Selling on Amazon opens up access to millions of shoppers across Europe and beyond, but getting your products into the Amazon ecosystem requires more than just listing them. One of the first practical challenges brands face is understanding how to physically get their inventory to the right place. Amazon FBA (Fulfillment by Amazon) handles storage, picking, packing, and shipping on your behalf, but only once your stock is properly delivered to an Amazon fulfillment center. This guide walks you through everything you need to know, from the basics to the most common pitfalls.
What is an Amazon fulfillment center and how does it work?
An Amazon fulfillment center is a large warehouse operated by Amazon where sellers send their inventory in advance. Once stock arrives and is processed, Amazon takes over all order fulfillment tasks, including picking, packing, shipping, and handling returns on behalf of the seller.
When a customer places an order for an FBA product, Amazon locates the item in the nearest fulfillment center, packs it, and ships it, often within 24 hours. This is what enables Prime delivery speeds. Fulfillment centers are strategically distributed across countries and regions, so Amazon can route orders efficiently based on stock location and customer address.
As a seller, you do not choose which specific fulfillment center receives your products. Amazon’s inventory placement system determines where your stock is sent, and in some cases, a single shipment may be split across multiple locations to optimize coverage and delivery speed across the network.
What are the requirements to send inventory to Amazon FBA?
To send inventory to Amazon FBA, your products must meet specific labeling, packaging, and compliance requirements set by Amazon. Each unit needs a scannable barcode (either a manufacturer barcode or an Amazon FNSKU label), and packaging must be sturdy enough to survive automated warehouse handling without damage.
Beyond labeling, sellers must meet these key requirements before shipping:
- Active FBA enrollment: Your seller account must be set up for FBA, with products listed and enrolled in the program
- FNSKU labels: Each individual unit must have a unique Amazon barcode printed and applied correctly, either by you or through Amazon’s labeling service
- Packaging standards: Products must be packaged to withstand warehouse conditions, including poly-bagging for soft goods, bubble wrap for fragile items, and proper sealing for liquids
- Restricted products: Certain categories (hazardous materials, perishables, oversized items) have additional or different requirements and may not be eligible for standard FBA
- Carton requirements: Outer shipping boxes must not exceed specific weight and dimension limits, and each carton needs a box-level label generated through Seller Central
Failing to meet these requirements often results in shipments being refused, items being returned at your cost, or inventory being disposed of by Amazon.
How do you create a shipment plan in Amazon Seller Central?
To create a shipment plan in Amazon Seller Central, navigate to Inventory, select “Send/Replenish Inventory,” and follow the step-by-step workflow. You will specify which products you are sending, the quantities, the origin address, and your preferred shipping method. Amazon then generates the destination fulfillment center and the required carton labels.
Here is a simplified step-by-step overview of the process:
- Go to Inventory > Manage FBA Inventory in Seller Central
- Select the product(s) you want to send and click Send/Replenish Inventory
- Enter your ship-from address and choose whether you are shipping individual units or case-packed products
- Set the quantity per SKU you intend to send
- Choose a labeling option (seller-labeled or Amazon-labeled, which incurs a fee per unit)
- Review Amazon’s suggested fulfillment center destinations
- Select your shipping carrier and service (small parcel or pallet)
- Print carton labels and apply them to each box
- Confirm the shipment and book your carrier pickup or drop-off
Amazon’s workflow has been updated over recent years and, in 2026, uses a streamlined “Send to Amazon” interface that groups steps more intuitively. If you manage multiple SKUs or large volumes, using inventory management software that integrates with Seller Central can significantly reduce the time spent on this process.
What’s the difference between small parcel and pallet shipments to Amazon?
Small parcel delivery (SPD) means shipping individual boxes via a parcel carrier like UPS or DHL, while less-than-truckload (LTL) or full-truckload (FTL) pallet shipments involve sending palletized freight directly to Amazon’s dock. The right choice depends on your shipment volume, product weight, and cost considerations.
Small parcel delivery is best suited for lower-volume shipments, lighter products, or when you are first testing FBA. Boxes are shipped individually via standard courier services, and tracking is straightforward. It is generally faster to arrange but can become expensive at higher volumes.
Pallet shipments (LTL/FTL) make more sense when you are shipping large quantities at once. Products are stacked on pallets, wrapped, and delivered by freight carriers. Amazon has strict pallet requirements: pallets must be standard GMA size (101.6 cm x 121.9 cm), stacked no higher than 1.8 meters including the pallet, and stretch-wrapped securely. Each pallet also needs specific labels placed in precise locations.
The cost per unit is typically lower with pallet shipments at scale, but the logistics are more complex and require coordination with a freight forwarder or carrier that handles dock deliveries.
How long does it take for Amazon to receive and process inventory?
After a shipment arrives at an Amazon fulfillment center, it typically takes between 3 and 7 business days for inventory to be fully received and made available for sale. However, during peak periods such as Q4 or Prime Day preparation windows, processing times can extend to two weeks or more.
The receiving process involves several stages: physical arrival at the dock, carton scanning, individual unit scanning, and inventory reconciliation against your shipment plan. Until all units are confirmed, your inventory status in Seller Central will show as “in transit” or “receiving.”
A few factors that affect processing speed include:
- Labeling accuracy: Correctly labeled units move through receiving faster
- Shipment size: Larger shipments naturally take longer to process
- Fulfillment center workload: Busy periods at specific centers slow things down
- Discrepancies: If your shipment quantities do not match the plan, Amazon may flag it for investigation before making units available
It is important to plan your stock replenishment well ahead of anticipated demand spikes, particularly in the months leading up to major sales events.
What are the most common mistakes when shipping to Amazon FBA?
The most common mistakes when shipping to Amazon FBA include incorrect or missing FNSKU labels, non-compliant packaging, exceeding box weight limits, and sending products not listed in the shipment plan. These errors lead to delays, additional fees, or rejected shipments that are returned at the seller’s expense.
Here are the mistakes that cause the most problems in practice:
- Wrong or missing barcodes: Applying a manufacturer barcode when Amazon requires an FNSKU, or placing labels where they cannot be scanned, is one of the top causes of receiving delays
- Overweight or oversized cartons: Boxes exceeding Amazon’s weight limit (typically 23 kg for standard items) will be refused at the dock
- Insufficient packaging: Products that arrive damaged due to inadequate packaging may be deemed unsellable, and the cost falls on the seller
- Sending unexpected items: Including products not listed in the shipment plan creates reconciliation problems and can result in items being stranded
- Missing or incorrect carton labels: Each box needs a unique carton-level label printed from Seller Central, placed on the correct side of the box
- Ignoring expiry date requirements: Products with expiration dates must meet Amazon’s minimum shelf life requirements, or they will be rejected
- Not confirming the shipment: Forgetting to mark the shipment as dispatched in Seller Central can delay receiving and create discrepancies
Building a clear internal checklist before every shipment is one of the most effective ways to avoid these recurring issues, especially when multiple team members are involved in the preparation process.
How Distrilink helps you scale on Amazon without the operational headache
Managing Amazon FBA shipments correctly requires consistent attention to detail, up-to-date knowledge of Amazon’s requirements, and reliable logistics. For brands that want to grow on Amazon without building a dedicated internal team for it, we take on the full operational load.
At Distrilink, we help brands grow quickly and in a controlled way on online marketplaces. Rather than building an entire marketplace team, IT infrastructure, or logistics setup yourself, you can activate and scale through us immediately. Here is what that looks like in practice:
- Full FBA management: From creating shipment plans to labeling, packing, and dispatching inventory to Amazon fulfillment centers
- In-house warehouse and fulfillment: Our own warehouse gives us flexibility in the type and volume of products we handle, as well as delivery timelines
- Centralized product management: All products are managed across all marketplaces through our Distrilink Acceleration Platform, giving you clear visibility into performance
- End-to-end service: We handle activation, optimization, logistics, and customer service, so you can scale your e-commerce without adding complexity
- European marketplace reach: We represent more than 25 brands and are connected to all major European marketplaces
You bring the products and the brand vision. We take care of the rest, with speed, structure, and full transparency on results. Contact us to find out how we can help your brand activate and scale on Amazon and beyond.
[seoaic_faq][{“id”:0,”title”:”Can I ship inventory directly from my supplier to an Amazon fulfillment center?”,”content”:”Yes, you can ship directly from your supplier to Amazon — this is often called a “direct to FBA” shipment. However, your supplier must be able to apply correct FNSKU labels, meet Amazon’s packaging standards, and follow the exact carton labeling requirements. It’s strongly recommended to work with a supplier experienced in Amazon compliance or to route shipments through a prep center first, especially when working with new suppliers who may not be familiar with FBA requirements.”},{“id”:1,”title”:”What happens if Amazon loses or damages my inventory at a fulfillment center?”,”content”:”Amazon has a reimbursement policy that covers inventory lost or damaged while in their possession. If units go missing or are damaged during storage or fulfillment, you can file a claim through Seller Central under the “FBA Customer Returns” or “FBA Inventory” reports. Amazon will typically reimburse you at the estimated sales price or the product’s replacement value. Regularly reconciling your inventory reports is the best way to catch discrepancies early and ensure you don’t miss any reimbursement windows.”},{“id”:2,”title”:”How much inventory should I send to Amazon FBA at once?”,”content”:”The right quantity depends on your sales velocity, storage fees, and lead times from your supplier. A common starting point is sending 60 to 90 days’ worth of stock, which balances the risk of running out against Amazon’s monthly and long-term storage fees for slow-moving inventory. Keep in mind that Amazon also imposes FBA inventory limits based on your account’s Inventory Performance Index (IPI) score, so newer sellers may face tighter restrictions until they establish a track record.”},{“id”:3,”title”:”Do I need a different shipment plan for each Amazon marketplace in Europe?”,”content”:”Yes, each Amazon marketplace — such as Amazon.de, Amazon.fr, or Amazon.es — operates its own fulfillment network, and you will need to create separate shipment plans for each country unless you are enrolled in Amazon’s Pan-European FBA (Pan-EU) or European Fulfillment Network (EFN) programs. Pan-EU allows Amazon to redistribute your inventory across European fulfillment centers automatically, which can improve delivery speeds and reduce shipping costs, but it comes with VAT registration obligations in multiple countries that you need to plan for in advance.”},{“id”:4,”title”:”What should I do if my shipment arrives at Amazon but some units are missing?”,”content”:”If the received quantity in Seller Central doesn’t match what you shipped, first wait for the full receiving process to complete, as partial counts are common during processing. If the discrepancy persists after the shipment is fully closed, open a case in Seller Central with your proof of shipment — including carrier tracking, packing lists, and photos of the prepared cartons. Amazon will investigate and, if the shortage is confirmed to be on their end, issue a reimbursement. This is why keeping detailed shipment records and photographing your packed cartons before dispatch is a valuable habit.”},{“id”:5,”title”:”Are there ongoing storage fees I should be aware of as an FBA seller?”,”content”:”Yes, Amazon charges monthly storage fees based on the volume (cubic feet or cubic meters) your inventory occupies in their fulfillment centers, with rates varying by product size tier and time of year — fees are significantly higher in Q4 (October to December) due to peak season demand on warehouse space. On top of monthly fees, Amazon also charges aged inventory surcharges for units that have been stored for more than 181 days, which can add up quickly for slow-moving products. Monitoring your Inventory Age report in Seller Central regularly and running removal or liquidation orders for stagnant stock is essential for keeping storage costs under control.”},{“id”:6,”title”:”Is Amazon FBA worth it for smaller brands just starting out in Europe?”,”content”:”For most brands, FBA is still the recommended starting point in Europe because it unlocks Prime eligibility, removes the complexity of local fulfillment, and builds customer trust through Amazon’s delivery and returns standards. That said, the economics depend on your product margins, size, and weight — high-volume, low-margin, or bulky products can see FBA fees erode profitability quickly. Running a thorough FBA fee calculation using Amazon’s Revenue Calculator before committing to the program, and potentially partnering with a marketplace operator like Distrilink to manage the operational side, can help smaller brands scale efficiently without overextending their resources.”}][/seoaic_faq]
