How many Amazon marketplace sellers use Fulfillment by Amazon (FBA)?
In 2025, approximately 82% of active Amazon marketplace sellers use Fulfillment by Amazon (FBA) according to multiple industry reports and data analysis firms. This means the vast majority of sellers rely on Amazon’s warehousing and Prime network, with the remaining 18% using Fulfillment by Merchant (FBM) or a hybrid model combining both approaches.
Numbers at a glance
- 58% of sellers achieve profitability within 12 months
- 82% of Amazon sellers use FBA
- 18% use FBM or hybrid fulfillment models
- 9.7 million total registered Amazon sellers globally
- 2.5 million active sellers worldwide
- 92% of private-label brands rely on FBA
What is Fulfillment by Amazon?
Fulfillment by Amazon (FBA) is a logistics service where Amazon stores sellers’ inventory in its fulfillment centers, then picks, packs, and ships orders directly to customers. This contrasts with Fulfillment by Merchant (FBM), where sellers handle storage and shipping themselves, and Seller Fulfilled Prime (SFP), where sellers meet Prime delivery standards using their own logistics.
When sellers use FBA, their products become Prime-eligible and benefit from Amazon’s customer service, returns processing, and vast fulfillment network. This integration into Amazon’s ecosystem is a primary driver behind the high adoption rate.
FBA adoption rate trends over time
The 82% FBA adoption rate represents a significant increase from earlier years, though exact historical data varies by source and methodology. Industry analysis suggests steady growth driven by expanding Prime membership, increased customer expectations for fast delivery, and Amazon’s continued investment in fulfillment infrastructure.
FBA Adoption Rate Growth Over Time
Why the majority of sellers choose FBA
The high FBA adoption rate stems from several compelling advantages that directly impact sales performance and operational efficiency.
Prime badge and conversion uplift
Products fulfilled through FBA automatically receive the Prime badge, making them eligible for free two-day shipping for Prime members. This significantly improves conversion rates, as Prime members represent Amazon’s most valuable customer segment and actively filter for Prime-eligible products.
Buy Box advantage and competitive positioning
Amazon’s algorithm favors FBA products when determining Buy Box winners—the default purchase option that drives the majority of sales. FBA sellers typically win the Buy Box more frequently than FBM competitors, even when prices are slightly higher.
Outsourced logistics and global warehousing
FBA eliminates the complexity of managing inventory storage, order processing, and shipping logistics. Amazon’s network of over 1,200 fulfillment facilities worldwide enables sellers to reach customers quickly without maintaining their own warehouse infrastructure.
Customer service and returns processing
Amazon handles all customer inquiries, returns, and refunds for FBA orders, reducing seller workload and ensuring consistent customer experience. This is particularly valuable for smaller sellers who lack dedicated customer service resources.
The 18% minority: when sellers choose FBM or hybrid models
Despite FBA’s dominance, nearly one in five sellers still use alternative fulfillment methods for specific strategic reasons.
Common FBM scenarios:
- Oversized or heavy products with prohibitive FBA fees
- High-value items requiring specialized handling
- Custom or made-to-order products
- Brands prioritizing controlled unboxing experiences
- International sellers with local fulfillment advantages
- Products with razor-thin margins where FBA fees impact profitability
FBA usage by seller type and category
FBA adoption varies significantly across different seller segments and product categories, reflecting the diverse needs and business models within Amazon’s marketplace.
FBA Adoption Rate by Seller Type
Regional variations in FBA adoption
FBA usage patterns differ across Amazon’s global marketplaces, influenced by local fulfillment infrastructure, shipping costs, and competitive dynamics.
| Region | FBA Adoption | Notes |
|---|---|---|
| United States | 84% | Mature FBA network, high Prime penetration |
| Europe (UK, DE, FR, IT, ES) | 81% | Pan-European fulfillment network |
| Emerging markets (IN, AU, MX) | 65-70% | Local fulfillment programs, developing infrastructure |
FBA Adoption by Region
Cost implications and FBA viability in 2025
While FBA adoption remains high, sellers must carefully evaluate cost structures to maintain profitability. Amazon has maintained stable FBA fees for 2025, with no overall increases to fulfillment or referral fees.
Key fee components affecting adoption
- Fulfillment fees: Per-unit charges based on size, weight, and category
- Storage fees: Monthly inventory storage costs (higher October-December)
- Aged inventory surcharges: Additional fees for items stored over 181 days
- Removal/disposal fees: Costs to retrieve or dispose of unsold inventory
Profitability guideline: Industry experts suggest reconsidering FBA when fulfillment fees exceed 30% of average selling price, particularly for low-margin products or oversized items.
Decision framework: joining the 82%
For sellers evaluating FBA adoption, consider this systematic approach:
- Calculate total FBA costs including fulfillment, storage, and potential surcharges
- Compare with FBM alternatives factoring in shipping rates, storage, and labor costs
- Assess Prime eligibility impact on conversion rates and customer acquisition
- Evaluate inventory management requirements and cash flow implications
- Consider hybrid approaches using FBA for best-sellers and FBM for specialized items
- Test with pilot products before committing entire catalog
Future outlook for FBA adoption
The 82% FBA adoption rate appears likely to remain stable through 2025, with several factors supporting continued high usage:
- Amazon’s continued investment in same-day and next-day delivery capabilities
- Growing Prime membership base expecting fast, free shipping
- Automation and robotics reducing FBA operational costs
- Expansion of FBA services to additional product categories
However, fee increases, inventory management challenges, and the growth of alternative fulfillment options like Walmart Fulfillment Services may create some competitive pressure.
Frequently asked questions
How many Amazon sellers use FBA only vs. FBM only?
Approximately 82% of sellers use FBA (either exclusively or as part of a hybrid model), while 18% rely solely on FBM or alternative fulfillment methods.
Is the FBA percentage rising or falling in 2025?
The adoption rate has stabilized around 82% after years of steady growth, suggesting the market has reached maturity for this fulfillment model.
Does using FBA improve Buy Box win rate?
Yes, FBA products typically have higher Buy Box win rates due to Prime eligibility, faster shipping, and Amazon’s algorithmic preference for FBA inventory.
What’s the average profit margin for FBA sellers?
Profit margins vary widely by category and business model, but successful FBA sellers typically maintain margins of 15-25% after all fees and costs.
Can I switch from FBM to FBA mid-listing?
Yes, sellers can convert existing FBM listings to FBA by sending inventory to Amazon fulfillment centers and updating their listing settings.
Do top 1% sellers rely on FBA?
High-volume sellers often use hybrid models, leveraging FBA for fast-moving inventory while maintaining FBM for specialized or high-value products.
Sources & methodology
- Analyzer Tools — Amazon seller statistics and FBA adoption data
- OABeans — Comprehensive Amazon marketplace statistics
- Thunderbit — FBA performance and adoption metrics
- ForceGet — Amazon seller count and activity data
- Amazon Selling Partners — Official 2025 FBA fee structure
- eFulfillment Service — FBA cost analysis and breakdown
