Walmart explicitly restricted the use of Amazon's logistics network for fulfilling Walmart orders. But with the growing complexity of supply chains and sellers’ demand for centralized inventory management, Walmart has officially reversed course. Sellers can now use Amazon’s vast fulfillment infrastructure to ship Walmart orders—no workarounds required.

This creates a significant opportunity for brands that already store inventory with Amazon’s MCF network and want to expand on Walmart without needing to duplicate inventory or invest in separate 3PL setups.

What You Can (and Can’t) Do

While the policy change is welcome, sellers must still meet Walmart’s expectations for fulfillment:

No Amazon-branded packaging is allowed. Walmart requires orders to be shipped in neutral, unbranded packaging.
MCF’s unbranded packaging service is automatically available through Amazon for an extra fee—make sure it’s enabled.
Shipping speed and accuracy remain critical. Walmart holds sellers to high performance standards, so ensure your MCF settings align with promised delivery windows.
MCF cannot be used to bypass Walmart fulfillment rules. Misuse or poor performance can still result in suspension or penalties.

Who Benefits Most?

This change is a game-changer for:

Amazon-native brands looking to test Walmart without building a new logistics system
DTC sellers seeking centralized inventory for multiple channels
Small to mid-sized brands that want to scale without adding new warehouse partners

By tapping into Amazon MCF, sellers can streamline inventory, improve cash flow, and simplify operations—all while expanding reach to Walmart’s 100M+ monthly visitors.

Why Strategy Still Matters

Just because it’s now allowed doesn’t mean it’s foolproof. Choosing MCF as your Walmart fulfillment method comes with operational, financial, and branding considerations:

How do fees compare to Walmart Fulfillment Services (WFS)?
Will MCF shipping times meet Walmart’s expectations?
Should you centralize all fulfillment with Amazon—or diversify?

That’s where we come in.

ZonLabs Can Help You Navigate This

At ZonLabs Consulting, we work with brands across Amazon, Walmart, Shopify, and beyond to optimize fulfillment, reduce friction, and drive profitable multichannel growth. Our team can help you:

Evaluate whether Amazon MCF is the right fit for your Walmart channel
Configure your settings to stay compliant and competitive
Build a smart logistics strategy that supports scalability without sacrificing margins

Want to make the most of this new flexibility without risking your Walmart seller standing? Reach out to ZonLabs — we’re here to help you make confident, profitable decisions across every channel you sell on.