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The conversion rate depends heavily on the product, target group and sales channel. Amazon often achieves higher conversion rates than its own shop due to its enormous reach, trust bonus and proven UX.
Amazon FBM (Fulfilled by Merchant) gives you full control over storage, shipping, and customer service — but you have to ensure trust and performance yourself. Compared to Amazon FBA or Shopify, the conversion at FBM is often lower if no optimized repricing strategy or fast shipping time is offered.
In return, having your own shop offers more margin and branding potential — but also more effort in terms of visibility, e.g. through SEO and Google Shopping.
➡️ More about repricing and conversion on Amazon
To achieve a high conversion rate with Amazon FBM, competitive pricing is essential. Tools such as Amazon Repricer from Metaprice help you automatically keep your prices at market level — without sacrificing margins.
You should also pay attention to fast shipping, good reviews and an optimized listing. A strong product title, appealing images and convincing bullet points are mandatory. Using A+ content also has a positive effect on your conversion rate.
A factor that is often underestimated: Quick response in customer service — especially at FBM, where you as a retailer are responsible yourself.
Amazon FBM enables retailers to maintain full control of their processes — from storage to customer communication. Many retailers use this freedom to build their own brand in a targeted manner, manage customer data and react flexibly to market changes.
In addition, the costs for FBA storage and fulfillment are high in certain product categories, which makes FBM an attractive alternative — particularly for bulky or low-margin products.
With smart tools such as Metaprice.io Online retailers can still remain competitive and improve their conversion rates in a targeted manner with well-thought-out pricing strategies.
The conversion rate on Amazon is often between 10% and 15%, while in your own shop it is often only 1% to 3%. With Amazon FBM, the conversion can easily lag behind FBA because Amazon prefers to show customers FBA offers.
In your own shop, the conversion depends on design, loading time, trust and, above all, visibility. The price comparison with Amazon also significantly influences buying behavior.
Intelligent price reconciliation — e.g. between Amazon and Google Shopping — helps you to keep your offer competitive in your own shop
An automated repricer is essential for Amazon FBM retailers to keep up with the competition. Manual readjustment is not only time-consuming but also inefficient.
Tools like the Metaprice Amazon Repricer Analyze the competition in real time and automatically adjust your prices — within your defined price limits.
The result: Better buybox rankings, higher visibility and increased conversion rates. Repricing is becoming a decisive success factor, especially at FBM, where you cannot rely on Amazon's fulfillment benefits.
Yes — Amazon FBM is particularly suitable for retailers with their own branding, niche products, or high-quality offerings. Here, it is not so much the price that is decisive, but rather the presentation and service.
With a strong brand, compelling content, and targeted marketing, you can achieve high conversion rates even without FBA. FBM offers you more scope for direct customer contact, especially when it comes to products that require explanation.
Tip: Use your FBM offering in parallel with your online shop to strengthen traffic and trust.
