It depends on your goals, resources, and the type of business you want to build on Amazon. Each model—FBA, FBM, and wholesale—has its pros and cons, and what works for one person might not work for another.

If you're looking for a more hands-off approach, FBA (Fulfilled by Amazon) is a great choice. Amazon handles storage, shipping, and customer service for you. This is ideal if you want to scale quickly or focus on marketing and growing your brand instead of logistics. The trade-off? Higher fees and less control over your inventory. Plus, you’ll need to manage returns, which can sometimes feel like a headache with FBA.

FBM (Fulfilled by Merchant) works better if you already have a reliable shipping process or are selling niche products with lower competition. You’ll keep more of your profits because you avoid Amazon’s FBA fees, but you’ll also have to manage shipping, customer service, and returns yourself. It’s more work, but you have full control.

Wholesale, on the other hand, is entirely different. It’s less about building your brand and more about reselling established products. You’ll need a significant upfront investment to buy inventory in bulk, but it’s a proven model with lower risk if you pick the right suppliers. It works well if you prefer consistency over creativity.
 

Think about how much time, money, and effort you’re willing to invest and what aligns with your long-term vision. There’s no one-size-fits-all, so choose what fits your situation best.