This article is written for Shopify and WooCommerce owners who assume Amazon works like their own store, just with more traffic. It does not. The fastest way to reach the “Amazon doesn’t work for us” conclusion is to start with FBM and expect the system to compensate for slower delivery.
It will not.
Amazon buyers are there for speed, not discovery
On your own site, buyers browse. They read. They compare. They leave and come back later. Delivery time is part of the decision, but it is rarely the decision.
On Amazon, the mindset is different. Buyers arrive with intent. They search, scan, and decide quickly. Fast delivery is assumed, not appreciated. When that assumption is broken, the offer simply drops out of contention.
This is where many DTC brands misread the situation. A five to seven day delivery window is not “a bit slower”. It is misaligned with how Amazon buyers think and behave.
Prime is not a badge, it is a paid filter
Prime is often described as a perk. Free shipping. Faster delivery. That framing misses something important.
Prime is not free for customers. Buyers actively pay for the privilege of fast, predictable delivery. It’s a subscription. That payment shapes behavior. When someone has already paid for speed, they expect to use it.
As a result, Prime acts as a visibility and conversion filter. Many shoppers skip non-Prime offers automatically (its a simple checkbox – “All Prime”), without consciously comparing price or brand. The decision happens before your listing is evaluated.
This is where FBM quietly loses most auctions. Not because the product is worse, but because it fails the speed expectation buyers have already paid for.
FBM works against Amazon’s incentives
Amazon optimizes for predictability at scale. It wants tight control over delivery promises, packaging quality, carrier performance, and post-purchase support.
FBM introduces variables Amazon does not control: handling speed, packing consistency, carrier reliability, and response times. Each variable increases risk.
Amazon reduces that risk by prioritizing fulfillment methods it controls. This is not a judgment on seller quality. It is a system-level preference.
The hidden cost of FBM: returns, complaints, NCX
Even when FBM shipping is technically “fine,” it tends to create more downstream friction.
More handling steps increase the chance of damage. Longer delivery windows increase the chance of buyer dissatisfaction. Small inconsistencies compound.
That friction shows up as higher return rates, worse NCX scores, and review degradation. None of these failures are dramatic on their own, but together they suppress performance.
FBM often looks cheaper on paper. In practice, the cost is paid through system penalties rather than explicit fees.
Why “we’ll switch to FBA later” rarely works
A common plan is to start with FBM to test demand, then switch to FBA once volume proves itself.
The problem is that Amazon momentum is cumulative. Early data matters. Launching under FBM usually means weaker conversion signals, slower sales velocity, and lower PPC efficiency.
When the switch to FBA happens, sellers expect an immediate lift. Instead, they often have to rebuild from a compromised starting point.
This is not because FBA does not work. It is because the system already learned that the listing underperforms.
The few cases where FBM can make sense
There are valid exceptions.
FBM can work for extremely oversized items where FBA fees are prohibitive or unavailable, such as beds, sofas, large furniture, or bulky custom items. In these categories, buyers already expect freight delivery and longer timelines.
It can also work for very high-margin, low-volume products or sellers with tightly controlled domestic fulfillment that reliably matches Prime-level delivery speed.
These are edge cases, not stepping stones. Most consumer products do not fall into this category.
Why FBA simplifies growth decisions
FBA is not about convenience. It is about removing friction from the system.
With FBA, delivery expectations stabilize. Operational variance drops. PPC performance becomes predictable. Growth decisions become simpler.
Instead of compensating for fulfillment weaknesses, the listing is allowed to compete on product, price, and presentation.
Why Amazon feels hostile to FBM sellers
Amazon is often described as forcing sellers into FBA. That framing is inaccurate.
Amazon is not punishing FBM sellers. It is simply not compensating for misalignment.
Sellers who make Amazon’s job easier are rewarded with visibility and consistency. Sellers who introduce friction are not shielded from the consequences.
Closing
Amazon does not reward effort. It rewards reliability at scale.
FBA is not about shipping faster. It is about removing reasons for the buyer not to trust your offer.
That is why FBM feels harder than it should, and why most brands eventually abandon it.
For Shopify and WooCommerce brands, FBA is not an upgrade you add later: It is the baseline Amazon expects from day one.
Start below that baseline, and the system will treat you accordingly.