What Is Amazon FBA & How Does It Work?

What Is Amazon FBA & How Does It Work?

In the ever-expanding world of e-commerce, businesses constantly seek ways to streamline their operations and enhance customer satisfaction. One solution that has gained significant popularity is Amazon FBA or Fulfilment by Amazon. This service has revolutionised how sellers manage their inventory, handle shipping, and reach a global customer base.

We’ve put together the ultimate guide on what’s Amazon FBA, how it works and help you determine whether you should use it yourself.

Let’s get started.

What is Amazon FBA?

Amazon FBA, short for Fulfilment by Amazon, is a user-friendly e-commerce service crafted to simplify how sellers operate. Here’s how it works: Sellers send their products to Amazon’s fulfilment centres, where the inventory is efficiently handled. When customers place orders, Amazon takes charge of the entire fulfilment process—from processing and packing to shipping and customer service.

This service brings various benefits, like Prime eligibility, empowering sellers to connect with a broader audience through quick and free shipping. Amazon FBA smartly deals with logistical challenges, allowing businesses to focus on growth and improve the customer experience while Amazon skillfully manages the complexities of order fulfilment. Essentially, Amazon FBA is a valuable solution for businesses aiming for scalability and operational efficiency.

How does Amazon FBA work?

Amazon FBA operates seamlessly to simplify the e-commerce process for sellers. Here’s a step-by-step breakdown of how it works:

Inventory storage

Sellers begin by sending their products to Amazon’s advanced fulfilment centres. These strategically located hubs go beyond just storing items; they carefully organise and efficiently manage products until they find eager buyers.

This double-duty approach ensures that products are readily available for order fulfilment and takes advantage of Amazon’s optimised storage systems, improving overall inventory management. The advanced inventory storage system, a key feature of Amazon FBA, allows sellers to scale and adapt easily. This, in turn, allows businesses to concentrate on their core activities while Amazon skillfully handles the intricate aspects of product storage, contributing to a streamlined and effective operational model.

Order processing

When a customer orders, Amazon FBA’s automated system quickly takes charge. Moving seamlessly through its vast network, it finds the nearest fulfilment centre with the desired product. After that, the system starts the precise picking process, making sure the chosen item is swiftly taken from its assigned storage spot.

This seamless process speeds up order fulfilment and streamlines the overall workflow. By using technology strategically, Amazon FBA enhances the overall efficiency of order processing, showcasing a smooth and straightforward approach within its system.


In the Amazon FBA process, Amazon handles the important task of securely packaging products. This crucial step includes carefully and strongly packaging each item, making sure it stays safe and protected during transit. Ensuring secure packing is essential to keep the product intact as it moves from the fulfilment centre to the customer’s doorstep.

Amazon’s careful attention to this aspect emphasises its dedication to providing a trustworthy and customer-focused fulfilment service. Prioritising secure packing greatly adds to a positive and reliable shopping experience for customers.


Amazon takes charge of the shipping process using its extensive distribution network. This includes choosing the most suitable carrier to ensure the efficient and timely delivery of products worldwide. With its strong logistics infrastructure, Amazon smoothly handles the intricate details of the shipping journey—from the fulfilment centre to the customer’s doorstep.

This comprehensive approach guarantees a quick and secure transportation process, showcasing Amazon’s commitment to delivering a seamless and reliable shipping experience for both sellers and customers. The dedication to a well-managed shipping process aligns with Amazon’s overarching goal of excellence in e-commerce.

Customer service

Amazon leads the way in offering comprehensive support. This involves skillfully managing inquiries, overseeing returns, and facilitating refunds—all on behalf of the seller. Amazon’s commitment to this service ensures quick solutions to customer queries, efficient handling of returns, and seamless processing of refunds.

By taking charge of these essential elements, Amazon actively promotes a positive and hassle-free experience for both sellers and customers. This steadfast dedication to robust customer service aligns seamlessly with Amazon’s overarching goal of building trust and satisfaction in its e-commerce ecosystem, fostering enduring relationships, and improving the overall buying experience.

Prime benefits

Opting for Fulfilment by Amazon (FBA) has a standout advantage—FBA products often qualify for exclusive Amazon Prime benefits. This enticing feature serves as a major attraction for customers, assuring them of both quick and complimentary shipping services.

The prestigious Amazon Prime badge assigned to FBA products instil confidence in customers, promising a smooth and expedited delivery experience. Being aligned with Amazon Prime not only provides FBA sellers a competitive edge but also connects with a customer base, valuing the efficiency and cost-effectiveness associated with the fast and free shipping perks offered by Amazon Prime membership.

Multi-channel fulfilment

Sellers enjoy a unique advantage – the flexibility to extend FBA benefits to orders from different sales channels beyond just Amazon’s platform. This strategic move leads to a centralised fulfilment solution, simplifying order processing and delivery logistics for sellers active across various platforms.

By utilising the FBA infrastructure for multi-channel fulfilment, sellers not only enhance efficiency but also ensure a consistent approach to their order fulfilment processes. This streamlined operational strategy not only simplifies complexities but also broadens the spectrum of FBA benefits, providing sellers with a seamless and integrated experience in managing inventory and fulfilling orders across multiple sales channels.

Advantages of Amazon FBA

Amazon FBA offers sellers numerous advantages, making the e-commerce journey smoother and more efficient. Here’s a closer look at the key benefits:

  • Prime eligibility: FBA products are often eligible for Amazon Prime, attracting customers who appreciate fast and free shipping.
  • Global fulfilment network: With Amazon’s widespread fulfilment centres, sellers can store their inventory strategically, ensuring quick and reliable order fulfilment for customers worldwide.
  • Automated order processing: The automated system handles everything from picking and packing to shipping, easing the workload for sellers and ensuring timely deliveries.
  • Customer service support: Amazon FBA takes care of customer inquiries, returns, and refunds on behalf of sellers, offering comprehensive customer service to enhance the overall shopping experience.
  • Multi-channel fulfilment: Sellers can extend FBA benefits to orders from various sales channels, creating a centralised fulfilment solution that streamlines order processing for a diverse customer base.
  • Scalability and flexibility: FBA accommodates businesses of all sizes, providing scalability and flexibility. Sellers can adapt to changing demands without the hassle of managing their own fulfilment infrastructure.
  • Trust and credibility: The Amazon brand, coupled with the Prime badge on FBA products, builds trust and credibility among customers, potentially boosting sales and brand recognition.
  • Reduced operational burden: By outsourcing tasks like storage, packing, and shipping to Amazon, sellers can focus on essential business activities like product development, marketing, and business growth.
  • Optimised storage and inventory management: FBA utilises Amazon’s optimised storage systems, ensuring efficient organisation and management of inventory. This prevents overstocking or stockouts, improving overall inventory control.
  • Access to Amazon’s technology and expertise: Sellers benefit from Amazon’s advanced technology and logistics expertise, ensuring that their products are handled with precision and efficiency throughout the fulfilment process.

Disadvantages of Amazon FBA

Using Amazon FBA has its perks, but it’s crucial to be aware of some downsides for sellers. Here’s a closer look at the potential drawbacks:

  • Costs: The fees for fulfilment, storage, and other charges can eat into a seller’s profits, especially for products with thin profit margins.
  • Limited control over inventory: Once your products are in an Amazon fulfilment centre, you don’t have much say in how they’re managed or tracked.
  • Long-term storage fees: Amazon hits sellers with fees for items that linger in fulfilment centres for too long, which can be a concern for slower-moving products.
  • Competition for Buy Box: FBA sellers compete fiercely for the Buy Box with other sellers, both FBA and non-FBA. Winning the Buy Box is crucial, but the competition can be tough.
  • Return policy: Amazon’s generous return policy might lead to more returns, and handling and inspecting returned items can be time-consuming.

How to maximise Amazon FBA sales

Maximising sales through Amazon FBA involves strategic planning, effective marketing, and optimising various aspects of your business. Here are some actionable tips to boost your Amazon FBA sales:

Optimise product listings

When you’re selling on Amazon using FBA, it’s crucial to make your product listings stand out. Start by creating catchy titles, adding high-quality images, and writing descriptions that really sell. Provide all the important details that your potential customers might want to know.

Don’t forget to sprinkle in relevant keywords so that your products show up easily in searches. This way, you’re not just making your items look good, but you’re also making it simple for people to find them. It’s a smart way to boost your online presence and get more folks interested in what you’re selling.

Competitive pricing

Maintaining competitive pricing is a key aspect of your Amazon FBA strategy. It’s essential to consistently review and adjust your pricing to stay in line with market trends and rival offerings. This involves not only ensuring that your prices are competitive but also exploring opportunities to stand out. Consider implementing promotions, discounts, or enticing bundled deals to make your products more appealing to potential customers.

By regularly reassessing and adapting your pricing strategy, you not only remain competitive in the marketplace but also create incentives for increased customer engagement and loyalty, ultimately contributing to the growth and success of your Amazon FBA business.

Leverage Amazon advertising

Boosting your Amazon FBA sales is all about making smart use of Amazon Advertising. Dive into Amazon’s ad platform, including tools like Sponsored Products and Sponsored Brands. These tools are like your personal spotlight, helping your products get noticed. How? By aiming at specific keywords that matter for your products.

So, when customers search for those keywords, your products pop up. It’s like giving your items a prime spot on the virtual shelf. Embracing Amazon Advertising isn’t just about making your products visible; it’s a way to connect with the right audience, reel in potential buyers, and ultimately notch up those FBA sales.

Secure positive reviews

Getting positive reviews on Amazon is a big deal for your FBA business. Ask happy customers to share their good experiences by leaving reviews. It not only makes your product look good but also helps build trust with potential buyers.

On the flip side, if there’s a negative review, don’t stress. Respond to it quickly and professionally. Show that you care about fixing any issues and keeping customers happy. Engaging with reviews, whether they’re positive or not-so-great, makes your brand look good and builds a positive vibe around your products on Amazon.

Utilise FBA features

Unlocking the full potential of your Amazon FBA experience involves making the most of the available features. Embrace the diverse range of FBA features, including the coveted Prime eligibility and the assurance of reliable shipping.

By incorporating these features into your business strategy, you not only bolster customer trust but also significantly enhance your prospects of securing the Buy Box. Prime eligibility, in particular, opens the door to a broader audience that values swift and dependable shipping services.

Should your business use Amazon FBA?

Determining whether your business should use Amazon FBA depends on your specific needs and goals. If you seek a streamlined and efficient fulfilment process, Amazon FBA can be a game-changer. It offers benefits like Prime eligibility, global fulfilment network access, and customer service support.

For businesses wanting to focus on growth while offloading logistical complexities, FBA provides scalability and operational ease. However, consider costs, potential lack of control over inventory, and competition.

Evaluate your business model, size, and long-term strategy to decide if Amazon FBA aligns with your objectives and enhances your overall e-commerce operations.

Final thoughts

Amazon FBA offers a powerful solution for businesses seeking streamlined operations and increased visibility. Its benefits, from Prime eligibility to global fulfilment capabilities, are undeniable. Consider partnering with experts like Mercatus to fully capitalise on Amazon’s vast marketplace. Their proven strategies and insights empower brands to thrive on Amazon.

Take the next step towards growth by leveraging Mercatus’s expertise. Elevate your brand on Amazon and navigate the e-commerce landscape successfully with Mercatus. Explore their services now for a flourishing Amazon journey.