Overview

Amazon has refreshed the fulfillment‑by‑Amazon (FBA) enrollment recommendation tool inside Seller Central. The new interface supplies side‑by‑side performance data that contrasts an ASIN’s current FBM (Fulfilled by Merchant) results with projected FBA outcomes. Launched simultaneously on the U.S., U.K., and several other marketplaces, the upgrade gives sellers concrete numbers—delivery‑speed gains, traffic metrics, sales figures, and rating differences—so they can decide with data rather than intuition which products to shift to FBA.

Key Points

• Side‑by‑side performance panels — Each recommended ASIN now displays a table that pits FBM metrics (e.g., 1,200 page views, 45 units sold) against projected FBA metrics (e.g., 1,350 page views, 60 units sold).
• Delivery‑speed advantage metric — The tool calculates the exact number of days FBA would deliver faster than the seller’s current shipping method; a typical example shows a 2‑day advantage for a 5‑day FBM shipment.
• Similar‑product benchmarks — For new listings lacking sales history, Amazon surfaces data from comparable FBA‑enrolled ASINs, such as a “top‑selling 12‑oz kitchen gadget” that averages 4.5‑star ratings and 150 daily units.
• Multi‑marketplace availability — The upgraded recommendations are live in the United States, United Kingdom, Germany, France, Italy, Spain, Canada, Japan, and Australia at the same time.
• Prioritization of high‑opportunity items — The algorithm ranks the strongest candidates first, often highlighting the top 5‑10% of a catalog that could see the biggest lift in sales velocity.

How the Enhanced Recommendations Work

1. Eligibility scan — Amazon reviews every FBM listing and flags those where historical data or comparable‑product trends suggest a measurable benefit from FBA. Example: A seller of Bluetooth earbuds with a 4‑day FBM transit time is flagged because similar FBA‑listed earbuds ship in 2 days.
2. Rationale panel generation — Clicking a flagged ASIN opens a detailed panel that lists the exact metrics driving the recommendation, such as “Delivery speed advantage: 2 days faster” and “Projected sales increase: 33%”. : The panel shows the current FBM conversion rate of 3.2% versus an estimated 4.3% after switching to FBA.