MF

Merchant Fulfilled (MF) - also known as Fulfilled by Merchant (FBM) - is one of the core fulfillment options for third-party (3P) sellers on Amazon. In this model, sellers are fully responsible for inventory storage, order packing, shipping, and customer service.

Key characteristics of MF:

• Orders are shipped from the seller’s own warehouse or 3PL
• Sellers choose and manage their own carriers and shipping methods
• Enables more control over handling time, packaging, and margins
• Sellers must meet Amazon’s shipping performance metrics (on-time delivery, valid tracking, low cancellation rate)

When to use MF:

• For low-margin or heavy/bulky products that are costly to store in FBA
• When fulfilling from outside Amazon’s standard FC network (e.g., drop shipping or international warehouses)
• For products with limited sales velocity or customization needs

Limitations:

• Longer delivery times compared to Prime-eligible FBA offers
• May not win the Buy Box as frequently as FBA sellers
• No access to Prime badge (unless enrolled in Seller Fulfilled Prime, SFP)

💡 Example: A seller lists handmade candles and ships each order directly from their studio using Merchant Fulfilled rather than FBA.

In short:
MF (Merchant Fulfilled) is a fulfillment method where Amazon sellers handle storage, packing, and shipping themselves - offering flexibility but requiring strong operational performance.