Is FBA always cheaper for Amazon-only brands?

Not always. Once you're at scale (>3,000 orders/mo on Amazon), FBA fees can stack up faster than 3PL + Seller Fulfilled Prime. Run the maths annually.

Yes — and most successful AU brands do. Send fast-movers to FBA, hold the rest at a 3PL, replenish FBA in waves.

Will Amazon care if I use a 3PL?

Not for orders fulfilled outside Amazon. For Amazon orders fulfilled by a 3PL, you need either Seller Fulfilled Prime certification or you forfeit the Prime badge.

3PL vs Fulfilment by Amazon (FBA) — full AU comparison (2026)

Fee structure side-by-side.

FBA AU (Standard size, 2026 typical): Storage $36–$48/m³/month + LTSF after 271 days. Per-unit fulfilment $4.50–$8.20 depending on size band. Referral fees 8–15% of sale price.

AU 3PL (median, 500–2,000 orders/mo): Storage $32/pallet/month (≈$12/m³). Pick & pack $3.95 first + $0.95 additional. Shipping pass-through or rate-card.

Where FBA wins.

Prime badge converts 15–30% better on Amazon listings. For Amazon-heavy brands, this conversion lift outweighs the fee premium.

Faster to launch — minimal infrastructure, ship inventory in and you're trading.

Returns handled by Amazon — significant operational saving in returns-heavy categories.

Where a 3PL wins.

Multi-channel brands (Shopify + Amazon + wholesale + retail) — single inventory pool, single carrier rates, no FBA inbound restrictions.

Custom packaging, kitting, GWP, branded unboxing — none available on FBA.

Retail-ready delivery to Coles/Woolworths/Aldi — FBA cannot serve retail trading.

Bulky-light and oversized items — FBA size-band fees punish these heavily; a 3PL is typically 30–60% cheaper.

Hybrid strategies that work.

Fast/slow split: Fast-moving SKUs at FBA, slow-movers at 3PL. Cycles inventory before FBA long-term storage fees hit.

3PL as inbound buffer: Receive inbound at 3PL, replenish FBA in 60–90 day waves. Avoids Amazon's strict inbound prep and keeps SKU-level control.

Channel split: Amazon orders via FBA, all other channels via 3PL. Single inventory governance per channel.

Cost-per-order example.

1,000 orders/month, average 1 unit/order, average product 30×30×15cm, 1.5kg actual, sells for $42.

FBA path: $5.20 fulfilment + $1.40 storage allocation + ~$5.04 referral fee (12%) = $11.64/order.

3PL path: $3.95 pick + $0.85 storage allocation + $9.50 shipping = $14.30/order — but no referral fee on direct channels.

Amazon channel: FBA is cheaper per order. Direct channel: 3PL is cheaper. The hybrid economics depend on your channel mix.

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Frequently asked

Is FBA always cheaper for Amazon-only brands?: Not always. Once you're at scale (>3,000 orders/mo on Amazon), FBA fees can stack up faster than 3PL + Seller Fulfilled Prime. Run the maths annually.
Can I do both?: Yes — and most successful AU brands do. Send fast-movers to FBA, hold the rest at a 3PL, replenish FBA in waves.
Will Amazon care if I use a 3PL?: Not for orders fulfilled outside Amazon. For Amazon orders fulfilled by a 3PL, you need either Seller Fulfilled Prime certification or you forfeit the Prime badge.

Sources. 3PL Compare audit set (n=47) supplemented by AU regulatory references where applicable. Pricing reflects observed averages; your contract may differ.
Cite this page as: 3PL Compare. (2026). 3PL vs Fulfilment by Amazon (FBA) — full AU comparison (2026). Retrieved from https://3plcompare.com.au/3pl-vs-fulfilment-by-amazon