Discover Fulfilment by Amazon in 5 steps

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How ‘Fulfilment by Amazon’ works

‘Fulfilment by Amazon’ (FBA) makes selling across Europe easier than ever before.
Send your products to Amazon’s Fulfilment Centres and let us take care of the rest – from
storing and giving your items Prime listing status on our marketplaces, through to shipping,
order tracking, customer service and returns all over Europe.

How do you start using FBA? It's simple.

Select FBA option


Select the ‘Fulfilment by Amazon’ option when you list products

Send your products to a Fulfilment Centre


Send your products to an Amazon Fulfilment Centre

  • Simply follow the shipping guidelines to send your products to the Amazon Fulfilment Centre. Upon receipt, they will be scanned and securely stored, ready to be picked, packed and shipped out to the first customer that buys them.
Products enabled with Prime delivery


Your offers get Prime badge on Amazon

  • Your eligible products will be enabled with Amazon PrimeAmazon’s premium service for millions of our most loyal and active customers – and in many cases FREE delivery.
  • You have an increased chance of securing the Buy Box.
  • This helps make your offers even more attractive. Selling has never been easier.
Pick, pack and ship your products


We pick, pack & ship your products direct to customers, all over Europe

  • Amazon’s high-speed web-to-warehouse picking and sorting system locates, packs and dispatches your orders to customers all over Europe at lightning speed. We even provide customers with the tracking numbers where available.
Get good feedback ratings


Your customers have a good experience and will give you good ratings

  • With FBA, Amazon provides customer service for orders on and the other Amazon European marketplaces in in the language of the marketplace – allowing you to expand into new countries more easily.
  • We’ll handle any refund and return requests directly with the customer, striving for excellent customer satisfaction. And you’ll even be able to take advantage of the FBA Furbishing Service to have more returned products moved back to saleable status so they can be sold again.

Have more questions?

Read our FAQs for more details.

Select the 'Fulfilment by Amazon' option

Convert to Fulfilment by Amazon option

Amazon Buy Box

Sellers with Amazon Featured Merchant Status are eligible for premium locations in or below the Buy Box.

The Buy Box is the box on a product detail page in which a customer starts the purchase process by adding an item or items to their shopping basket.

A key feature of the platform is that the same product can be sold by several sellers. If several sellers offer the same product in ‘new’ condition, they may be eligible to compete for the Buy Box for that product.

A Seller’s eligibility to win the Buy Box is tied to their having Featured Merchant Status and other Seller performance criteria that identify those who have consistently provided customers with a great buying experience on the site.

Amazon Prime

When you join FBA, your products that are eligible for Prime automatically gain Prime status, which can increase your product exposure and competitiveness.

Amazon Prime is an increasingly popular membership programme for Amazon customers; it gives them fast and unlimited One-Day delivery on eligible purchases plus additional advantages for an annual membership of £79.

Amazon Prime subscribers are among Amazon's most loyal customers and often order more frequently, making their purchasing decisions based on the delivery options available to them. They often filter products they’re considering purchasing in order to only see items that are eligible for Prime.

New to Selling on Amazon?

Already Selling on Amazon? Start using FBA ›