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What is FBA on Amazon? Unpacking Benefits for Emerging Brands

What is FBA on Amazon? Unpacking Benefits for Emerging Brands cover

As the dominant player in online retail, Amazon offers unmatched scale and reach through its marketplace. However, succeeding on Amazon requires more than just creating a seller account and uploading product listings. That’s where Fulfillment by Amazon (FBA) comes in – an end-to-end solution enabling sellers to leverage Amazon’s infrastructure to store, pack, and ship products.

FBA Meaning: Fulfillment by Amazon

For emerging brands, Amazon FBA facilitates access to millions of Prime customers while also providing vital logistics support. This allows small teams to focus their efforts on sales, marketing, and product development instead of warehouse operations and supply chain management, leading to almost 90% of vendors leveraging the service. While an attractive solution, Amazon FBA also comes with its own complexities and fees that brands must strategically navigate.

Advantages and Challenges for an Amazon FBA Seller


Exposure and Sales Potential: Listing products on Amazon puts brands front and center before over 220 million loyal Prime members worldwide. This visibility provides unmatched exposure and sales potential for emerging brands early on.

Prime Eligibility: FBA listings gain Prime eligibility – enticing customers with free, fast shipping and hassle-free returns. This leads to higher conversion rates for sellers utilizing FBA.

Logistics and Operations: By selling on Amazon with FBA, brands can outsource core supply chain functions like fulfillment, shipping, and returns. This allows small teams to avoid early operational burdens and focus on business priorities instead.


Profit Margins and Fees: Referral, fulfillment and storage fees cut into seller margins on Amazon. These costs put pressure on pricing strategy and overall profitability.

Compliance Requirements: Amazon sets stringent seller policies around search rankings, reviews, and compliance that brands must adhere to.

Competitive Pressures: The platform aggregates millions of sellers, creating intense competition across nearly every category. Brands must differentiate themselves through compelling listings and customer experience.

Understanding and Managing Amazon FBA Fees

As highlighted above, the various fees charged for utilizing FBA can significantly impact profit margins. Some key types include:

Referral Fees: Amazon’s commission on each sale is, on average, 15% of the total sale price, though sale-related fees can range anywhere from 8% to 45% of each product’s selling price.

Fulfillment Fees: Charges for fulfillment on Amazon include handling of fulfillment center storage, packing, and shipping per unit sold. These vary based on product dimensions and peak holiday seasons.

Monthly Storage Fees: Based on the cubic footage and time products spend in Amazon’s warehouses, billed monthly. Dimensions and longer storage durations mean higher monthly costs.

Strategically factoring FBA fees into pricing is crucial for maintaining adequate margins. Recommendations include:

  • Calculate estimated total landed cost with FBA fees included
  • Price products to cover FBA costs and achieve target gross margin return on investment (GMROI)
  • Employ dynamic pricing adjusting to market data and seasonality
  • Offer promotional discounts while protecting profit margins

Getting pricing right ensures brands maximize sales and growth potential on Amazon while protecting profitability. Monitoring changes to Amazon’s complex fee structure is also key to maintaining strong financial footing.

Inventory Management Essentials

Managing inventory effectively is also vital for Amazon sellers relying on FBA. Stockouts lead to missed sales while overstocking can drive up storage fees. Recommended best practices include:

  • Forecasting unit demand monthly and planning purchase orders
  • Tracking inventory KPIs like sell-through rate and weeks of cover
  • Utilizing Amazon tools for projections, alerts, and reporting
  • Implementing 3PL integrations for greater inventory visibility

By controlling stock levels and implementing contingency plans for spikes and shortfalls, brands can improve operational efficiency on Amazon FBA.

Still have questions about what’s FBA Amazon? Check out the Amazon FBA coaching guide for beginners to learn how to get started.

Transitioning from Amazon FBA to Retail Expansion

While Amazon provides e-commerce exposure, it can be critical for emerging brands to target retail expansion well. This poses financing and operational hurdles, from funding inventory to managing extended payment terms.

As a leader in inventory financing, Lunr Capital empowers brands to fulfill their brick-and-mortar growth potential. By financing production directly, Lunr unlocks working capital aligned to retail order timelines. This enables brands to rapidly scale manufacturing and distribution to meet purchase order demand.

With the right financing strategy and support system in place, emerging brands can strategically scale from digital into massive retail expansion. Reach out if you’re interested in how Lunr can provide the fuel for your next stage of viral growth.