Multichannel brands use Seller Fulfilled Prime to stop splitting inventory between Amazon and everything else. One stock pool serves Amazon Prime, Shopify, Walmart Marketplace and wholesale, with Prime orders prioritized so the badge stays safe.
The problem with split inventory
Split inventory forces multichannel brands to guess how much stock each channel will need weeks in advance. Units sent to FBA cannot easily ship a Shopify order, and units held for direct orders cannot earn the Prime badge on Amazon. One channel stocks out while the other sits on excess.
Seller Fulfilled Prime solves that by keeping Amazon Prime orders in the same warehouse as every other channel. You forecast total demand instead of channel demand, and inventory flows to whichever channel sells it first. The trade-off is that the warehouse must protect Amazon's Prime metrics while juggling other order types, which is exactly what our Prime-first workflow is designed to do.
Prioritization and allocation rules
Prioritization rules decide what ships first when everything arrives at once. In our operations, Amazon Prime orders are released ahead of other orders in each wave, followed by orders with their own tight promises, such as expedited Shopify or Walmart Marketplace orders, and then standard ground orders.
Allocation rules decide how much stock each channel can sell. We can hold safety stock that only Amazon may draw on, cap the quantity offered to marketplaces with weaker margins, or reserve inventory for a wholesale order before it ships. Rules are set by SKU, so a hero product can be protected differently from a long-tail item. Inventory counts sync to every connected channel continuously.
Wholesale and retail alongside Prime
Wholesale and retail orders can ship from the same inventory as Seller Fulfilled Prime orders, but they need to be scheduled carefully. A large carton or pallet order can pull significant labor and stock in one day, which is a risk if it collides with a Prime surge.
We schedule bulk orders around your Prime peaks, pre-allocate stock so a wholesale pick never creates an Amazon cancellation, and stage cartons and pallets separately from parcel operations. Retailer routing guides, labeling and advance ship notices can be handled for accounts that require them. Your Amazon customers keep getting Prime delivery while retail accounts receive complete, compliant shipments.
Frequently asked questions
Can one warehouse fulfill Amazon SFP and Shopify orders?
Yes. One warehouse can fulfill Seller Fulfilled Prime and Shopify orders from the same inventory, with Prime orders prioritized and inventory counts synced to both channels.
How do you prevent overselling across channels?
We sync available quantity to each channel continuously and use safety stock and allocation rules by SKU, so a unit sold on one channel is removed from the others before it can be sold twice.
Can you ship wholesale orders from SFP inventory?
Yes. Wholesale carton and pallet orders ship from the same stock, scheduled and pre-allocated so they do not interfere with Prime order performance.