FBM vs FBA Pricing

If I am competing against an FBA seller and I am selling the same item via FBM. What is a good price difference to achieve BB wins? For example, should I be 5%, 10%, or 15% below FBA sellers price? Any feedback would be great.

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Hello @ sameer

There is no set rule. There are a lot of variables that contribute to pricing. You will just have to experiment.

When I don’t want to undercut the Buy Box price, I position us in the box of Other Sellers on Amazon.


Thank you the reply. I am new and trying to make some sales so I would prefer to have the BuyBox. It seems like right now unless I offer a 15% off, I am not getting the BuyBox on any listing with other sellers :man_shrugging:


Once you establish a reputation on Amazon, you will get better placement on the Catalog pages. 100% feedback is worth its weight in gold.

To get things rolling, you may have to sacrifice some products.

I wish you the best…

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Thank you for your reply, would you recommend giving away free products to obtain reviews?

There is an alert in the Seller Central regarding a Vine program promotion.

June 9, 2023 - This article has been updated for the following reasons: Article content has been changed or edited for clarity

Enroll two units in Amazon Vine for free between June 5 and July 21

To help boost sales and build product awareness, brands can enroll up to two units per parent ASIN in Amazon Vine for free from 9 a.m. (PT) June 5 to 5 p.m. (PT) July 21, 2023.

With Amazon Vine, you’ll get reviews from a community of unbiased and insightful reviewers to build credibility and improve discoverability of new or slow-moving items. Sales of products with a Vine review can be up to 30% higher* than products without a Vine review.

Note: You will continue to see the enrollment fee, but you’ll only be charged the $200 enrollment fee if you enroll three or more units per parent ASIN and receive the first review in 90 days.

For more information on how to enroll, go to About Amazon Vine.

*Result is based on Amazon research and is not a guarantee of future sales.

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Wow! What a great opportunity. But, I’m not sure your product qualifies. I may be wrong, but I don’t think you registered a brand in the Amazon Brand Registry, and your product is not available on the FBA platform?

Be patient. Get your foot in the door, provide quality products, great customer service, and things will fall into place. Right now, I have a product listed for $4.50 more than the FBA seller, and I’m in the Buy Box.

If I can do it, you can do it too.

All the best…

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I am going to have a better look on it and also check all the requirements. Thank you for the support anyway, you seems like a knowledgeable expert. I will be following your posts :slight_smile:


You’re welcome, and thank you so much for your kind words. They mean a lot to me. I will look forward to seeing you again in the future.

All the best…

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