Amazon MCF

Amazon MCF

Transforming Fulfillment: Amazon's Innovation in Motion

Transforming Fulfillment: Amazon's Innovation in Motion

I led the design of the Amazon Multi-Channel Fulfillment Platform—a solution built to simplify order management, improve logistics efficiency, and help businesses seamlessly fulfill orders across multiple sales channels.

I led the design of the Amazon Multi-Channel Fulfillment Platform—a solution built to simplify order management, improve logistics efficiency, and help businesses seamlessly fulfill orders across multiple sales channels.

My Role

Product Design Lead

Skills

Product Design

User Testing & Research

Hackathon & Workshops Facilitation

Impact

87%

Increase of UI usage

4.5/5

CSAT Score

24%

Reduction in Support Tickets

Background

Background

Background

Imagine you're a business owner, brimming with excitement. You're ready to take your product to the next level, selling more—not just on one platform, but everywhere!



Finding the right fulfillment partner can be a huge hurdle to growth like this.

Amazon's Advantage

200 Fulfillment centers

1.27MM Operations staff

120k Trucks, vans, and planes

The Problem

The Problem

The Problem

MCF sellers and their customers were deeply frustrated.

Basic shipment tracking and order visibility were missing, customization was impossible, and sellers struggled with either missing tools (for enterprise clients) or overwhelming complexity (for smaller businesses).

Ultimately, sellers lacked the tools to run their businesses efficiently.

This platform was not made with enterprises like us in mind.

Brian - Director of eCommerce, General Mills

Brian - Director of eCommerce, General Mills

This platform was not made with enterprises like us in mind.

Brian - Director of eCommerce, General Mills

Brian - Director of eCommerce, General Mills

This platform was not made with
enterprises like us in mind.

Brian - Director of eCommerce, General Mills

Brian - Director of eCommerce, General Mills

Research

Research

Impact of the Problem

Understanding the Scale of the Problem

15%

Decline in Enterprise Adoption

22%

Increase in Support Tickets

Objective

Objective

We wanted to create a user-friendly and feature-rich Amazon MCF experience that empowers sellers of all sizes. This required a fresh start, moving beyond Seller Central to build a new, mobile-first inventory management and shipping platform.

This new platform provides seamless mobile access, real-time shipment tracking, customizable options, and advanced tools to meet the diverse needs of our clientele and improve overall satisfaction.

Metrics

Decrease the Number of Support Tickets

Decrease the Number of
Support Tickets

Increase Users Retention

Achieve a CSAT Score of at Least 4.0 / 5

Achieve a CSAT Score of at
Least 4.0 / 5

Mobile First

Mobile First

We rebuilt the entire platform for smartphones. Sellers can now manage everything on the go, whether they're in a warehouse or a market.

This was crucial for sellers in developing countries who often rely solely on mobile devices.

Real-Time Tracking Dashboard

Real-Time Tracking Dashboard

All critical shipment information—tracking, statuses, handling requirements, and more—brought together in one intuitive, easily accessible hub.

Designed for efficiency, this unified system ensures sellers can manage shipments effortlessly, reducing complexity and saving time.

Flexible Order Creation

Flexible Order Creation

For sellers with low order volume, a simple single-order tool in Seller Central makes it easy to create and manage orders—whether it’s a box of rubber ducks or a shipment of large, flammable lamps.

The system adapts to different handling and storage needs, ensuring shipments are managed properly from start to finish.

Lessons

Lessons

Lessons

Beyond Assumptions

Proposing a new Amazon FBA branch, rather than a simple reskin, taught me to think beyond the brief.

Mobile-First for Global Reach

I saw firsthand how prioritizing smartphone users can dramatically increase adoption, especially in developing markets.

Continuous iteration

Iterative design based on user feedback drives success. Continuous improvement leads to better outcomes and higher satisfaction.

Let's

talk

Good design moves fast.
Great design moves people.
Let’s build something that matters.

Contact me

Adrian Mucha (FruitBat Design, LLC)

Working Remote From LA, © 2025

Let's

talk

We are always on the lookout

for great clients who are passionate about their products and customers.

Contact me

Adrian Mucha (FruitBat Design, LLC)

Working Remote From LA, © 2025

Let's

talk

We are always on the lookout

for great clients who are passionate about their products and customers.

Contact me

Adrian Mucha (FruitBat Design, LLC)

Working Remote From LA, © 2025

Let's

talk

We are always on the lookout

for great clients who are passionate about their products and customers.

Contact me

Adrian Mucha (FruitBat Design, LLC)

Working Remote From LA, © 2025

Let's

talk

We are always on the lookout

for great clients who are passionate about their products and customers.

Contact me

Adrian Mucha (FruitBat Design, LLC)

Working Remote From LA, © 2025