About 82% of Amazon sellers use FBA and 34% use FBM, and those figures overlap because many sellers use both
Roughly 82% of Amazon sellers use Fulfillment by Amazon (FBA) in some form, while about 34% use Fulfillment by Merchant (FBM), according to Jungle Scout's annual State of the Amazon Seller survey. The two numbers add up to more than 100% on purpose: a large share of sellers run a hybrid setup, using FBA for fast-moving SKUs and FBM for the rest.
The more useful question is how you count. "Any FBA use" lands near 82%, but "FBA exclusively" drops to somewhere between 44% and 64% depending on the survey cut. There is no official Amazon census of fulfillment mix, so every public figure comes from seller surveys or marketplace scraping, not from Amazon itself.
- 82% of Amazon sellers use FBA in some form — Jungle Scout, State of the Amazon Seller
- 34% use FBM in some form — Jungle Scout
- 64% FBA-only / 14% FBM-only / 22% both — one widely cited cut of the split
- 44% FBA-only, 37% both, 16% FBM-only, 3% third-party or dropshipping — a different report cut, which is why headline numbers move
- ~10% of FBM sellers use Seller-Fulfilled Prime to keep the Prime badge — Jungle Scout
- 27% of Buy Box winners in 2025 were FBM sellers, up about 5 points from 2023 — Marketplace Pulse
- ~92% of private-label brands rely on FBA — secondary aggregators
- Survey base: ~2,000 sellers across 100+ countries and 20 marketplaces, self-reported
How analysts count FBA and FBM differently
The spread between "82% use FBA" and "44% use FBA" is not a contradiction. It is the difference between counting any use of a method and counting exclusive use. A seller who keeps 90% of inventory in FBA and self-ships three oversized SKUs counts as both an FBA user and an FBM user. Survey wording decides which bucket they land in.
| How you count | What it measures | Typical figure |
|---|---|---|
| Any FBA use | Sellers using FBA for at least some SKUs | ~82% |
| FBA exclusively | Sellers using only FBA, no FBM | ~44–64% |
| Any FBM use | Sellers self-fulfilling at least some SKUs | ~34–53% |
| FBM exclusively | Sellers who never touch FBA | ~14–16% |
| Hybrid (both) | Sellers running FBA and FBM together | ~22–37% |
Source: Jungle Scout State of the Amazon Seller, 2024–2025 cuts. The range itself is the finding.
The FBA, FBM, and hybrid split
When sellers are forced into one bucket, the most cited cut is roughly 64% FBA-only, 22% both, and 14% FBM-only. FBA's dominance is real, but the hybrid middle is the part operators tend to underestimate, and it is the segment most likely to grow as third-party logistics networks close the speed gap with Amazon.
| Segment | Share of sellers | What it covers |
|---|---|---|
| FBA only | ~64% | Full reliance on Amazon's warehouses, Prime badge, and returns handling |
| Both (hybrid) | ~22% | FBA for best-sellers, FBM for oversized, heavy, or low-margin SKUs |
| FBM only | ~14% | Self-fulfilled or 3PL-fulfilled, including ~10% on Seller-Fulfilled Prime |
Source: Jungle Scout State of the Amazon Seller. Shares are self-reported and shift year to year.
Why most sellers default to FBA
The Prime badge is the single biggest driver. FBA products are automatically Prime-eligible, which lifts conversion among Amazon's most valuable shoppers and improves Buy Box win rates. For a seller weighing logistics against growth, handing storage, picking, packing, shipping, and returns to Amazon removes an entire operational layer.
When sellers choose FBM or a hybrid model
FBM earns its place on the economics of specific products. Oversized and heavy items carry FBA fees that can erase margin. Made-to-order goods, fragile or high-value items needing special handling, and razor-thin-margin products often pencil out better self-fulfilled or through a 3PL.
FBM is quietly gaining ground
The headline FBA share has held in the low 80s for several years, but the Buy Box tells a more dynamic story. Marketplace Pulse data shows 27% of Buy Box winners in 2025 were FBM sellers, up roughly 5 points from 2023, as 3PL networks added same-day and next-day coverage that narrows Amazon's speed advantage. FBA still dominates, but the gap on the metric that drives sales is closing.
Common questions about FBA vs. FBM usage
What percentage of Amazon sellers use FBA?
About 82% use FBA in some form, according to Jungle Scout. Counting only sellers who use FBA exclusively, the figure falls to roughly 44–64% depending on the survey cut.
What percentage use FBM?
Roughly 34% use FBM in some form, with about 14% relying on it exclusively. The rest who self-fulfill also keep some inventory in FBA.
Why do FBA and FBM percentages add up to more than 100%?
Because many sellers use both. Around 22% run a hybrid model, so they are counted in both the FBA and FBM totals.
Is there an official Amazon figure for the FBA/FBM split?
No. Amazon does not publish this data. Every cited percentage comes from third-party seller surveys or marketplace scraping.
Do most private-label sellers use FBA?
Yes. Private-label brands adopt FBA at around 92%, the highest of any seller type, because they prioritize marketing and growth over running their own logistics.
Is FBM growing?
On share of sellers it has been roughly stable, but FBM's share of Buy Box wins rose to about 27% in 2025, helped by faster 3PL networks and Seller-Fulfilled Prime.
What the number actually tells you
If you need one figure to cite, use about 82% of Amazon sellers use FBA and roughly 34% use FBM, with many using both — and say it comes from Jungle Scout's seller survey, not from Amazon. The cleaner insight is that fulfillment is not a binary choice. The fastest-growing posture is hybrid: FBA for velocity and the Prime badge, FBM or a 3PL for the SKUs where Amazon's fees do not pencil out.
For operators, that means the real decision is per-SKU, not per-business. The sellers protecting margin are the ones routing each product to the cheaper viable channel rather than defaulting an entire catalog into FBA.
How we built this
Figures are drawn primarily from Jungle Scout's State of the Amazon Seller reports, which survey roughly 2,000 sellers across 100+ countries and 20 marketplaces. Percentages are self-reported and carry a wide margin of error, and they vary by report year and by whether the question measures any use or exclusive use of a fulfillment method. Buy Box share figures come from Marketplace Pulse. Private-label adoption and regional figures come from secondary aggregators and should be treated as directional. Where two reputable cuts disagree, we show the range rather than pick one number.
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