Steven Pope

So it's just that basically means, hey, you're not going to have to add anything additional like you would with the normal buy with Prime button.

It's just going to do, you know, the typical things of any shipping thresholds, any subscription orders, multi-unit cart building, all of the above, right?

So all of these things I think are really interesting.

The eligibility, you must be an existing MCF merchant with an integration through SPAPI, WebB, Fulfill, or the Amazon MCF app.

So you can use basically any of the platforms you normally would with MCF for this.

But overall, I think this is an interesting move from Amazon.

Very clearly, Amazon only ever does things like this when they're trying to further integrate people into the overall Amazon ecosystem, whether that be the seller or whether that be the customer.

In this case, I think it's going to integrate customers a little bit more because, again, they'll get a big package that maybe has some prime tape on it instead of the normal just brown box the MCF would ship.

And then on top of that, they may just think the next time, ah, you know what?

I think I might just buy direct from Amazon, which I'm guessing is exactly what they're hoping for.

And then on top of that, they're basically getting people to join this program.

And then more than likely come June 30th,

they're gonna roll something out and say, hey, if you want to continue offering this prime eligibility to your customers, you're gonna have to pay X dollars more on top of your standard MCF fulfillment fees.

So very interesting overall program.

Again, I also think the most interesting part is that they say confidential product.

They don't actually have a name for this program.

It's just confidential products.

So overall, interesting beta program.

If you got this email, it's something to test out.

It's something to try on your direct-to-consumer website.