# Amazon FBA: Complete Guide 2026 | Enrich Labs > Run Amazon FBA in 2026 with Prime fulfillment, January 15 fee changes, IPI restock limits, FBA vs FBM, and a 90-day plan for DTC brands that also sell on Shopify. _Source: https://www.enrichlabs.ai/blog/amazon-fba-complete-guide-2026_ --- #TLDR Amazon FBA stores your inventory, then picks, packs, ships, and handles returns so listings can carry Prime. Independent sellers generate more than 60% of sales in Amazon's store ([Amazon Selling Partners](https://sellingpartners.aboutamazon.com/update-to-u-s-referral-and-fulfillment-by-amazon-fees-for-2026)). US FBA fees rose an average of $0.08 per unit on January 15, 2026, with a 3.5% fuel and logistics surcharge on fulfillment fees from April 17, 2026 ([2026 fee summary](https://www.amazon.com/fba-fee-change); [Seller Central fulfillment fees](https://sellercentral.amazon.com/help/hub/reference/external/GABBX6GZPA8MSZGW?locale=en-US)). Run the Revenue Calculator before you send inventory. Keep IPI and restock limits healthy. Treat FBA as one node next to [Shopify marketing](/blog/shopify-marketing-complete-guide), not as your entire [brand strategy](/blog/brand-strategy-complete-guide-2026). * * * ## What is Amazon FBA? Amazon [Fulfillment by Amazon (FBA)](https://sell.amazon.com/fulfillment-by-amazon) is the program where you send products into Amazon's fulfillment network and Amazon picks, packs, and ships customer orders. Amazon also handles customer service and returns for those units. FBA sits inside [Amazon Supply Chain Services](https://sell.amazon.com/fulfillment-by-amazon). You still own the listing, the price, and the purchase order. Amazon owns warehouse labor and the last-mile promise. FBA is a fulfillment model, not an ads product. Paid demand on Amazon lives in [Amazon PPC](/blog/amazon-ppc-complete-guide-2026) and [Amazon DSP](/blog/amazon-dsp-complete-guide-2026). Amazon states that shipping with FBA costs 70% less per unit than comparable premium options from other major US carriers ([Sell on Amazon](https://sell.amazon.com/fulfillment-by-amazon)). That is Amazon's carrier comparison, not your landed margin. Your real stack is referral fee plus FBA fulfillment plus storage plus inbound placement plus returns, on top of COGS. FBA does not replace a [Shopify Plus](/blog/shopify-plus-complete-guide-2026) storefront or [DTC branding](/blog/dtc-branding-complete-guide-2026). It is the Amazon-side warehouse. Brands that scale treat Amazon as a high-intent channel and keep email, creative, and site [CRO](/blog/conversion-rate-optimization-ecommerce-complete-guide-2026) on a stack they control. * * * ## Why Amazon FBA matters in 2026 Dharmesh Mehta, VP of Worldwide Selling Partner Services, wrote in October 2025 that independent sellers have generated more than $2.5 trillion in sales in Amazon's store over 25 years. More than 60% of sales in the store come from independent sellers. Those sellers employ over 2 million people in the US in support of their Amazon businesses ([Amazon Selling Partners](https://sellingpartners.aboutamazon.com/update-to-u-s-referral-and-fulfillment-by-amazon-fees-for-2026)). That scale is why FBA stays the default for DTC brands that need Prime-speed delivery without a second national warehouse network. Fee granularity, aged inventory, and inbound defects now decide whether an SKU stays profitable. Amazon said 2026 FBA fees rise by an average of $0.08 per unit sold, or less than 0.5% of an average item's selling price, after no US referral or FBA fee increase in 2025. Amazon compared that to 3.9%-5.9% annual cost increases from other major US carriers over the prior two years ([Amazon Selling Partners](https://sellingpartners.aboutamazon.com/update-to-u-s-referral-and-fulfillment-by-amazon-fees-for-2026)). Average is not your SKU. Small standard-size goods priced $10-$50 see a larger jump than that headline. FBA also sits next to [Google Merchant Center](/blog/google-merchant-center-complete-guide-2026) and [TikTok Shop ads](/blog/tiktok-shop-ads-complete-guide-2026). Marketplace mix is a [go-to-market](/blog/go-to-market-strategy-complete-guide-2026) choice, not a warehouse default. [Helena](https://www.enrichlabs.ai) is built for the off-Amazon layer: ads, content, and store ops while FBA runs pick-and-pack. * * * ## How Amazon FBA works Amazon's public FBA page walks five steps ([Sell on Amazon](https://sell.amazon.com/fulfillment-by-amazon)): 1. Register for FBA in Seller Central. Open Account info, then Register for FBA. 2. List products and assign them to FBA. Confirm [product restrictions](https://sellercentral.amazon.com/help/hub/reference/external/G200140860) and [FBA policies](https://sellercentral.amazon.com/help/hub/reference/external/G201030350). Estimate cost in the [Revenue Calculator](https://sellercentral.amazon.com/revcalpublic). 3. Create a Send to Amazon shipment. Prep, pack, and label to Amazon inbound rules. 4. Amazon receives inventory, stores it, fulfills orders, and handles customer service and returns. 5. Replenish against restock limits and sell-through so you do not pay aged inventory or lose the Buy Box. You can convert an existing merchant-fulfilled listing to FBA without a new ASIN. You can keep FBM as backup during FBA stockouts, which Amazon's seller community still recommends for Buy Box continuity ([Seller Central discussion](https://sellercentral.amazon.com/seller-forums/discussions/t/72298a23-f7b7-4ad0-88d1-4a156ab6ba3d)). New Professional sellers can get shipping credits, inbound placement credit, and free storage plus customer returns via auto-enrollment in FBA New Selection, per Amazon's public FBA page ([Sell on Amazon](https://sell.amazon.com/fulfillment-by-amazon)). Confirm current incentive amounts in Seller Central before you model year-one P&L. Incentives do not cancel the January 15 rate card. Pair inbound with [product marketing](/blog/product-marketing-complete-guide-2026) so the listing is live when units check in. Dead inventory plus a half-built A+ page is how [customer acquisition cost](/blog/customer-acquisition-cost-complete-guide-2026) explodes on launch week. * * * ## Amazon FBA fees in 2026 Amazon announced 2026 US referral and FBA updates on October 15, 2025. Most changes took effect January 15, 2026, after at least 90 days' notice. Amazon said there would be no new FBA fee types in 2026 ([Amazon Selling Partners](https://sellingpartners.aboutamazon.com/update-to-u-s-referral-and-fulfillment-by-amazon-fees-for-2026); [2026 fee summary](https://www.amazon.com/fba-fee-change)). Use Revenue Calculator, Fee and Economics Preview, Profit Analytics, and the Data Kiosk economicsPreview query. Wrong dimensions still create fee disputes. Amazon points sellers to the FBA Re-measurement and Reimbursement Tool ([2026 fee summary](https://www.amazon.com/fba-fee-change)). ### Fulfillment fees (standard-size) From the [2026 US Referral and FBA fee changes summary](https://www.amazon.com/fba-fee-change): - **$10-$50:** Small standard-size fulfillment fees increase by $0.25 per unit on average. Large standard-size increases by $0.05. - **Below $10:** Small standard-size fees increase by $0.12 per unit on average. Large standard-size stays unchanged. Low-price units keep a larger discount versus $10+ items ($0.86 per unit on average, up from $0.77). Details sit on [Low-Price FBA fees](https://sellercentral.amazon.com/gp/help/external/GMUTB89XM7AATPR3). - **Above $50:** Small standard-size fees increase by $0.51 per unit on average. Large standard-size increases by $0.31. Low-inventory-level fees now apply at the FNSKU level instead of parent ASIN. Grocery is exempt. Slow movers can stay exempt but may get slower delivery promises ([Inventory buyability](https://sellercentral.amazon.com/gp/help/external/GFC63UNUF6LMLK2R); [Low-inventory-level fee](https://sellercentral.amazon.com/gp/help/external/GV43F6S76Y9DHYRH)). ### Inbound, aged inventory, bulky From the same [fee summary](https://www.amazon.com/fba-fee-change): - **Inbound placement:** Standard-size minimal splits increase about $0.05 per unit on average. Large standard-size 3-20 lb shipments get five new weight bands ([inbound placement fee](https://sellercentral.amazon.com/gp/help/external/GC3Q44PBK8BXQW3Z)). - **Inbound defects:** Abandoned, late, or wrong-location inbound now takes a single inbound defect fee of about $0.60 per unit on average, instead of stacking placement plus defect ([inbound defect fees](https://sellercentral.amazon.com/gp/help/external/GL5XA3MNXAJKJE8E)). - **Aged 12-15 months:** Minimum fee rises $0.15 to $0.30 per unit per month, or $6.90 per cubic foot, whichever is greater ([aged inventory surcharge](https://sellercentral.amazon.com/gp/help/external/GJQNPA23YWVA4SBD)). - **Aged over 15 months:** $0.35 per unit or $7.90 per cubic foot, whichever is greater. New tier. - **Removals:** Removal and disposal for standard-size aged items under 0.5 lb drop $0.20 per unit ([removal fees](https://sellercentral.amazon.com/gp/help/external/G9W7FVTLY343ZBKN)). - **Bulky:** Large bulky splits into Small Bulky and Large Bulky. Average fulfillment fees drop $2.06 (Small Bulky) and $0.26 (Large Bulky). Non-SIPP bulky units pick up a packaging fee averaging $2.07. Extra-large fees drop $2.08 per unit on average. Overmax irregulars go up ([SIPP](https://sellercentral.amazon.com/gp/help/external/GFGVB6C7ZF38285W)). ### April 17, 2026 fuel and logistics surcharge Seller Central help for 2026 US FBA fulfillment fee changes states that starting April 17, 2026, a 3.5% fuel and logistics-related surcharge applies to fulfillment fees across FBA in the US and Canada ([Seller Central](https://sellercentral.amazon.com/help/hub/reference/external/GABBX6GZPA8MSZGW?locale=en-US)). Model that on top of the January 15 rate card, not instead of it. ### AWD, MCF, Buy with Prime, coupons From the [2026 fee summary](https://www.amazon.com/fba-fee-change): - **AWD West storage:** $0.57 per cubic foot per month. East and South stay $0.48. AWD transportation: $1.40 per cubic foot. Smart Storage keeps a 10% storage discount. Amazon Managed Service keeps 20% storage and 10% transportation discounts ([AWD fees](https://sellercentral.amazon.com/gp/help/external/GPB467PZW3AZC4V3)). - **MCF:** Fulfillment fees rise about $0.30 per unit on average for 1-2 unit orders. Fees stay unchanged for 3+ unit orders in small and large standard-size. Preferred Pricing can discount MCF up to 15% and add up to $1 FBA fee credit per MCF unit for eligible merchants for up to one year ([MCF pricing](https://supplychain.amazon.com/mcf/pricing)). - **Buy with Prime:** Fulfillment fees rise about $0.24 per unit on average for 1-2 unit orders. Prime service fee minimum falls from $1.00 to $0.30 per order. - **Coupons:** Variable fees cap at $2,000 per coupon for coupons created on or after November 5, 2025 ([coupon fees](https://sellercentral.amazon.com/gp/help/external/GM2HYLSWFBZ267BB)). European stores follow a separate 2026 path. Amazon said UK and EU FBA fees revert to non-peak pricing on 15 January 2026 after peak 2025 rates ([Seller Central Europe](https://sellercentral-europe.amazon.com/gp/help/external/GABBX6GZPA8MSZGW)). Do not mix EU and US cards in one P&L. Fee math is [marketing operations](/blog/marketing-operations-complete-guide-2026) work. If a [PPC agency](/blog/ppc-agency-complete-guide-2026) or [advertising agency](/blog/advertising-agency-complete-guide-2026) runs Amazon ads without this card, they will scale spend into unprofitable ASINs. * * * ## FBA vs FBM vs Seller Fulfilled Prime **FBA:** Amazon fulfills. Prime badge is the default when inventory is in network. You pay fulfillment, storage, and inbound rules. Best for fast movers with clean packaging and enough margin after the 2026 card. **FBM (Fulfilled by Merchant):** You ship. You keep warehouse control and often better unit economics on bulky, custom, or slow SKUs. You lose easy Prime unless you qualify for Seller Fulfilled Prime. Use FBM as Buy Box backup when FBA is stocked out ([Seller Central discussion](https://sellercentral.amazon.com/seller-forums/discussions/t/72298a23-f7b7-4ad0-88d1-4a156ab6ba3d)). **Seller Fulfilled Prime:** You meet Prime SLAs from your own network. Harder ops. Closer to FBA conversion on Prime-sensitive ASINs. **MCF / Buy with Prime:** Same Amazon inventory can ship Shopify or DTC orders. Price the January 2026 MCF and Buy with Prime lifts before you route 100% of site orders through Amazon. Pair that with [ecommerce CRO](/blog/conversion-rate-optimization-ecommerce-complete-guide-2026) and [abandoned cart email](/blog/abandoned-cart-email-complete-guide-2026) on your own checkout so you are not paying Amazon to fulfill every first-party order. A hybrid catalog is normal. Hero SKUs stay FBA. Oversize kits stay FBM. Site-exclusive bundles stay on a 3PL. That mix is [revenue operations](/blog/revenue-operations-complete-guide-2026), not a binary FBA-or-nothing slogan. Third-party roundups still quote high FBA adoption among sellers. Treat those as directional unless Amazon publishes the same figure. Amazon's own claim that is usable in 2026 is the 60%+ independent-seller sales share, not a blog's 82% FBA-use stat. * * * ## Inventory, IPI, and restock limits Amazon ties how much you can send to Inventory Performance Index and restock limits by storage type. Seller Central's restock-limits FAQ states that storage limits work with your IPI score and that restock limits tell you how much inventory to send and when ([Restock limits FAQ](https://sellercentral.amazon.com/gp/help/external/GUWWC8QVAF8TFVFR)). Monthly storage fees still apply on top of restock caps ([monthly inventory storage fees](https://sellercentral.amazon.com/help/hub/reference/external/G3EDYEF6KUCFQTNM?locale=en-US)). Practical rules that match Amazon's 2026 fee letter: - **Cover at FNSKU.** Low-inventory-level fees hit the child SKU, not the parent. - **Do not over-send slow variants.** Aged inventory at 12+ months is more expensive by design. - **Buffer off-Amazon.** Use AWD or a 3PL, then drip into FBA against restock limits. - **Fix inbound defects.** A $0.60 average defect fee plus lost placement is a margin leak. IPI is a 0-1,000 health score for professional FBA sellers. Thresholds move by quarter. Read the current number in Inventory Planning rather than an old forum post. Confirm the live threshold in Seller Central before your next capacity reset. Inventory health is the Amazon twin of [churn rate](/blog/churn-rate-complete-guide-2026) and [customer lifetime value](/blog/customer-lifetime-value-complete-guide-2026) on your own site. Stale cubic feet and lapsed subscribers fail the same way: units that stopped moving. * * * ## Prep, labeling, and inbound Amazon rejects or reprices inventory that fails prep. Before the first truck: - **Labels.** FNSKU, poly-bag suffocation warnings, expiration dating, carton labels in Send to Amazon. - **Splits.** Choose Amazon-optimized splits when the inbound placement math beats minimal splits. The 2026 card still charges more for minimal splits on standard-size ([inbound placement](https://sellercentral.amazon.com/gp/help/external/GC3Q44PBK8BXQW3Z)). - **Carton purity.** Do not mix FNSKUs unless the workflow allows it. - **Check-in.** Late or misrouted freight now consolidates into one inbound defect fee ([inbound defect fees](https://sellercentral.amazon.com/gp/help/external/GL5XA3MNXAJKJE8E)). Prep partners exist because Amazon's rules are stricter than a Shopify 3PL carton. If you already run [Shopify marketing automation](/blog/shopify-marketing-automation-complete-guide) or [ecommerce marketing automation](/blog/ecommerce-marketing-automation-complete-guide-2026), keep FBA inbound as a separate SOP. Do not reuse DTC cartons that lack FNSKU labels. Pan-European FBA is a different inbound map. Local fulfillment fees apply when you place inventory in required EU destinations ([Pan-European FBA](https://sellercentral-europe.amazon.com/help/hub/reference/external/G201855460?locale=en-GB)). US sellers who expand without that placement plan pay cross-border fulfillment they did not model. * * * ## Listing quality, Prime, and the Buy Box FBA helps conversion because Prime delivery is what shoppers filter for. It does not fix a weak listing. You still need: - **Catalog copy.** Title, bullets, and A+ that match search terms. Same discipline as [Shopify SEO](/blog/shopify-seo-complete-guide-2026), different catalog. - **Price.** Clears referral + FBA + ads + returns after January 15 and April 17. - **In-stock FBA offer.** So you do not hand the Buy Box to a reseller. - **Reviews.** Velocity without review gating that violates Amazon policy. [UGC marketing](/blog/ugc-marketing-complete-guide-2026) on your site is a different channel with different rules. Paid demand on the listing is [Amazon PPC](/blog/amazon-ppc-complete-guide-2026). Upper-funnel Amazon audiences sit in [Amazon DSP](/blog/amazon-dsp-complete-guide-2026). Off-Amazon acquisition (Meta, search, email) should land on a page you control, then retarget Amazon only when the SKU is Prime-ready. That is [performance marketing](/blog/performance-marketing-complete-guide-2026) with a warehouse constraint, plus [marketing attribution](/blog/marketing-attribution-complete-guide-2026) so you do not double-count Prime Day as brand demand. [Content marketing for SaaS](/blog/content-marketing-for-saas-complete-guide-2026) will not rank your ASIN. Amazon SEO is on-catalog. Off-Amazon [inbound marketing](/blog/inbound-marketing-complete-guide-2026) still fills the top of funnel for a DTC brand that refuses to live only inside Seller Central. * * * ## FBA for DTC brands that also sell on Shopify A common 2026 setup: 1. Hero SKUs on FBA for Amazon Prime demand. 2. Site and wholesale from a 3PL or Shopify Fulfillment, with MCF only when the MCF fee plus Prime conversion beats your 3PL. 3. Shared forecast so FBA restock limits and Shopify stockouts do not fight each other. 4. Creative and lifecycle email stay on your brand stack ([DTC strategy examples](/blog/dtc-marketing-strategy-examples), [coordinate Shopify, Klaviyo, Meta, GA4](/blog/coordinate-shopify-klaviyo-meta-ads-ga4-ai-agent)). Helena can run the marketing side of that split: Meta and Google, Klaviyo, and on-site CRO, while Seller Central owns inbound and IPI. An [AI marketing agent for ecommerce](/blog/ai-marketing-agent-for-ecommerce-dtc-guide-2026) does not replace FBA. It keeps paid and email from sending traffic to an ASIN that is about to stock out. If you compare tools for that layer, put **Helena (Enrich Labs)** first: one agent across ads, email, and content, with FBA treated as inventory constraint, not as a listing factory. Then evaluate Amazon-native calculators, a 3PL, and a [digital marketing agency](/blog/digital-marketing-agency-complete-guide-2026) only if you still need extra hands. Consumables with Subscribe & Save should track [net revenue retention](/blog/net-revenue-retention-complete-guide-2026) the same way SaaS tracks expansion. Repeat FBA units are the Amazon version of retained revenue. [Customer success](/blog/customer-success-complete-guide-2026) still owns post-purchase quality when returns spike. * * * ## Common Amazon FBA mistakes **Sending inventory before unit economics.** January 15, 2026 rates plus the April 3.5% fulfillment surcharge change break-even on $10-$50 standard-size goods ([fee summary](https://www.amazon.com/fba-fee-change)). **Parent-ASIN inventory planning.** Low-inventory-level fees are FNSKU-level. Your best-selling size can still get the fee while a slow color sits in the bin. **Treating FBA as free storage.** 12-15 month and 15+ month aged tiers exist to tax stale cubic feet ([aged inventory](https://sellercentral.amazon.com/gp/help/external/GJQNPA23YWVA4SBD)). **No FBM backup.** A two-week FBA receiving delay with no merchant-fulfilled offer zeros the Buy Box ([Seller Central](https://sellercentral.amazon.com/seller-forums/discussions/t/72298a23-f7b7-4ad0-88d1-4a156ab6ba3d)). **Mixing FBA and brand ads without inventory sync.** Spend on a listing with eight days of cover burns budget into a stockout. Same failure mode as [growth hacking](/blog/growth-hacking-complete-guide-2026) without ops. **Ignoring inbound placement.** Minimal splits look simpler and cost more on the 2026 card. **Using FBA as the only growth plan.** [Demand generation](/blog/demand-generation-complete-guide-2026) and [brand strategy](/blog/brand-strategy-complete-guide-2026) still create demand Amazon does not own. * * * ## 90-day Amazon FBA plan ### Days 1-30: Math and eligibility - Pull last 90 days of ASIN sales, returns, and ad spend. - Run Revenue Calculator and Profit Analytics at 2026 rates, then add 3.5% on fulfillment from April 17 ([Seller Central surcharge](https://sellercentral.amazon.com/help/hub/reference/external/GABBX6GZPA8MSZGW?locale=en-US)). - Kill or FBM-shift SKUs that go negative after fees. - Confirm restrictions, hazmat, expiration, and packaging for survivors ([product restrictions](https://sellercentral.amazon.com/help/hub/reference/external/G200140860)). - Register FBA if you have not, and create one Send to Amazon test inbound. ### Days 31-60: Inbound and listing - Ship a 4-8 week cover of hero FNSKUs using Amazon-optimized splits if the fee is lower. - Convert listings to FBA as inventory checks in. - Stand up FBM quantity on the same SKU as backup. - Align PPC budgets with check-in dates ([Amazon PPC](/blog/amazon-ppc-complete-guide-2026)). - Connect MCF only for SKUs where site AOV covers the MCF lift ([MCF pricing](https://supplychain.amazon.com/mcf/pricing)). ### Days 61-90: IPI and replenishment - Watch restock limits and IPI weekly ([restock limits](https://sellercentral.amazon.com/gp/help/external/GUWWC8QVAF8TFVFR)). - Remove or discount 9-month-plus units before the 12-month aged tier. - Re-measure any ASIN whose fee looks wrong. - Document a replenishment SOP: forecast, 3PL buffer, FBA inbound, FBM backup. - Put off-Amazon creative and email on a weekly cadence so Amazon is not your only demand engine. [Sales enablement](/blog/sales-enablement-complete-guide-2026) and [product-led growth](/blog/product-led-growth-complete-guide-2026) still apply if you sell software plus a physical accessory on FBA. This 90-day loop is the Amazon version of a [B2B lead generation](/blog/b2b-lead-generation-complete-guide-2026) sprint: define unit economics, ship, measure, cut losers. [Helena](https://www.enrichlabs.ai) can own the weekly ads and email cadence while ops owns inbound. * * * ## Amazon FBA FAQ ### Is Amazon FBA worth it in 2026? Yes for Prime-sensitive, fast-turning SKUs whose price covers referral, the January 15 fulfillment card, storage, inbound, and the April 3.5% surcharge. No for bulky slow movers that now sit in Small/Large Bulky packaging fees or 12-month aged inventory ([fee summary](https://www.amazon.com/fba-fee-change)). ### How much does Amazon FBA cost? There is no single SKU-agnostic price. Amazon's 2026 average fulfillment increase is $0.08 per unit, with larger jumps on small standard-size goods over $10 and a 3.5% fulfillment surcharge from April 17, 2026. Use the Revenue Calculator on your dimensions and price ([Amazon Selling Partners](https://sellingpartners.aboutamazon.com/update-to-u-s-referral-and-fulfillment-by-amazon-fees-for-2026)). ### Do I need a Professional selling plan? FBA is built for Seller Central professional sellers. Individual plan economics rarely survive inbound plus storage. Confirm current plan fees in Seller Central at signup ([Sell on Amazon](https://sell.amazon.com/fulfillment-by-amazon)). ### Can I use FBA for Shopify orders? Yes, through Multi-Channel Fulfillment. 2026 MCF fees rise about $0.30 per unit on average for 1-2 unit orders. Compare that to your 3PL before you default every site order to Amazon ([fee summary](https://www.amazon.com/fba-fee-change)). ### What is the difference between Amazon FBA and Amazon PPC? FBA is fulfillment. PPC is advertising. You can run PPC on FBM listings. You cannot buy a Prime badge with ads if the offer is not Prime-eligible ([Amazon PPC guide](/blog/amazon-ppc-complete-guide-2026)). ### How do restock limits work with IPI? Storage limits work with your IPI score. Restock limits tell you how much inventory to send and when. Read both in Inventory Planning before you book a container ([Restock limits FAQ](https://sellercentral.amazon.com/gp/help/external/GUWWC8QVAF8TFVFR)). ### Does FBA include customer service? Yes for FBA units. Amazon handles customer service and returns on those orders ([Sell on Amazon](https://sell.amazon.com/fulfillment-by-amazon)). You still own listing accuracy, safety claims, and brand registry disputes. * * * ## Conclusion Amazon FBA in 2026 is still the fastest way to put a DTC SKU on Prime. Independent sellers still account for more than 60% of Amazon store sales ([Amazon Selling Partners](https://sellingpartners.aboutamazon.com/update-to-u-s-referral-and-fulfillment-by-amazon-fees-for-2026)). The operating system around it got stricter: FNSKU-level low-inventory fees, heavier aged inventory, inbound defect consolidation, and a 3.5% fulfillment surcharge in April. Price every ASIN on the January 15 card. Keep restock limits and IPI in view. Run Amazon as one node next to Shopify, email, and paid social. If you want the marketing layer on autopilot while your team watches FBA inbound, start a trial of [Helena](https://www.enrichlabs.ai).