Marketplaces · Referral + FBA + ads
Amazon
The largest audience and the most complete fee stack: referral, fulfilment, subscription and advertising.
Key facts
| Fee model | Referral fee (percentage per category) + optional FBA fulfilment fees + subscription + advertising |
|---|---|
| Referral fees | Commonly 8–15%; some categories run higher, with a $0.30 minimum per item |
| Subscription | $39.99/month for the Professional plan; Individual plan is $0.99 per item sold |
| Fulfilment | FBA fees are charged per unit and vary by size, weight and season |
| Payouts | Every two weeks, in the marketplace's local currency |
| Who it suits | Sellers with a differentiated product, reliable supply and enough volume to absorb fees and ad spend |
| Last verified | 2026-10-17 |
The referral fee is only the first line
A 15% referral fee sounds manageable until fulfilment, storage, advertising and returns are added. FBA charges by unit size and weight, storage is billed monthly, and returns can leave you with unsellable inventory. The number that matters is not the referral percentage but the total take rate as a share of the sale price, which the fee calculator reports directly.
Advertising is optional in name only for a new listing. Without reviews or sales history, paid placement is often the only way to get impressions. Treat ad spend as a cost line from the first month rather than a growth expense added later.
FBA versus seller-fulfilled
FBA buys Prime eligibility and converts fulfilment into a predictable per-unit fee. Seller-fulfilled keeps control of packing and can be cheaper for slow-moving or oversized items, but loses the Prime badge and makes you responsible for delivery performance metrics.
The break-even between the two depends on unit economics, not on preference. Run both versions through the calculator with a realistic return rate: the answer often flips once returns and storage are included.
Frequently asked questions
Is the 15% referral fee the same in every category?
No. Referral fees are set per category and range from a few percent to over 40% for some categories, with a per-item minimum. Check the fee schedule for your exact category and marketplace.
Do I need a subscription to sell on Amazon?
Not necessarily. The Individual plan charges per item sold instead of a monthly fee, which can be cheaper at low volume. The Professional plan usually pays off once you sell more than a few dozen items a month.
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