FBA vs FBM vs SFP – Choosing the Right Logistics Option for Selling on Amazon

Nakoa.Digital – FBA vs FBM vs SFP – Choosing the Right Logistics Option for Selling on Amazon

When it comes to selling products on Amazon, choosing the right logistics option is crucial for success. Fulfillment by Amazon (FBA), Fulfillment by Merchant (FBM), and Seller Fulfilled Prime (SFP) are three popular options that sellers can consider. Each option comes with its own set of advantages and disadvantages. In this blog post, we will compare FBA, FBM, and SFP and explore their pros and cons to help you make an informed decision.

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Fulfilment by Amazon (FBA)

Fulfilment by Amazon (FBA) is a logistics option where sellers store their products in Amazon’s fulfilment centres. Amazon handles all aspects of order fulfillment, including storage, packaging, shipping, and customer service. Here are five pros and cons of using FBA:

Pros of FBA:

  1. Prime Eligibility: FBA allows sellers to offer Prime two-day shipping to Amazon Prime members. This can significantly increase the visibility and attractiveness of your products, as Prime members tend to prefer Prime-eligible listings.
  2. Scalability: FBA is highly scalable, enabling sellers to handle large volumes of orders without worrying about logistics. Amazon’s robust infrastructure and efficient processes ensure timely and reliable delivery, even during peak seasons.
  3. Customer Trust: Amazon’s reputation for reliable and fast shipping builds customer trust. By utilizing FBA, sellers can leverage Amazon’s brand and customer service to enhance the buying experience and increase customer satisfaction.
  4. Time and Effort Saving: With FBA, sellers can focus on other aspects of their business, such as marketing and product development, as Amazon takes care of order fulfillment. This saves sellers time and effort, ultimately leading to increased productivity.
  5. International Reach: FBA offers global fulfilment, allowing sellers to expand their customer base beyond domestic borders. Amazon handles international shipping, customs clearance, and customer support, making it easier to sell internationally.

Cons of FBA:

  1. Costs: FBA charges various fees, including storage fees, fulfillment fees, and additional services fees. Depending on the size and weight of your products, these fees can significantly impact your profitability. It’s essential to carefully calculate your costs before opting for FBA.
  2. Inventory Management: With FBA, you need to monitor your inventory levels to ensure you have enough stock in Amazon’s fulfilment centers. Running out of stock can lead to a loss of sales and a negative impact on your seller metrics.
  3. Limited Control: By using FBA, you relinquish some control over the fulfilment process. Amazon handles packaging and shipping, which means you have less flexibility in terms of branding, packaging customization, and conducting customer returns.
  4. Long-Term Storage Fees: If your products remain in Amazon’s fulfilment centers for an extended period, you may incur long-term storage fees. It’s crucial to manage your inventory effectively to avoid these additional charges.
  5. Restricted Product Categories: FBA restricts certain product categories, such as hazardous materials or oversized items. Sellers dealing with such products may need to explore alternative logistics options.

Fulfillment by Merchant (FBM)

Fulfillment by Merchant (FBM) is a logistics option where sellers are responsible for storing, packaging, and shipping their products directly to customers. Here are five pros and cons of using FBM:

Pros of FBM:

  1. Cost Savings: FBM allows sellers to avoid FBA fees, making it a cost-effective option, especially for low-margin products. By handling fulfillment in-house, sellers can maintain better control over their expenses.
  2. Inventory Management: With FBM, you have direct control over your inventory levels and can respond to fluctuations in demand more swiftly. This helps in avoiding stockouts and minimizing the risk of long-term storage fees.
  3. Branding and Customization: FBM provides sellers with the opportunity to create a unique brand experience. You can personalize packaging, include promotional materials, and enhance the unboxing experience to leave a lasting impression on customers.
  4. Flexibility: FBM allows for more flexibility in terms of order processing and shipping methods. You can choose your preferred carriers, negotiate shipping rates, and have more control over the delivery timeline.
  5. Avoidance of Restricted Categories: Unlike FBA, FBM doesn’t have category restrictions, allowing sellers to sell products that may not be eligible for FBA, such as oversized items or restricted goods.

Cons of FBM:

  1. Prime Eligibility: FBM listings are not eligible for Prime two-day shipping unless you participate in Seller Fulfilled Prime (SFP), which has stricter requirements. This can limit the visibility and competitiveness of your products.
  2. Time and Resource Intensive: Fulfilling orders in-house requires dedicated resources and time. From storage space to packaging materials and shipping logistics, you need to invest in infrastructure and manage the fulfillment process efficiently.
  3. Customer Expectations: Customers have come to expect fast and reliable shipping, similar to what FBA offers. FBM sellers need to ensure they can meet these expectations and provide excellent customer service to maintain a positive reputation.
  4. Limited International Reach: FBM may not be an ideal choice for sellers looking to expand their customer base internationally. International shipping and customs clearance can be more complex and time-consuming when handling it yourself.
  5. Reduced Focus on Core Business: By managing fulfillment in-house, you may find yourself spending significant time and effort on logistics, taking away from other critical aspects of your business, such as product development or marketing.

Seller Fulfilled Prime (SFP)

Seller Fulfilled Prime (SFP) is a program that combines the advantages of FBA and FBM, allowing sellers to offer Prime two-day shipping while fulfilling orders from their own warehouses. Here are five pros and cons of using SFP:

Pros of SFP:

  1. Prime Eligibility: SFP allows sellers to offer Prime two-day shipping to customers, which can boost product visibility and sales. This gives you a competitive advantage similar to FBA, without the need to store inventory in Amazon’s fulfillment centers.
  2. Cost Control: With SFP, you can have better control over your costs compared to FBA. You can optimize packaging, negotiate shipping rates, and avoid certain FBA fees, resulting in potential cost savings.
  3. Inventory Management: SFP allows you to manage your inventory in your own warehouses, giving you complete control over stock levels and minimizing the risk of running out of stock or incurring long-term storage fees.
  4. Branding and Customization: Similar to FBM, SFP allows sellers to customize packaging and provide a branded experience to customers. This enables you to strengthen your brand identity and create a lasting impression.
  5. Flexibility: SFP offers flexibility in terms of shipping carriers and fulfillment processes. You can choose the most efficient shipping methods, negotiate better rates, and maintain control over the fulfillment timeline.

Cons of SFP:

  1. Stricter Requirements: SFP has more stringent requirements compared to FBA or FBM to ensure the two-day Prime shipping promise is consistently met. Meeting these requirements may require additional investments in infrastructure, technology, and customer service.
  2. Operational Challenges: SFP requires sellers to manage their own fulfillment operations efficiently, including accurate order processing, timely shipping, and prompt customer support. Failure to meet these requirements can result in loss of Prime eligibility.
  3. Customer Expectations: SFP sellers need to ensure that they can consistently deliver on the Prime two-day shipping promise. Meeting customer expectations for fast and reliable shipping can be challenging, particularly during peak seasons or when handling high order volumes.
  4. Limited International Reach: Similar to FBM, SFP may not be suitable for sellers aiming to expand internationally. Managing international shipping and customs clearance independently can be complex and time-consuming.
  5. Increased Responsibility: SFP puts the responsibility of fulfillment entirely on the seller, which means you need to invest in resources, systems, and processes to ensure smooth operations. This increased responsibility can be overwhelming for some sellers.


Choosing the right logistics option for selling on Amazon is a critical decision that can significantly impact your business’s success. FBA, FBM, and SFP each have their own pros and cons. FBA offers scalability and customer trust but comes with higher costs and limited control. FBM provides cost savings and customization options but requires more time and effort. SFP combines Prime eligibility with control over costs but has stricter requirements and operational challenges.

Consider your business’s specific needs, budget, fulfillment capabilities, and growth goals when deciding between FBA, FBM, and SFP. Ultimately, finding the right logistics option will help you deliver an exceptional customer experience, increase sales, and drive the success of your Amazon business.

Need help?
Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him by mail or by phone at+49 89 215 276 60.