Recently, I have made the decision to stop doing FBM. I used to do a fair amount of FBM, but over time it has become clear that the risk is no longer worth it, especially with how Amazon currently measures and enforces seller performance metrics.
This decision is largely driven by how Amazon now handles delivery performance and account health for sellers.
The Problem With FBM and Account Health
The main issue with FBM is how heavily Amazon penalises sellers for delivery related metrics, even when delays are completely outside of the seller’s control.
Within delivery performance, Amazon tracks:
- Late dispatch rate
- Pre fulfilment cancellation rate
- On time delivery rate
If you are doing high volumes of FBM orders, you might absorb the occasional issue. However, if you are only doing a small number of FBM orders, one delayed delivery can completely destroy your metrics.
Late Dispatch and On Time Delivery Issues
This is where FBM becomes dangerous.
You can dispatch an order on time, upload tracking correctly, and do everything right. If the courier then delays the delivery, Amazon still counts this against you under on time delivery rate.
This happens frequently during:
- Christmas
- Busy seasonal periods
- Courier backlogs
- Weather disruptions
- Bank holidays
Even though the delay is not your fault, Amazon still marks it against your account.
Why This Is a Serious Risk
When your metrics are hit, Amazon takes it very seriously.
A single issue can:
- Push your metrics outside acceptable thresholds
- Trigger account health warnings
- Place a yellow warning banner on your account
- Put your account at risk of deactivation
I have personally seen this happen to someone I know. They had a yellow banner saying “account health at risk”. That level of risk is not acceptable to me.
The Issue With Amazon’s Metric Calculations
The way Amazon calculates FBM delivery metrics is flawed. It does not properly account for real world courier performance. Sellers are effectively punished for problems they cannot control.
This creates a situation where:
- Sellers do everything correctly
- Couriers fail to deliver on time
- Amazon penalises the seller anyway
I do not agree with this approach, and I do not want my account health exposed to that level of risk.
Why FBA Is Safer
With FBA, Amazon takes responsibility for:
- Dispatch
- Delivery
- Courier performance
- Customer expectations
If something goes wrong, it does not impact your delivery performance metrics in the same way. From a risk management perspective, FBA is significantly safer.
I would rather wait for stock to be checked in and sell through FBA than risk my entire account over something I cannot control.
What I Will Do Instead
My approach going forward is simple:
- If I can sell the product via FBA, I will do FBA
- If I cannot sell it via FBA, I will not force it through FBM
- If it does not work on Amazon, I will sell it on eBay
Protecting account health comes first. No single sale or product is worth risking the entire business.
FBM Is Not Worth the Stress
FBM requires:
- Constant monitoring
- Reliance on couriers
- Tight delivery windows
- Zero tolerance for delays
When Amazon’s system does not fairly assess responsibility, the stress and risk outweigh the benefit. Especially when FBA and alternative platforms exist.
Final Thoughts
FBM is no longer something I am comfortable running. The way Amazon measures delivery performance makes it too risky, particularly during busy periods where courier delays are common.
Account health is everything. Once that is damaged, everything becomes harder. I would rather operate more cautiously, protect my metrics, and keep my account safe long term.
