A freight forwarder for Amazon FBA arranges the international transport of your inventory from the factory to Amazon’s warehouses: booking space on ships or planes, coordinating pickup, handling or arranging customs clearance, and delivering to the fulfillment centers Amazon assigns. A good one makes importing feel boring, which is exactly what you want. A poor one turns every shipment into a week of emails and a surprise invoice. I’d choose boring every time.
Two broad options exist. You can use Amazon Global Logistics, Amazon’s own door-to-door freight service, or an independent forwarder that specializes in FBA shipments. This guide explains what each does, how to choose, the questions to ask, and the red flags that should end the conversation.
What a freight forwarder actually does for FBA sellers
- Books transport: ocean (full container or shared container) or air.
- Coordinates pickup at the factory and export paperwork at origin.
- Arranges customs clearance at destination, usually through a licensed customs broker.
- Delivers to Amazon, booking appointments and meeting Amazon’s receiving requirements.
- Optional extras: consolidation of several suppliers’ goods, palletization, labeling, prep and storage before inbound.
The FBA-specific part is the last mile. Those warehouses run strict appointment, labeling and pallet rules, and an agent unfamiliar with them causes refused or delayed deliveries. I’d treat FBA experience as the first filter, not a nice extra.
Amazon Global Logistics vs an independent forwarder
Amazon Global Logistics is Amazon’s door-to-door ocean and air freight service for FBA sellers. Per Amazon, it ships from mainland China, Hong Kong and Vietnam to the US, UK, France, Germany, Italy, Spain and Japan. Pricing covers pickup at origin, export declaration, the international freight, destination customs clearance and delivery to Amazon fulfillment centers. It offers Standard Ocean, a faster Fast Ocean option, and air freight that Amazon describes as delivering “within 7-10 days”. You can ship a full container or share one, and it requires enrollment in FBA.
| Amazon Global Logistics | Independent FBA forwarder | |
|---|---|---|
| Coverage | China, Hong Kong and Vietnam to listed marketplaces | Any origin the forwarder serves |
| Integration with Amazon | Built into Amazon’s systems | Varies by forwarder |
| Flexibility | Standard options | Custom routing, storage, consolidation, prep |
| Destination options | Amazon fulfillment network | Amazon, your warehouse, a 3PL, a prep center |
| Best for | Simple shipments from supported origins straight to FBA | Other origins, split destinations, prep or storage needs |
My view: if your goods ship from a supported origin straight into FBA with no prep or storage in between, get an Amazon Global Logistics quote first. If you source elsewhere, need inspection, relabeling or a buffer warehouse, or want stock split between Amazon and your own channels, an independent forwarder usually fits better.
Ocean, Fast Ocean or air: choosing the speed
Speed is a cost decision, and I think it is the one sellers get wrong most often, usually by paying for air when a little planning would have allowed ocean.
Standard ocean is the cheapest per unit and the slowest. It suits steady sellers who plan reorders well ahead. My rule: if you can forecast two to three months out, ocean should carry most of your volume.
Faster ocean services, such as Amazon’s Fast Ocean, cost more than standard ocean but far less than air. They suit a seller who is a few weeks tight rather than desperate.
Air is the emergency lane: a launch, a stockout on a best seller, or a small high-value product. Amazon describes its air option as delivering within 7 to 10 days. Expensive, but sometimes cheaper than the sales and ranking you lose while out of stock.
A sensible mix for many brands: the bulk of each reorder by ocean, with a small air shipment to bridge any gap. Honestly, that bridge costs less than the panic it prevents.
How to choose a freight forwarder for Amazon FBA
- Ask how many FBA shipments they handled last month, and to which fulfillment centers. Shipping into the UK as well? Our guide to Amazon FBA in the United Kingdom covers EORI and VAT.
- Ask for an all-in quote: origin charges, freight, destination charges, customs brokerage, duties handling, delivery to Amazon. Line by line.
- Ask how they handle Amazon appointment problems, such as a refused delivery or a missed slot.
- Check licensing. For US ocean freight, ask for the forwarder’s licensing, and confirm a licensed customs broker handles clearance.
- Ask about insurance and what their liability actually covers per kilogram, because default carrier liability is usually far below the value of your goods.
- Test with one shipment before moving your whole volume. In my view this step is non-negotiable, however good the sales call sounded.
Our guide to shipping from China to Amazon FBA by ocean explains the full process, Incoterms and ocean costs in detail.
Red flags
- A quote far below everyone else’s. Low freight with inflated destination charges is a classic pattern. Compare totals, never the freight line alone. I’d ask why before celebrating.
- Vague answers about Amazon delivery. “We deliver to Amazon” is not a process.
- No named contact. Shipments go wrong at inconvenient hours. You want a person, not a ticket queue, and honestly I’d walk away without one.
- Pressure to ship without insurance. Saving a small premium is a poor bet on a container of inventory.
Getting help
If you would rather have suppliers, quality control and freight handled end to end, that is our complete sourcing management service: samples, QC and freight included, with every quote and cost visible to you. For the Amazon side once stock lands, our guide to sending your first shipment to Amazon FBA covers the order of operations.
FAQ
What does a freight forwarder do for Amazon FBA?
It organizes the journey from factory to fulfillment center: booking sea or air space, coordinating collection and export documents, arranging clearance through a licensed broker, and handling final delivery, often with optional consolidation, labeling and prep along the way.
What is Amazon Global Logistics?
It is the marketplace’s in-house, door-to-door shipping program for FBA merchants. Goods leave mainland China, Hong Kong or Vietnam bound for the US, UK, several EU countries or Japan, with collection, export filing, transit, clearance and final delivery bundled together. FBA enrollment is required.
What is the best freight forwarder for Amazon FBA?
No single winner exists. The in-house program suits straightforward loads from supported origins heading directly into FBA. An independent specialist suits other origins, split destinations, or cargo needing prep, inspection or warehousing first. Compare itemized totals, then trial one consignment.
How do I compare freight forwarder quotes?
Request itemized, all-in pricing from each candidate: origin charges, transit, destination fees, brokerage and final delivery. Then compare the bottom line. A bargain transit rate often hides expensive destination fees.
Do I need a customs broker as well as a freight forwarder?
Usually the forwarder arranges clearance through a licensed broker, either in-house or a partner. Before anything sails, confirm who files the entry and who answers for errors in it.
Can a freight forwarder deliver directly to Amazon?
Yes, provided it understands receiving appointments and pallet rules. Many merchants prefer routing through a prep center or 3PL for inspection and labeling first, then sending smaller loads onward.
Last updated: October 3, 2026. Freight services, coverage and requirements change. Source: Amazon Global Logistics.
