Amazon FBA: How to grow your business

Fast shipping and easy inventory management
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Free storage and returns for new ASINs
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€39 (excl. VAT) per month.
Are you already selling on Amazon?
Achieve more success selling all across Europe with Pan-European FBA


On average, Selling Partners experienced a 50%* increase in sales when they converted their products to Fulfilment by Amazon in Italy, as a result of faster delivery times appreciated by customers.

* This figure is based on a per-channel analysis of data from the fourth quarter of 2019 to the fourth quarter of 2020 (excluding the second quarter of 2020, given the impact of the COVID-19 pandemic). It is provided only as a general reference point. It does not reflect data updated in real time and does not specifically affect any ASIN or product group. Actual results may vary based on a wide range of factors, including, but not limited to, seasonality, selling price and the existing fulfilment solution. Amazon does not guarantee any particular outcome for your business by using Fulfilment by Amazon.
Try Fulfilment by Amazon with free shipping, returns and more.

Try Fulfilment by Amazon with free shipping, returns and more.

Amazon's New Seller Incentives offer free promotional clicks on ads, free shipping to fulfilment centres, free storage, free liquidations and free return processing. Conditions apply.

Allow Amazon to pick, pack and ship your orders

You sell, we ship. Amazon has one of the most advanced fulfilment networks in the world. With Fulfilment by Amazon, you can store your products in Amazon fulfilment centres and let us take care of picking, packing, delivering and providing customer service for these products. Fulfilment by Amazon can help you grow your business and reach more customers.
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The benefits of Fulfilment by Amazon

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Your products are eligible for Amazon Prime FREE One-Day Delivery, FREE Delivery and more.

All Amazon Prime members receive a Free One-Day Delivery option on eligible orders. The products that you list on Fulfilment by Amazon can qualify for free shipping too. This tells customers that Amazon handles packaging, delivery and customer service.
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FBA makes it easy to sell across Europe

Amazon offers a wide range of fulfilment solutions across Europe, allowing you to choose the one best suited to your business. Pan-European FBA is the fastest and most popular choice: Amazon stores and distributes products from fulfilment centres throughout the EU. With the European Fulfilment Network, your products are shipped from the central storage in their country of origin; with Multi-Country Inventory, stock is stored and shipped from fulfilment centres in the countries that you specify. To help you stay informed of changes related to Brexit, please visit our Prepare your Amazon Business for Brexit help page (login required).
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Customers receive reliable customer service and returns, fulfilled by Amazon.

Fulfilment by Amazon takes this operational burden off your shoulders, leveraging Amazon's global customer service network to manage enquiries, refunds and returns on FBA orders.
  • Fulfilment by Amazon customer support: Cross-language phone/email support, day and night, at no extra cost to you, besides Returns Processing Fees in certain product categories.
  • Fulfilment by Amazon returns: We will handle the entire customer service process for returns through our Online Returns Centre. Learn more about FBA customer returns policies for orders placed on Amazon.it.
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Find the perfect fit with FBA's special programmes

Fulfilment by Amazon is all about flexibility: finding what best fits your business goals and giving you a wide range of options to fulfil your customers' orders across Europe. We take care of the details to save you time and allow you to focus on your business. FBA's specialised services can help you grow your business without new investments in capital or staffing:
  • Sign up for the programme and get free storage, returns for unsold goods and returns processing, and an average discount of 10% on sales of eligible new-to-FBA ASINs.
  • Reduce the cost of fulfilling orders for low-cost, small and lightweight FBA inventory.
  • Offer discounts on eligible FBA products for repeat customers.
  • Sell from your own or third-party e-commerce sites, with Amazon picking, packing and shipping to your customers.
  • Use FBA as a solution for the storage, shipping both kerbside and in the Room of Choice, returns and customer service of your heavy and bulky products.
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It's cost-effective

Pay as you go: you're charged for storage space and the orders that we fulfil. The cost of shipping is included in your fees, with no extra charge for FREE One-Day Delivery on 2 million Amazon Prime products and free delivery on eligible orders. Fees for selling on Amazon and optional services may apply.

FBA storage and fulfilment costs

Normal fees

Inventory storage fees

Charged for all items stored in an Amazon fulfilment centre, and based on your daily average volume of inventory measured in cubic feet. See how to determine the product size tier for your items.

Fulfilment fees

Charged per unit for picking and packing your orders, shipping and handling, customer service and product returns. Use the FBA Revenue Calculator to estimate fees and see how to preview them.

Occasional fees

Additional fee for inventory that has been in storage for a long time

Assessed monthly for all items stored in a fulfilment centre for more than 271 days. Maintaining sound inventory health can help you avoid long-term storage fees.

Removal order fees

You can have Amazon return or dispose of your inventory stored in a fulfilment centre for a per-item fee.

Returns processing fees

Charged on orders where Amazon provides a buyer with free return shipping.

Unplanned services fees

Charged when inventory arrives at a fulfilment centre without proper preparation or labelling, making unplanned services required.
Learn more about the cost of Fulfilment by Amazon. Use the FBA Revenue Calculator on Seller Central to estimate your FBA fees.
In addition, you can download the rate cards in the following languages:

Get started with Fulfilment by Amazon

Fulfilment by Amazon can help you eliminate your fulfilment headaches and scale your business.

Step 1

Set up Fulfilment by Amazon
Create your Amazon Selling Partner Account and log in to Seller Central to set up Fulfilment by Amazon.

Step 2

Create your product listings
Once you've added your products to the Amazon catalogue, specify your FBA inventory.

Step 3

Prepare your products
Prepare your products for safe and secure transportation to a fulfilment centre, according to Amazon's packing guidelines and shipping and routing requirements.

Step 4

Ship your products to Amazon
Create your shipping plan, print Amazon shipment ID labels and send your shipments to Amazon fulfilment centres. Learn more about sending inventory to Amazon.
As soon as Amazon receives your products at the fulfilment centres, they are available for customers to buy. Visit Seller Central Help to learn more about how to manage FBA orders.
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Simplified VAT

Understand how your fulfilment model affects VAT requirements

Depending on the type of activity that you carry out, you will be required to obtain a VAT number in a European country as per current regulations. Some factors that influence your VAT obligations include your fulfilment model and the country in which the inventory is stored.

FBA Inventory Management

Use the tools in your Selling Partner Account to list products, create shipping plans, send in shipments, track and monitor your shipments and remove inventory from Amazon fulfilment centres.

Inventory Performance Dashboard

Your Inventory Performance Dashboard displays your Inventory Performance Index (IPI) score, along with key influencing factors. Make sure that you check your IPI score regularly: a low score could lead to overage fees and limit your ability to send more inventory.

Manage excess inventory

Optimise your inventory levels by knowing when to mark down or remove your products. Monitor detailed information about storage fees, opportunities to drive sales and suggestions to help improve profits on your inventory.

Track inventory age

Improve sell-through rates and avoid long-term storage fees. Use Inventory Age tools to understand how much inventory you're holding and see how long it's been in the fulfilment centres.

Fix stranded inventory

Keep your listings active by including necessary information about pricing and condition, and resolving any errors. If your inventory is being stored in a fulfilment centre without an associated active listing, it's not available for purchase.

Restock inventory

Keep your bestselling inventory in stock with personalised restock recommendations. You can also adjust your shipments for future promotions and seasonal demand patterns. Track your inventory and supplier orders so that you're prepared to meet product demand.


Get answers to frequently asked questions about using Amazon for e-commerce.
What is Fulfilment by Amazon (FBA)?
Fulfilment by Amazon (FBA) is a service where Amazon stores, packages and ships your products, and manages customer service and returns.
When you sign up for Fulfilment by Amazon, the first thing you need to do is pack and ship all of your products to one of our fulfilment centres.
Fulfilment by Amazon also has special programmes for specific types of products tailored to your business, such as Low-Price FBA, Pan-European, Subscribe & Save and Multi-Channel Fulfilment.
How much does Fulfilment by Amazon cost per item?
There are different fees for Fulfilment by Amazon services based on:
1. Fulfilment fees charged per unit sold, including packaging, shipping, handling, customer service and returns.
2. Monthly inventory costs based on the inventory in Amazon FBA fulfilment centres. 

Amazon's calculation tools such as Revenue Calculator, Fee Review Report and Manage Inventory will help you estimate your Fulfilment by Amazon fees.
How do I sell using Amazon FBA?
  • A business email address or Amazon customer account
  • A credit card (international credit cards are also accepted)
  • A valid passport or national ID document (identity verification protects sellers and customers)
  • Company registration details (with VAT number if possible)
  • A valid telephone number
  • A bank account where Amazon can send you the proceeds of your sales
Next, get ready to create your product listing, add products to your Amazon catalogue and specify your Fulfilment by Amazon inventory.

Finally, send your products to an Amazon fulfilment centre, following Amazon's packaging guidelines and shipping and tracking requirements.
What can I sell with Fulfilment by Amazon?
What you can sell using Amazon FBA depends on the brand, product and category. Some products are open to all sellers, while others may require a professional seller account.
See the list of restricted products and products prohibited by Fulfilment by Amazon.
To sell branded products protected by copyright, patent or trademark, you must be the business owner or an authorised reseller. To sell refurbished or second-hand items, you must qualify to sell on Amazon Renewed.
What is fulfilment?
The entire process of receiving, storing, picking, packing and then shipping orders to customers, including returns or exchanges, is called fulfilment.
To fulfil an order, you can opt for internal fulfilment, third-party fulfilment, Fulfilment by Amazon (FBA) or Multi-Channel Fulfilment (MCF).
What is the difference between Fulfilment by Amazon and Fulfilment by Merchant?
FBA is Fulfilment by Amazon and FBM is Fulfilment by Merchant. With Fulfilment by Amazon (FBA), Amazon manages the entire fulfilment process for you, while with Fulfilment by Merchant (FBM), the merchant (you) is responsible for storing, packaging, shipping and delivering products to customers.
Are all Prime orders fulfilled by Amazon?
No, not all Prime orders can be fulfilled by Amazon.

For items that don't work well with Fulfilment by Amazon (FBA), such as those that don't sell quickly or for which demand is hard to predict, there's Seller Fulfilled Prime (SFP). This programme is available to Amazon Prime members who can ship orders directly from their warehouse or storage location.
What is FBA's Manage Excess Inventory?
FBA's Manage Excess Inventory tool helps you track listings with excess inventory and provides you with information to take relevant actions, as well as suggestions for improving inventory performance. It helps you assess product demand and costs and see seller inputs and price elasticity, identifying issues that could affect the sales of your products and giving you options for selling your inventory.
What is the FBA sell-through rate?
The FBA sell-through rate is the number of units sold and shipped in the last 90 days divided by the average number of units in stock. The average number of units in stock is obtained through snapshots of inventory levels for a particular day in question, as well as 30, 60 and 90 days earlier.
The Manage Inventory Health Report on Seller Central shows your recommendations for improving your sell-though rate.
What is FBA's stranded inventory percentage?
A listing may become stranded if it was not created properly in first place or gets suppressed. If this happens, it starts collecting storage fees but is not available to be sold because the listing is not active.

Your performance is measured by the percentage of your FBA inventory units that can't be bought on Amazon right now. This is called the "stranded inventory percentage".

The other metric you need to be aware of is the quantity of stranded units, which indicates the total number of units without an active offer, and the Fix Listings button, which lists the SKUs without an active offer. This can be sorted with the Fix Stranded Inventory option.
What is the FBA Restock tool?
The FBA Restock Inventory tool helps you keep track of how many items you have in stock so you can meet customer demand by suggesting what products to restock, how many to order and when to ship them.
This smart optimisation tool helps you predict when to replenish your items in stock, while taking into account your variable costs, expected revenue and future demands. The recommendations help you get the best return on your inventory investment by keeping just the right amount of inventory.
What is FBA's excess inventory percentage?
The excess inventory percentage is the percentage of your FBA inventory units that are excess, or have over 90 days of supply.

Excess or aged inventory negatively impacts the Inventory Performance Index, or IPI, which is a way to measure how well your inventory is doing over time.

Your IPI score checks the way you manage your FBA inventory. Your performance dashboard helps you find ways to increase sales, cut costs and keep track of key performance metrics.
What is the FBA in-stock rate?
The in-stock rate tracks how successfully you maintain popular goods in stock.
This accounts for FBA goods that have had sales in past 60 days only. It doesn’t account for items without sales or for seller-fulfilled products (i.e. products for which you handle the storage, packing and shipping).

In Seller Central, this metric is shown on the inventory dashboard and updated daily. Maintaining a 90–100% stock rate is considered good.
What is an FBA seller?
An Amazon FBA seller is any e-commerce business that sells products via an Amazon store and is enrolled in the Fulfilment by Amazon (FBA) programme. 
Amazon takes care of the logistics and operations for Amazon FBA sellers, while FBA Sellers are responsible for selecting their products, shipping their inventory to the Amazon FBA fulfilment centres and ensuring that the inventory is always up to date.

Help grow your business with Fulfilment by Amazon

Are you already selling on Amazon?



Are you new to Amazon?



€39 (excl. VAT) a month.
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