Amazon has updated its FBA Enrollment Opportunities tool to help sellers understand which of their products could perform better with Fulfillment by Amazon. Instead of leaving you to guess why Amazon Recommends Certain ASINs for FBA Enrollment, the tool now explains the reasoning with clearer, data-driven insights. This update is already available in the US, the UK, Germany, Spain, France, and Italy.
The biggest change is a new panel called “Why this ASIN?”. When you open it, you see a detailed comparison between your seller-fulfilled performance and the performance of similar Prime-eligible products. The goal is to help you understand what you might gain by switching that ASIN to FBA.
One of the first metrics you will notice is the FBA speed advantage, which shows how many days faster Amazon can deliver the product compared to your current fulfillment method. Faster delivery often leads to higher conversion rates, so this insight can help you understand whether FBA may boost your sales.
The tool also compares your ASIN to Prime products in areas such as product detail page views, units sold, search impressions, and customer ratings. These side-by-side comparisons give you a realistic look at what kind of lift your product might see with FBA. It is a straightforward way to identify ASINs where you may be missing out on traffic or conversions.
For sellers managing long catalogs, tight margins, or seasonal items, having this level of visibility makes it easier to decide where to invest. Instead of relying on intuition, you get clear information to support your fulfillment strategy and prioritize which products should move into FBA first.
To access these insights, go to Inventory, select Opportunities, and open the FBA Enrollment Opportunities section. The tool will show you which of your seller-fulfilled listings could benefit from FBA and why.