Amazon is quietly rolling out tools that make life easier for sellers—and the latest one could be a game-changer. The new FBA Enrollment Opportunities, now integrated directly into Manage All Inventory, helps sellers quickly identify which products might perform better with Fulfillment by Amazon (FBA).
This is more than just a dashboard tweak. It’s Amazon putting machine learning to work for sellers, making smarter recommendations that could influence how you scale, optimize, and manage your catalog.
What Exactly Is FBA Enrollment Opportunities?
The feature analyzes your product catalog and surfaces up to 50 items that Amazon believes would see stronger performance if they were switched to FBA. These aren’t random picks—the recommendations are refreshed daily and backed by data-driven signals like:
- Historical sales performance
- Featured Offer (Buy Box) win rate
- Conversion rate trends
- FBA eligibility and potential promotions
In other words, Amazon is telling you: “These are the products most likely to sell better if Prime benefits and fast shipping were attached.”
Currently, this feature is available in the US, UK, Spain, France, Germany, Italy, and Japan, giving sellers across major marketplaces access to these insights.
Why This Matters
Traditionally, deciding whether to move a product into FBA has been a judgment call. Sellers had to weigh sales velocity, competitive landscape, and logistics costs manually. Now, Amazon is automating part of that decision-making process with machine learning.
For sellers, this can mean:
- Less guesswork when deciding which SKUs to test with FBA.
- Faster optimization since recommendations update daily.
- Visibility into hidden opportunities—products that may not be obvious winners at first glance but could perform better with Prime.
This feature doesn’t replace analysis, but it gives sellers a clearer starting point.
Who Stands to Benefit the Most?
The beauty of this tool is that it serves different seller groups in unique ways.
For FBM sellers, it’s an eye-opener. If you’ve been hesitant to use FBA, this tool can highlight which of your FBM products might see an instant boost with faster shipping and Prime visibility.
For new sellers, it’s a shortcut to scaling smarter. When you’re still experimenting with your catalog, it can be hard to know which products deserve investment in FBA. This tool surfaces the ones showing real traction.
For existing FBA sellers, it’s a second set of eyes. Even if you’re already running FBA across part of your catalog, there may be products you’ve overlooked. The recommendations can uncover opportunities you didn’t realize were there.
A Word of Caution: Numbers Still Matter
While Amazon’s machine learning models are powerful, they don’t account for your margins, storage fees, or fulfillment costs. Just because a product is recommended doesn’t mean it will be profitable under FBA.
Sellers should still run the math. For example:
- Will the higher storage fees outweigh the sales lift?
- Do seasonal fluctuations make FBA less viable?
- How does the landed cost compare when shifting from FBM to FBA?
Think of the tool as a guide, not a final verdict. The smartest sellers will use it as one piece of their decision-making puzzle.
Final Thoughts
Amazon’s FBA Enrollment Opportunities is a clear signal of where the platform is heading: more automation, more data-driven insights, and fewer barriers for sellers trying to scale. For many, this will be a welcome addition to their toolkit—especially as competition intensifies and Prime benefits become a deciding factor for customers.
