What is Amazon FBA (Fulfillment by Amazon) & FBM (Fulfillment by Merchant) ?

amazon fba & fbm

Selling products on Amazon has become an increasingly popular way for businesses and individuals to reach a wide audience and tap into the massive online marketplace. As an Amazon seller, you have two primary options for fulfilling your orders: Amazon FBA (Fulfillment by Amazon) and Amazon FBM (Fulfillment by Merchant). Each method comes with its own set of benefits and drawbacks, and choosing the right one can significantly impact your business’s success. In this article, we will explore both Amazon FBA and Amazon FBM, highlighting their key features, pros, and cons.

Amazon FBA (Fulfillment by Amazon)

Amazon FBA, which stands for Fulfillment by Amazon, is a comprehensive service provided by Amazon that allows sellers to outsource their order fulfillment processes to the e-commerce giant. When you opt for FBA, Amazon takes care of storing your products in their fulfillment centers, packing and shipping them to customers, and handling customer service on your behalf. Here are the key points to know about Amazon FBA:


While Amazon FBA offers valuable services, it comes with associated costs that sellers should consider before opting in. These costs include fulfillment fees for packing and shipping, inventory storage fees based on the space your products occupy in Amazon’s warehouses, and long-term storage fees if your products remain unsold for an extended period.

Pros of Amazon FBA

  • Logistics Support and Scalability: With Amazon’s vast fulfillment network, you can reach customers quickly and efficiently. Additionally, FBA allows you to handle a high volume of orders, making it suitable for businesses experiencing rapid growth.
  • Prime Benefits and Buy Box: Products fulfilled by Amazon FBA are eligible for Prime two-day shipping, offering a significant advantage in winning the “Buy Box,” which leads to higher sales and visibility.
  • Customer Support: Amazon handles customer inquiries and returns, providing 24/7 customer support, which can enhance your brand’s reputation.
  • Storage Facilities: FBA grants you access to Amazon’s top-tier warehousing infrastructure, ensuring that your inventory is stored securely and efficiently.

Cons of Amazon FBA

  • Costly: While FBA offers numerous benefits, the expenses associated with the service can eat into your profit margins, particularly for low-margin products or low sales volume.
  • Inventory Management: Sellers must carefully manage their inventory levels to avoid long-term storage fees and stockouts, which could harm their performance metrics.
  • Limited Brand Customization: Since Amazon handles order fulfillment and shipping, you have limited control over branding and packaging, which might impact your ability to create a unique brand experience.

In conclusion, Amazon FBA is an excellent option for sellers looking to focus on their core business while outsourcing the complexities of fulfillment to Amazon. It is particularly beneficial for businesses that prioritize fast and reliable shipping, have a steady sales volume, and seek to leverage Amazon’s Prime program to boost sales.

Amazon FBM (Fulfillment by Merchant)

Amazon FBM, or Fulfillment by Merchant, allows sellers to handle the entire fulfillment process independently. With FBM, sellers are responsible for storing inventory, packaging products, shipping orders, and handling customer service inquiries. Here are the key points to consider about Amazon FBM:

When to choose Amazon FBM:

  • Exclusive or Customized Products: If you offer unique or personalized products that require special attention or packaging, FBM gives you more control over the process.
  • Low Sales Frequency: For products with infrequent sales, FBM might be more cost-effective, as you can avoid the storage fees associated with Amazon FBA.
  • Lower Profit Margin Products: If your products have lower profit margins, managing your fulfillment can help reduce costs and maintain profitability.
  • Specific Situations: Depending on your business model and objectives, there might be situations where FBM aligns better with your needs.

In conclusion, Amazon FBM is an excellent choice for sellers seeking more control over their fulfillment process, unique branding opportunities, or cost savings for products with limited sales frequency or lower profit margins. This method is especially suitable for businesses with well-established logistics and fulfillment capabilities.

Final Thoughts: Flexibility for All Sellers

Whether you choose Amazon FBA or Amazon FBM, one thing is clear: Amazon provides flexibility for all types of sellers. The platform caters to both those who prefer the convenience and scale of FBA and those who want to retain control over their operations with FBM. Ultimately, the best fulfillment method for your business depends on your specific needs, sales volume, product characteristics, and long-term goals.

As an Amazon seller, it’s essential to carefully evaluate your options and consider factors like cost, scalability, customer service, and brand customization to make an informed decision. Amazon’s platform offers a wealth of resources to help sellers understand and implement their preferred fulfillment method successfully.

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