Amazon FBA Seller: Fulfilled by Amazon vs Seller Fulfilled Prime
“Growth doesn’t happen by accident — it happens when you take one bold step at a time.” - Amy Lineberry
Ready to Become an Amazon FBA Seller?
Here’s What You Need to Know About Fulfilled by Amazon vs. Seller Fulfilled Prime
When I first started selling on Amazon Handmade, I had no idea just how much of a game-changer Prime could be. Like many handmade sellers, I assumed that Prime was reserved for big brands and warehouses full of products — not for someone like me, sitting at my desk packaging sticker orders between work and hockey games.
But once I learned how Fulfilled by Amazon (FBA) worked — and made the switch — it completely transformed my business. My sales skyrocketed, my shipping stress disappeared, and I finally had time to focus on creating rather than constantly packing.
If you’ve been wondering whether you can access Amazon Prime as a handmade seller (spoiler: yes, you can!), this post is going to break down exactly how it works — and help you decide which option is best for you.
What Amazon Prime Means for Handmade Sellers
When buyers shop on Amazon and see that little blue Prime checkmark, they know two things:
Their order will arrive fast — usually within one to two days.
Their purchase is backed by Amazon’s trusted customer service.
Those two things alone make Prime listings incredibly appealing to shoppers. That’s why handmade sellers who use Prime tend to see higher visibility, more conversions, and greater customer trust.
The good news? Handmade sellers can take advantage of Prime, too — but you have two different ways to do it.
Let’s break them down:
Seller Fulfilled Prime (SFP): You ship orders yourself, following Amazon’s strict Prime standards.
Fulfilled by Amazon (FBA): You send inventory to Amazon’s warehouses, and they handle the rest.
Both give your listings the Prime badge, but they’re very different in terms of how you run your business day-to-day.
Seller Fulfilled Prime (SFP): Full Control, Full Commitment
When I first learned about Seller Fulfilled Prime, I thought it sounded amazing — my items could be Prime-eligible, and I’d still handle the shipping myself. But once I dug into the details, I realized it wasn’t the right fit for my lifestyle.
SFP means you are 100% responsible for fulfilling and shipping every order yourself, while still meeting Amazon’s strict Prime delivery standards. That includes:
Getting orders out the door same-day or next-day.
Meeting cutoff times (usually 2:00 PM on weekdays and 10:30 AM on weekends).
Shipping every day — including weekends.
If you run your shop full-time or have help with fulfillment, this might work for you. But if you have another job, family obligations, or simply value your weekends, SFP can become overwhelming quickly.
What Amazon Handles (and What You Don’t Have To)
The nice part? Amazon handles customer service and returns for SFP orders. That means if a buyer wants to return something or needs help, Amazon steps in and manages that for you.
However, you’re still on the hook for getting packages out on time — even during holidays, when post offices close early or shipping carriers have limited hours. That’s where many handmade sellers (myself included!) start to struggle.
🧾 Want to make sure your application gets approved fast?
Grab my free Amazon Handmade Checklist — it walks you through the exact steps (and details!) you’ll need to prepare before you apply.
Why I Don’t Recommend SFP for Most Handmade Sellers
For handmade businesses, where production isn’t always instant, SFP can add a ton of pressure. You’re creating, packing, and shipping — often solo.
And remember: Amazon tracks your on-time delivery rate, valid tracking, and cancellation rate closely. Falling short can not only remove your SFP eligibility but also affect your overall seller account.
If you thrive on quick turnarounds and can dedicate full days to fulfilling orders, SFP can work. But if you’d rather focus on creating and scaling, FBA is likely a better fit.
Fulfilled by Amazon (FBA): Freedom and Scalability
Now, let’s talk about my favorite — and honestly, the approach that changed everything for me.
When I switched to FBA, I went from making around $2,000 a year on Etsy to generating over $60,000 in sales on Amazon. I couldn’t have reached that without Prime.
Here’s how it works:
You batch your products — let’s say 20–50 units of a popular item — and send them to Amazon’s fulfillment centers. Once they arrive, Amazon stores, packs, and ships your items whenever someone orders.
It’s as simple as that.
You don’t have to print labels, run to the post office, or check shipping times. You just make your products, send them in, and let Amazon handle the logistics.
Why FBA Works So Well for Handmade Sellers
For handmade sellers, FBA offers two massive benefits:
Time Freedom: You can focus on designing and creating rather than shipping every single order yourself.
Scalability: You can sell far more products than you could ever fulfill manually.
When I started sending my sticker sheets to FBA, I immediately noticed two things:
My listings got more visibility in search results.
My sales picked up so quickly that I had to raise prices just to keep up with demand.
Customers trust the Prime badge. They click it, filter for it, and buy with confidence — which means your products have a better chance of being seen and purchased.
The Tradeoffs: What You Give Up with FBA
Of course, FBA isn’t perfect. There are a few challenges:
Upfront costs: You’ll need to create inventory ahead of time, buy packaging, and print FNSKU labels for each unit.
Storage Fees: If your items sit in Amazon’s warehouse for more than 180 days, you’ll start paying storage fees. (Most of my items don't hang around that long!)
Less branding control: You can’t include all the extras (like candy, freebies, or fancy wrapping) that Etsy buyers love.
For me, the benefits outweighed those drawbacks. Not having to run to the post office daily — or worry about weekend shipments — was worth every penny in storage fees.
How to Get Started with FBA (Step-by-Step)
If you’re ready to try FBA, here’s how to get started:
Choose your product.
Start with a best seller — something you already know performs well.
Batch your inventory.
Create multiple units at once to save time later.
Package and label your products.
Each unit needs a scannable FNSKU label. Amazon will tell you exactly how to print and apply them.
Create a shipping plan in Seller Central.
Amazon will guide you step-by-step on where to send your products.
Ship to Amazon.
Use their discounted UPS rates and send your inventory to the assigned warehouse.
Track and restock.
Once your products arrive, they’ll go live on Amazon — and you can track everything from your FBA dashboard.
💡 Pro Tip: Start small. Send in 10–20 units of one product, monitor how quickly it sells, and adjust your next shipment from there.
💌 Ready to Launch Your Handmade Business on Amazon?
Get your free Getting Started Checklist for Amazon Handmade and make sure you’ve got everything covered before you apply!
Choosing Between SFP and FBA: What’s Right for You?
Here’s the truth — there’s no one “right” answer. Both SFP and FBA can work; it depends on your goals, your time, and how your handmade business runs.
If you love having full control over every step of the customer experience, SFP might be for you. But if you’re ready to scale your business and free up your time, FBA will be your best friend.
Personally? FBA gave me the freedom to grow and enjoy my life again — to focus on creating, rather than packing.
Final Thoughts: Take the Next Step
When I first started my handmade business, I never imagined I’d be selling thousands of items through Amazon Prime. But learning how to use FBA changed everything.
If you’re feeling stuck or overwhelmed by Etsy’s fees or fulfillment demands, I want you to know this: you can do this. You can create a system that works for you, build your shop your way, and still have time to breathe.
Remember: you don’t have to have it all figured out right now. Just take one bold step — and the rest will follow.
👉 Ready to dive in? Grab my free Getting Started Checklist for Amazon Handmade and start setting up your shop today!
