SEND is a service that moves First Leg shipping into the seller backend. What it saves is not freight cost, but the reconciliation and coordination steps in between.
What this rule covers
SEND is a cross-border First Leg logistics service Amazon offers to sellers.
Sellers can create shipments, choose logistics plans and place shipping orders directly in the seller backend, and track everything there throughout.
It pulls booking, customs declaration, First Leg transport and warehouse appointment steps into Amazon's system as much as possible.
Which countries, which lanes and which warehouses are covered is subject to Amazon's latest official rules.
What steps it can save
First, it saves dealing with multiple parties: no more passing tracking numbers and status updates back and forth between systems.
Second, it saves reconciliation hassle: fees and shipments are both in the backend and can be matched up.
Third, it saves some receiving communication: shipments and warehouse appointments flow within the same system.
Fourth, the process is easier to standardise, so even new staff can follow it.
What it cannot do for you
SEND only moves the process into the backend; it does not solve everything.
For example: is your cargo enough for one shipment? Is split or consolidated placement more cost-effective? Ship by ocean or express?
When capacity is tight in peak season, how do you balance transit time and cost?
These judgements still depend on the seller watching their cargo and their rhythm.
How logistics supports this
SEND and Dedicated Lanes are not an either-or choice; they can be combined.
For time-sensitive cargo with big fluctuations, use SEND or express; for large cargo and routine replenishment, use ocean Dedicated Lanes to keep costs down.
Treat SEND as the "fast channel" and ocean Dedicated Lanes as the "main channel."
Keep carton numbers, labels and packing list formats consistent across both channels so data can be merged easily.
| Channel | Role | Best for |
|---|---|---|
| SEND / express | Fast channel | Urgent replenishment, new products, high-value small items |
| Ocean + Parcel | Main channel | Routine replenishment, small and medium items |
| Ocean + Truck Delivery / FCL | Cost channel | Large cargo, major promotion stocking |
Checklist and common misjudgements
Checklist: first check in the backend which lanes and warehouse ranges SEND supports, then decide whether to use it.
Pair the fast channel with the main channel; do not expect one channel to handle all your cargo.
Keep packing list and label formats consistent across both channels to make combined reconciliation easier.
Before shipping, confirm with your logistics provider: which channel this shipment takes and which warehouse it goes to.
Misjudgement one: assuming SEND is always cheaper. It saves steps; freight cost must be compared separately.
Misjudgement two: thinking that with SEND you no longer need to plan your stocking rhythm. Rhythm is the seller's job; no tool can replace it.
