Featuring Craig Barnell (Director of Customer Insights, Inventory Optimizer; COO, Fishers Finery) and Ryan Carbone (Director of Support & Product Implementation, Inventory Optimizer).

As ecommerce brands expand across marketplaces, staying in stock becomes more complex—especially when Amazon FBA only looks at Amazon sales. In this episode of “If You Don’t Have It, You Can’t Sell It,” Ryan and Craig break down why Multi-Channel Fulfillment (MCF) can dramatically impact your restocking strategy, and how Fishers Finery uses Inventory Optimizer to stay in stock across Shopify, Amazon, and more.

The Challenge

Fishers Finery sells on Amazon and Shopify from the same FBA inventory, creating major visibility gaps:

  • Amazon’s FBA tools forecast only Amazon demand
  • High-selling Shopify SKUs went out of stock despite inventory being available
  • MCF requires inventory to be slotted in FBA to fulfill non-Amazon orders; AWD storage alone isn’t enough

“Before we unified forecasting, Amazon tools ignored MCF demand completely. We had the inventory—but not in the right place.” Craig Barnell

The Solution

Fishers Finery turned to Inventory Optimizer and Restock AMZ to bring all sales channels into one forecasting mode that:

  • Forecasted total demand across all channels
  • Calculated accurate FBA replenishment with AI-driven models
  • Pre-staged inventory before shipping into FBA
  • Automated multi-channel restocking recommendations
  • Proactively moved inventory from AWD to FBA during peak periods

This unified model balances direct-to-consumer demand, Amazon demand, AWD staging, MCF availability timing, and FBA slotting requirements.

“Our tool shows when inventory isn’t slotted correctly. Moving it manually from AWD to FBA solved so many stockouts.”

The Results

Once FBA replenishment was based on total demand instead of Amazon-only demand, everything changed. Fishers Finery achieved

  • 93%+ in-stock rate on top SKUs, even during peaks
  • Dramatic reduction in Shopify stockouts
  • Accurate inventory across 4,000 SKUs
  • Faster response during demand spikes

“We had the product—we just weren’t getting it into the fulfillment network. Now we finally can.”

Takeaway

If Shopify and Amazon share inventory but your replenishment is Amazon-only, you’re losing sales. MCF success requires a unified forecast that has FBA and AWD inventory visibility, and a restocking engine aligned with MCF timelines.

Inventory Optimizer + Restock AMZ aligns FBA replenishment with total demand, prevents hidden stockouts, and keeps every channel flowing.

Watch the episode or schedule a demo to learn more about Inventory Optimizer and Fishers Finery’s strategy.