What: Amazon unveils new supply chain features—including expanded Multi-Channel Fulfillment, global warehousing, and generative AI customs clearance—to help merchants streamline inventory and reach customers across platforms.
Why it is important: This expansion positions Amazon as a critical infrastructure provider for global retail, enabling merchants to optimize inventory, reduce costs, and compete across multiple sales channels.

Amazon is expanding its Multi-Channel Fulfillment service to support merchants selling on Walmart, Shopify, Shein, and other platforms, allowing sellers to manage a single pool of inventory across all channels. The company is also launching Global Warehousing and Distribution, enabling sellers to store products in bulk near manufacturing sites and ship them to destination countries as needed, with initial facilities in China and Vietnam and plans for further expansion. Amazon Global Logistics is adding more direct shipping routes from manufacturing hubs to major markets, aiming to cover 96% of inbound seller volume by the end of 2026. Additionally, Amazon is leveraging generative AI to simplify customs clearance, cutting paperwork time by over 50% and reducing errors. These innovations are designed to help merchants reduce out-of-stocks, increase inventory turnover, and deliver faster, more reliably to customers worldwide, reinforcing Amazon’s role as a foundational logistics and technology partner for global retail.
IADS Notes: Amazon’s expansion of its Multi-Channel Fulfillment service and supply chain portfolio reflects a broader transformation in global retail logistics and technology. As reported by Retail Dive in November 2024, leading retailers like Ulta and Amazon are adopting market fulfilment centre models and automation to optimise inventory and reduce out-of-stocks, supporting omnichannel growth . Bain & Company in May 2025 and Forbes in January 2025 highlighted the industry-wide shift toward segmented, resilient supply chains and global warehousing strategies, enabling retailers to manage inventory more efficiently and respond to cross-border demand . BCG in November 2024 and Journal du Net in February 2025 described how generative AI and AI agents are revolutionising supply chain management, including customs clearance, by streamlining processes and reducing administrative time. Forbes in April and July 2025 covered Amazon’s expansion of its Haul platform and the launch of “Buy For Me,” illustrating how Amazon is leveraging its fulfilment infrastructure and AI to support cross-platform sales and compete with global e-commerce rivals. Finally, WWD in November 2024 and Forbes in January 2025 noted that AI and automation are now essential for retail competitiveness, with successful implementations delivering measurable improvements in speed, accuracy, and profitability.

Amazon unveils new logistics and fulfillment upgrades for sellers