Amazon FBM (Fulfillment by Merchant)
Last updated: January 12, 2025
What is Amazon FBM?
Amazon FBM (Fulfillment by Merchant) is a shipping model in which the merchant is responsible for storing, shipping and providing customer service for their own products. Unlike FBA, the seller keeps full control over the entire logistics chain.
This model is especially well suited to merchants with their own warehousing infrastructure, bulky products or special shipping requirements.
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How does Amazon FBM work?
With FBM, the seller stores their products themselves or with a third-party provider. As soon as an order comes in, the merchant is responsible for packing it and shipping it to the customer.
The seller also has to handle customer service themselves, including processing returns and customer inquiries. Orders are managed through Seller Central.
Advantages of Amazon FBM
- Full control: You decide on packaging, shipping method and customer service.
- No FBA fees: No storage or fulfillment fees paid to Amazon.
- Flexibility: Ideal for bulky, fragile or personalized products.
- Your own branded packaging: The option to create an individual unboxing experience.
- Direct customer contact: A better opportunity to build customer loyalty.
Challenges with FBM
FBM requires your own warehousing and shipping capacity. Without Prime eligibility, FBM offers can be less visible and win the Buy Box less often.
The time investment for logistics and customer service is higher. During periods of strong growth, scaling can become a challenge.
FBM vs. FBA: The comparison
FBM is a good fit for: your own logistics, special products, full control, cost optimization at low volumes.
FBA is a good fit for: scaling, Prime eligibility, outsourcing logistics, better Buy Box chances.
Frequently asked questions (FAQ)
Can I win the Buy Box with FBM?
Yes, but FBA offers often have an advantage. With excellent service, fast shipping and competitive prices, FBM sellers can win the Buy Box.
Is there Prime for FBM sellers?
Yes, through the “Seller Fulfilled Prime” program, qualified FBM sellers can offer Prime shipping, but they have to meet strict shipping standards.
Who is FBM best suited for?
FBM is well suited to merchants with their own logistics, special products that require particular handling, or those who want full control over the customer experience.
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