Fulfillment is the end-to-end process of storing, picking, packing, and delivering customer orders. Learn the fulfillment models available to Amazon sellers and how to choose the right one for your business.
Fulfillment is the complete operational process of receiving, processing, and delivering a customer's order—from inventory storage and order picking, through packing and shipping, all the way to post-delivery support and returns handling. On Amazon, how you choose to fulfill orders has a direct impact on delivery speed, Prime eligibility, customer satisfaction, seller account health, and ultimately your profitability.
FBA is the right choice for fast-moving, standard-size products where Prime eligibility is a conversion driver. FBM makes more sense for heavy, oversized, or slow-moving items where FBA fees erode margins. Many experienced sellers run a hybrid model—FBA for their top performers and FBM as a cost-efficient backup or for SKUs that don't justify FBA's fee structure.
