Amazon Seller Loans, What Amazon Lending Is Now and the Best Alternatives
Amazon Lending is a shelf of third party offers now, invite only inside Seller Central.
In This Article
- Amazon ended in house lending in March 2024, the Amazon Lending name now fronts an invite only shelf of third party offers inside Seller Central.
- You cannot apply, offers appear under Growth then Lending based on your sales history and account health, or they do not.
- Reported offers run about $1,500 to $200,000 from rotating providers like Parafin, Lendistry, and QuickBooks Capital.
- Wayflyer is the tested direct route, it funds Amazon brands that hold their own stock, one fixed 5% to 10% fee, funding in 24 to 48 hours.
Amazon quietly stopped lending its own money in March 2024. The name survived. Amazon Lending today is a shelf inside Seller Central where third party providers make offers to invited sellers, and most advice online still describes the program that no longer exists. Here is how it actually works now, and what to do when the shelf shows you nothing.
Wayflyer
Fee from 5%
Get a Funding OfferSide-by-Side Comparison
| Feature | |  |  |
|---|---|---|---|
| You can apply directly | Yes | Yes | Yes |
| Pricing | 5% to 10% one-time fee | Factor rates from 1.10 | 9.75% to 60% APR by lender |
| Funding speed | 24 to 48 hours | As fast as 24 hours | 1 business day |
| Fits FBA sellers | Yes, own stock required | Yes, $250k yearly revenue floor | Yes, varies by lender |
| Revenue floor | $10,000+ monthly | $250,000 a year | $50,000 a year |
Full Reviews
Fee from 5%
Revenue based funding with one fixed fee, built for Shopify and Amazon brands
Time in business: 6+ months
Min. revenue: $10,000/month
Pros
- One fixed fee, typically 5% to 10%, with no application, origination, late, or prepayment charges
- Funding lands in 24 to 48 hours after approval
- Cash Advance remittances flex with your sales, slow weeks cost less
- No personal credit score requirement, underwriting reads your revenue data
- Repeat rounds usually price lower, and Rolling Financing skips reapplying
- Published eligibility floors, no guessing games
Cons
- The fee converts to roughly 14% to 36% effective APR at typical speeds, patient money is cheaper
- 3 to 9 month horizons keep repayment pressure high
- Account management complaints from larger brands, and no replies to negative Trustpilot reviews
- Dropshippers and pre revenue businesses are refused
- Retail and service businesses need 2 years of history
Fast funding for fair-credit borrowers, but factor rates make the true cost hard to compare with traditional lenders.
Time in business: 6+ months
Min. revenue: $250,000/year
Pros
- Funds deposited as fast as 24 hours after approval, among the fastest in the alternative lending space
- Accepts personal credit scores as low as 600, opening the door for borrowers shut out by banks
- No prepayment penalty, with a 7% early payoff discount if you repay within the first 100 days
- Dedicated funding specialist assigned to each borrower, frequently praised by name in Trustpilot reviews
Cons
- Factor rates from 1.10 to 1.35 translate to true APRs that can exceed 50% on shorter terms, far above SBA or bank loan pricing
- No rates or fees are disclosed until you apply and speak with a specialist, blocking easy comparison shopping
- Daily or weekly ACH repayments can strain cash flow for businesses with uneven revenue cycles
- Aggressive unsolicited direct-mail campaigns (the Ignite card) generated the bulk of BBB complaints, and opting out is not straightforward
Lendio gives you one application to shop 75+ lenders, but your data goes wide and final rates can climb past 50% APR.
Time in business: 6+ months
Min. revenue: $50K/year
Pros
- One 15-minute application reaches 75+ lenders, saving hours of individual applications across different platforms
- Accepts borrowers with credit scores as low as 560, giving subprime borrowers more options than most direct lenders offer
- Wide product range covering term loans, lines of credit, SBA 7(a), MCAs, equipment financing, and invoice factoring through a single portal
- Dedicated funding specialists walk first-time borrowers through product selection at no charge to the borrower
Cons
- Your personal and business data (including SSN and tax returns) is shared with multiple third-party lenders who may retain it permanently and contact you aggressively via phone, email, and text
- APR range stretches to 60%, and you cannot see actual rates until after submitting your full application, making upfront comparison impossible
- Merchant cash advances use factor rates (1.1 to 1.5) that obscure the true annualized cost, which can exceed 50% APR
- Customer support is limited to weekday business hours (Mon-Fri 7:30am-5pm MT), and multiple BBB and Reddit complaints describe unresponsive service after the initial application
- Once matched with a lender, Lendio is no longer involved in servicing your loan, leaving you without an advocate if problems arise
How to Choose
FBA brand with steady sales and no offer on the Lending shelf
You apply directly, no invitation needed. Wayflyer funds brands holding their own stock, which fits FBA and rules out dropshippers, Amazon's own line.
Established seller past $250,000 a year with fair credit
Factor rates from 1.10, approvals lean on revenue strength, and Trustpilot shows 4.6 from over 2,000 reviews with every negative answered.
You want several offers on the table before choosing
One form reaches 75 plus lenders, useful for pricing any partner shelf offer against the open market.
What Amazon Lending Is Now
Amazon ended in house underwriting in March 2024. Fortune reported the change first. The program's own pages confirm it, financing now comes through third party providers. Invited sellers see offers under the Growth tab in Seller Central. The providers rotate. Recent names include Parafin, Lendistry, and QuickBooks Capital. They offer term loans, credit lines, and cash advances. Reported ranges run about $1,500 to $200,000. Underwriting leans on your Amazon sales history and account health, not your credit file.
The Invitation Problem
There is no application. If your account qualifies, offers appear. If not, the Lending page sits empty. No amount of good bookkeeping changes it this quarter. Sellers also report offers sized to Amazon revenue alone. That understates a business that also sells DTC or wholesale.
What Invited Sellers Should Check
The provider name first. You are contracting with them, not Amazon. The product type second, a term loan prices differently from a cash advance. Then the total repayment figure, converted to a rate you can compare. And the repayment mechanics, fixed debits hurt more than revenue linked remittances in a slow month. Our merchant cash advance guide covers the traps by name.
Funding Without the Invitation
Wayflyer funds Amazon brands directly. You apply, no waiting for a shelf to populate. It requires holding your own stock. That fits FBA sellers and rules out dropshippers, Amazon's own line. One fixed fee of 5% to 10%. Funding in 24 to 48 hours. Remittances track sales. The floors sit at $10,000 a month and 6 months of history. Our Wayflyer review carries the full cost math.
National Funding fits established sellers with $250,000 plus in yearly revenue and fair credit. Lendio spreads one application across 75 plus lenders. The tested ranking lives in our revenue based financing comparison.
Frequently Asked Questions
The name is, the old program is not. Amazon stopped underwriting its own loans in March 2024. What remains is an invite only shelf of third party offers inside Seller Central.
You cannot apply. Amazon's systems invite sellers based on sales history and account health. Offers appear under Growth then Lending in Seller Central. No invitation means looking outside. The alternatives above take direct applications.
About $1,500 to $200,000 through Amazon's partner shelf, per reported offers. Direct funders go higher. Wayflyer funds well past that ceiling for established sellers.
Sometimes. You cannot know without converting both to a comparable rate. A partner offer with a low fee and a long window can beat outside funding. An MCA shaped offer repaid fast usually cannot. Convert the fee. Weigh the speed. Then decide.
No. Offers come from your Amazon account data. Real underwriting starts later. It happens when you pursue a specific offer, and the provider discloses its own credit check policy then.
About the Author
Senior Finance & Banking Editor
Richard is the veteran anchor of the site's financial content. Raised in the Midwest and starting his career in Chicago's commercial banking sector, he spent over a decade underwriting small business loans before moving into financial journalism. He doesn't get swept up in startup hype; he cares about unit economics, APYs, and fee structures.
Was this article helpful?
This page is for educational and informational purposes only and is not professional financial advice. Offers, providers, fees, and eligibility change and vary by seller. Confirm all terms directly with the provider before signing any agreement. StartupOwl earns a referral fee on some providers, which does not affect our rankings.
Questions about Amazon Seller Loans, What Amazon Lending Is Now and the Best Alternatives
No comments yet. Ask the first question and a member of our team will answer.
Leave a comment