FBA or FBM? Fulfillment by Amazon or Fulfillment by Merchant? Every Amazon seller faces this question sooner or later. The answer in 2026 is more complex than ever because Amazon has significantly changed its fee structure, adjusted Buy Box criteria, and further blurred the lines between both models with the Seller Fulfilled Prime (SFP) program. This guide gives you all the facts and figures you need for an informed decision.
FBA Fees 2026: The Largest Cost Reduction in Years
Amazon has announced the biggest fee reduction in years for 2026. On average, FBA costs decrease by EUR 0.17 per unit. Particularly relevant: FBA fulfillment fees are being reduced by EUR 0.32 per unit. This is a significant relief, especially for high-volume sellers.
Additionally, Amazon has expanded the Low-Price FBA program. For products priced up to EUR 20, savings of EUR 0.40 to EUR 0.45 per unit are available. If you offer many products in the low-price segment, Low-Price FBA has become a real alternative in 2026.
Buy Box: Why FBA Still Has the Advantage
The Buy Box drives over 82 percent of all Amazon sales. If you do not win the Buy Box, you essentially do not sell. And here, FBA still has a structural advantage: FBA offers have a 30 to 50 percent higher probability of winning the Buy Box compared to FBM offers at the same price point.
However, there is an important shift from 2025: delivery speed has overtaken fulfillment method as the decisive factor. Amazon now prioritizes offers that guarantee fast delivery, regardless of whether it is FBA or FBM. This opens new opportunities for FBM sellers with excellent logistics.
Seller Fulfilled Prime (SFP): The Hybrid Solution
Seller Fulfilled Prime allows FBM sellers to earn the Prime badge while handling fulfillment themselves. Since October 2025, however, stricter requirements apply: SFP now requires 0-day handling time (zero-day handling), meaning orders must be shipped on the same day they are placed.
This is a high bar. You need a warehouse connected to a carrier offering same-day pickup and logistics infrastructure that reliably processes orders until late afternoon. For many mid-sized sellers, this is barely achievable without an external 3PL partner.
Storage Fees: The Underestimated Risk with FBA
FBA storage fees are the area many sellers underestimate. The current fee structure for 2026:
- Off-peak (January to September): approximately EUR 26 per cubic meter per month
- Peak season (October to December): approximately EUR 36 per cubic meter per month
- Long-term storage fees (365+ days): EUR 170 per cubic meter. This tier turns slow movers into genuine loss makers
Long-term storage fees in particular are a silent margin killer. A product sitting in an FBA warehouse for 12 months can become unprofitable from storage costs alone. FBM sellers have a clear advantage here, as they can typically calculate storage costs far more favorably.
Multi-Channel Fulfillment (MCF): FBA for External Channels
If you sell through your own store or other marketplaces in addition to Amazon, Amazon offers Multi-Channel Fulfillment (MCF). This lets you use the FBA network for orders from external channels. The catch: MCF fees are 30 to 50 percent higher than standard FBA fees. For sellers with significant off-Amazon revenue, MCF is often more expensive than a dedicated 3PL partner.
FBA vs. FBM: The Direct Comparison
Here are the key differences at a glance:
- Shipping speed: FBA delivers Prime speed automatically. FBM requires your own logistics excellence
- Buy Box: FBA has a 30-50% advantage. FBM can compensate through lower prices or SFP
- Costs: FBA has fixed per-unit fees. FBM costs are more variable and often lower at high volume
- Control: FBM offers full control over packaging, branding, and customer communication. FBA standardizes everything
- Returns: FBA handles returns automatically. FBM requires your own returns management
- Scalability: FBA scales without your own infrastructure. FBM requires investment in warehousing and staff
New Seller Incentives: Up to EUR 47,250
Amazon currently offers new sellers an attractive incentive package worth up to EUR 47,250. This includes credits for FBA shipping, advertising credits, and additional benefits. If you are just starting on Amazon, this is a substantial financial advantage that significantly offsets initial FBA costs.
Our Recommendation: The Hybrid Model
In practice, the most successful sellers take a hybrid approach. Bestsellers and fast-moving products run through FBA for maximum Buy Box performance and Prime eligibility. Slow-moving items, oversized products, and seasonal goods are shipped via FBM to avoid long-term storage fees. This approach requires more operational effort but maximizes profitability.
Learn more about fulfillment consulting in our services, read the detailed guide on Amazon FBA costs 2026, or check our glossary for FBA and FBM definitions.