Overview

Amazon has rolled out a new recommendation engine that flags products likely to gain from Fulfillment by Amazon (FBA). The feature appears while sellers create new listings and on a dedicated page for existing inventory, offering data‑driven reasons for each suggestion. Sellers should pay attention because the tool can influence fulfillment decisions that affect fees, storage, and sales velocity.

Key Points

• FBA recommendation badge — When a seller adds a new SKU, a badge may appear in the fulfillment channel selector indicating Amazon’s system believes the item will perform better as FBA. For example, a lightweight kitchen gadget might show the badge while a bulky furniture piece does not.
• Performance rationale — Hovering over or clicking the badge reveals a short explanation, such as “Higher Prime eligibility → expected 15 % lift in conversion” or “Fast‑moving category → reduced shipping time improves buy‑box win rate.”
• Dedicated recommendations page — Existing catalog items can be reviewed in the “FBA Recommendations” section of Seller Central, where each product is listed with its suggested fulfillment mode and the underlying data points.
• Real‑time evaluation — The algorithm runs instantly as the seller fills out product attributes, pulling from current market trends, size‑weight metrics, and historical sales data to generate the suggestion at the moment of decision.
• Eligibility checks — Before a badge is shown, Amazon verifies that the seller’s account is in good standing, that the product falls outside restricted categories, and that the seller meets activity thresholds (e.g., at least one sale in the past year for accounts older than 12 months).
• Category exclusions — Items classified as novelty, hazardous, or oversized are automatically filtered out of the recommendation pool, preventing inappropriate FBA prompts.
• Data sources — The system combines internal signals such as average order fulfillment time, Prime eligibility rates, and competitor FBA adoption percentages with external market data like seasonal demand spikes.