You’ve nailed your products, your store’s getting traction, and orders are stacking up. The not-so-good news? You’re running out of time (and probably patience) trying to keep up with packing, shipping, returns, and stock management. At this stage, outsourcing eCommerce fulfilment is the next logical step.
But do you go all-in with Amazon FBA and hand over the reins? Or do you team up with an Amazon FBA alternative, like a third-party logistics partner (3PL), who gives you more control?
Quick View: Amazon FBA vs 3PL
| Feature | Amazon FBA | 3PL Companies |
| Storage | Higher Q4 fees, penalties for slow stock | Stable year-round rates |
| Fulfilment | Per-unit fee (inc. service/returns) | Flexible per-pick or per-order fees |
| Branding | Amazon packaging only | Complete customisation, branded boxes & inserts |
| Sales Channels | Amazon-focused | Multi-channel by default |
| Stock Control | Limited visibility | Real-time tracking, full access |
| Prime Badge | Included automatically | Possible via Seller Fulfilled Prime |
| Returns | Standardised by Amazon | More control over process & data |
| Pricing | Complex and seasonal | Clear, predictable pricing |
What is Fulfilment by Amazon (FBA)?
Fulfilment by Amazon (FBA) is Amazon’s in-house fulfilment service. Amazon FBA works by you sending your products to one of their warehouses, and they take it from there, including storage, picking, packing, delivery, customer service, and even returns.
It’s a popular option for sellers who want to grow quickly without building their own logistics. Once your products are in the system, FBA kicks in automatically whenever a customer orders. That also means your listings get that shiny Amazon Prime badge, and for many buyers, that’s all the reassurance they need.
Key Features of FBA:
- Storage in Amazon fulfilment centres
- Amazon Prime eligibility for fast shipping
- Amazon-branded packaging
- Customer service and returns sorted by Amazon
Pros:
- Quick setup with Amazon’s infrastructure
- Automatically qualify for Amazon Prime = higher conversion rates
- Scales easily for high-volume sellers
Cons:
- Little to no branding control
- Higher storage fees, especially for large or slow-moving items
- Limited stock visibility once inventory enters Amazon’s fulfilment network
- Strict prep and packaging rules (with penalties for Amazon sellers for non-compliance)
FBA services are great for speed and simplicity, but many sellers feel restricted by the lack of opportunity to own the customer experience or sell across other platforms.
What is a 3PL?
A 3PL (Third-Party Logistics provider) is a fulfilment partner that takes care of your storage, picking, packing, and shipping, without tying you to one platform or packaging style.
Unlike Amazon FBA, a 3PL gives you full control over how your products are stored, packed, and delivered. You decide how your brand shows up on the doorstep, where your orders are shipped, and how your stock is managed. It’s everything you’d expect from your own warehouse team, minus the overheads.
At Delta Fulfilment, for example, we integrate with platforms like Shopify, WooCommerce, TikTok Shop, and yes, even Amazon, so you can keep your entire order flow ticking over from one place.
Key Features of 3PLs:
- Multi-channel fulfilment (Etsy, eBay, etc.)
- Branded packaging and custom inserts
- Flexible storage and fulfilment pricing
- Real-time inventory visibility
- FBA prep and Amazon FBM support if needed
Pros:
- Sell across multiple platforms with one fulfilment setup
- Keep control of your brand and packaging
- Transparent pricing with fewer surprise fees
- More flexibility in how you manage stock and scale
Cons:
- No automatic access to Prime (unless using Seller Fulfilled Prime)
- More setup is needed upfront
- You’ll need to choose a 3PL that can actually scale with you (spoiler: we can)
The Differences Between Using FBA vs Third-Party Logistics
Fulfilment Fees
Amazon FBA makes things easy to scale, but the FBA fees can sneak up on you. You’ll pay per unit for picking, packing, and delivery, and storage costs rise during peak seasons. There are also long-term storage penalties for slow sellers, and mistakes with prep or labelling can lead to extra charges.
3PL fulfilment costs tend to be more transparent and can be more cost-effective than FBA. You’ll usually pay per order, pick, or pallet, with fewer seasonal surprises. It also gives you the chance to optimise by batching orders, choosing packaging, and keeping margins tighter.
Branding & Customisation
FBA keeps it simple, but that means everything Amazon ships is in their branded packaging. There are no inserts, no brand experience, and no personal touch. This is great for speed, not so much for loyalty.
Many 3PLs will give you full creative control. Whether that’s sustainable fulfilment, product samples, promo codes, or even QR codes linking to a video, you can create a customer experience that actually feels like yours.
Inventory Control
Amazon’s system is efficient, but once your stock enters the FBA network, your visibility drops. Amazon Seller Central gives you basic tracking, but restock limits, storage reshuffles, and delays can catch you off guard, especially during peak season.
Partnering with a 3PL setup gives you real-time stock visibility and more agility. Want to hold back stock for a flash sale? Launch across TikTok and Shopify simultaneously? No problem. You stay in control, with no algorithmic surprises.
Returns & Reverse Logistics
FBA handles returns fast and consistently, which is great for customers, but it’s all on Amazon’s terms. That means standardised outcomes, limited visibility, and fees that can quietly eat into your margins.
Unlike FBA, outsourcing to a 3PL service provider gives you more control. You decide how returns are managed, whether that’s inspecting items before restocking, refurbishing damaged goods, or reboxing for resale. The pro here is clear: you get better data on why items are coming back, reduce unnecessary waste, and create a smoother customer experience.
3PL vs Amazon FBA: Pick the Right Fulfilment Option for Your eCommerce Business
There’s no one-size-fits-all answer when it comes to choosing between Amazon FBA and 3PL. The right fulfilment solution depends on your business model, including your product range, sales channels, margins, and how much control you want over your customer experience.
Amazon Fulfilment
Best for:
- High-volume sellers focused mainly on Amazon
- Businesses that prioritise Amazon Prime members and fast delivery
- Brands that don’t need custom packaging or post-purchase contact
Working with a 3PL Provider
Ideal for:
- Multi-channel brands looking to scale beyond Amazon
- Businesses that value branded packaging, inserts, and customer retention
- Sellers with diverse products, including slower-moving or bulky items
An Alternative Hybrid Approach
Great for:
- Brands that want to combine selling on Amazon with brand-building control
- Sellers who use FBA for fast-sellers and 3PL for larger, lower-margin, or brand-led products
- Businesses looking to test Seller Fulfilled Prime or streamline Amazon FBM
If you don’t want to choose between FBA and using a 3PL, a hybrid approach might work best for you.
With our Amazon fulfilment services, you can build a flexible fulfilment strategy that works for all of your products. Our FBA prep service will make sure your products meet Amazon’s requirements and are sent to FBA warehouses ready to go. For everything else, our Amazon FBM fulfilment keeps your orders moving, with custom packing, tracked delivery, and real-time order updates, all fully integrated with your Amazon store.
Need a hand with order fulfilment? Let’s make it easy – FBA, 3PL, or both
Whether you’re deep into the Amazon ecosystem or starting to spread your wings across new platforms, we can help simplify your fulfilment strategy.
At Delta Fulfilment, we support businesses using Amazon FBA and FBM, as well as brands selling across other popular eCommerce platforms. We’ll handle the picking, packing, and shipping so you can focus on growth.
If you’re not sure which fulfilment option to choose, we’re happy to talk it through. Whether you need help with FBA prep, want to explore Amazon FBM services, or are ready to outsource all your fulfilment to a trusted 3PL, we’ll help you build a setup that fits your brand and goals. Get a quote today to get the ball rolling.