Beyond FBA: Unlocking Amazon's Fulfillment for Retailers with Wainwright Yu
The Logistics of Logistics Podcast
Release Date: 12/18/2025
Home Delivery World: The Future of Fulfillment with John Beasley
The Logistics of Logistics Podcast
In “Home Delivery World: The Future of Fulfillment”, and , General Manager of Home Delivery World, discuss he critical strategies and emerging technologies redefining the high-stakes journey from the warehouse to the consumer's front door. About John Beasley , General Manager of Home Delivery World, has been part of the HDW team since 2021. With over 8 years in the events world, his goal is to bring innovation to the event and foster a community where attendees can make meaningful connections and drive their businesses forward. His background in sales, business development, partnerships...
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REPOST: Beyond TMS: McLeod's Open Ecosystem and Automation with Doug Schrier
The Logistics of Logistics Podcast
In "Beyond TMS: McLeod's Open Ecosystem and Automation”, and , Vice President of Growth and Special Projects at McLeod Software, discuss the strategic pivot toward an open, automated ecosystem that redefines modern supply chain management. About Doug Schrier , Vice President of Growth and Special Projects at McLeod Software, is a driving force behind the company's strategic expansion while upholding a customer-centric philosophy. With a comprehensive background encompassing over two decades of operations and strategic leadership, Doug has dedicated the past 15 years to the...
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Vanity Metrics Don't Move Freight: Building Real Pipeline in Freight-Tech with Jim Waters
The Logistics of Logistics Podcast
In “Vanity Metrics Don’t Move Freight: Building Real Pipeline in Freight-Tech”, and , Fractional CMO and Founder of FreightTech (marketing), discuss how marketing must shift from a tactical cost center to a strategic operating system that drives real revenue. About Jim Waters is a Boston-based B2B marketing executive with a proven track record of building robust sales pipelines. His passion lies in driving meaningful conversations, understanding customer pain points, and creating compelling content that generates active pipeline velocity. A results-driven innovator, Jim was an early...
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REPOST: Beyond the Rate: Why Accuracy, Transparency, and Context Matter with Dawn Favier
The Logistics of Logistics Podcast
In “Beyond the Rate: Why Accuracy, Transparency and Context Matter”, and , President, Intelligence, at Triumph, discuss how accuracy, transparency, and network connectivity are the new drivers for precision and confidence in the logistics industry. About Dawn Favier serves as President, Intelligence, at Triumph following the acquisition of Greenscreens.ai in May 2025. She brings more than 30 years of leadership experience in transportation management and logistics technology. Prior to joining Triumph, Ms. Salvucci-Favier served as Chief Executive...
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Building the Connected Transportation Ecosystem: A Conversation with Trimble's Michael Kornhauser
The Logistics of Logistics Podcast
In “Building the Connected Transportation Ecosystem: A Conversation with Trimble's Michael Kornhauser”, and , Vice President of Trimble, discuss how integrated data and precision mapping create a more secure, efficient, and connected transportation ecosystem. About Michael Kornhauser is sector vice president of Trimble, leading Transportation & Logistics in North America. With more than 20 years in various leadership roles, Michael has proven to be an astute and dynamic leader with deep industry understanding and passion for delivering superior customer value. Kornhauser, along with...
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The Optym Advantage: Smarter Routing, Planning, and Decision Making with Shaman Ahuja
The Logistics of Logistics Podcast
In “The Optym Advantage: Smarter Routing, Planning, and Decision Making”, and , Deputy CEO of Optym, discuss how applied AI and optimization maximize fleet utilization and driver profitability. About Shaman Ahuja is currently serving as the Deputy CEO of Optym, a company specializing in prepackaged software solutions. With a robust background in technology and product management, he has held various leadership positions within Optym, showcasing his ability to drive innovation and efficiency. He began his professional journey as an intern and has progressively climbed the ranks,...
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Smart Routes, Safer Stops: How Mapping Techis Transforming Trucking with Rishi Mehra
The Logistics of Logistics Podcast
In “Smart Routes, Safer Stops: How Mapping Tech is Transforming Trucking”, and , VP, Product and Engineering at Trimble, discuss how integrated mapping technology optimizes routes, ensures driver safety, and drives profitability through a connected data ecosystem. Rishi Mehra As VP, Product and Engineering, is primarily responsible for overseeing the company’s technology, products and engineering in North America. Mehra has been with Trimble since 2014, and previously served as a senior product manager and director of web products for ALK Technologies (now a part of the Trimble...
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Fleet Profitability Unleashed: The Optimal Dynamics Advantage with Zach Schuhart
The Logistics of Logistics Podcast
In “Fleet Profitability Unleashed: The Optimal Dynamics Advantage”, and , Senior Vice President, Head of Sales at Optimal Dynamics, discuss how decades of academic research and advanced decision intelligence are being used to automate complex logistics and maximize carrier profitability. Zach Schuchart is the Senior Vice President, Head of Sales at Optimal Dynamics. He has over 20 years of experience in the North American and European transportation industries, including roles at UPS, CHAINalytics, and XPO, he brings deep expertise and leadership to the Optimal Dynamics team. As Head of...
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The Fulfillment Playbook: ShipStation's Strategy for Building an Unbreakable Shipping Network with Josh Stenitz
The Logistics of Logistics Podcast
In “The Fulfillment Playbook: ShipStation's Strategy for Building an Unbreakable Shipping Network”, and , Chief Strategy Officer at Auctane, discuss how to turn complex global logistics into a seamless competitive advantage. About Josh Steinitz serves as Chief Strategy Officer at Auctane, a leading global company empowering businesses with intelligent mailing and shipping solutions through trusted products like ShipStation, Stamps.com, Metapack, and Packlink. In his role, Steinitz leads corporate development, strategic partnerships, carrier relationships and strategy, and cross-border...
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The Road Ahead: What Trimble Innovations Mean for Transportation with Jonah McIntire
The Logistics of Logistics Podcast
In “The Road Ahead: What Trimble Innovations Mean for Transportation”, and , Chief Product and Technology Officer at Trimble, discuss Trimble's open, scalable platform that connects every aspect of the supply chain—from trucks and drivers to the back office—by serving as a reliable "system of record" that integrates practical AI innovation to help fleets maximize performance, visibility, and safety. About Jonah McIntire is Chief Product and Technology Officer at Trimble. He joined Transporeon in June 2021 and quickly led a succession of larger product organisations...
info_outlineIn “Beyond FBA: Unlocking Amazon's Fulfillment for Retailers”, Joe Lynch and Wainwright Yu, the General Manager and Director for Amazon’s externalized fulfillment services, including Buy with Prime and Multichannel Fulfillment, discuss how retailers can scale their brands by leveraging Amazon's global logistics and the Prime badge to drive multi-channel growth.
About Wainwright Yu
Wainwright "Wain" Yu currently serves as General Manager and Director of the Multichannel Commerce and Fulfillment business at Amazon, where he leads the organization's business and go-to-market functions. In this role, he oversees strategic initiatives that enable customers to seamlessly fulfill and deliver products across multiple channels. Wain joined Amazon in 2012, beginning his Amazon career in the Kindle organization where he played a pivotal role in expanding services across device platforms, marketplaces, and languages. He later transitioned to the Last Mile Operations organization, where he developed and managed Amazon's extensive network of pickup and return drop-off locations, creating innovative solutions that enhanced customer convenience and operational efficiency. Beyond his corporate responsibilities, Wain is passionate about developing leaders and fostering healthy workplace cultures. He serves as a leadership coach and is a dedicated advocate for mindful, compassionate leadership in the modern workplace. Wain holds an MBA from Stanford University, where he developed his strategic and analytical foundation for business leadership.
About Amazon
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.
Key Takeaways: Beyond FBA: Unlocking Amazon's Fulfillment for Retailers
- In “Beyond FBA: Unlocking Amazon's Fulfillment for Retailers”, Joe Lynch and Wainwright Yu, the General Manager and Director for Amazon’s externalized fulfillment services, including Buy with Prime and Multichannel Fulfillment, discuss how retailers can scale their brands by leveraging Amazon's global logistics and the Prime badge to drive multi-channel growth.
- Leveling the Playing Field with MCF: Wainwright explains how Multi-Channel Fulfillment allows any retailer—whether they sell on Amazon or not—to tap into Amazon’s global network of 200+ fulfillment centers. This turns Amazon into a high-performance 3PL that handles picking, packing, and shipping for orders from your own website, Shopify, or even social media stores.
- The "Halo Effect" of Buy with Prime: A major focus is how Buy with Prime allows D2C (Direct-to-Consumer) sites to offer the familiar Prime logo and checkout experience. By providing the same fast, free delivery promise shoppers trust on Amazon, retailers have seen an average 25% lift in conversion rates on their independent sites.
- Unified Inventory Management: Wainwright discusses the strategic advantage of a single pool of inventory. Instead of splitting stock between various warehouses, retailers can keep all their products in Amazon’s centers to fulfill both Amazon.com orders (via FBA) and off-Amazon orders (via MCF), drastically reducing out-of-stock risks.
- Frictionless Checkout via Amazon Pay: With Buy with Prime, the checkout process is streamlined using the customer's existing Amazon account details. This reduces "cart abandonment" because shoppers don't have to enter credit card or shipping info, making the purchase as simple as a few clicks.
- Unbranded Packaging Options: A common concern for retailers is brand identity. Wainwright highlights that MCF orders can be shipped in unbranded, "blank box" packaging, allowing the retailer’s brand to remain front and center rather than being overshadowed by Amazon's smile logo.
- Trust-Building through Reviews: Through Buy with Prime, retailers can now display their Amazon.com star ratings and reviews directly on their own websites. This social proof helps "new-to-brand" shoppers feel confident enough to buy from a site they may be visiting for the first time.
- Predictable, All-In Pricing: Wainwright clarifies that both services offer a simple, transparent fee structure that includes storage, picking, packing, and shipping. For many brands, this eliminates the hidden costs of managing private warehouses and allows for more accurate margin forecasting.