For 2026, Amazon is making its own European fees cheaper. It is cutting FBA fulfilment fees on parcels by an average of €0.32 a unit, and on lower-priced items at or below €20 by around €0.45, for a net reduction of roughly €0.17 a unit across Europe. Good news, until you notice which orders do not get the discount. Multi-Channel Fulfilment, the program you use to ship your Shopify, TikTok Shop and other-marketplace orders out of Amazon's warehouses, was left out of the cuts, and from May 2026 it takes a new 1.5% fuel and logistics surcharge on shipping. Amazon is making the orders it keeps cheaper to fulfil, and leaving the ones that go anywhere else exactly where they were, or a little higher.
Amazon cut FBA. It left your other channels out.
MCF is the quiet workhorse a lot of brands lean on: hold stock in Amazon's warehouse, and let Amazon pick, pack and ship the orders that come in from your own store and every marketplace you sell on. When Amazon trims FBA fees, it can feel like the whole warehouse just got cheaper. It did not.
The 2026 reductions, €0.32 off parcels and up to €0.45 off low-price items, land on FBA: the orders placed on Amazon itself. The orders placed anywhere else, fulfilled through MCF, were left out of the cut. Then from 2 May 2026, MCF picks up the same 1.5% fuel and logistics surcharge Amazon is adding to shipping. Amazon has not spelled out the logic, and we will not put words in its mouth. But the direction is clear enough: the cheaper it makes an order it keeps on its own marketplace, the wider the gap to an order you fulfil somewhere else through its network. That gap is Amazon's to move, and it is not moving in your favour.
The problem: off-Amazon is where the growth is
If the extra channels were a sideshow, none of this would matter. They are the opposite. Mirakl's 2026 Seller Report, drawn from more than 100,000 sellers, found that brands active on two or more marketplaces generate roughly 17.5 times the GMV of single-channel ones. Selling in more than one place has stopped being a growth tactic and become a resilience one: when a single channel dips or an algorithm shifts, the others carry you.
So brands are being pushed in two directions at once. Diversify, because that is where the revenue and the resilience are. But do not run that growth through Amazon's warehouse, because that is the flow Amazon is quietly leaving on the wrong side of its own price cuts. That is the double bind, and there is a straightforward way out of it.
Run any mix you like, Prime included
The answer is not to leave Amazon, and it is not to lock your Prime volume into FBA either. You hold your stock with us once, and we fulfil across 100+ sales channels through Qapla', with branded multi-carrier tracking and Iris address correction that fixes around 90% of bad Italian addresses before dispatch. Shopify, TikTok Shop and the other marketplaces ship on flat euro carrier rates that do not ratchet up on a fixed January schedule. See how we think about multichannel fulfilment, or the trade-offs between FBA, FBM, SFP and 3PL.
Prime is part of the same picture, not an exception to it. We are a Seller Fulfilled Prime certified 3PL, so the Prime badge no longer has to mean FBA. From a single pool of stock we can carry the badge ourselves and ship your Prime orders next to your Shopify and TikTok Shop ones, or you keep the fastest movers at FBA and send us the rest, or you split a single SKU across both. You decide the mix per product, on what each one actually costs to ship, rather than letting Amazon's fee schedule decide it for you.
None of this makes your other channels any less worth having. It just makes Amazon's warehouse the wrong place to fulfil them from, and that reads truer every year Amazon saves its discounts for the orders it keeps. Move that flow onto flat euro carrier rates, and the gap Amazon keeps widening stops being yours to pay.
If a good part of your volume already ships off Amazon, tell us what you sell and where, and we will show you what it would cost to run on carrier rates instead. Get in touch and we will work through it with you.