FBM (Fulfillment by Merchant)
The seller ships orders themselves instead of using Amazon's fulfillment network. FBM gives sellers full control over packaging, carrier choice, and inventory location, which suits low-volume, oversized, or highly custom products where FBA's fees or handling requirements don't make sense.
In practice
FBM gives sellers full control over packaging, carrier choice, and inventory location, which suits low-volume, oversized, or highly custom products where FBA's fees or handling requirements don't make sense. The seller is on the hook for their own performance metrics, like on-time shipping and valid tracking.
A seller of made-to-order furniture uses FBM because the product can't sit in an Amazon warehouse waiting for a buyer.
Why it matters
FBM used to carry a clear Buy Box disadvantage versus FBA, but Amazon's Seller Fulfilled Prime program has narrowed that gap for sellers who can meet Prime-level delivery speeds.
Worth knowing
- Full control over packaging, insert cards, and branding inside the box - not possible with FBA.
- Seller is fully responsible for their own on-time delivery rate and valid tracking rate metrics.
- Better suited to oversized, fragile, or made-to-order products that don't fit standard FBA prep.
Start the conversation
Let's talk it through
Tell us where things stand with putting fbm into practice and we'll respond with next steps, no forms, no waiting in a queue.
- A specialist replies directly, not a support queue
- Whichever channel is fastest for you, call, WhatsApp or email
- No long-term contract to start the conversation
