In this episode of Marketplace Masters, Paul Sonneveld sits down with Ephraim Ausch, Chief Logistics Officer at Tactical Logistics Solutions, to unpack one of the biggest fulfillment debates facing Amazon sellers in 2026: Amazon Warehousing & Distribution (AWD) vs. third-party logistics providers (3PLs).

With Amazon introducing new logistics surcharges, rising transportation costs, and changing regional pricing structures, brands are being forced to re-evaluate their fulfillment strategy. Ephraim shares practical insights on when AWD makes financial sense, when a 3PL remains the better option, and why many eight- and nine-figure sellers are adopting hybrid fulfillment models instead of going all-in on Amazon.