When launching on Amazon internationally, one of the most critical decisions is choosing between Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM). Each model has its advantages and considerations that can significantly impact your operational costs and customer experience.
Understanding Amazon FBA (Fulfillment by Amazon)
With FBA, Amazon handles storage, packaging, shipping, and customer service for your products across their global fulfillment network. This model offers several key benefits for international brands:
Brandova International Recommendation:
FBA is typically recommended for brands selling in 3+ countries, with products that have consistent demand and standard packaging requirements.
Key FBA Advantages for Global Brands
- Prime Eligibility: Automatic Prime badge for faster shipping across Amazon's global network
- Global Fulfillment Network: Access to Amazon's warehouses in North America, Europe, and Asia
- Simplified International Shipping: Amazon handles customs, duties, and international logistics
- Customer Service: Amazon manages customer inquiries and returns in local languages
- Multi-Channel Fulfillment: Fulfill orders from other sales channels using Amazon's infrastructure
Understanding Amazon FBM (Fulfillment by Merchant)
With FBM, you maintain control over your inventory and fulfillment process. This approach works best for specific scenarios that Brandova International has identified:
When FBM Makes Sense
- Existing Infrastructure: Brands with established global fulfillment networks
- Special Products: Items requiring custom packaging or special handling
- Seasonal Items: Products with unpredictable demand patterns
- Regional Brands: Businesses focused on specific geographical markets
- Cost Control: When FBA fees exceed profit margins
| Metric | Amazon FBA | Amazon FBM |
|---|---|---|
| Prime Eligibility | Yes | Seller-Fulfilled Prime Available |
| Shipping Speed | 1-2 Days (Prime) | Depends on Seller |
| International Support | Global Network | Seller Responsibility |
Making the Right Choice with Brandova International
Consider these factors when choosing between FBA and FBM:
Choose FBA If:
- • Scaling to multiple countries
- • Want Amazon to handle logistics
- • Need Prime badge for competitiveness
- • Have standardized products
Choose FBM If:
- • Have existing global fulfillment
- • Products need special handling
- • Want more control over branding
- • Selling in specific regions only
Hybrid Approach
Many successful international brands use a hybrid approach, combining FBA for their best-selling products in key markets with FBM for seasonal items, special products, or secondary markets.