Focus: Amazon FBA – selling online in e-commerce

Online retail is booming - and with it the opportunities for companies and founders to set up their own e-commerce business. However, getting started in online retail initially seems complex for many founders and companies. Warehousing, shipping logistics, returns processing - all this costs time, money and requires know-how. This is exactly where Amazon FBA comes in - a powerful solution for anyone who wants to sell products professionally online.

In this article, we will show you how Amazon FBA works, what advantages the model offers - and what crucial role Line Up plays in this process. Find out how you can lay the foundations for a sustainable and scalable online business with the right preparation, professional sourcing and well thought-out logistics.

What is Amazon FBA? - Fulfillment by Amazon explained simply

Fulfillment by Amazon is revolutionizing e-commerce by allowing sellers to outsource their logistics processes. FBA (Fulfillment by Amazon) means: Amazon takes over storage, shipping, returns and customer service for retailers. You send your products to an Amazon warehouse in Germany or Europe - and Amazon takes care of the rest.

The FBA process in a nutshell:

• Send in products: Shipping the goods to Amazon.

• Storage & shipping: Amazon stores, packs and ships.

• Service: Amazon provides customer service for queries and handles returns.

With FBA, even individuals can sell privately via Amazon and benefit from the logistics infrastructure of a global corporation - scalable and efficient.

Selling products online - Why Amazon FBA is so attractive for retailers

The Fulfillment by Amazon model offers a whole range of advantages - especially for those who want to start an e-commerce business without having to set up their own infrastructure.

The main advantages at a glance:

• Prime status: FBA products automatically receive the coveted Prime label - a real conversion booster. The label can increase the visibility of products and lead to higher sales figures. In addition, Amazon's economies of scale enable considerable cost savings in shipping and storage, which would otherwise be difficult to realize, especially for small and medium-sized companies.

• Fast shipping: Storage in Amazon centers and Prime shipping enable 1-2 day deliveries to customers. Time savings: No effort for packaging, shipping or returns, as Amazon takes care of everything.

• Scalability: Whether 50 or 5,000 units - the system grows with you.

• New products: For companies and start-ups developing new products, Amazon FBA offers a platform that enables low upfront costs for the market launch of new items.

• Internationalization: You can sell across Europe with just a few clicks.

For many, FBA is the quickest way to get into digital commerce and sell products online without having to invest in staff, warehousing or logistics.

What is particularly exciting is that even those who already run an online store or are thinking about using an e-commerce store can use FBA to open up additional sales channels - with minimal additional effort.

Amazon FBA or your own warehouse? - A comparison of fulfillment models

Anyone who wants to start an FBA business on Amazon is often faced with the decision: Amazon warehouse or own fulfillment?

Amazon FBA:

• No need for own warehouse infrastructure

• Ideal for retailers with a scalable product range

• Time and cost efficient with growing volumes

Self-dispatch (FBM):

• Higher margin, but also more effort

• Control over packaging and shipping

• More responsibility for customer service & returns

Important to note: Depending on the product and market, regulatory requirements may also become relevant. In our article on the new import regulations for buyers in 2025, we shed light on current ESG and supply chain standards that should be taken into account, especially in international trade.

Another model that often comes into play is digital dropshipping. Here, the manufacturer ships directly to the customer - without the retailer holding any stock. This can also work, but brings with it challenges such as lower margins, longer delivery times and limited quality control.

Conclusion: For many retailers, FBA is the optimal balance of convenience, professionalism and growth potential - especially if you want to become an Amazon retailer or build up your online business.

The role of Line Up in the Amazon FBA process

Amazon FBA covers many logistical challenges - but there is one crucial step that comes before shipping to the Amazon warehouse: the production or procurement of the products. And this is exactly where Line Up comes in.

As a specialized procurement company, Line Up supports companies in the development and implementation of successful product ideas. We ensure that your items are not only produced on time, but also in the desired quality and with clear communication between all parties involved.

Our services at a glance:

• Production management: From the initial idea to series production - we help you select the right manufacturers and take care of communication.

• Quality assurance: We ensure that your Amazon FBA products meet the quality standards of the target market - ideal for selling on platforms such as Amazon.

• Supply chain optimization: Whether a one-off order or ongoing production - we reliably coordinate your deliveries until they are delivered to an Amazon warehouse in Germany or Europe.

In addition, we bridge international communication hurdles, especially with manufacturers in Asia, and ensure transparent, efficient processes - so that you can concentrate fully on your core business.

You can also find out more about our many years of expertise and partnerships in the article “Strong partnerships for 30 years”.

This makes Line Up the ideal addition to your FBA business on Amazon: We create the conditions for you as an Amazon seller to be able to deliver reliably - with high-quality products and smooth advance logistics.

Conclusion: Amazon FBA and Line Up as growth boosters in online retail

In summary, Amazon FBA offers companies an invaluable opportunity to optimize their logistics processes and make their products accessible to a global audience. The path to a successful e-commerce business does not start with delivery, but with production. Amazon FBA provides a strong foundation for scaling in digital commerce - but it takes a reliable and efficient supply chain to realize its full potential.

Line Up takes on precisely this role: we ensure that your products are manufactured and supplied under the best conditions - as a stable foundation for subsequent success via Amazon. Whether you are new to online retail or want to expand your existing range: With the combination of well thought-out procurement and Amazon FBA, you create the optimal conditions for sustainable success.

Now is the right time to put your FBA project on a stable footing with the right production strategy - we will be happy to help you.

Contact us now for a no-obligation consultation - and find out how you can achieve sustainable growth with the right procurement strategy and Amazon FBA.