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Amazon FBA vs FBM: Which is the Better Choice?

In the competitive world of e-commerce, sellers on Amazon have two popular fulfillment options to choose from: Amazon FBA (Fulfillment by Amazon) and Amazon FBM (Fulfillment by Merchant). Both options have their own benefits and drawbacks, and it’s important for sellers to carefully consider which one is the better choice for their business. In this article, we will dive into the details of Amazon FBA and FBM, explore the pros and cons of each, compare the costs, and discuss the level of control and flexibility provided by both options.

Understanding Amazon FBA and FBM

When it comes to selling products on Amazon, there are two main fulfillment options available: Amazon FBA and Amazon FBM. These options offer sellers different ways to handle the logistics of their business, allowing them to choose the method that best suits their needs and preferences.

Defining Amazon FBA

Amazon FBA, which stands for Fulfillment by Amazon, is a service provided by Amazon that allows sellers to store their products in Amazon’s fulfillment centers. This means that sellers don’t have to worry about finding and managing their own storage space. Instead, they can take advantage of Amazon’s extensive network of warehouses, strategically located across the globe.

Once a seller’s products are stored in Amazon’s fulfillment centers, the responsibility for packaging, shipping, and customer service is taken over by Amazon. When a customer places an order, Amazon’s dedicated team of fulfillment experts picks, packs, and ships the products on behalf of the seller. This seamless process ensures that the customer receives their order quickly and efficiently.

One of the key advantages of using Amazon FBA is the access to Amazon Prime customers. With Amazon Prime, customers enjoy fast and free shipping on eligible products. By utilizing Amazon FBA, sellers can tap into this vast customer base, increasing their chances of making sales and growing their business.

Defining Amazon FBM

On the other hand, Amazon FBM, or Fulfillment by Merchant, allows sellers to fulfill orders themselves. With FBM, sellers are responsible for storing their products, packaging them, and shipping them directly to the customers.

While this may require more effort and resources on the part of the seller, it also provides them with complete control over the fulfillment process. Sellers who choose FBM can tailor their packaging and shipping methods to align with their brand image and customer preferences. They can also have more flexibility in managing their inventory and making adjustments to their fulfillment strategy as needed.

Another advantage of using Amazon FBM is the potential for cost savings. By handling the fulfillment process themselves, sellers can avoid the fees associated with using Amazon FBA. This can be particularly beneficial for sellers with unique or oversized products that may not fit within the standard FBA guidelines.

However, it’s important to note that with FBM, sellers are responsible for providing excellent customer service. This includes handling returns, addressing customer inquiries, and ensuring timely delivery. While this can be a challenge, it also presents an opportunity for sellers to build direct relationships with their customers and provide a personalized shopping experience.

In conclusion, both Amazon FBA and FBM offer distinct advantages and considerations for sellers. Whether you choose to utilize Amazon’s fulfillment services or handle the process yourself, it’s important to weigh the pros and cons based on your specific business needs and goals.

The Pros and Cons of Amazon FBA

Benefits of Using Amazon FBA

There are several advantages to using Amazon FBA. One of the major benefits is Amazon’s extensive fulfillment network, which ensures fast and reliable delivery to customers. With a vast network of warehouses strategically located across the country, Amazon FBA enables sellers to reach customers in a timely manner, no matter where they are located. This not only enhances customer satisfaction but also increases the likelihood of repeat purchases and positive reviews.

Additionally, FBA offers Prime eligibility, allowing products to be eligible for Prime’s fast and free shipping. This is a significant advantage as Prime members are more likely to make purchases due to the convenience of free and expedited shipping. By utilizing Amazon FBA, sellers can tap into the vast Prime customer base and significantly increase their sales potential.

Another advantage of using Amazon FBA is that it takes care of customer service, including returns and refunds. This saves sellers valuable time and resources that would otherwise be spent on handling customer inquiries and processing returns. Amazon’s dedicated customer service team ensures that any issues are resolved promptly, providing a seamless shopping experience for customers and relieving sellers of the burden of customer support.

Drawbacks of Using Amazon FBA

While Amazon FBA offers many benefits, it also has some drawbacks that sellers should consider. Firstly, using FBA comes with fees, including storage fees, fulfillment fees, and other additional charges. These fees can vary depending on the size and weight of the products, as well as the duration of storage. It is essential for sellers to carefully calculate these costs to ensure that they do not eat into their profits significantly.

Secondly, sellers have limited control over shipping and handling when using Amazon FBA. While Amazon’s fulfillment network is efficient, sellers may have specific packaging or shipping requirements that cannot be accommodated. This lack of control can be a disadvantage for sellers who prioritize customization and branding in their shipping process.

Lastly, when products are stored in Amazon’s fulfillment centers, there is a risk of commingling. Commingling occurs when similar products from different sellers are mixed together in the same bin. While Amazon has measures in place to prevent commingling, there is still a possibility of mix-ups, which can lead to issues with customer satisfaction and brand reputation. It is crucial for sellers to monitor their inventory closely and take necessary precautions to minimize the risk of commingling.

In conclusion, Amazon FBA offers numerous benefits such as fast and reliable delivery, Prime eligibility, and efficient customer service. However, sellers should also consider the drawbacks, including fees, limited control over shipping, and the risk of commingling. By carefully weighing the pros and cons, sellers can make an informed decision on whether Amazon FBA is the right fulfillment option for their business.

The Pros and Cons of Amazon FBM

Advantages of Choosing Amazon FBM

Amazon FBM, or Fulfillment by Merchant, provides sellers with greater control and flexibility in their e-commerce operations. With FBM, sellers have the ability to customize their packaging, allowing them to create a unique and memorable unboxing experience for their customers. By including personalized messages, sellers can establish a deeper connection with their buyers, fostering brand loyalty and repeat purchases.

In addition to customization options, FBM also gives sellers better control over shipping and handling. They can choose their preferred carriers, negotiate shipping rates, and determine the packaging materials that best protect their products. This level of control ensures that sellers can provide a high-quality shipping experience, meeting customer expectations and reducing the risk of damaged goods.

Another advantage of FBM is the ability for sellers to avoid storage fees. With Amazon FBA (Fulfillment by Amazon), sellers are required to pay fees for storing their inventory in Amazon’s warehouses. However, with FBM, sellers can keep their products in their own facilities or use third-party warehouses, giving them more flexibility and potentially reducing costs.

Furthermore, FBM allows sellers to have direct access to their inventory. This means that they can easily manage and track their products, ensuring accurate stock levels and preventing overselling. By having full control over their inventory, sellers can provide accurate product listings and avoid disappointing customers with out-of-stock items.

By fulfilling orders themselves, sellers using FBM can also establish stronger relationships with their customers. They have the opportunity to provide personalized customer service, promptly address any issues or concerns, and go the extra mile to exceed customer expectations. This level of personalized attention can lead to positive reviews, word-of-mouth referrals, and ultimately, increased sales.

Disadvantages of Choosing Amazon FBM

While Amazon FBM offers control and flexibility, it also has its disadvantages that sellers should consider. One major drawback is the lack of Prime eligibility for FBM products. Prime customers, who pay for a premium subscription, often prioritize products that are eligible for Prime shipping. This means that products fulfilled by merchants may have a lower chance of being chosen by Prime customers, potentially impacting sales.

Additionally, handling all aspects of fulfillment can be time-consuming and require additional resources. Sellers using FBM are responsible for receiving, storing, picking, packing, and shipping orders. This can be a significant operational burden, especially for small businesses or sellers with limited resources. It may require hiring additional staff, investing in warehouse space, and implementing efficient fulfillment processes to ensure orders are processed and shipped in a timely manner.

Moreover, if a seller’s business grows rapidly, they may face challenges in scaling up their operations to meet increased demand. FBM requires sellers to have the infrastructure and resources to handle higher order volumes. Without proper planning and preparation, a sudden surge in sales can lead to overwhelmed operations, delayed shipments, and dissatisfied customers.

It’s important for sellers to carefully weigh the advantages and disadvantages of Amazon FBM before making a decision. While FBM offers greater control and customization options, it also requires careful planning, resources, and a strong commitment to customer service to ensure a successful fulfillment experience.

Comparing Costs: FBA vs FBM

Cost Structure of Amazon FBA

When it comes to costs, Amazon FBA involves various fees. These include storage fees, fulfillment fees, inventory removal fees, long-term storage fees, and more. Sellers should carefully calculate these costs to ensure that they are profitable and sustainable.

Cost Structure of Amazon FBM

With Amazon FBM, sellers can avoid some of the fees associated with FBA, such as storage fees and fulfillment fees. However, FBM does come with its own costs. These include packaging materials, shipping costs, and the need for dedicated storage facilities.

Control and Flexibility: FBA vs FBM

Inventory Control in FBA and FBM

Amazon FBA provides sellers with the advantage of automated inventory management. Sellers can track their inventory levels, restock when necessary, and rely on Amazon’s fulfillment centers to handle the storage. In contrast, Amazon FBM requires sellers to manage their own inventory, ensuring that they have sufficient stock on hand to fulfill orders in a timely manner.

Flexibility in Shipping and Handling

Both FBA and FBM offer different levels of flexibility in shipping and handling. With FBA, sellers have less control over the shipping process, as Amazon takes care of it. On the other hand, FBM allows sellers to choose their preferred shipping carrier, packaging materials, and shipping methods. This level of flexibility can be advantageous for sellers who prioritize personalized packaging, brand consistency, or require specialized shipping methods.


When it comes to choosing between Amazon FBA and FBM, there is no one-size-fits-all answer. It ultimately depends on the specific needs and goals of each seller. While FBA offers convenience and access to Amazon’s vast fulfillment network, FBM provides control, flexibility, and the opportunity for more direct customer interactions. Sellers should carefully evaluate their business requirements, budget, and desired level of involvement in the fulfillment process before making a decision. By understanding the pros and cons of each option, sellers can make an informed choice that aligns with their business objectives.

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