by Shannon Curley
PROVIDENCE, R.I. – Amazon’s Nov 1 deadline has already passed, but shoppers (and sales spikes) are just getting started. The biggest Q4 killer isn’t competition – it’s running out of stock while inventory is stuck in transfers or delayed check-ins. That’s fixable with two fast moves.
Move #1: Add a backup Buy Option (FBM) so your rank doesn’t tank
When FBA dips or sells out, listing performance typically slides. Add an FBM offer on the same ASIN to make sure Amazon’s system sees the product as still purchasable, helping you maintain rank while you replenish. Switch back when FBA is healthy.
What to do Today
• Turn on an FBM Buy Option for key ASINs with tight FBA runway.
• Stage inventory at your 3PL so orders ship the same/next day.
• Keep FBM active until FBA units are live and stable again.
Why it Works
If your FBA runs out, an FBM option helps keep the listing in a good spot while you restock.
Move #2: Keep replenishing using live-unload carriers (not Amazon partner carriers)
Gift peaks cluster in mid-December. You still have meaningful runway if you avoid queues and book live-unload appointments via third-party carriers (even over UPS/partner carriers). Those shipments can still hit shelves in time.
What to send
• smaller, frequent top-ups on your best sellers;
• Clearly labeled, FC-ready cartons to speed receiving; and
• shipments to regions where you’re likely to turn fastest.
Why it works
• Live-unload = less sitting; more “received and ready.”
• You’re visible while others stock out between Dec 5–22.
RELATED: Amazon’s West Coast Fee Hikes and How to Plan for AWD Peak Season Congestion
Plan the January reset while you stabilize in December
After Q4, fees change again. Many brands will find the AWD vs. 3PL storage break-even compressing toward ~2 months, with East Coast routing adding 15–20 days of lead time to plan around. Start modeling this now so you hit January with a cleaner playbook.
Quick Q4 checklist
• Turn on FBM for SKUs with < 2 weeks of FBA cover.
• Book live-unload replenishments for your top gift items now.
• If your D2C channels exist but are idle, connect this week to stock from your 3PL.
• Block time to model January fees and your “2-month” storage rule.
• WATCH: Q4 to Q1 Plan: 3 Tips To Keep You Selling and In Stock
Bonus move: Already on TikTok Shop, Shopify, or Walmart? Go D2C in ~2 hours
If you’ve got listings and marketplace accounts live, a 3PL can connect, map inventory, and start fulfilling from stock you already have, usually the same day. That turns warehouse inventory into Q4 revenue without waiting on FBA transfers.
Fast path
• Connect marketplaces → map SKUs → enable routing rules.
• Ship D2C orders from your 3PL with same/next-day SLAs.
• Keep FBA units focused on Prime while D2C soaks up overflow.
What to do Right Now
• FBM setup + cutover plan: Add backup offers and route orders outside AWD when needed.
• Late-stage replenishments: Book live-unload appointments with non-partner carriers to shorten “sit time.”
• D2C activation: TikTok Shop, Shopify, Walmart – connected and shipping from existing inventory in ~2 hours.
RELATED: Q4 Inventory Management by Shannon Curley
Shannon Curley is director of Marketing and Growth at Prosper exhibitor Tactical Logistic Solutions and head of her own consulting business.