Amazon seller funding
UK Amazon sellers fund inventory two ways: Amazon Lending, the invitation-only offer inside Seller Central, and independent revenue-based lenders that read your Amazon data and advance against it. Both repay from sales. Amazon Lending is convenient but you can't apply for it; independent lenders such as Wayflyer and YouLend let you seek funding on demand and often advance more, which matters when you're buying stock ahead of Q4 or Prime Day.
Founder & Managing Director, Muswell Rose, FundBiz
Adam is the founder and managing director of Muswell Rose and a founder of Best Business Loans Ltd, the company behind FundBiz. His background runs through commercial finance, mortgages and fintech, including as managing director of an invoice finance business. He oversees FundBiz's guides and lender reviews.
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How Amazon Lending works
Amazon Lending is an invitation-only finance offer surfaced inside Seller Central to sellers Amazon's model selects. It advances against your Amazon sales and is repaid from your account balance over a set term. Because it's invitation-only, you can't apply when you need it; you can only take the offer if and when it appears. For sellers timing a big inventory buy to a known peak, that lack of control is the main drawback.
Independent alternatives you can approach on demand
- Wayflyer: built for Amazon and D2C inventory funding, tickets £10k to £20m, fixed fee 2% to 8%, fast decisions once your Amazon data is connected.
- YouLend: embedded across Amazon, eBay and other marketplaces, strong when most of your revenue lives inside one platform.
- Outfund: revenue-based finance for online sellers, underwriting on marketplace and payment data.
Unlike Amazon Lending, these let you seek an offer when you choose, compare terms, and line up stock funding ahead of a peak rather than waiting for an invitation.
The FBA cash-flow problem this solves
Fulfilled-by-Amazon sellers pay suppliers up front and wait for stock to sell and Amazon to settle. In the run-up to Q4 or Prime Day, that gap is at its widest exactly when you most need stock on the shelf. Revenue-based finance bridges it: you take an advance to buy inventory, then repay as the sales come through. The test is margin. The stock has to earn enough, fast enough, to clear the advance and its fee and still leave a profit.
What it costs
Independent revenue-based finance is priced as a flat fee on the advance, not an APR. A £80,000 inventory advance at a 5% fee repays £84,000 in total, taken as a share of sales until cleared. Repay it fast and the annualised cost is high; repay it over the selling season and it's far lower. Always convert the fee to an effective cost and a payback period before committing.
Run your offer through the RBF cost calculator to see the annualised cost and payback period.
FAQ
How do Amazon sellers get funding in the UK?
UK Amazon sellers fund inventory through Amazon Lending inside Seller Central, or through independent revenue-based lenders such as Wayflyer, YouLend and Outfund. The independent route lets you seek funding when you need it rather than waiting for an Amazon invitation, and the advance is repaid as a share of your sales.
Can I get Amazon funding without an Amazon Lending invitation?
Yes. Amazon Lending is invitation-only, but independent lenders read your Amazon sales data and advance against it on demand. By connecting your Seller Central data you can get an offer without waiting for Amazon to surface one, which is the usual reason FBA sellers look beyond Amazon Lending.
Is revenue-based finance good for buying FBA stock?
It fits well when the stock turns at a healthy margin inside the selling season. The advance buys inventory now and is repaid as sales come through, so it suits Q4 and Prime Day buys. It is a poor fit if margins are thin or the stock is slow-moving, where the flat fee eats too much of the profit.
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