Overview

Amazon has launched a machine‑learning‑driven “FBA Opportunity” tool for sellers on its European marketplaces. The feature evaluates each seller‑fulfilled SKU and predicts whether moving it to Fulfillment by Amazon (FBA) would boost sales over the next 90 days. Sellers who rely on intuition or spreadsheets now have a data‑backed method for deciding which products to convert, a change that can affect inventory planning, fees, and overall profitability.

Key Points

• ML‑based product screening — The algorithm reviews a seller’s entire self‑fulfilled catalog and flags items with the highest projected uplift when shifted to FBA.
• 90‑day comparative forecast — For every recommendation, the tool shows a side‑by‑side sales projection for the current fulfillment method versus the estimated performance under FBA.
• Prioritized list — Recommendations are ranked by expected sales increase, allowing sellers with large assortments to focus on the most promising SKUs first.
• Instant conversion — From the dashboard, sellers can create a new FBA offer or convert an existing listing with a single click, eliminating the need to leave Seller Central.
• Market‑specific insights — The tool can be run separately for each European marketplace, reflecting local buyer behavior and logistics costs.

How the FBA Opportunity Tool Works

1. Catalog scan — Amazon’s system pulls every SKU that a seller currently fulfills themselves. For example, a seller with 800 products in Germany sees each item entered into the analysis engine.
2. ML evaluation — The engine cross‑references each SKU with marketplace‑wide data such as purchase frequency, search trends, and historical conversion rates. A high‑demand, low‑weight kitchen gadget might receive a “high‑potential” score, while a slow‑moving, bulky item gets a low score.
3. Sales projection — The model generates two 90‑day forecasts: one based on the seller’s existing fulfillment performance and another assuming the SKU is fulfilled by Amazon. The forecasts appear side‑by‑side, showing, for instance, an estimated 1,200 units sold under self‑fulfillment versus 1,750 units under FBA.