June 15, 2026 Industry news
In a recent webinar, we looked at Fulfilment by Amazon (FBA). FBA remains an effective way for sellers to improve delivery speed and scale across the UK and Europe. But for many businesses, getting started or getting it right can still feel complex.
Understanding fees and profitability ranked highest (51 per cent), followed by getting products FBA-ready, including labelling and preparation (36 per cent) and inventory planning and storage limits (33 per cent). Scaling internationally (22 per cent) and account compliance, suspensions and ASIN issues (20 per cent) were also highlighted.
With that in mind, this article brings together key insights from Amazon and GS1 UK to help you understand when FBA makes sense, how to prepare your products correctly and how to avoid common inbound mistakes.
Why sellers choose FBA
FBA allows Amazon to handle storage, picking, packing, delivery and customer service on your behalf. For many sellers, this frees up time to focus on growth while benefiting from Amazon’s logistics network.
Key benefits include:
- Increased sales potential – sellers moving products to FBA in the UK have seen sales uplift, often up to 35 per cent*
- Prime eligibility – products you list on FBA can qualify for the Prime badge, where customers get fast, one-day delivery. This can help products stand out in search results
- Operational simplicity – Amazon manages fulfilment and customer service
- European reach – FBA makes it easier to scale into multiple European markets without setting up separate logistics
*This percentage is based on an analysis of data per channel from Q4/2019 to Q4/2020 (excluding Q2/2020 due to the impact of COVID-19). This serves only as a general guide. It does not reflect real-time updated data and is not specific to an ASIN or product category. Actual results may vary depending on a variety of factors, including but not limited to seasonality, selling price and existing delivery solution. Amazon does not guarantee any particular outcome for your business by using FBA.
Preparing your products for FBA: the essentials
Correct preparation and labelling are critical for a smooth inbound process. Errors at this stage can delay availability or lead to inventory being rejected.
1. Packaging types
Amazon supports two main packing methods:
- Individual products – mixed SKUs or different product conditions in one box
- Casepacked products – identical units of a single SKU in each box
Casepacked shipments are generally quicker for Amazon to process, as they are easier to scan and verify.
2. Quantity accuracy
Ensure the exact quantities submitted in Seller Central match what you send. Discrepancies can delay processing and make inventory unavailable for sale.
3. Product preparation responsibility
For each ASIN, you’ll need to decide whether preparation is handled by:
- You (the seller)
- Amazon, using FBA preparation services for a per unit fee
To use Amazon’s preparation services, products must already carry a valid UPC, EAN or ISBN.
Labelling: where GS1 standards matter most
Every unit sent to FBA must carry one unique product identifier, clearly and correctly applied.
Accepted identifiers include:
- GTINs issued by GS1 (such as EANs or UPCs)
- ISBNs (for books)
- Amazon’s own ASIN label, the FNSKU Best practice labelling
Place the barcode where it can be easily scanned, typically on the back lower corner
- Avoid covering seams, edges or curves
- For polybags or outer packaging, place the label on the exterior
- Use one unambiguous barcode per unit
Using GS1-issued GTINs helps ensure consistent product identification, reduces listing errors and supports smoother processing across the supply chain. It also means you are better prepared to sell through multiple channels.
Finishing and shipping your FBA shipment
Once products are prepared:
- Choose your shipping method, including Amazon’s partnered carriers where available
- Print and apply unique shipment labels for each box via Seller Central
Once received, Amazon processes the goods and makes your listings available to customers.
Golden rules for FBA inbound success
To avoid delays and additional costs, Amazon highlights several best practice rules:
Check product eligibility
Some products can’t be fulfilled via FBA, including prohibited items, certain hazardous goods and oversized products. Always check eligibility before shipping.
Complete your listings
Ensure all required ASIN attributes are filled in, especially:
- Dimensions and weight
- Product category
- Expiry dates (if applicable)
- Hazardous material information
- Food or beverage indicators
Incomplete or incorrect listings can lead to delays, incorrect routing or inventory being held.
Provide accurate carton contents
Let Amazon know exactly what’s in each box, either through Seller Central or by uploading a packing list.
Standardise shipments
Stay within Amazon’s carton and pallet size and weight limits to prevent rejections or rework.
Using tools to reduce cost and risk
Amazon offers a range of tools to help sellers manage fees, storage and decision making, including:
- Fee and revenue calculators to compare FBA and merchant fulfilment
- Inventory dashboards to monitor aged or excess stock
- Returns programmes such as Grade & Resell and Liquidations to recover value
- Capacity planning tools to help manage storage limits proactively
These tools help sellers decide which products are best suited to FBA.
Getting started with FBA
FBA isn’t an all or nothing decision. For many growing businesses, it can work alongside existing operations. Getting the fundamentals right, particularly product identification, labelling and data accuracy, is key to unlocking its full value.
GS1 standards play a crucial role in ensuring products are uniquely identified, correctly listed and ready to scale across marketplaces.
