Overview

Amazon’s FBA Enrollment Opportunities tool scans the listings in a seller’s account and flags items that could gain a performance boost by switching to Fulfillment by Amazon. The feature rolled out in early 2024 and is accessible from the Seller Central dashboard, giving sellers a data‑driven shortcut to identify high‑potential ASINs. Leveraging these insights can help sellers capture more Prime traffic and improve Buy Box odds.

Key Points

• Automated scan of your catalog — The system reviews every active SKU and surfaces those that Amazon’s algorithms deem likely to benefit from FBA, eliminating the need for manual spreadsheet analysis.
• Revenue‑oriented suggestions — Recommendations factor in estimated demand, current competition, and the lift that Prime eligibility typically provides, such as a 15 % higher conversion rate observed in similar categories.
• Advisory, not mandatory — Sellers receive a list of candidates but retain full control; each suggestion can be accepted or rejected after a personal cost‑benefit review.
• One‑click access in Seller Central — The tool lives under the “Inventory → FBA” menu, requiring no extra subscription or third‑party software.
• Regularly refreshed insights — Amazon updates the recommendations weekly, reflecting shifts in sales rank, seasonal trends, and competitor fulfillment methods.
• Eligibility filters applied — Items that are prohibited from FBA (e.g., hazardous materials) are automatically excluded, ensuring only viable products appear in the list.

How the FBA Enrollment Opportunities Tool Works

1. Catalog extraction — Amazon pulls the full list of active ASINs from the seller’s inventory file; for example, a seller with 1,200 kitchen accessories sees each of those SKUs entered into the analysis engine.
2. Demand signal matching — The system cross‑references each SKU with marketplace demand metrics such as recent sales velocity and search volume; a gadget that averaged 30 units per day last month may trigger a “high‑demand” flag.