Amazon Launches Free Express Shipping Upgrade for Marketplace Sellers

Amazon has quietly rolled out a new logistics initiative designed to speed up cross-border deliveries for merchants who fulfill orders themselves. The program, called FBM Ship+, enables sellers—particularly those shipping from Asia—to offer faster delivery times to customers across Europe without paying extra shipping fees.

FBM Ship+ is currently available for shipments from China to Germany, France, Italy, Spain, the United Kingdom, and also to Japan. The service supports merchants operating under the Fulfillment by Merchant (FBM) model, meaning they handle storage, packing, and dispatch on their own rather than using Amazon’s fulfillment centers.

Free Express Delivery Estimates — No Extra Cost

A key element of the initiative: Amazon automatically upgrades delivery promises to express-level timelines, even though sellers pay standard rates for shipping labels purchased from Amazon’s logistics partners. Merchants simply need to dispatch orders within one business day to benefit from the improved delivery promise shown to customers.

Cashback Incentives to Boost Adoption

To further encourage participation—particularly among Chinese sellers—Amazon is offering cashback rewards on shipping label purchases. The more parcels a merchant sends through approved carriers, the more cashback they can earn. Amazon also highlights additional perks: improved seller performance metrics and reduced risk of claims related to late deliveries.

Part of a Broader Push for Faster Delivery

FBM Ship+ is currently running in Amazon’s five largest European markets, the United States, and Japan. The company has indicated plans to expand the program to more regions and eventually to domestic shipping, not just international routes.

The move follows Amazon’s introduction of Easy Ship earlier this year, another service aimed at helping small and medium-sized businesses accelerate delivery times while keeping logistics manageable and cost-effective.

As competition in global e-commerce intensifies, Amazon’s latest initiative underscores its strategy: faster delivery promises, stronger seller tools, and more control over the cross-border logistics ecosystem.

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