Can Amazon FBA Be Resold? In-depth Interpretation of Reselling Rules!

Can Amazon FBA Sellers Engage in Cross-Selling on FBA? A Comprehensive Analysis of Cross-Selling Rules!

On the Amazon platform, BuyBox reselling is one of the important ways for sellers to seize sales opportunities. Reselling refers to a seller linking their product listing to an existing seller's product page, thereby having the opportunity to sell through that page. This mechanism provides new sellers with a quick way to enter the market, but it has also sparked many discussions about rules and fairness.

First, we need to clarify that Amazon’s FBA Fulfillment by Amazon service is a logistics solution that allows sellers to store their inventory in Amazon warehouses, with Amazon handling packaging, shipping, and customer service. However, this does not mean that FBA sellers can casually resell products from other FBA sellers. In fact, Amazon has strict restrictions and regulations regarding reselling behavior.

According to Amazon's official regulations, only when two items are completely identical can one apply to become a reseller. This means that the brand, model, specifications, and other information must be exactly the same. Resellers must ensure that their product prices are competitive and have good buyer feedback records. If these rules are violated, they may face warnings or even account suspension risks.

Why do such rules exist? On one hand, it is to protect consumer rights and avoid the sale of counterfeit or substandard goods; on the other hand, it is to maintain platform order and prevent malicious competition. For example, in a case in 2025, a brand owner accused some third-party sellers of using low-price strategies to their branded product's BuyBox position, causing a significant drop in sales. After investigation, Amazon took measures to clean up related non-compliant accounts and strengthened its monitoring of reselling behavior.

For ordinary sellers, obtaining reselling qualifications successfully is not easy. First, they need to thoroughly understand consumer demands in the target market and select suitable products; secondly, they should focus on product quality and service experience to enhance competitiveness; finally, they need to closely monitor competitors' dynamics and adjust business strategies in time. At the same time, it is recommended to make full use of tools provided by Amazon, such as price trackers and inventory management assistants, to optimize operational efficiency.

It is worth noting that although reselling seems simple and fast, it is not suitable for all types of products. For those products that require high customization or involve sensitive fields, opening an independent store may be more appropriate. This way, not only can brand image be better controlled, but potential legal risks can also be effectively avoided.

In summary, whether Amazon FBA sellers can engage in cross-selling on FBA depends on various factors, including but not limited to product characteristics, market environment, and individual capabilities. As sellers, while pursuing maximum profit, they should always remember the principle of honest operation and jointly create a healthy and harmonious e-commerce ecosystem. If you are considering starting an Amazon business, please make sure to prepare adequately in advance, familiarize yourself with various policies and regulations, so as to stand firm in the fierce market competition.