Research

FBA vs FBM Seller Percentage: 82% Use FBA, 34% Use FBM

Updated October 10, 20269 min read

Short answer

In Jungle Scout's 2024 State of the Amazon Seller survey of nearly 2,000 sellers, 82% use Fulfillment by Amazon and 34% fulfill at least some orders themselves through FBM. The shares overlap, so at least 16% run both. Amazon publishes no split by seller; its own figure is that third-party sellers, FBA and FBM together, sold 61% of its paid units in the second quarter of 2026.

82% of sellers use FBA, 34% use FBM, and 16% or more use both

Jungle Scout, the Amazon seller software company, asks sellers each year how they run their business. In the 2024 edition of its State of the Amazon Seller survey, 82% of respondents said they use Fulfillment by Amazon and 34% said they use FBM, where the seller or a warehouse it hires ships each order.

FBA works as an outsourced fulfillment warehouse run by Amazon: the seller sends stock in, and Amazon stores it, picks, packs and ships every order, and handles customer service and returns. FBM covers everything else, from a spare room to a contract warehouse. The 2 survey shares add up to 116%, so at least 16% of sellers run both, with some listings in Amazon’s buildings and others shipped from their own stock.

Amazon does not break its sellers down by fulfillment method. The closest figure it publishes is the share of units its third-party sellers account for: 61% of worldwide paid units in the second quarter of 2026, a number that holds FBA and FBM orders alike.

How seller surveys, research firms and Amazon measure FBA use

The figures differ because each source counts a different thing. A survey asks sellers which methods they use. A research firm’s count measures what the largest sellers do. Amazon counts units and dollars, never sellers.

Source	What it counts	Who is in it	Latest figure	Period
Jungle Scout survey	Sellers using a method for any of their products, self-reported	Nearly 2,000 sellers and businesses in 100+ countries, across 20 Amazon marketplaces	82% FBA, 34% FBM	Dec 2023 to Jan 2024
Marketplace Pulse, top 10,000	Sellers using FBA	The 10,000 largest sellers on each marketplace	69% on Amazon.com	January 2018
Marketplace Pulse, top 100,000	Sellers using FBA	The 100,000 largest Amazon.com sellers	61%	January 2018
Amazon seller unit mix	Paid units sold by third-party sellers, FBA and FBM combined	Every third-party sale worldwide	61% of paid units	Q2 2026
Amazon third-party seller services	Revenue Amazon reports from its sellers	Every third-party seller	$46.8 billion	Q2 2026

The survey casts the widest net. Its 2024 sample was fielded from December 1, 2023 to January 3, 2024 and takes in prospective and former sellers, and each method is counted on its own, so a seller with 1 FBM listing among 200 in FBA lands in both groups. The 2025 edition, fielded in January 2025 among nearly 1,500 respondents, 42% of them ecommerce staff at large brands and retailers, publishes no fulfillment split on its public page, which leaves the 2024 shares as the survey’s latest.

Marketplace Pulse, an ecommerce research firm, counted FBA use among each Amazon marketplace’s largest sellers between 2016 and 2018. Its figures fall as the group widens, from 69% of the top 10,000 Amazon.com sellers to 61% of the top 100,000, which puts FBA use highest among the sellers with the most sales.

FBA use by Amazon marketplace, 2017 to 2018

Amazon.com led every marketplace Marketplace Pulse measured. In its January 2018 count, 69% of the top 10,000 Amazon.com sellers used FBA, against 39% in the UK and 35% in India. Every marketplace rose between June 2017 and January 2018, by 6 to 15 points.

Marketplace	Top 10,000 sellers using FBA, June 2017	January 2018	Change (points)
United States (Amazon.com)	58%	69%	+11
Spain	49%	60%	+11
Italy	47%	58%	+11
Canada	38%	53%	+15
Japan	41%	52%	+11
France	41%	51%	+10
Germany	33%	42%	+9
United Kingdom	33%	39%	+6
India	23%	35%	+12

Share of each marketplace's top 10,000 sellers using FBA, January 2018

United States69%
Spain60%
Italy58%
Canada53%
Japan52%
France51%
Germany42%
United Kingdom39%
India35%

Source: Marketplace Pulse, Two out of Every Three Amazon.com Sellers Use FBA (January 2018)

Canada made the largest gain, 15 points in about 7 months. The UK made the smallest, and with Germany it stayed below half even after the rise, so in both marketplaces most top sellers still ran without FBA.

How FBA use has changed since 2016

The counts that repeat over time all point up. Marketplace Pulse’s September 2018 analysis put FBA use among the top 10,000 sellers at 53% in 2016 and 68% in 2018, a 15-point rise in 2 years.

Period	Group measured	Share using FBA	Source
2016	Top 10,000 sellers	53%	Marketplace Pulse, September 2018
June 2017	Top 10,000 Amazon.com sellers	58%	Marketplace Pulse, January 2018
January 2018	Top 10,000 Amazon.com sellers	69%	Marketplace Pulse, January 2018
2018	Top 10,000 sellers	68%	Marketplace Pulse, September 2018
Dec 2023 to Jan 2024	Survey respondents, any FBA use	82%	Jungle Scout, 2024 survey

The rise came as top sellers turned into brands. Over the same 2 years, the share of top 10,000 sellers with 1 main brand making up half or more of their catalog went from 46% to 58%, and the share with 100 or fewer products from 34% to 42%. A seller with a short catalog of its own products sends Amazon a few cartons per SKU, which suits FBA far better than a reseller’s thousands of listings.

The survey’s 82% does not continue that series. It counts any use among respondents of every size, where the 2018 figures measure the share of the 10,000 biggest sellers, so the 2 sit on different scales.

FBA and FBM sellers by business model

Jungle Scout’s 2023 survey split each group by how it sources products. Private label, selling goods under a brand the seller owns, ran at 55% among FBA sellers and 44% among FBM sellers. Wholesale, buying branded goods to resell, went the other way: 35% of FBM sellers against 26% of FBA sellers.

Business model among FBA and FBM sellers, 2023 survey

Private label, FBA sellers55%
Private label, FBM sellers44%
Wholesale, FBM sellers35%
Wholesale, FBA sellers26%

Source: Jungle Scout, State of the Amazon Seller 2023 survey, as reported in Amazon FBA vs FBM (2024)

The gap follows from the fee model. FBA charges its fulfillment fee on price, weight and dimensions, and a private label seller controls the box its product ships in, so it can design the pack to a cheaper size band. A wholesaler resells whatever packaging the brand chose, often a few units each across many listings, and slow, scattered stock is what Amazon’s monthly storage and aged-inventory charges fall on hardest.

Amazon’s quarterly figures put the whole FBA and FBM population in scale. Third-party sellers accounted for 61% of the worldwide paid units Amazon sold in the second quarter of 2026, and the share has held between 60% and 62% for 5 straight quarters. Amazon’s results report third-party seller services at $46.8 billion for the quarter, and the 4 quarters to June 2026 sum to $183.7 billion.

Quarter	Third-party seller services	Growth on a year earlier, excluding currency	Third-party share of paid units
Q2 2025	$40.3 billion	10%	62%
Q3 2025	$42.5 billion	11%	62%
Q4 2025	$52.8 billion	10%	61%
Q1 2026	$41.6 billion	12%	60%
Q2 2026	$46.8 billion	16%	61%

Seller revenue grew 16% in the latest quarter while the third-party share of units slipped 1 point from a year before. Amazon does not split either line by fulfillment method, and its release names neither FBA nor Multi-Channel Fulfillment.

What the FBA and FBM split means for a brand choosing fulfillment

The 16% or more running both methods are choosing product by product, and Amazon’s setup allows it: a seller can enroll some or all eligible products in FBA, down to a single one. Price each SKU both ways, with FBA’s fulfillment fee, monthly storage and inbound placement on one side and a 3PL’s pick, pack, storage and postage on the other. Small, standard-size, fast-selling items usually come out cheaper in FBA. Oversized, slow or fragile ones are where FBM earns its place.

Running both means holding 2 pools of stock. Amazon caps what it accepts with restock limits, charges storage on daily average cubic feet every month, and adds a monthly charge on units stored more than 181 days, so the FBA pool should carry weeks of cover rather than the season’s buy. The reserve sits at a 3PL or your own warehouse, which ships the FBM orders and refills FBA, and every refill adds a freight leg, an inbound placement fee on standard and large bulky items, and days in transit and receiving before the units can sell.

A brand that also sells through its own Shopify store or to retail accounts gets more out of the off-Amazon pool, because the same units can fill a website order, a retailer’s purchase order and an Amazon FBM order from 1 building. Amazon’s own FBA page suggests bringing in a 3PL once a self-fulfilling seller receives more than 10 orders a day.

FBM listings lose the Prime badge unless the seller qualifies for Seller Fulfilled Prime. Amazon’s program rules ask for a Professional account at $39.99 a month plus selling fees, a US default shipping address, and a prequalification on package count and on late-shipment, valid-tracking and cancellation rates, then a 30-day trial passed on the same measures. Performance is then reviewed every week, Sunday to Saturday, and repeated misses can switch Prime offers off. The stock can sit with a 3PL, a Control Prime order volume setting caps same-day, one-day and two-day orders, and Amazon handles post-order customer service, returns and refunds on Prime items.

Delivery speed sets the bar for every FBM order. Amazon reported record Prime delivery speeds for the first half of 2026, with over 40% more items delivered same-day or overnight, and a buyer compares an FBM listing’s promise against that. A 3PL shipping FBM orders needs a late same-day cutoff, carrier pickups every day, and a building within 2 ground days of most of your buyers.

Common questions

What percentage of Amazon sellers use FBA?

82% in Jungle Scout's 2024 survey of nearly 2,000 sellers, counting anyone who uses FBA for some or all of their products. Counts of the largest sellers run lower: Marketplace Pulse found 69% of the top 10,000 Amazon.com sellers using FBA in January 2018, and 61% of the top 100,000.

What percentage of Amazon sellers use FBM?

34% in the same Jungle Scout survey, counting every seller that ships some of its Amazon orders itself or through a warehouse it hires. Because 82% also use FBA, no more than 18% of respondents can be FBM-only sellers.

Why do FBA and FBM percentages add up to more than 100%?

Because one seller can be counted in both. The survey asks which methods a seller uses, so a brand with 30 SKUs in FBA and 3 bulky ones shipped from its own warehouse answers yes twice. 82% plus 34% leaves at least 16% of sellers doing exactly that.

Does Amazon publish how many sellers use FBA?

No. Amazon's quarterly results report third-party seller services revenue and the share of paid units sold by third-party sellers, 61% in the second quarter of 2026, without splitting either by fulfillment method. Every seller-level share comes from a survey or a research firm's count.

Do private label sellers use FBA more than wholesale sellers?

Yes. Jungle Scout's 2023 survey found 55% of FBA sellers ran private label brands against 44% of FBM sellers. Wholesale went the other way, 35% of FBM sellers against 26% of FBA sellers.

Can an FBM seller get the Prime badge?

Yes, through Seller Fulfilled Prime, which puts Prime branding on listings a seller ships without Amazon. It needs a Professional account, a US default shipping address and a passed 30-day trial. After that Amazon reviews late shipments, valid tracking and cancellations every week.

Is FBA use growing?

It rose in every count that tracks it over time. Marketplace Pulse measured the share of top 10,000 sellers using FBA at 53% in 2016 and 68% in 2018, and every marketplace it covered gained between June 2017 and January 2018. The 82% survey share counts a different group, so it does not extend that line.

How much of Amazon's sales volume comes from third-party sellers?

61% of worldwide paid units in the second quarter of 2026, according to Amazon's results, down from 62% a year earlier. Third-party seller services brought Amazon $46.8 billion that quarter, 16% more than a year before excluding currency moves.

How we built this

We took the seller shares from Jungle Scout's 2024 State of the Amazon Seller survey (fieldwork December 2023 to January 2024; the public page of the 2025 edition carries no fulfillment split) and its 2023 business-model cut, the counts of large sellers from Marketplace Pulse's 2018 analyses of each marketplace's top 10,000 sellers, and the unit mix and revenue from Amazon's results for the second quarter of 2026. Survey shares are self-reported and count a seller once for every method it uses at all, and the overlap, the ceilings on single-method use and the 4-quarter revenue total are our arithmetic.