The introduction of Fulfillment by Amazon (FBA) allows independent sellers to leverage Amazon's infrastructure for their products. FBA optimizes fulfillment and logistics, providing faster, more reliable, and cost-efficient services for sellers. It simplifies operations, reducing sellers' time spent on logistics, customer service, and returns. This enables them to focus on product innovation and business growth. Independent sellers choose FBA due to its cost-effectiveness, ease of use, sales-boosting capabilities, and access to Amazon's innovation. FBA reduces shipping costs, offers a hassle-free way to run businesses, enhances sales through faster delivery, and supports sellers with Amazon's ongoing advancements in fulfillment technology. Amazon is continuously investing in FBA, expanding its capabilities and specialty programs. Sellers can now offer Amazon's checkout experience and Prime delivery promise on their own websites, strengthening their direct-to-consumer presence.