If you’re a brand selling directly to consumers, you likely know about Amazon as a sales channel—or are already using it. But even if you don’t want to sell on Amazon, or store inventory at one of their fulfillment centers, you can still leverage their world-famous delivery capabilities.
In fact, Amazon Shipping and leading 3PLs networks can collaborate to deliver robust, scalable solutions that are specifically suited for your unique product mix and shipping profile. By including Amazon in your carrier mix, you can access competitive shipping rates and an extensive delivery network while maintaining complete control over your inventory, packaging, and customer experience. Here’s how forward-thinking DTC brands are cutting shipping costs by 20-30% while improving delivery speeds—all without storing a single product in Amazon’s facilities.
What is Amazon Shipping as a Carrier?
Amazon offers Fulfillment by Amazon (FBA) for DTC brands that sell through Amazon and other channels. But for this article, we’ll focus on how brands can keep fulfillment with an independent 3PL partner—for more white-glove service—while still using Amazon Shipping services. Unlike Fulfillment by Amazon (FBA), which requires storing inventory in Amazon warehouses, Amazon Shipping functions as a traditional shipping carrier—similar to UPS, FedEx, or USPS—but often with better rates and faster delivery times.
Why Use a 3PL to Ship Through Amazon
So why continue to leverage a 3PL partner when a DTC brand could just ship inventory to Amazon and have them fulfill and ship? It comes down to more personalized, white-glove service and more streamlined inventory control. A 3PL partner can house all of your inventory and offer an optimized mix of carriers and rates (including, but not limited to, Amazon) to make sure you’re getting the most bang for your buck.
This strategy also allows you to maintain better control over your packaging and branding, and leverage more specialized, high-touch 3PL services like kitting, bundling, influencer programs and more. It may also save you money on inventory storage costs. And by integrating Amazon into your carrier mix, you have one more tool in your arsenal to cut shipping costs, improve delivery times and accuracy and enhance customer experience. General benefits of Amazon Shipping include:
- Flexible delivery options: 1-5 Day Ground service with delivery service 7 days a week. Amazon’s network often provides weekend delivery options for which traditional carriers charge premium rates.
- Global reach: Supports international shipping through Amazon Global, with variable delivery times based on destination, customs, and package size.
- Sustainability focus: Amazon is committed to net-zero carbon through renewable energy and technological innovation.
- Advanced tracking: Real-time tracking with unique IDs (e.g., TBA, TBM, TBC for Amazon Logistics) and live Map Tracking for delivery vehicle updates.
- Seamless integration: Amazon Shipping API enables tracking and delivery updates across multiple sales channels.
- Scalability: Arguably, Amazon’s network may handle seasonal volume spikes better than other carriers.
How 3PLs Integrate Amazon Shipping Into Their Carrier Networks
The key to accessing Amazon Shipping’s benefits lies in working with a 3PL that has integrated Amazon into their carrier network. Advanced 3PLs integrate Amazon Shipping into their warehouse management systems (WMS) alongside traditional carriers like UPS, FedEx, and USPS. When an order comes in (either from your website or Amazon), your 3PL’s system can assign the order to Amazon Shipping if it’s the best carrier option for the given shipment.
Getting Started with Amazon Shipping Through Your 3PL
If you’re persuaded that Amazon might be a good carrier for your brand, you’ll need to take a few steps to make sure you can leverage their shipping services.
Step 1: Assess Your Situation and Choose the Right 3PL Partner
Every DTC brand is operationally unique, and your ideal logistics strategy will depend on a thorough, expert assessment of your shipping profile. Work with an experienced partner who can help you identify the right carriers and partners to save money and improve customer experience.
Speaking of partners, keep in mind that not all 3PLs are created equal, and not all have Amazon Shipping integrated into their systems. When evaluating potential partners, ask:
- Do you have a direct integration with Amazon Shipping?
- Can your system automatically rate-shop across all carriers, including Amazon?
- What volume discounts have you negotiated with Amazon Shipping?
- How do you handle Amazon’s specific packaging and labeling requirements?
Step 2: Understand the Cost Structure
As mentioned, Amazon Shipping can save brands money in some instances, particularly for lighter packages. Amazon Shipping pricing advantages typically include:
- Base shipping rates that are competitive with or below UPS/FedEx
- Fewer surcharges—including fuel surcharges, weekend delivery, etc.
- Lower rates for lighter packages in some instances
- Better rates for deliveries closer to the fulfillment center of origin (more local)
Step 3: Test, Optimize and Scale
The right 3PL partner won’t just take a “set it and forget it” approach to your shipping. They’ll help you compare Amazon Shipping’s actual costs against your current carriers; measure delivery performance and customer satisfaction; and identify optimal use cases (package sizes, destinations, service levels) for Amazon vs. other carriers.
Amazon Shipping FAQs
The logistics landscape can be confusing, so it’s no surprise that we get lots of questions about Amazon Shipping. Here are some of the most common inquiries:
“Will using Amazon Shipping make me totally dependent on Amazon?”
Using Amazon Shipping as one carrier in a diversified network actually reduces dependency. You’re not locked into any single carrier relationship, and your 3PL can shift volume between carriers based on performance and cost.
“How can I maintain my branding and customer experience with Amazon Shipping?”
Since your inventory remains at your 3PL’s facility, you maintain complete control over it, including the option to use custom packaging and inserts; deliver brand messaging and premium unboxing experiences; adjust customer communications/inserts; and control the return process.
“Is Amazon Shipping reliable for non-Amazon orders?”
Amazon Shipping treats all shipments with the same operational standards, regardless of where the order originated.
“Can I use Amazon Shipping even if I don’t sell on Amazon?”
Yes, absolutely. Amazon Shipping is available through participating 3PLs, regardless of whether you sell on Amazon’s marketplace. Amazon Shipping caters specifically to online sellers, not limited to those selling on Amazon.com. Just keep in mind you’ll need to find a 3PL that offers Amazon Shipping as a carrier option.
“Can I use Amazon Shipping without using Fulfillment by Amazon (FBA)?”
Yes, one of the key advantages of using Amazon Shipping through a 3PL is inventory consolidation—meaning you can keep all of your inventory with your 3PL partner rather than shipping a portion of it to Amazon for direct fulfillment. This enables a more streamlined approach to inventory management and easier access to your inventory, should you need it.
“How much can I save using Amazon Shipping?”
As mentioned, no two brands have identical shipping profiles, so it’s vital to do a personalized assessment to determine the most cost-effective carrier mix based on common shipping zones, package sizes and weights and delivery requirements. That said, the right strategy—combined with the right 3PL network that leverages high volume to secure better carrier rates—could save you between 20-30% on shipping costs.
“How does tracking work with Amazon Shipping?”
With help from your 3PL, the Amazon tracking experience can be integrated into your existing customer order communications. As mentioned, the Amazon Shipping tracking experience is often superior to traditional carriers thanks to Amazon’s advanced logistics technology.
The Future of DTC Shipping with Amazon Shipping
The integration of Amazon Shipping into 3PL networks represents a fundamental shift in how DTC brands can approach logistics. Rather than viewing Amazon solely as a competitor or an all-or-nothing fulfillment solution, forward-thinking brands are leveraging Amazon as part of a strategic carrier mix.
Amazon Shipping through 3PL partnerships offers DTC brands a powerful way to reduce shipping costs, improve delivery speeds, and enhance customer satisfaction—all while maintaining complete control over their brand experience and customer relationships.
The key to success lies in partnering with the right 3PL. That’s where ShipTrac AI comes in. We’ve built our 3PL network specifically around the philosophy of carrier optimization. Our vetted 3PL partners have Amazon Shipping integrated into their systems alongside other major carriers, allowing you to establish the perfect carrier mix for success.
But it goes far beyond the cost of your labels. Unlike so many faceless fulfillment providers, our 3PLs are owner-operators who go above and beyond to provide personalized, white-glove service. They’re true partners who are passionate about helping you grow your business—via smart shipping and beyond. Contact us today for a free shipping assessment!
