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How to Set Up and Manage Fulfilled By Merchant (FBM) Offers on Amazon

Part of running any business is being able to adapt. Learn how to effectively use Amazon FBM to your advantage and gain the edge over most other sellers.
8 minutes read

In a previous article, we went over 6 ways that having Amazon FBM listings can help you during the Coronavirus outbreak and throughout the year. If that piqued your interest, you probably have questions on how to implement this if you haven’t done so already.

Let’s get into it right now.

This article will exclusively be talking about traditional Fulfillment by Merchant that you or a third party warehouse ships for you.

We will not be talking about other things such as:

  • Seller-Fulfilled Prime
  • Prime On-Site
  • Multi-Channel Fulfillment
  • Other programs

What Are the Different Ways in Which I Can Fulfill Shipments?

The two primary ways most people use to fulfill shipments are:

  1. Shipping themselves
  2. Using 3PL (third-party logistics)

If you have your own warehouse or have space at your own house, you can have inventory from the factory come straight to you. You would then ship any orders you get as they come in.

Amazon warehouse

Your goal is to always have product on hand to ship.

There are a couple ways to do this. Personally, most of my Amazon FBM products have always been under one pound. This makes them very inexpensive to ship via USPS.

I would use to get some decent rates since my volume wasn’t that high. When I worked for my previous company and was shipping 300+ FBM orders a day, we had a daily pickup and used a service that worked as a go-between for the USPS and FedEx. This gave me a hefty discount from regular USPS rates.

However, if you are only doing a few orders a day, you should be fine using, buying postage from USPS directly, or even buying directly from Amazon as illustrated below:

On the Amazon order, you select Buy Shipping.

Amazon shipping

Enter the packaging dimensions, weight, and shipping service. You’ll get a decent price on shipping directly from Amazon.

packaging, dimension, weight and shipping service for amazon

In many cases, the cost of you fulfilling the order means you can keep the price almost the same as your FBA listing and still get similar profit. Let’s use the above product as an example.

Notice what profit a seller would have on this product if they were fulfilling it by Amazon. I’m using the Helium 10 Profitability Calculator for this:

amazon profitability calculator

The FBA pick, pack, and ship fee is $4.90. Maybe it costs you 50 cents or so to even get it to Amazon from your warehouse. So in this scenario, your cost to fulfill it yourself of $5.50 to ship it is very similar to what you would have paid Amazon anyway.

If its a little more expensive than FBA for you, raise the price by a dollar or so. Remember, usually the ONLY customers who would be using the FBM offer on a FBM/FBA dually listed ASIN are those who either have no choice (international customers), or those who do not have Prime and thus would have had to pay probably $5+ more for shipping. Because of this, even if the FBM price is $1-$2 above the FBA price, you will still get some sales.

Can’t Ship from Home or Your Own Warehouse?

You could use a Third Party Logistics company (3PL) or warehouse. There are plenty all over the country. They can even store products for you relatively cheap… from $15-$25 a month per pallet space.

They make money off of the pick/pack/and ship just like Amazon does, so this might be a little more expensive than fulfilling yourself. However, some of that profit they make comes from them being able to get cheaper shipping rates, so it’s not too much of a difference.

For our first shipment of Project X, we showed in Episode 10 how we used a 3PL warehouse in Torrance, California called Kreassive. Forward to the 44:00 minute mark of that episode to see how such a warehouse operates.

Bradly Sutton at a 3PL warehouse in Torrance, California

Are We Allowed to Have Multiple SKUs on One Listing?

The answer is yes. What you cannot have are a bunch of FBM or FBA SKUs on one listing of all the same disposition (new/used), in hopes of increasing your chances at winning the buy box. However, one FBA SKU and one FBM SKU is absolutely within Terms of Service.

Most of you probably have started with an FBA listing. If you have that already and want to add an Amazon FBM offering, here is the process.

From seller central, click on Inventory, then Add Product

amazon seller central

Put the ASIN of your listing you had created already for FBA

amazon products

Select New for condition, and hit “Sell this product.”

amazon product

Enter a different SKU than your FBA listing. I like to easily be able to filter out my FBM and FBA SKUs when I am managing my inventory either in Seller Central or Helium 10, so I will usually put prefix like FBA or FBM to differentiate my SKU’s.  

Select the condition, then put the quantity you have in stock in your warehouse. Make sure “I will ship this item myself” is selected. Hit Save then Finish and that’s it!

amazon fbm

After a few minutes you will see the SKU active in your inventory on a separate line than your FBA listing.

Remember, you still need to verify your shipping settings so that the correct shipping dates show up in the Amazon listing itself. For example, if you are drop shipping from China, you obviously cannot deliver the product in 5 days. If you have that as your transit time and you are late with the delivery, your seller metrics will take a hit. 

Conversely, some people who have recently set up Amazon FBM listings due to the Coronavirus have complained that the shipping date Amazon puts on its listing is double what the actual shipping time is. They are worried that they are losing some customers who might think the shipping time is too long for them. 

Also, if you are fighting other sellers for the buy box, priority is given to the offers that have the fastest delivery time. 

Lets Talk About How Amazon Views the FBM Process and the Terminology

Total delivery time: Handling Time + Transit Time (+ any holidays). Amazon calculates handling time and transit time in business days.  

Handling time is the estimated time between when the buyer places the order until you hand the order over to a delivery service. 

Transit time is the time from when you hand the order to the carrier until the delivery of the order.  

In your listing creation process, you can set the handling time for your products. By default, Amazon puts it at 1-2 days. 

To edit shipping time, find shipping settings in your main menu from the top right and select Shipping Templates

This is what many sellers miss, and why their shipping dates always say something longer than what they know it takes. 

They have the wrong settings both in the shipping handling area of the product listing, plus the wrong transit time. If they had 3 days handling time in the listing and then 4-8 days shipping time in the below template, then on the listing it would show an estimated delivery date up to 11-12 days out!

Below, you can have different templates for different areas and choose how much you charge (free is usually suggested for the base. Then you can have expedited shipping options for a cost). 

amazon shipping

If you ship your Amazon FBM orders via USPS, then you should probably select a 2-4 or 3-5 days shipping time with 1-day handling time since USPS even first-class delivers packages in that time frame. 

It’s important to “ship out” the products in Seller Central as you get them.  That handling time means how long you have to confirm the shipments on Amazon. Take a look at this order I got in the afternoon of Thursday, April 10.   

amazon shipping

Since my handling time on this item is 1-2 days, I have two business days to confirm that it has shipped. 

So, I need to update it as shipped in Seller Central by Monday. If I do not, I will get docked for a late shipment. Enough of those, and I will get my account suspended. 

Since I have transit time in my shipping settings set to 3-5 days, I have to deliver the product by Monday, April 20. That would be 5 business days out from the latest I can ship it by.

Amazon actively tracks your FBM shipments using the tracking number you provide them. They require this so they can give your customer updates on its progress and make sure you are shipping and delivering in the allotted time frame. 

Don’t think you can put a fake tracking number just to show its shipped. Amazon checks.

These three things all affect your account health. To see how you are doing, just select the menu called “Performance” and then “Account Health.”

amazon shipping performance

Bookmark this page if you need to have a guide on how to set up and manage your Amazon FBM listings. Whether you are adding FBM offerings due to the Coronavirus, or if you have another of the 6 reasons mentioned for needing an FBM listing, I hope these steps help you.  

In this day and age, there is more competition than ever on Amazon. Most private label sellers do not have an FBM listing, so this could be one of those little ways that you gain an advantage over them.  

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Bradley Sutton Bradley is the Director of Training and Chief Evangelist at Helium 10. He is also the host of the most listened to podcast in the world for Amazon Sellers, the Serious Sellers Podcast. He has been involved in e-commerce for over 20 years, and before joining Helium 10, launched over 400 products as a consultant for Amazon Sellers. In order to keep his knowledge fresh and relevant, he launched his own brands on Amazon, and in the last 2 years has launched over 30 products that gross over one million dollars a year. He believes in the motto of "your net worth is your network" and so you will see him at many Amazon seller events worldwide. Make sure to say hello!


12 responses to “How to Set Up and Manage Fulfilled By Merchant (FBM) Offers on Amazon”

  1. Hi, Thanks to project X, I decided to start my Amazon adventure. I chose a small product that is “essential” and in high demand right now. I got a supplier, bought my barcodes, but I’am having trouble creating a listing in order to get an FNSkU. It asking me to register my brand. And the question about the Brand has a * , so must be filled. Please help me. I really want to try my first product now.

    • Hello Laetitia, Many times you can enter NA under the brand, then later open a case with Amazon to show a picture of their product and UPC and brand name on the box to get them to change the brand to the correct one.

  2. Hi Bradley, I am moving from FBA to FBM also. Created a few new variations to ship from my address and want to use ShipEasy to help with logistics. Just to compare my options, can you elaborate on what page is the ‘Buy Shipping’ area in Seller Central?
    Many Thanks,

  3. Hello Bradley,
    Thanks for the info. How does having a duel FBA and FBM listing work with advertising? Do you recommend just advertising the FBA or having campaigns running for both?

    • Hello Jill, have both of the SKUs in your PPC campaign so that depending on which one gets the buy box, you’ll still get impressions.

    • Hello Pali, it’s up to whether you want to be close to the 3PL so you can have easy access to your inventory, or close to the port where you import your products. There are Many factors. We will have an article later about 3PLs.

  4. Bradley,
    What split would you suggest for FBA/FBM on our stock? During the coronavirus and after too.


    • Hello Jawad, It depends, if FBM gets buy box. Every time is different. If FBM gets buy box, for now, it should be at least 50/50. Under normal circumstances, it would be 90/10 or 95/5 FBA vs FBM.

  5. Hi Bradley
    Great article, as always !
    I understand that there is an option for open FBM and still using Amazon as fulfillment.
    Can you tell what are the pros and cons of this option

    • Hello Erez, Thank you. That is MCF and something we did not discuss in this article. We might make a separate article just about that!

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