Amazon Web Services (AWS) is tightening its SAP play in retail and direct-to-consumer (DTC) by launching prebuilt Accelerators that connect Amazon Multi-Channel Fulfillment (MCF) and Buy with Prime to SAP S/4HANA via SAP Business Technology Platform (BTP) and SAP Integration Suite. The intent, AWS announced on January 12, is to let SAP merchants integrate Amazon fulfillment and checkout services into existing channels without extensive custom development, shortening implementation timelines compared with bespoke integrations.
What AWS Is Rolling Out
Amazon MCF and Buy with Prime are now available as Accelerators for SAP S/4HANA, delivering prebuilt integration content that runs on SAP BTP and SAP Integration Suite. SAP customers can connect their existing S/4HANA order management and e-commerce processes to Amazon’s fulfillment services to handle picking, packing, shipping, and cross-channel order management. Buy with Prime can also be added to merchant-owned storefronts, with S/4HANA remaining the system of record for orders, inventory, and financial data.
MCF is positioned as a third-party logistics option that allows merchants to use Amazon’s fulfillment network as a shared inventory pool across sales channels. Merchants using MCF on off-Amazon channels reportedly will see measurable revenue uplift, though results will vary by retailer and operating model. Buy with Prime allows brands to offer Prime delivery and returns on their own sites, with Amazon highlighting higher conversion and repeat usage among shoppers who use the service.
How The Accelerators Work
The Accelerators rely on SAP BTP and SAP Integration Suite to connect SAP S/4HANA with Amazon’s MCF and Buy with Prime APIs. AWS said the availability of prebuilt integration content can significantly reduce integration effort and enable faster deployments than custom-built approaches. Merchants can embed Buy with Prime and/or MCF into existing digital experiences and synchronize order, fulfillment, returns, inventory, and refund data back into S/4HANA.
Out-of-the-box modules cover common integration scenarios, including fulfilling all or selected order items via Amazon, managing fulfillment cancellations, sending order and package status updates, handling returns initiated through either channel, synchronizing refund details, and receiving inventory updates into SAP. To use the content, customers must have S/4HANA configured for e-commerce order capture, identify Buy with Prime items at the front end, and subscribe to SAP Integration Suite.
Why This Matters for SAP Merchants
The Accelerators are framed as a way for SAP customers to access Amazon’s logistics network and checkout capabilities without restructuring core S/4HANA processes. From an architectural perspective, the approach standardizes integration patterns that many SAP retailers previously implemented through custom projects, reducing one-off development and ongoing maintenance.
For SAP customers that already built bespoke integrations to route Prime-eligible items to Amazon, reconcile post-order updates, and manage split fulfillment, the Accelerators formalize those patterns within SAP’s platform layer. The model keeps S/4HANA as the backbone for order, inventory, and financial control, while shifting portions of fulfillment execution and customer-facing delivery experience to Amazon’s infrastructure.
What This Means for ERP Insiders
Prime-grade fulfillment is becoming an integration pattern, not just a marketplace feature. The Accelerators reflect a broader shift where ERP systems such as SAP S/4HANA act as transactional cores, while external networks provide fulfillment and customer experience capabilities. This raises expectations that modern ERP landscapes will support standardized connectors to third-party logistics and commerce services, not just internal warehouses and carriers.
SAP BTP and SAP Integration Suite are consolidating their role as ecosystem middleware. By anchoring the integration on SAP’s platform and integration layer, the solution reinforces a reference architecture in which BTP mediates connections between S/4HANA and external commerce networks. For enterprise architects and system integrators, this shows the importance of treating SAP Integration Suite as a strategic core capability.
Retail and DTC differentiation will depend on how well fulfillment models are orchestrated. With predefined flows for order splitting, inventory synchronization, returns, and refunds, SAP customers have a clearer path to blending Amazon fulfillment with internal operations. The strategic question for finance, supply chain, and commerce leaders shifts from whether to connect to Amazon’s network to how to balance external fulfillment with internal capabilities while maintaining margin discipline, operational control, and a single source of truth in SAP S/4HANA.
