Amazon FBA Vs FBM (The Complete Guide 2023) Sellersupport July 14, 2023

Amazon FBA Vs FBM (The Complete Guide 2023)


As an Amazon seller, choosing the right fulfillment method is a critical decision that can significantly impact your business’s success. In 2023, Amazon offers two primary fulfillment options: Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM). Each method comes with its own set of advantages and considerations. This comprehensive guide will walk you through the differences between Amazon FBA and FBM, enabling you to make an informed choice that aligns with your business goals.

What is Amazon FBA?


Amazon FBA is a fulfillment service offered by Amazon. When you opt for FBA, you send your products to Amazon’s fulfillment centers, and they take care of storage, packing, shipping, and customer service on your behalf. FBA sellers leverage Amazon’s extensive logistics network to deliver products to customers efficiently.

Advantages of Amazon FBA

  1. Prime Eligibility: FBA products qualify for Amazon Prime’s fast and free shipping, appealing to a broader customer base.
  2. Customer Trust: With “Fulfilled by Amazon” status, customers are more likely to trust the delivery and service, leading to higher conversion rates.
  3. Global Reach: FBA enables international selling by allowing you to store inventory in multiple countries’ fulfillment centers.
  4. Time Savings: Amazon handles order fulfillment, giving you more time to focus on other aspects of your business.

What is Amazon FBM?


Amazon FBM, on the other hand, stands for Fulfillment by Merchant. With FBM, you, as the seller, are responsible for storing, packing, and shipping your products directly to customers. Amazon’s role is limited to providing the online platform for selling and handling customer inquiries.

Advantages of Amazon FBM

  1. Inventory Control: You have more control over your inventory and fulfillment process.
  2. Lower Costs: FBM may be cost-effective for sellers with lower sales volumes or larger products that incur high FBA fees.
  3. Customization: With FBM, you can include personalized branding and packaging.
  4. Handling Returns: You handle customer returns and can directly address any issues.

Amazon FBA vs. FBM: Key Differences

1. Fulfillment Process

  • FBA: Amazon stores, picks, packs, and ships orders to customers.
  • FBM: Sellers store, pick, pack, and ship orders to customers themselves.

2. Prime Eligibility

  • FBA: FBA products are Prime-eligible, giving them a competitive advantage.
  • FBM: FBM products are not automatically Prime-eligible, potentially leading to lower visibility for Prime members.

3. Storage and Inventory Management

  • FBA: Amazon handles inventory storage and management in their fulfillment centers.
  • FBM: Sellers are responsible for managing their own inventory and storage facilities.

4. Shipping and Delivery

  • FBA: Amazon’s robust shipping network ensures fast and reliable delivery.
  • FBM: Shipping times and reliability depend on the seller’s chosen shipping methods.

5. Customer Service

  • FBA: Amazon’s customer service team handles inquiries and returns for FBA orders.
  • FBM: Sellers are responsible for addressing customer inquiries and handling returns.

Choosing Between FBA and FBM

The decision between FBA and FBM depends on various factors:

1. Sales Volume

For sellers with high sales volumes, FBA may be more efficient, as Amazon handles the fulfillment process and provides Prime eligibility.

2. Product Size and Weight

For oversized or heavy products that incur high FBA fees, FBM might be a more cost-effective option.

3. Control and Branding

Sellers who value greater control over the fulfillment process and want to include custom branding often prefer FBM.

4. International Selling

FBA is ideal for sellers looking to expand internationally, as it allows easy access to global markets.


In 2023, Amazon FBA and FBM remain two compelling fulfillment options for sellers. Amazon FBA offers convenience, Prime eligibility, and global reach, while FBM provides greater control and potential cost savings. Assess your business needs, sales volume, product characteristics, and long-term goals to make the best choice between Amazon FBA and FBM. Remember, each method has its unique advantages, and what works best for one seller may not be ideal for another.


FAQs (Frequently Asked Questions)

  1. Q: Can I switch between FBA and FBM?A: Yes, sellers can switch between FBA and FBM as needed. However, it’s essential to manage inventory and fulfill orders consistently during the transition.
  2. Q: Which is better for new sellers: FBA or FBM?A: For new sellers, FBA can provide a head start with Prime eligibility and efficient order fulfillment. It can also build customer trust faster.
  3. Q: Are there any products that cannot use FBA?A: Yes, certain products, such as hazardous materials, prohibited items, and some oversized items, may not be eligible for FBA.
  4. Q: How does Amazon handle returns for FBM orders?A: With FBM, sellers are responsible for managing customer returns and processing refunds directly.
  5. Q: Can I use both FBA and FBM for different products in my inventory?A: Absolutely! Some sellers use a combination of FBA and FBM based on product characteristics and sales volume.
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