Amazon FBM

Achieve peak performance with your Amazon FBM venture by refining your strategies and harnessing critical performance metrics. Learn how to excel in areas like order defect rate, customer feedback, and sales. Harness the power of data-driven insights to enhance the visibility and profitability of your FBM business.

Amazon, as one of the most complex and competitive marketplaces globally, has required sellers to not only compete against millions of other retailers but also manage their fulfillment processes. Amazon provides sellers with two distinct methods to fulfill their orders: Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM). This article explores Amazon FBM and its potential benefits for your business.

Amazon FBM

What is Amazon FBM (Fulfillment by Merchant)

Amazon Fulfillment by Merchant, commonly known as FBM, is a method of selling products on Amazon where the seller is responsible for storing, packing, and shipping their products to customers. Unlike Fulfillment by Amazon (FBA), where Amazon handles these tasks, FBM sellers retain full control over their inventory and order fulfillment process.

How Does Amazon FBM Work?

When a seller opts for FBM, they list their products on the Amazon marketplace just like any other seller. However, the key difference lies in the shipping and handling of orders. When a customer places an order for an FBM product, the seller is responsible for packaging and shipping the item directly to the customer.

1. Greater Control

FBM sellers exercise more control over their inventory, shipping methods, and customer service, enabling them to provide a more personalized customer experience.

2. Lower Fees

FBM typically incurs lower fees compared to FBA, making it an attractive option for budget-conscious sellers.

3. Flexible Pricing

Sellers have the flexibility to adapt their pricing strategies and shipping rates promptly in response to market fluctuations, ensuring they remain competitive.

4. Branding and Packaging

Using FBM gives you the freedom to customize your packaging, creating a personalized experience for your customers. This customization plays a crucial role in establishing brand loyalty and recognition.

Challenges of Amazon FBM

While FBM has its merits, it also presents some challenges:

  1. Efficient Inventory Management: Effective inventory management is essential for ensuring products are in stock when customers make orders.
  2. Managing Shipping Logistics: Managing shipping logistics can be a time-consuming task, often necessitating partnerships with dependable carriers.
  3. Facing Competition:FBM sellers encounter intense competition, not only from fellow FBM sellers but also from Amazon’s FBA program.

Choose FBM for Product Fulfillment When:

  • You have exclusive products: FBM is ideal for products that don’t sell frequently.
  • You have a smaller product inventory: FBM significantly reduces shipping charges for lower product volumes.
  • Your products have lower profit margins: This choice helps save on warehousing and storage fees compared to FBA.

How to get started with Amazon FBM

To get started with Amazon FBM, you will need to:

  • Create an Amazon Seller Account.
  • Configure your business information.
  • Include your product listings.
  • Opt for FBM as your fulfillment method.
  • Set up your customer service process.

Product Listing and Optimization

Achieving success with Fulfillment by Merchant (FBM) hinges on the critical need to optimize your product listings. To captivate potential customers effectively, employ high-quality images, furnish comprehensive product descriptions, and incorporate pertinent keywords.

Order Processing and Shipping

Customer satisfaction relies heavily on the efficient processing and swift shipment of orders. It’s imperative to dispatch orders promptly and furnish customers with tracking information for transparency and peace of mind.

Customer Service and Returns

Setting yourself apart in the competitive marketplace hinges on delivering exceptional customer service. Swiftly and professionally addressing customer inquiries and handling returns can significantly enhance your reputation and customer satisfaction.

Pricing Strategies for Amazon FBM

When crafting your pricing strategy, meticulously assess competitive pricing in relation to shipping costs. Utilize data-driven tools and analytics to inform your pricing decisions, ensuring they align with market trends and meet customer expectations.

Effectively Managing Inventory

Continuously monitor your inventory levels and replenish products when necessary to avoid running out of stock.

To efficiently manage and monitor inventory:

  • Establish an inventory system, from a basic spreadsheet or excel to advanced software.
  • Maintain detailed records of inventory movements, including sales and returns.
  • Set reorder points for each product to prevent stockouts.
  • Use forecasting to anticipate future demand and order inventory accordingly.
  • Regularly check inventory levels for potential shortages or surpluses.
  • Replenish products as necessary to meet customer demand consistently.

Promoting Your Amazon FBM Business

Utilize Amazon’s advertising tools to boost your listings and expand your reach to a wider audience.

  1. Select the Right Advertising Tools: Amazon provides a range of advertising tools, including Sponsored Products, Sponsored Brands, and Sponsored Display. Each tool has its strengths and weaknesses, so choose the ones aligning with your business goals.
  1. Set Realistic Goals: Advertising can be costly, so it’s essential to establish practical objectives for your campaigns. Don’t anticipate immediate results.
  1. Precise Targeting: When creating an advertising campaign, tailor your ads to specific keywords, products, and audiences to ensure your ads reach the intended audience.
  1. Practice Vigilant Monitoring: Consistently monitor the outcomes of your advertising campaigns to identify what works and what doesn’t. Amazon’s Seller Central tools can help you track your advertising performance.

Here are specific ways to utilize Amazon’s advertising tools to promote your FBM business:

  • Sponsored Products for Search Visibility: Enhance your listings’ visibility in Amazon’s search results by utilizing Sponsored Products. These ads, which appear in search results, enable you to bid on keywords, boosting your product rankings. When customers search for those keywords, your ad can appear at the top of the results.
  • Sponsored Brands for Brand Promotion: Sponsored Brands ads are akin to Sponsored Products but focus on promoting your entire brand or product portfolio rather than a single item. These ads can appear at the top of search results and on various Amazon pages.
  • Sponsored Display for Wider Reach: Employ Sponsored Display to connect with potential customers beyond Amazon’s platform. These ads are visible on third-party websites and apps. By creating a Sponsored Display campaign, you can target people who have visited your Amazon listings or share interests with your customer base.

Monitoring Performance and Metrics

Analyze essential performance metrics, such as the order defect rate and customer feedback, to drive data-driven improvements. Monitoring performance and metrics is crucial for Amazon FBM businesses. Key metrics like order defect rate, customer feedback, sales, conversion rate, and cost of sales are essential for assessing your business’s health and success.

  • Order Defect Rate: Maintaining a low order defect rate is vital for a good seller rating and winning the Buy Box.
  • Customer Feedback: Positive customer feedback can boost sales and improve search rankings.
  • Sales: Beyond total sales, track units sold and average order value to identify your best-performing products.
  • Conversion Rate: A high conversion rate indicates effective listings and accurate targeting.
  • Cost of Sales: Monitoring the cost of sales ensures your business remains profitable.

Competing with Amazon FBA

To effectively compete with Amazon FBA sellers, prioritize outstanding customer service, competitive pricing, and swift shipping.


Amazon FBM provides sellers with an opportunity to take charge of their online retail business. While it comes with challenges, those who master FBM can build a successful and profitable enterprise. By offering more control, lower fees, and flexibility, FBM can be a lucrative option for e-commerce entrepreneurs willing to invest time and effort.