Amazon has been dialing up FBA nudges all year. The newest push: FBA Enrollment Opportunities now lives directly inside Manage All Inventory, where sellers work every day. You can now see up to 50 “FBA-ready” recommendations per day, refreshed daily, across the US, UK, Spain, France, Germany, Italy, and Japan. The panel surfaces signals like sales history, Featured Offer (Buy Box) win %, and conversion rate to predict which SKUs might sell better via FBA.

On its face, that’s helpful. But it also increases the risk of moving too fast into higher storage, placement, and low-inventory fees if you ship without a plan. Below is the need-to-know summary of 2025’s policy landscape, what the new in-inventory recommendations actually mean, and a simple decision flow you can use before you click “Send to FBA.” Wherever you land, eFulfillment Service (eFS) can execute, either fully compliant FBA prep or multi-channel DTC/wholesale fulfillment if FBA isn’t the right move for a SKU mix.

What’s New: FBA Recommendations Inside Manage All Inventory

Amazon’s FBA Enrollment Opportunities isn’t new, but its placement is. Instead of a separate tool, it’s now integrated into your main Inventory view with filterable flags like “Recommended for FBA.” The integration is designed to shorten the distance between recommendation and action. Practically, you can filter, open the panel, and approve prep/ship steps for eligible SKUs from the same screen.

What to watch: these recommendations lean on Amazon’s first-party ML models and marketplace data. They do not incorporate your margins, item-level prep effort, or non-Amazon opportunity cost. Treat them as a data prompt, not a directive. 

2025 Rulebook: The Big FBA Updates Affecting Your P&L

1) FBA Prep Services Are Ending (Deadline: Jan 1, 2026)

Amazon will no longer offer FBA prep and item labeling services in the US starting January 1, 2026. That includes inventory routed via AWD, AGL, SEND, and Supply Chain Portal once it enters FBA. Net: every unit must arrive 100% compliant or you risk delays, rejections, and avoidable rework. If you’ve leaned on Amazon’s optional prep, you need an external prep workflow now.

2) Low-Inventory-Level Fee (mind your days of supply)

Amazon’s low-inventory-level fee applies when a product’s historical days of supply falls below ~28 days, effectively penalizing chronic near-stockouts. It’s meant to reinforce in-stock rates but can blindside SKUs with lumpy demand. Keep an eye on the Sku Economics report and your replenishment cadence.

3) Capacity Limits and Placement Dynamics

You receive monthly FBA capacity limits by storage type, typically announced in the fourth week of the prior month. 2025 also saw tighter allowances heading into Prime events, reducing the wiggle room many sellers relied on. If you were used to ~6 months of forecasted storage, plan for tighter windows—several analyses noted effective reductions (e.g., ~5 months) around May–July and abrupt cuts for some accounts.

4) 2025 Fee Posture

Amazon signaled no new US referral/FBA fee types in 2025 and reductions in some areas (for instance, Low-Price FBA tiers). Still, expect the usual holiday peak window and category-specific adjustments. Always sanity-check your size tier, DIM weight, and return-rate assumptions before green-lighting recommendations.

5) Experimental Programs (short-run tests)

Amazon has piloted programs like Restock+ to boost velocity for SKUs meeting volume thresholds. These come and go—don’t build your model on a pilot unless you’ve confirmed eligibility and horizon.

How to Use the New Recommendations Without Torching Margin

The in-inventory prompts are designed to reduce friction. To keep them from creating fee creep, run each recommended SKU through a quick, repeatable check:

A) Contribution margin with FBA fees
Model landed COGS + FBA fulfillment fee + storage/placement + low-inventory-level fee risk. If you’re consistently under 30 days of supply, pad in a penalty estimate until you fix replenishment.

B) Capacity headroom
Can you actually send the recommended units under this month’s limits without squeezing higher-velocity ASINs? Check your storage type caps and inbound already in transit.

C) Operational readiness
With Amazon dropping prep services, do you have a bulletproof prep flow for this SKU—bagging, suffocation warnings, labeling, cartonization, photo proof—so it lands “receive-ready”? If not, build that first or outsource it.

D) Channel opportunity cost
Would the next 45–60 days be more profitable in DTC or wholesale given your CAC, AOV, and return rate, instead of paying FBA storage for seasonal inventory that may not turn? If yes, skip the prompt and ship to your 3PL for multi-channel fulfillment.

E) Velocity alignment
If you accept the recommendation, set a target days-of-supply band (e.g., 35–55 days) to avoid the low-inventory fee while not over-committing storage. Review weekly until you’ve got stable sell-through.

A Simple Playbook You Can Copy

1) Turn on the filter. In Manage All Inventory, filter to Recommended for FBA, then open the FBA Conversion panel to see uplift assumptions. 

2) Triage by gross margin and size tier. Kill any SKU where FBA fees + storage would take you under target margin even at optimistic conversion.

3) Sanity-check limits. Confirm you won’t block faster SKUs due to this month’s capacity limits. If you would, hold back or split shipments. 

4) Choose a path:

• Path A — FBA: finalize units, create the plan, and ensure 100% compliant prep (bagging, labels, carton labels, master carton specs).

• Path B — Multi-channel: if the math doesn’t work, route to DTC/wholesale—keep cash turning without FBA fees.

5) Guard against the low-inventory fee. If you approve FBA, set a reorder trigger that keeps you above 28 days of supply. Automate a weekly report or have your 3PL flag SKUs drifting toward the threshold.

6) Re-evaluate monthly. The recommendation set updates daily, but capacity and seasonality shift your economics—re-run the math whenever your limits or fee schedules change. 

Where eFulfillment Service Fits (Either Way You Decide)

If you lean into Amazon’s FBA push:

eFS acts as your external FBA prep team so you’re ready for the 2026 deadline. We handle labeling, poly-bagging, kitting, cartonization checks, barcode audits, photo proof, and shipment-creation support. That’s the fastest way to turn those in-inventory prompts into compliant, receive-ready cartons without adding headcount.

If you decide some SKUs don’t pencil out in FBA:

eFS runs DTC and wholesale fulfillment across your storefront and marketplaces, with simple onboarding, no setup fees, and no long-term contracts. We’ll keep turns tight, manage returns, and kit bundles so you can protect margin while staying in stock during capacity crunches.

Either path, we can also sanity-check the recommendations against your inbound POs and this month’s capacity limits, and flag where Amazon’s suggestion could collide with reality. That prevents the classic trap of paying storage on units that were never the bottleneck in the first place.