Amazon FBA and an ecommerce 3PL solve different problems. FBA is excellent at fulfilling Amazon orders with Prime eligibility, while an ecommerce 3PL fulfills orders from your own store, other marketplaces and wholesale accounts with your packaging and your rules. The right answer depends on how much of your revenue comes from Amazon and how much control you want everywhere else.
| Factor | Ecommerce 3PL | Amazon FBA |
|---|---|---|
| Best fit | Brands selling through their own store plus multiple channels | Brands where Amazon is the main sales channel |
| Channels fulfilled | Storefront, marketplaces, wholesale and retail from one inventory pool | Amazon orders, with Multi-Channel Fulfillment available for other channels |
| Packaging and branding | Your branded boxes, mailers, inserts and packing rules | Amazon packaging; branding options are limited |
| Inventory placement | You choose markets based on your customer map | Amazon distributes inventory across its network |
| Storage limits | Set by your agreement and available space | Capacity limits and long-term storage fees can apply |
| Prep requirements | Flexible receiving and prep to your specification | Strict labeling and prep rules for inbound shipments |
| Returns | Processed to your inspection and restock rules | Handled under Amazon's return policies |
| Customer data | You keep the full customer relationship from your own store | Limited customer data on Amazon orders |
When Amazon FBA makes sense
Amazon FBA makes sense when Amazon is your largest channel and Prime eligibility drives conversion. FBA handles storage, picking, packing, shipping and customer service for Amazon orders, and products fulfilled through it typically carry the Prime badge, which matters for buy box visibility and shopper trust. For brands with a narrow catalog of fast-moving products on Amazon, it can be very efficient.
When an ecommerce 3PL makes sense
An ecommerce 3PL makes sense when your own website, other marketplaces or wholesale make up a meaningful share of sales. You control packaging, inserts, inventory placement and returns, and you keep one pool of stock for every channel instead of splitting it. A 3PL can also hold reserve inventory and replenish FBA, which helps you manage Amazon's storage limits and fees.
Using both: the hybrid model
Many growing brands use both. FBA fulfills Amazon orders while a 3PL handles direct-to-consumer, other marketplaces and wholesale, and stores bulk inventory that is sent to Amazon in planned replenishment shipments. This hybrid model keeps Prime eligibility on Amazon while protecting the brand experience everywhere else and reducing the risk of having all your inventory under one program's rules.
The verdict
If Amazon is most of your business, FBA is hard to beat for Amazon orders. If your own store and other channels matter, an ecommerce 3PL gives you more control and flexibility, and pairing the two often delivers the best of both.
Frequently asked questions
Can a 3PL send inventory to Amazon FBA?
Yes, many ecommerce 3PLs prepare and ship replenishment inventory to Amazon fulfillment centers. This lets you keep bulk stock outside Amazon and send only what FBA needs.
Is FBA cheaper than a 3PL?
It depends on your products, sales channels and storage patterns. FBA can be cost-effective for fast-moving Amazon items, while slow movers and non-Amazon orders are often better suited to a 3PL.
Can I use FBA for my Shopify orders?
Yes, through Amazon Multi-Channel Fulfillment, though orders ship in Amazon packaging by default. Brands that want branded packaging often use a 3PL for their own store instead.