AGL vs Forwarder vs SEND: The Right Path from China to FBA

Choosing the wrong shipping method from China to Amazon FBA warehouses can add weeks to your timeline and hundreds of dollars to your costs. We help sellers navigate Amazon Global Logistics (AGL), traditional freight forwarders, and SEND to Amazon across pricing, timing, and reliability to find the optimal path for your shipment size and business stage. We reply within one business day to any shipping inquiry.

Feature-by-Feature Shipping Comparison

All pricing shown are working ranges based on recent projects. Actual quotes vary by route, season, and market conditions.

Amazon Global Logistics (AGL): The Premium Option

Amazon’s proprietary shipping service offers the most predictable experience with direct integration into your Seller Central account.

Core Features:

• Direct Seller Central integration: Book shipments, track progress, and manage delivery appointments without leaving Amazon’s platform
• Transparent pricing: Fixed rates with no hidden fees or surprise charges
• Consistent transit times: Generally 15-25 day ocean shipping from major Chinese ports
• Automatic warehouse coordination: Delivery appointments scheduled automatically based on Amazon’s capacity

Included Services:

• Origin pickup from supplier or prep center
• Export customs clearance in China
• Ocean freight with dedicated Amazon container space
• Import customs clearance and duties (DDP pricing)
• Final mile delivery to Amazon warehouses
• Real-time tracking through Seller Central

Service Limitations:

• Port restrictions: Limited to major ports (Shenzhen, Shanghai, Ningbo)
• Shipment size requirements: Minimum 1 cubic meter, maximum 28 CBM per shipment
• Packaging constraints: Standard carton requirements, limited oversized item support
• Limited customization: Fixed service model with minimal flexibility

We recommend AGL for sellers prioritizing predictability over cost optimization, especially during peak seasons when forwarder capacity becomes constrained.

Traditional Freight Forwarders: Maximum Flexibility

Third-party logistics providers offer customized solutions with competitive pricing for larger shipments.

Core Advantages:

• Competitive pricing: Often 15-30% lower costs than AGL for shipments over 10 CBM
• Port flexibility: Access to all Chinese ports and routing options
• Custom solutions: Accommodate unusual sizes, weights, and shipping requirements
• Relationship benefits: Dedicated account management and priority handling

Service Options:

• LCL (Less than Container Load): Shared container space, typically 20-45 day transit
• FCL (Full Container Load): Dedicated containers, commonly 15-35 day transit
• Express options: Air freight for urgent shipments, usually 5-10 day transit
• FOB vs DDP: Choose responsibility level for customs and delivery

We work with vetted forwarders who understand Amazon’s delivery requirements and can handle the coordination complexity that comes with cost savings.

SEND to Amazon: Simplified Small Shipments

Amazon’s streamlined shipping program designed specifically for smaller, less frequent shipments to FBA warehouses.

Target Market:

• New sellers with irregular shipping patterns
• Established sellers with small restocking orders
• Product testing and sample shipments
• Seasonal or promotional inventory additions

Service Features:

• Simplified booking: Direct through Seller Central with minimal documentation
• Competitive small shipment pricing: Often better than forwarders for under 5 CBM
• Built-in compliance: Automatic Amazon warehouse requirement verification
• Integrated tracking: Real-time status updates through Seller Central

Operational Limits:

• Size restrictions: Maximum 5 CBM per shipment
• Weight limits: 1,500 lbs maximum per shipment
• Frequency caps: Limited number of shipments per month
• Port limitations: Select Chinese ports only

We help sellers determine when SEND makes sense versus scaling up to AGL or forwarder solutions based on their growth trajectory.

Cost Analysis by Shipment Size

All pricing shown are working ranges based on recent projects. Actual quotes vary by route, season, and market conditions.

Small Shipments: Under 5 CBM

For smaller shipments, the choice often comes down to convenience versus cost optimization.

SEND to Amazon:

• 1 CBM shipment: $300-500 total cost
• 3 CBM shipment: $750-1,200 total cost
• 5 CBM shipment: $1,000-1,750 total cost
• Best for: New sellers, product testing, irregular shipments

Amazon Global Logistics:

• 1 CBM shipment: $400-800 total cost
• 3 CBM shipment: $1,200-2,400 total cost
• 5 CBM shipment: $2,000-4,000 total cost
• Best for: Regular small shipments, premium service preference

Traditional Forwarder:

• 1 CBM shipment: $600-1,200 total cost (including all fees)
• 3 CBM shipment: $1,200-2,000 total cost
• 5 CBM shipment: $1,500-2,500 total cost
• Best for: Cost-conscious sellers comfortable with complexity

Medium Shipments: 5-15 CBM

This range represents the sweet spot for most established Amazon sellers with regular inventory needs.

Amazon Global Logistics:

• 10 CBM shipment: $3,500-6,000 total cost
• 15 CBM shipment: $5,250-9,000 total cost
• Transit time: 15-25 days consistently
• Best for: Sellers prioritizing predictability and time savings

Traditional Forwarder:

• 10 CBM shipment: $2,500-4,500 total cost (LCL service)
• 15 CBM shipment: $3,500-6,000 total cost (LCL service)
• Transit time: 20-35 days depending on consolidation
• Best for: Cost-conscious sellers with flexible timelines

Cost Difference Analysis:

• AGL premium: 20-40% higher than forwarders
• Time savings: 5-10 days faster than average forwarder
• Risk reduction: Lower variability in timing and costs

Large Shipments: 15+ CBM

Larger shipments justify the complexity of traditional freight forwarding for maximum cost efficiency.

Full Container Load (FCL) via Forwarder:

• 20-foot container (28 CBM): $3,500-6,500 total delivered cost
• 40-foot container (58 CBM): $5,500-9,500 total delivered cost
• 40HC container (68 CBM): $6,000-10,500 total delivered cost
• Transit time: 15-30 days depending on port and season

Amazon Global Logistics:

• Maximum 28 CBM: $8,400-14,000 total cost
• Cost per CBM: Significantly higher than FCL rates
• Service advantage: Still faster and more predictable

Break-Even Analysis: FCL becomes cost-effective at approximately 15-20 CBM, with savings increasing dramatically based on container utilization.

Lead Time Scenarios and Reliability

Seasonal Variations and Planning

Chinese manufacturing and shipping patterns create predictable timing variations throughout the year.

Peak Season (October-January):

• AGL: Maintains published schedules with minimal delays
• SEND: May experience 3-7 day delays during peak periods
• Forwarders: 1-3 week delays common, 20-50% price increases

Chinese New Year (January-February):

• All services: Multi-week shutdown period
• AGL: Resumes quickly with maintained service levels
• Forwarders: Longer resumption period, potential equipment shortages

Low Season (March-September):

• AGL: Consistent performance, occasional capacity bonuses
• SEND: Fastest processing and best availability
• Forwarders: Most competitive pricing and flexible scheduling

We help sellers plan inventory cycles around these seasonal patterns to minimize disruption and optimize costs.

Decision Framework: Which Shipping Method Should We Use?

Step 1: Evaluate Shipment Characteristics

Shipment Size Assessment:

• Under 1 CBM: SEND to Amazon typically most cost-effective
• 1-5 CBM: Compare SEND vs AGL based on urgency and budget
• 5-15 CBM: AGL vs Forwarder based on cost tolerance and complexity comfort
• 15+ CBM: Traditional forwarder almost always most cost-effective

Urgency Requirements:

• Rush delivery needed: AGL offers most predictable timing
• Standard timing acceptable: Compare cost differences across options
• Flexible timing: Forwarders provide best cost optimization

Step 2: Business Stage Considerations

New Amazon Sellers (First 12 months):

• We recommend: SEND for small shipments, AGL for larger orders
• Avoid: Complex forwarder relationships until established
• Focus: Learning Amazon requirements and building sales velocity

Growing Sellers (1-3 years):

• We recommend: AGL for regular shipments, test forwarders for cost optimization
• Strategy: Build relationships with 2-3 shipping providers
• Goal: Balance cost optimization with operational efficiency

Established Sellers (3+ years):

• We recommend: Multi-provider strategy based on shipment characteristics
• Optimize: Use forwarders for large shipments, AGL for speed when needed
• Leverage: Volume discounts and relationship benefits

Pre-Booking Verification Checklist

Documentation Requirements

Ensure all necessary paperwork is prepared before booking any shipping service.

• [ ] Commercial invoices with accurate valuations
• [ ] Packing lists matching Amazon shipment plans
• [ ] Export licenses and certificates (if required)
• [ ] Amazon FBA shipment IDs and warehouse addresses
• [ ] Insurance coverage decisions and documentation

Pre-Shipment Quality Control

Complete these verification steps regardless of chosen shipping method.

• [ ] FBA prep completion verified through photos
• [ ] Label placement confirmed for all units per Amazon labeling requirements
• [ ] Carton weights and dimensions within Amazon limits
• [ ] Packaging integrity verified for ocean transit
• [ ] Quality control certificates received and reviewed

How We Help with Shipping Optimization

We coordinate the complete logistics workflow from your supplier to Amazon’s fulfillment centers, including shipping method selection based on your volume, timeline, and budget requirements. Our approach includes transparent cost comparisons, documentation support, and backup plans for peak season capacity constraints.

Whether you need SEND coordination for small shipments, AGL booking support, or vetted forwarder relationships for cost optimization, we handle the complexity while you focus on growing your business.

Frequently Asked Questions

Ready to Optimize Your China-to-FBA Shipping?

From small SEND shipments to full container loads via traditional forwarders, we help you select the optimal shipping method based on your products, volumes, and timeline requirements. Our shipping analysis includes cost comparisons, timing projections, and backup plans for peak season constraints.

Get a Quote / Talk on WhatsApp for personalized shipping recommendations based on your specific situation and growth trajectory. We provide transparent comparisons across all options and handle the coordination complexity—we reply within one business day.

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Related Resources:

• FBA sourcing from China guide — Complete hub for Amazon sellers
• EXW vs FOB vs DDP shipping terms — Cost calculations and responsibilities
• FBA prep in China — Labeling and packaging services
• China sourcing agent fees — Complete cost breakdown

External References:

• Amazon Global Logistics — Official seller resources
• SEND to Amazon program — Guidelines and requirements
• Amazon Carrier Central — Delivery appointment information