FBA vs. Seller Fulfilled Prime: Is FBA Still King?

The Upside

In this episode, Zamir drops a bombshell: FBA (Fulfilled by Amazon) may no longer be the best option for sellers on Amazon. Joined by Ali, the duo dive into the evolving debate between FBA and Seller Fulfilled Prime (SFP), exploring why SFP is becoming a more attractive option for many sellers.

They break down the key differences between the two fulfilment methods, from cost and scalability to the all-important conversion rates. With recent changes in SFP’s delivery promise, and Amazon’s shift to level the playing field between FBA and SFP, Zamir argues that it’s time sellers seriously consider SFP as a viable alternative for certain situations. Whether you’re shipping in bulk, offering personalised products, or looking for better control of stock, this episode explores where SFP can shine.

Key Takeaways:

• FBA still leads in scalability and cost-effectiveness for single-item orders, especially with Amazon’s vast fulfilment network.
• Seller Fulfilled Prime offers flexibility for bulk orders, personalised customer experiences, and more control over stock—all without splitting inventory.
• SFP now matches FBA’s one-day delivery promise, levelling the playing field for sellers.
• Brands with established DTC (Direct-to-Consumer) operations or non-ambient products like chilled or frozen goods can benefit significantly from SFP’s flexibility.

Quote of the Episode:

“FBA is still the champ, but there’s a new challenger in the ring. Watch out for Seller Fulfilled Prime!” — Ali