Overview

Amazon has introduced the SEND service, a unified logistics offering that enables sellers based in mainland China to move FBA stock straight to fulfillment centers in the United Kingdom. The end‑to‑end solution went live in early 2024 and eliminates the need for separate freight forwarders, customs brokers, and domestic carriers.

Key Points

• Single‑handed pickup — A carrier partnered with Amazon collects pallets from the seller’s warehouse in Shenzhen, then transports them without any intermediate hand‑offs.
• Customs paperwork covered — All import declarations, UK customs duties, and VAT registration documents are prepared by the carrier, removing the seller’s paperwork burden.
• Targeted warehouse placement — Sellers can lock inventory into a chosen UK fulfillment hub, such as the Daventry centre, which reduces later internal transfers and speeds up Prime eligibility.
• Amazon‑negotiated freight rates – Shipping costs start at £1.80 per kilogram for 20‑kg cartons, a price tier previously reserved for high‑volume sellers with dedicated contracts.
• Unified billing and tracking — The entire charge appears on the regular Amazon settlement report, and the shipment’s status can be followed from the China origin point to the UK dock through the Seller Central tracking tab.
• Drop‑off flexibility — If a seller lacks on‑site loading equipment, they may drop pallets at a designated carrier depot in Guangzhou, and the carrier will handle the onward leg.
• Eligibility threshold — The program is open to any seller with a valid UK VAT number and a minimum of 10 kg of inventory per shipment, making it accessible to small‑batch exporters.

How SEND Works

1. Select SEND in the shipment wizard — While creating a new FBA inbound from China, the seller chooses “SEND – Direct China‑to‑UK” as the delivery method; for example, a seller shipping 150 kg of kitchen gadgets sees the option appear beside the standard air‑freight choice.
2. Provide pickup details — The seller enters the exact address of their Guangzhou warehouse and selects a preferred pickup window; the system then generates a carrier‑assigned pickup code, such as “CN‑UK‑2024‑001”.