Live from Amazon Accelerate with Amazon’s Wain Yu

Dec 3, 2025

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The CPG Guys are joined in this episode by Wain Yu, GM/Director of Buy With Prime & Multi-Channel Fulfillment at Amazon.

Follow Wain on LinkedIn at: https://www.linkedin.com/in/wainwrightyu/

Follow Amazon on LinkedIn at: https://www.linkedin.com/company/amazon/

Follow Buy with Prime online at: https://buywithprime.amazon.com/

Wain answered these questions:

There are several new partners whose orders now that sellers have a choice for pick, pack and ship with Amazon. Tell our audience who they are and why this is ground breaking indeed!
What does this new expansion mean for Amazon sellers and the growth of their small businesses?
Can you share what your goals are as GM for Amazon MCF & Buy with Prime?
How does Amazon view the role of fulfillment and seamless checkout experiences (via Buy with Prime) in the overall customer journey and in building brand trust?
What are the top priorities for Amazon in enhancing MCF and Buy with Prime over the next 12-24 months?
For a CPG brand considering Multi-Channel and Buy with Prime, what are the most compelling benefits (conversion, retention, logistics savings, etc.) — and what are the trade-offs?
How does Multi-Channel Fulfillment and other Amazon logistic services help support sellers?
What are the benefits Amazon sellers get from using Multi-Channel Fulfillment?
What criteria or operational readiness should brands evaluate to ensure they get the most out of MCF & Buy with Prime?
Fast, free delivery promises often increase consumer expectations. How does Amazon ensure reliability and consistency for brands using Buy with Prime across different geographies / fulfillment networks?
What makes Amazon’s third party logistics an unique industry offering?
What data & analytics can brands access when using Buy with Prime & MCF?
How do you see technology (e.g. AI, predictive logistics, demand sensing) playing a role in improving fulfillment speed, reducing waste/costs, or improving the customer experience?
How do you see the landscape evolving for fulfillment / checkout services — from other marketplaces, startup 3PLs, or tech companies trying to replicate Buy with Prime’s value?
Looking ahead, how might consumer expectations shift (faster delivery windows, more flexible returns, sustainability) and how will Amazon’s fulfillment/checkout offerings need to adjust?

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