Fulfillment by Merchant (FBM) — Definition & 2025 Operational Scope Updated Oct 30, 2025
Source: Amazon Seller Central, Amazon Policy Update (Jun–Oct 2025), and WinsBS Research. FBM+ (launched Oct 22, 2025) enables FBA-like expedited delivery for self-fulfillers.
Industry Standard Definition
View Official Definition
Fulfillment by Merchant (FBM) is a selling and fulfillment method in which the seller lists products on Amazon but manages inventory storage, order processing, picking, packing, shipping, and customer service independently. The FBM+ upgrade (Oct 2025) introduces FBA-like expedited delivery through Buy Shipping integration while sellers retain full control.
— Amazon Seller Central Guide to Fulfillment Methods (Accessed Oct 2025)
- SFP: On-time shipping ≥97%, Valid Tracking ≥99%, ODR <1% (Updated June 2025).
- FBM+: Launched Oct 22, 2025 — Expedited delivery access via Buy Shipping; eligibility linked to API-tracked KPIs.
Regional Variations & Premium Programs (2025)
View Key Regional Programs
| Program | Region | Key Performance Standard |
|---|---|---|
| Seller Fulfilled Prime (SFP) | US, UK, DE | On-time Shipping ≥97%, Valid Tracking ≥99%, ODR <1% |
| FBM+ (New) | Global (US Priority) | Expedited Delivery Access, ODR <1%, API-based tracking |
| Standard FBM | All Marketplaces | ODR <1%, Pre-fulfillment Cancel Rate <2.5% |
| Premium Shipping Eligibility | Major Regions | Late Shipment Rate <1%, Delivery Speed Compliance |
Expert Analysis — WinsBS Research
View Analyst Insight
Michael, Senior Supply Chain Analyst at WinsBS Research (15+ years cross-border experience):
“FBM is the backbone for sellers targeting margin recovery on oversized, custom, or hazmat SKUs. The 2025 FBM+ rollout marks a fundamental change—FBA-level speeds without storage fees. Sellers must maintain near-perfect API tracking (≥99%) and sub-1% defect rates to keep program eligibility.”
Critical Risk Terms (2025)
FBM FAQ — Common Questions
Is FBM right for every seller?
Not always. FBM suits oversized or hazmat SKUs, custom bundles, or brands wanting direct control of service. You must maintain ODR <1% and fast handling time to stay in good standing.
What’s the difference between FBM and SFP?
SFP is FBM with Prime-level standards — you fulfill orders yourself but must meet 99% tracking and 97% on-time shipping metrics. Failure triggers deregistration.
What is FBM+ and who qualifies?
FBM+ (Oct 2025) enables expedited delivery via Buy Shipping, without FBA storage. It requires carrier API integration and consistent ODR/LSR <1% performance.
WinsBS Blog Insights
SFP Performance Deep Dive: The 90-Day Reinstatement Strategy
Failed the SFP trial? Step-by-step strategy to recover your Prime badge and maintain tracking accuracy.
Read Full Guide →
FBM+ 2025: Expedited Shipping Without FBA Fees
Detailed overview of eligibility, performance thresholds, and API setup for the new FBM+ program.
Explore FBM+ →
Minimizing FBM Risk: Keep Your ODR Below 0.5%
Operational checklist: packaging, label setup, and message response strategy to avoid claim loss.
Read Action Plan →Content Attribution & License
General definitions and public references are shared under the CC BY-SA 4.0 License.
Analytical insights and policy interpretations labeled as “WinsBS Research” are original works © WinsBS Research (2025) and licensed exclusively to WinsBS Wiki for educational use.
Data sources include Amazon Seller Central, FBM+ policy announcements, and WinsBS Research datasets.
* Information verified as of October 2025. WinsBS Research assumes no liability for policy changes after publication.
