Amazon FBA vs. External 3PL Fulfillment Partner: A Comparison

Amazon FBA: Convenience with Limitations

Fulfillment by Amazon (FBA) handles storage, shipping, and customer service for orders placed through Amazon. The advantage is that it’s easy to set up and provides access to Prime customers. The downside: the brand experience, packaging, and customer relationships are entirely in Amazon’s hands, and the fee structure is often not very transparent.

External 3PL Partner: More Control, More Flexibility

An independent 3PL fulfillment partner handles warehousing, order fulfillment, and shipping for all sales channels simultaneously—not just for Amazon. This enables customized packaging, unique brand experiences, and centralized management across Shopify, your own online store, and marketplaces. For more on the differences between the two, see the article “3PL vs. 4PL.”

Cost Comparison

FBA fees vary—sometimes significantly—depending on the season, storage duration, and product size, which makes cost estimation difficult. In contrast, a transparent 3PL model without base fees or minimum order quantities, such as the one offered by Logiful, makes it possible to plan costs from the very beginning.

Which model is right for you?

If you sell exclusively through Amazon and don’t prioritize your own brand experience, you can start with FBA. If you sell through multiple channels or value control and custom packaging, you’re usually better off with an external 3PL partner.