Amazon Pilots FBM Ship+ in Europe with Faster Delivery

Amazon has launched a new logistics solution—FBM Ship+—in Europe, enabling FBM (merchant-fulfilled) sellers to offer faster delivery commitments while maintaining their existing cost structure. Designed with shipping from China to Europe in mind, the program provides a quicker arrival promise without adding expedited-shipping fees.

Service Scope and Markets

FBM Ship+ currently covers five major European marketplaces: France, Germany, Italy, Spain, and the United Kingdom. It targets sellers operating under the FBM model and allows them to deliver Prime-like expedited commitments without using FBA.

How FBM Ship+ Works

Positioned as a way to “upgrade delivery dates without increasing expedited-shipping costs,” FBM Ship+ requires sellers to enroll, purchase labels from designated carriers, and dispatch orders within one business day. Eligible listings will display faster estimated delivery dates, improving conversion potential.

Designed for Cross-Border Sellers

Amazon notes that the solution is particularly suitable for sellers shipping from China to Europe, who can achieve a faster shipping promise at zero additional cost.

Incentives and Protections

To encourage adoption, Amazon is offering cash rebates to offset any incremental costs tied to quicker delivery—“the more you ship, the more you earn.” On-time dispatchers also receive added protection in Account Health and against Late Delivery claims. On the buyer side, delivery dates are calibrated based on real carrier performance for greater accuracy.

Pilot Status and Expansion Plans

FBM Ship+ remains in pilot. Beyond the five European markets, sellers in the United States and Japan are also participating in trials. Amazon has confirmed plans to expand to more marketplaces and eventually include domestic deliveries. Earlier this year, Amazon also rolled out the Easy Ship pickup-and-delivery service in Europe for SMBs and has shortened default handling times to accelerate overall delivery speeds.

Summary & Seller Takeaways

FBM Ship+ reframes expedited delivery for FBM sellers by decoupling speed from added cost. Operationally, the levers are clear: enroll, use approved carriers, ship within one business day, and let Amazon surface a faster ETA where eligible. In exchange, sellers gain stronger conversion potential, cash-back offsets, and policy protections that stabilize Account Health. For cross-border operators shipping from China to Europe, the strategic signal is even stronger: Amazon wants FBM to compete on speed—without forcing a switch to FBA—provided sellers can meet tighter dispatch and carrier-performance standards.

If you are looking to operationalize this advantage end-to-end—supplier pickup, export clearance, line-haul, EU/UK import, and last-mile alignment—Forest Shipping is an international freight forwarder that moves your goods from China to Europe via air, sea (FCL/LCL), rail, or multimodal, with DDP/DDU options and Amazon-compatible delivery flows. We can help map your FBM Ship+ timelines to reliable carrier SLAs and buffer times so your “faster delivery” promise holds up in peak seasons.