Amazon Launches FBM Ship+ Across Europe to Accelerate Prime-Level Deliveries Without FBA Fees

For many years, when sellers discussed fulfillment on Amazon, FBA (Fulfilled by Amazon) almost always  came first. The model was simple: send inventory to Amazon warehouses, rely fully on Amazon logistics, and let the platform handle packing, storage, shipping, returns, and customer service.

However, rising FBA fulfillment fees, fluctuating restock limits, and reduced operational flexibility have pushed sellers to explore new fulfillment strategies. Surveys indicate that over 80% of sellers relying heavily on FBA now feel the pressure of increasing costs and unpredictable inventory constraints. This is where the Amazon FBM+ Program, also known as FBM Ship+, enters the spotlight.

What Makes FBM+ a Turning Point for Amazon Sellers?

FBM+ is not designed to replace FBA; instead, it strengthens the FBM (Fulfilled by Merchant) model with Prime-like speed, more accurate delivery dates, lower fulfillment costs, and better conversion rates. It removes one of the biggest disadvantages of FBM—slow delivery speed and weaker buyer trust—by enabling sellers to achieve faster shipping without sending inventory to Amazon fulfillment centers.

During Amazon’s internal pilot test, FBM+ participants recorded an average 34% increase in sales volume, driven primarily by faster shipping and more credible delivery promises displayed on product listings. According to the data, packages shipped via Amazon FBM+ arrived on average nine days faster compared to standard FBM shipments. Approximately 2.5 days came from improved carrier performance, while 6.5 days resulted from Amazon’s upgraded predictive logistics model for estimated delivery windows.

In other words, FBM+ improves not only the actual delivery speed, but also the perceived delivery reliability — a major conversion factor in ecommerce.

How to Enroll in the Amazon FBM+ Program?

Amazon sellers can enable FBM+ directly through Seller Central. The feature appears under Shipping Settings → Fulfillment Programs → FBM Ship+. Enrollment takes only a few steps, and sellers may modify which shipping templates are included before saving changes.

The enrollment process is simple. The real differentiator lies in the way orders are handled once a seller activates FBM+. Consistency and execution determine whether a seller receives cashback incentives and fast-delivery visibility.

How the Amazon FBM+ (FBM Ship+) System Works?

The operational structure of FBM+ revolves around three components, all tied to Amazon Buy Shipping:


	

	
Automated handling time

	Amazon assigns a handling time of one business day, or even same-day fulfillment if historical data shows the merchant consistently ships quickly. This is a major shift compared to traditional FM shipping estimates that sellers manually set.
	
	

	
Shipping labels must be purchased through Amazon Buy Shipping

	FBM+ orders must use approved carrier labels inside Seller Central to qualify for fast shipping and cashback. Sellers can see discounted rates and cashback amounts before confirming the shipment.
	
	

	
On-time handover and scanning

	Packages must be dispatched by the estimated ship date and scanned within 48 hours. Once the carrier acceptance scan is verified, cashback is issued automatically with no manual claim required.
	


This streamlined workflow allows Amazon to promise fast delivery, accurate arrival estimates, and verified logistics tracking—all key ranking signals for Buy Box placement and organic listing visibility.

Identifying FBM+ Orders and Supported Tools

FBM+ orders carry a clear badge in Manage Orders, making them easy to recognize. Sellers may also filter FBM Ship+ orders through downloadable reports.

FBM+ works seamlessly with:


	

	
Multi-Channel Integrators (MCI)
	
	

	
ERP fulfillment systems
	
	

	
API integrations for large-scale Amazon sellers
	


These options make FBM+ suitable for medium-to-large Amazon merchants with automated order processing, bulk labeling needs, or multiple warehouses across regions.

It is important to note that the program currently supports Standard Shipping only. FBM+ does not apply to Amazon Premium Shipping, Seller Fulfilled Prime (SFP), Expedited Shipping, or Economy Free Shipping.

FBM+ + YunExpress: A Strong Cross-Border Fulfillment Strategy

With YunExpress officially recognized as a partner carrier for Amazon FBM Ship+, the logistics structure becomes even more solid for China-to-Amazon cross-border fulfillment. Discounted shipping rates, cashback rewards, SLA-protected performance guarantees, and faster transport times together reduce landed cost while improving listing conversion rates.

For sellers shipping from China to the United States, United Kingdom, Germany, France, Italy, Spain, and Japan, FBM+ offers a compelling logistics alternative to FBA. Amazon has confirmed expansion into broader domestic markets, and shipments from China to Europe currently qualify for a bonus cashback incentive through December 31, 2025.

This makes FBM+ one of the most attractive logistics upgrades for cross-border ecommerce sellers in 2025 and beyond.

Why This Program Represents a Shift in Amazon Fulfillment Strategy?

The FBM+ rollout suggests Amazon is decentralizing fulfillment. Instead of requiring inventory to be stored inside Amazon FBA warehouses, the marketplace can now leverage third-party logistics (3PL), merchant warehouses, and Amazon Buy Shipping carriers to create distributed fulfillment nodes.

This reduces Amazon’s warehouse burden while improving marketplace-wide delivery speed. Sellers gain flexibility. Amazon gains more shipping data. Buyers get faster deliveries. It is a win across the ecosystem.

FBA vs FBM vs FBM+: Which Should a Seller Choose?

FBA remains ideal for small, fast-moving products where storage costs are manageable and Prime eligibility drives conversion.

FBM has always been more cost-effective for heavy, bulky, or slow-moving inventory.

FBM+ sits in the middle, combining the cost benefits of FBM with the delivery promise strength of FBA.

Many experienced Amazon merchants already maintain a dual fulfillment strategy:


	

	
One SKU for FBA inventory
	
	

	
A separate SKU (e.g., ASIN-FBM) for merchant-fulfilled backup
	


When Amazon FBA inventory sells out or inbound restock delays occur, FBM takes over instantly—preventing lost sales and ranking drops. With the arrival of FBM+, this hybrid strategy becomes more powerful than ever.

FBM+ transforms FBM from a slower backup option into an agile, fast-delivery fulfillment model capable of competing head-to-head with FBA. As Amazon expands coverage to more regions, merchant-fulfilled logistics may evolve into a core component of high-level marketplace strategy rather than a secondary safety net.

4Seller — A More Professional and Intelligent Toolkit for Amazon Sellers

In today’s increasingly competitive Amazon marketplace, manual operations alone are no longer enough. 4Seller integrates listing management, order processing, data analytics, and automated marketing into one unified system, delivering a complete and efficient solution for Amazon sellers. With real-time synchronization of product performance and inventory status, you no longer need to switch back and forth between dashboards. Sales trends, pricing changes, Buy Box fluctuations, and advertising ROI are all displayed clearly, making refined store operations more intuitive and controllable.

Powered by intelligent data monitoring, 4Seller automatically tracks category ranking, keyword search traffic, and competitor movements, generating actionable insights for product research and listing optimization—reducing decision-making based on guesswork and experience alone. It also supports batch repricing, inventory alerts, and automated shipping synchronization, significantly cutting repetitive workload while improving listing lifecycle performance and fulfillment efficiency. Whether you are a new seller or operating multiple stores, 4Seller helps you identify growth opportunities faster, lower operational costs, and focus your strategy where it matters most—profit expansion.

If you are looking for a simpler, smarter, and more scalable path to increasing your Amazon GMV, 4Seller is absolutely worth trying.