FBM (Fulfillment by Merchant)

FBM gives sellers full operational control at the cost of operational overhead. The seller handles storage, packing, shipping, customer service, and returns. Without the Prime badge, FBM listings face a harder Buy Box battle and roughly 20-30% lower CVR than equivalent FBA listings in our panel. The fix for serious FBM sellers is Seller Fulfilled Prime (SFP), which requires committing to Prime-eligible shipping speeds and passing Amazon's reliability metrics. FBM dominates in categories where FBA economics don't work: heavy items over 20lbs, oversized dimensions, customization per order, or velocity slow enough that FBA storage fees eat margin.