Amazon Restock Limits Are Back in 2025: What It Means for FBA Brands and How to Manage
If you thought the days of juggling Amazon restock limits were behind us, think again. In 2025, Amazon has quietly reintroduced restock restrictions across many seller accounts, catching a lot of FBA brands by surprise.
For some, it feels like 2020–2021 déjà vu: navigating restock limits while trying to stay in stock during peak season, managing cash flow, and keeping your marketing flywheel spinning. But this time, things are a little different — and if you plan ahead, you can still thrive.
Let’s break down what’s happening, why it matters, and most importantly, how smart brands can stay ahead of the curve.
What Are Amazon Restock Limits?
Restock limits cap the amount of inventory you can send into Amazon’s fulfillment centers. These limits are based on your account's performance, sell-through rate, and historical data.
Amazon claims the goal is to balance warehouse capacity and keep inventory moving efficiently. But for brands, it creates a serious challenge: if your product is moving fast but your limit is too low, you risk stocking out and losing sales velocity.
In 2025, many FBA sellers are seeing:
Tighter limits after peak Q4 replenishment
Inventory caps across account level, storage type (standard-size, oversized, etc.), and product-level restrictions
Delayed updates to limits, even after sales velocity improves
Why Did Amazon Bring Back Limits?
There’s no official "Amazon memo," but here’s what we’re seeing behind the scenes:
Overstocking in FBA Warehouses: Post-pandemic inventory gluts left Amazon holding too much inventory across categories.
Amazon’s Cost Management: FBA storage and handling costs have ballooned, and restock limits help them control logistics.
Forecasting Errors: During high-demand periods, brands tend to over-forecast to stay in stock. Limits force tighter inventory discipline.
Warehouse Congestion: Especially in Amazon’s regional fulfillment model (like inbounding inventory to specific hubs), limits help keep operations moving.
The bottom line? Amazon wants faster turns and leaner inventory across its network.
What This Means for FBA Brands in 2025
If you’re running an FBA-first brand, here’s what you need to understand:
Stockouts Kill Momentum: If your hero SKU runs out, you lose Buy Box ownership, ranking, and organic momentum — and it’s hard to claw back.
Cash Flow Becomes Tighter: Inventory sitting in 3PL or overseas adds working capital strain, especially if you’re scaling.
Promotions Need Planning: Aggressive marketing pushes can backfire if you spike demand and can’t restock fast enough.
Diversification Becomes Non-Negotiable: Smart brands are actively building FBM (Fulfilled by Merchant) or off-Amazon strategies to hedge risk.
How to Navigate (and Win) with 2025 Restock Limits
Here’s what we recommend if you want to stay ahead:
Monitor Your IPI Score Like a Hawk
Amazon’s Inventory Performance Index (IPI) is still the main lever. Aim to keep it healthy by managing excess units and improving sell-through.Split Inventory Across 3PL + Amazon
Use a third-party logistics partner to stage inventory outside of FBA, so you can replenish quickly when limits allow.Improve Forecasting Accuracy
Tighten your demand planning. Prioritize your hero SKUs and avoid overloading slow movers that eat up valuable storage space.Use Amazon’s Warehousing & Distribution (AWD)
If you’re eligible, AWD allows you to pre-position inventory closer to fulfillment centers, smoothing out restock delays.Diversify Sales Channels
Expand your DTC site, retail, TikTok Shop, or wholesale partners to reduce dependency on Amazon.Lean on FBM as a Backup
Even if you’re primarily FBA, setting up an FBM option can help you stay in the game during stockout periods.
Need help building a smarter inventory strategy for Amazon and beyond? Let’s chat. At Mangrove CPG, we help brands turn supply chain challenges into growth opportunities. Chat with us now
