Fulfilment by Amazon (FBA) means Amazon stores your stock in the destination country, packs and ships each order, and handles customer service and returns. Customers get fast delivery, which helps sales. You take on bulk shipping, import paperwork and storage costs. This guide assumes you already sell on an Amazon store; start with our marketplaces guide if not.
FBA vs merchant fulfilled
| Merchant fulfilled (MFN) | Fulfilment by Amazon (FBA) | |
|---|---|---|
| Where stock sits | In India, with you | In Amazon's warehouse in the destination |
| Who ships each order | You, by courier or post | Amazon |
| Delivery speed for the customer | Days to weeks | Fast, like local sellers |
| Customer service and returns | You | Amazon handles them |
| Upfront risk | Low: ship only what sells | Higher: stock is abroad before it sells |
| Import paperwork | Per parcel, handled by your courier | Per bulk shipment, with an importer of record |
When to switch to FBA
- A product sells steadily when merchant-fulfilled, so you can forecast how much to send.
- Slow delivery is costing you sales or reviews.
- The margin still works after freight, duties, storage and fulfilment fees.
Get stock to Amazon's warehouses
Amazon Global Selling SENDis Amazon's cross-border shipping service from India. A partnered carrier collects from your door or a drop-off point and handles the shipment through customs to fulfilment centres in the US, UK and Germany, with tracking and charges managed in Seller Central. For other stores, use a freight forwarder. Follow Amazon's labelling and packing requirements exactly; non-compliant shipments can be refused.
Arrange an importer of record
Amazon does not act as the importer of record for FBA stock. Someone must be legally responsible for the import, file the customs entry and pay duties: you, or a freight forwarder or customs broker acting for you. Sort this out before your first shipment. In the US, remember the $800 duty-free allowance ended on 29 August 2025, so plan for duty on every shipment.
Plan the costs
Before sending stock, estimate each of these per unit, using Amazon's current fee pages for your store:
- Freight from India to the fulfilment centre (SEND or your own forwarder)
- Import duties and taxes on the bulk shipment, plus customs brokerage
- Amazon's fulfilment fee per unit sold
- Monthly storage fees, which rise for slow-moving or long-stored stock
- Amazon's referral fee on each sale
- Removal or disposal fees for stock that doesn't sell
Manage stock levels
Send enough to avoid running out, which hurts your ranking, but not so much that storage fees pile up. Start with a small shipment of proven products, watch how fast they sell, and reorder with enough lead time for production and shipping from India.
Questions
Does Amazon act as the importer of record for FBA shipments?
No. You, or a freight forwarder or customs broker acting for you, must be the importer of record, file the customs entry and pay duties. Shipments listing Amazon as importer can be refused.
Which countries does SEND ship to?
Amazon's India SEND page lists fulfilment centres in the US, UK and Germany. For other Amazon stores, use your own freight forwarder.
Should I start with FBA?
Usually not. Start merchant-fulfilled to learn which products sell, then move proven products to FBA. Sending unproven stock abroad is where FBA losses usually come from.