Amazon MCF is releasing a new program Currently dubbed "Confidential Product" Th
By Noah Wickham · March 25, 2026 · Curated by George's Blog
Amazon MCF is releasing a new program
Currently dubbed "Confidential Product"
This product allows for non-prime holding buyers to use prime shipping at checkout on DTC sites
Is Amazon finally abandoning the subscription route?
Honestly? Probably not.
BUT it does show that they will give many of those benefits to try and capture DTC audience
"Oh I really like how fast prime shipping is, I'm going to use Amazon next time" - How they are expecting customers to react
As long as it is not overly expensive for sellers, I call it a win either way