Overview

Amazon has expanded its unbranded packaging option for Multi‑Channel Fulfillment (MCF) orders to four additional European countries—Germany, Spain, France, and Italy. Effective immediately, sellers who ship non‑Amazon sales through MCF in these markets will receive plain, logo‑free boxes, tape, and fillers at no extra charge. The change removes a long‑standing branding obstacle and makes MCF a more attractive logistics choice for European‑based sellers.

Key Points

• Four new markets live — Germany, Spain, France and Italy now support unbranded MCF packaging, joining the United States rollout.
• Zero‑cost, automatic activation — Eligible orders are switched to plain packaging by default, and sellers incur no additional fees for the service.
• European Fulfillment Network (EFN) inclusion — Cross‑border EFN shipments are covered, so a single inventory pool can serve all five markets with consistent packaging.
• Size and weight thresholds — Items must fit within 45.72 × 35.56 × 20.32 cm and weigh no more than 9 kg to qualify for the neutral packaging.
• Category exclusions — Apparel, footwear and other non‑sortable categories are still shipped in Amazon‑branded materials.
• Brand perception boost — Customers receiving plain boxes no longer see Amazon branding, which helps sellers preserve their own brand identity on direct‑to‑consumer orders.

How Unbranded Packaging Works

1. Order intake — An external‑channel order (e.g., a Shopify checkout) is routed to Amazon’s MCF system, triggering the packaging decision engine. Example: A French customer buys a 250 g silicone spatula from a seller’s website, and the order is logged as an MCF request.
2. Eligibility check — The system verifies that the SKU meets the sortable‑inventory dimensions, weight limits, and category rules. Example: The same spatula passes the 9 kg and size test, so it qualifies for plain packaging.
3. Brand‑free material selection — Amazon’s fulfillment center pulls unbranded boxes, plain tape, and neutral filler from a dedicated inventory pool, replacing the standard Amazon‑branded stock.