Amazon Basics & Introduction

November 20, 2023

Exploring Amazon's FBA and FBM: Which Fulfillment Method Suits You?

When selling on Amazon, choosing the proper fulfillment method is crucial for the success of your business. Amazon offers two primary fulfillment methods: FBA (Fulfillment by Amazon) and FBM (Fulfillment by Merchant). In this article, we will explore the differences between FBA and FBM and help you determine which fulfillment method suits your business needs and goals on Amazon.‍

Fulfillment by Amazon (FBA):

Amazon FBA allows sellers to store their products in Amazon's fulfillment centers. When an order is placed, Amazon handles the picking, packing, shipping, and customer service. Here are some key considerations for FBA:

  • Prime Eligibility: FBA enables sellers to offer Prime-eligible products, which can enhance product visibility, customer trust, and the likelihood of sales.
  • Logistics and Customer Service: Amazon takes care of the entire fulfillment process, relieving sellers of operational burdens and allowing them to focus on other aspects of their business.
  • Amazon's Reputation: FBA leverages Amazon's well-established logistics network and reputation for reliable and efficient fulfillment, enhancing customer confidence and potentially leading to higher conversion rates.

Fulfillment by Merchant (FBM):

FBM requires sellers to handle the fulfillment process themselves. They are responsible for inventory storage, picking, packing, shipping, and customer service. Consider the following factors when choosing FBM:

  • More Control over Shipping: FBM allows sellers to have full control over the shipping process, including choosing preferred carriers, packaging materials, and shipping speed.
  • Cost Savings: FBM can sometimes reduce the fees compared to FBA, improving the profitability for sellers.
  • Customer Service Responsibility: FBM sellers are responsible for their own customer service, including handling returns, inquiries, and addressing issues.

Considerations for Choosing the Right Method:

  1. Product Type and Volume: Consider the nature of your products and the volume of sales. FBA is often preferred for high-volume or fast-moving products, while FBM may be suitable for low-volume or unique items.
  2. Operational Capacity: Assess your operational capabilities, including storage space, packaging materials, and shipping resources. FBA can be advantageous if you lack the infrastructure for efficient fulfillment.
  3. Cost Analysis: Evaluate the costs associated with each fulfillment method, including storage fees, picking and packing fees, shipping costs, and returns. Calculate the impact on your profit margins to make an informed decision.
  4. Customer Expectations: Consider the expectations of your target customers. Prime members may prioritize Prime-eligible products, which FBA offers, while others may prioritize cost or unique shipping options.


Choosing the right fulfillment method, whether FBA or FBM, is crucial for your success as an Amazon seller. Consider the benefits and considerations of each method, such as Prime eligibility, logistics control, cost savings, and customer service responsibility. Assess your product type, operational capacity, cost analysis, and customer expectations to determine which method aligns best with your business needs and goals. Remember, you can also use a hybrid approach, leveraging both FBA and FBM for different products or to offer flexibility to cater to various customer needs. Make an informed decision and optimize your fulfillment strategy to drive success on Amazon.