Brandwave

Amazon Multi-Channel Fulfillment vs eFulfillment Service:Which is more popular?

In September 2026, Amazon Multi-Channel Fulfillment had more branded searches than eFulfillment Service among order fulfilment services worldwide. Amazon Multi-Channel Fulfillment had about 2,780 branded searches, while eFulfillment Service had 1,000. Amazon Multi-Channel Fulfillment made up 5.6% of all order fulfilment service searches we track, and eFulfillment Service accounted for 2%. When we asked ChatGPT and Google AI Overviews about order fulfilment services, eFulfillment Service appeared in four of the five answers and Amazon Multi-Channel Fulfillment in two. eFulfillment Service was mentioned before Amazon Multi-Channel Fulfillment in three out of four answers.

Among order fulfilment services worldwide in September 2026

Who do people search for more?

Amazon Multi-Channel Fulfillment, about 3 searches for every 1 for eFulfillment Service

Amazon Multi-Channel Fulfillment 2.8K searcheseFulfillment Service 1K searches

Who does AI mention more?

eFulfillment Service, mentioned in 4 of 5 answers, Amazon Multi-Channel Fulfillment in 2

eFulfillment Service in 4 of 5Amazon Multi-Channel Fulfillment in 2 of 5

Who does AI recommend more?

eFulfillment Service, named ahead of Amazon Multi-Channel Fulfillment in 3 of 4 answers

eFulfillment Service first in 3Amazon Multi-Channel Fulfillment first in 1

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Top order fulfilment services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, eFulfillment Service was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Amazon Multi-Channel Fulfillment was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. eFulfillment Service was listed before Amazon Multi-Channel Fulfillment in three out of four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. ShipBob1st
  2. ShipMonk2nd
  3. eFulfillment Service3rd
  4. Amazon Multi-Channel Fulfillment4th
  5. Rakuten Super Logistics–
  6. Byrd–
  7. Radial–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • ShipBob4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • eFulfillment Service4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ShipMonk3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazon Multi-Channel Fulfillment2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rakuten Super Logistics0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Byrd0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Radial0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about order fulfilment services

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Amazon Multi-Channel Fulfillment or eFulfillment Service more popular in search?

This chart shows how often people search Google for Amazon Multi-Channel Fulfillment and eFulfillment Service by name. Each line represents a brand's share of searches for all seven order fulfilment services we track, month by month, from English-language searches worldwide.

Amazon Multi-Channel Fulfillment and eFulfillment Service among order fulfilment services worldwide, by month

Share of searches by month for Amazon Multi-Channel Fulfillment, eFulfillment Service. The figures are in the table below the chart.

View monthly share of searches table
MonthShipBobShipMonkAmazon Multi-Channel FulfillmenteFulfillment ServiceRakuten Super LogisticsByrdRadial
Oct 202559%32.3%5.7%2.3%0.57%0.05%0.02%
Nov 202550.1%41.1%6.3%1.9%0.59%0.04%0.02%
Dec 202554.5%36.6%6.2%2.1%0.53%0.03%0.02%
Jan 202653.9%36%6.8%2.6%0.78%0.04%0.02%
Feb 202653.9%36%6.8%2.6%0.64%0.06%0.02%
Mar 202653%35.4%7.8%3.1%0.63%0.06%0.02%
Apr 202654.1%36.1%6.5%2.6%0.52%0.06%0.06%
May 202654.3%36.3%6.8%2%0.52%0.04%0.02%
Jun 202658.3%31.8%7.1%2.2%0.56%0.04%0.02%
Jul 202657.9%31.6%7%2.8%0.56%0.04%0.02%
Aug 202655.1%36.8%5.7%2%0.35%0.06%0.02%
Sep 202655.1%36.8%5.6%2%0.43%0.02%0.02%

How has the Amazon Multi-Channel Fulfillment and eFulfillment Service comparison changed over the last 12 months?

3 findings

How did search popularity change for order fulfilment services worldwide in September 2026?

2 changes

  1. Amazon Multi-Channel Fulfillment’s share of searches among order fulfilment services worldwide has lost ground for 3 months in a row, from 7.1% to 5.6% in September 2026.

  2. Estimated monthly branded searches for eFulfillment Service worldwide fell 23.1% over 12 measured months, from 1.3K to 1K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Amazon Multi-Channel Fulfillment’s and eFulfillment Service’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Amazon Multi-Channel Fulfillment

2 branded search terms

  • amazon mcf
  • amazon multi channel fulfillment

eFulfillment Service

1 branded search term

  • efulfillment service

How the Brand Demand Index is measured

Other head-to-heads among order fulfilment services

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