A Simple Guide to Seller Fulfilled Prime by Amazon

As a seller fulfilling orders yourself, have you ever thought about displaying Prime branding on your fulfilled-by-merchant orders? Wait. Is that even possible? Well, yes! Amazon Seller Fulfilled Prime makes it possible. 

It helps third party sellers using Fulfilled by Merchant (FBM), combine the trust of the Prime badge with the flexibility of managing their own fulfillment. 

Curious about how it works and what it takes to qualify for the program?  

Let’s discuss all the details in the blog below. 

What is Seller Fulfilled Prime?

Amazon Seller Fulfilled Prime (SFP) allows third-party sellers, who use Fulfilled by Merchant, to display the Prime badge on their product listings while fulfilling orders directly from their own warehouses. Sellers can use Amazon’s partnered carriers like UPS, UPSC, or FedEx or collaborate with third-party logistics providers for shipping.

This program gives sellers more control over their fulfillment processes compared to Fulfillment by Amazon (FBA), where Amazon manages storage, packing, and shipping.

Enrolled sellers can offer Prime-eligible items with delivery options such as same-day, one-day, two-day, or standard shipping to meet Prime customers’ expectations.

IMPORTANT: 1. As discussed, Seller Fulfilled Prime is only available for sellers using Amazon FBM. 2. Customers can differentiate FBA and SFP by checking the “Fulfilled by” and “Sold by” sections on product detail pages. FBA listings will show “Fulfilled by Amazon”, while SFP shows the seller’s or 3PL’s name under “Fulfilled by”. 3. There some prerequisites and performance requirements that you must meet in order to pre-qualify for this program.

Who Can Try Seller Fulfilled Prime?  

Seller Fulfilled Prime (SFP) is ideal for sellers who want to manage their own order fulfillment while still offering the benefits of Amazon Prime. Here’s who it works best for:

• Sellers of high-value products: Items like luxury goods or electronics justify the costs of premium shipping required for SFP. This helps balance shipping expenses and maintain profitability.
• Established brands with large product catalogs: Established brands with their own fulfillment network can use SFP . It allows them to maintain control over their shipping operations while benefiting from the better visibility that comes with the Prime badge.
• Sellers wanting control over inventory: SFP lets you oversee stock, manage your packaging, and handle shipping directly. This gives you more flexibility and control over the customer experience.

Benefits of Seller Fulfilled Prime

Let’s also understand what are the benefits of enrolling in this Amazon program.

1. Reach Over 200 Million Prime Customers: As we discussed above, the Seller Fulfilled Prime program helps you display the coveted Prime branding on your offers. This means you gain access to Amazon’s vast Prime member base of over 200 million users. Prime members prioritize reliability and fast deliveries, which makes your Amazon listings more attractive to them.
2. Increased Sales Potential: Products with the Prime badge are more likely to win the Featured Offer (Buy Box). This increases their visibility, and also the chances of making a sale.
3. Avoid FBA Fees: SFP lets you skip FBA’s storage and fulfillment fees (as you yourself store the products), which are based on size and weight. This can result in better profit margins, especially for heavier products.
4. Customize Fulfillment Options: Seller Fulfilled Prime (SFP) gives you flexibility in choosing which products to enroll and how to ship them. You can also personalize packaging for a better customer experience.
5. Better Inventory Control: With SFP, you manage inventory from your own location (your own warehouse). This avoids delays and gives you full control over stock.
6. Participation in Exclusive Events: Sellers enrolled in this program can also take part in special events like Prime Day and Lightning Deals. These events attract millions of shoppers, increasing visibility and sales.
7. Streamlined Returns and Support: Amazon handles post-order customer service for SFP orders. This includes automatically managing return authorizations, etc. And through this, sellers can significantly reduce their workload.

Note: While the Amazon CS team looks at the request for returns, the physical collection of the item from the customer’s address, and delivery back to your warehouse is done by the assigned carrier.

Cost of Seller Fulfilled Prime  

There are no enrollment or program fees for Seller Fulfilled Prime. However, sellers may incur other costs while participating in the program. Here’s a breakdown of those:

• Selling Plan Cost: SFP requires sellers to be on Amazon’s Professional Selling Plan, which costs $39.99 per month.
• Amazon Referral Fees: Sellers must pay referral fees on every sale. These typically range from 5% to 45% of the product price, with an average of 15%.
• Shipping Costs: Sellers are responsible for shipping all Prime orders. This includes offering free standard shipping, which can increase costs depending on package size, shipping method, and destination.

Note: You will also incur costs in case you outsource fulfillment.

• Trial Period Costs: To qualify for SFP, sellers must complete a trial period. During this time, they need to fulfill Prime orders while meeting Amazon’s performance metrics. This may lead to additional operational expenses.
• Returns and Refunds: Sellers bear the costs of returns, refunds, and other adjustments for SFP orders. Amazon deducts these directly from the seller’s account.

Note: In case you start marketing or advertising your products, there will be a separate cost for that as well, depending on your specific marketing strategy.  Read more about Amazon advertising costs in this article.

Is SFP Cheaper Than FBA?

It’s not necessarily cheaper. Fulfillment and shipping costs vary in both SFP and FBA, depending on order size, carrier rates, and other factors. In FBA, Amazon manages storage, packing, and shipping for a fee.

In SFP, sellers handle storage and shipping themselves, which can be costly, especially when using third-party logistics (3PL) providers.

Additional factors like shipping distances, delivery speeds, and packaging requirements can further impact costs, making it difficult to determine which option is cheaper.

Fulfillment by Amazon (FBA) vs. Seller Fulfilled Prime (SFP) vs. Fulfilled by Amazon (FBM)  

Here’s a comparison of Fulfillment by Amazon (FBA), Seller Fulfilled Prime (SFP), and Fulfilled by Merchant (FBM):

Feature	Fulfillment by Amazon (FBA)	Seller Fulfilled Prime (SFP)	Fulfilled by Merchant (FBM)
Overview	Amazon manages storage, packing, shipping, and customer service.	Sellers handle shipping with the Prime badge displayed.	Sellers handle all fulfillment independently.
Access to Prime Customers	Yes, products are Prime-eligible by default.	Yes, products become Prime-eligible if Amazon’s standards are met.	No, products do not qualify for Prime or display the Prime badge.
Control Over Fulfillment	Minimal; Amazon manages logistics and inventory entirely.	Full control over inventory, logistics, and shipping (outsourcing is an option).	Full control over inventory, logistics, and shipping (outsourcing is an option).
Customer Service Management	Amazon handles all customer service and returns.	Amazon handles customer service and returns for Prime orders.	Sellers manage all customer interactions, including returns and refunds.
Fees	Includes storage, fulfillment, and handling fees, which vary by size and season.	No storage fees, but sellers cover shipping and related expenses.	Includes selling plan costs, referral fees, shipping, customer service, and other costs.
Performance Standards	Sellers must maintain Amazon’s standards for delivery and satisfaction.	Sellers must meet strict Prime delivery and performance metrics.	Sellers must maintain account health and performance metrics.
Sales Potential	High; Prime badge and Amazon’s fulfillment boost visibility and sales.	High; Prime badge increases appeal, and sellers control inventory.	Lower; no Prime badge, so sales depend on seller efforts like marketing.
Logistics Challenges	Minimal; Amazon handles all aspects of shipping and fulfillment.	High; sellers must align logistics with Prime delivery requirements.	High; sellers handle all logistics and shipping independently.

How Does Seller Fulfilled Prime Work?  

To understand how Seller Fulfilled Prime (SFP) works, let’s break it down step by step from a seller’s perspective. The process begins with enrolling in the program and continues through managing Prime orders to meet Amazon’s standards.

Request and Complete the SFP Trial

Start by signing up for the Seller Fulfilled Prime trial program (if you already prequalify). 

After you enroll in the trial program, your performance will be analyzed for 30 days across several Amazon seller metrics. Once the trial ends, if you successfully meet those requirements, you will be enrolled in the SFP Program. 

Set Up Shipping Templates

Use the default Prime shipping template provided during the trial. It comes pre-configured with Shipping Settings Automation and Prime delivery. You can also update the template or create new ones to suit your needs.

Assign Template to SKUs

Assign the SFP shipping template to the products you want to sell as Prime-eligible. For example, you might select high-demand items like seasonal products or bestsellers.

Customize Template

Adjust the shipping template settings to suit your products or create new templates. For instance, you can create separate templates for fragile items that need special care or for products that require expedited shipping (faster delivery options like one-day or two-day.)

Accept Orders

Once you complete the trial and enroll in the program, start accepting Prime orders. These orders will carry the Prime badge, signaling customers about fast and reliable delivery.

It is in this step that you can decide whether to fulfill orders yourself or via 3PL.

• If you wish to go ahead with an Amazon partnered carrier, then you can purchase a shipping label via Buy Shipping Services, and the customer will get those details.
• Or you can simply confirm the shipment, and proceed further without buying any label, which will mean that you wish to use the services of a 3PL service provider. Select a carrier then, they will provide you a valid tracking ID, that you will have to share with Amazon so that they can share it further with the customer.

Important to note that whether you go ahead with an Amazon partnered carrier or third-party logistics provider, you will have to customize the shipping template acccordingly.

Note: In SFP, the packaging does not include Prime branding. Sellers use standard packaging for shipments. Customers will see the Prime badge only on the product detail page, not on the physical packaging. This has been confirmed with the Amazon Support Team.

Fulfill Orders

After an order is placed, prepare to ship the item. Buy shipping labels (via Buy Shipping Services or your 3PL service provider ), print it, pack the product securely, and update the tracking information.

Note: In SFP, storage is entirely handled by the seller in their own warehouses. No other storage option is available under Seller Fulfilled Prime.

Ensure Timely Delivery

Deliver all orders on time, adhering to the shipping speeds promised to customers, such as same-day or two-day delivery.

Keep Analyzing Your SFP Performance

Use Amazon’s performance dashboard to track your metrics, like on-time shipping and customer satisfaction. Address any issues immediately to maintain your eligibility for the program.

How to Get Started With The Seller Fulfilled Prime Program?

With that, let’s quickly understand how a new seller can get started with the Amazon Seller Fulfilled Prime program. 

Prerequisites  

Before joining the Seller Fulfilled Prime program, you must meet specific pre-qualification criteria. These include:

• Domestic Shipping Address: Your default shipping address must be within the US.
• Professional Selling Account: You must have an active Amazon Professional selling account.
• Shipping History: Over the past 90 days, you must have:
  • Self-fulfilled at least 100 packages.
  • Maintained a cancellation rate below 2.5%.
  • Achieved a valid tracking rate above 95%.
  • Kept a late shipment rate under 4%.

Once you meet these requirements, you can apply for the SFP trial and begin your journey toward Prime eligibility.

Step-by-Step Process to Enroll in SFP

Let’s now quickly look at the step by step process of getting started with SFP.

Step 1: Pre-Qualify for the Trial

Refer to the Prerequisites section above to ensure you meet all requirements. This includes having a professional account, meeting shipping metrics, and fulfilling recent order volume criteria.

Step 2: Register for and Complete the Trial

Once pre-qualified, enroll in the 30-day SFP trial. During this period, you must meet the following performance benchmarks:

• Ship at least 100 packages during the trial.
• On-Time Delivery Rate: At least 93.5%.
• Valid Tracking Rate: Minimum 99%.
• Cancellation Rate: Below 0.5%.
• Delivery Speed Requirements:
  • Standard Size: ≥ 30% next-day; ≥ 70% two-day.
  • Oversize: ≥ 10% next-day; ≥ 45% two-day.
  • Extra Large: ≥ 15% two-day.

Step 3: Configure Shipping Settings for Seller Fulfilled Prime

Setting up shipping settings is an important step to manage Seller Fulfilled Prime (SFP) orders. Follow these steps to configure your shipping templates:

What are Shipping Templates? A shipping template allows you to manage shipping settings for multiple products simultaneously. These templates control default service levels, shipping regions, transit times, and shipping rates.  Sellers can create up to 20 templates for specific SKU groups. Note: Only sellers with a Professional Selling plan on Amazon can set up shipping templates.

Using an Automated Shipping Template

1. Access Shipping Settings:
   • Log in to Seller Central, go to the ‘Settings’ drop-down menu, and select ‘Shipping settings’.

2. Select or Create a Template:

• Choose an existing template or create a new one from the Shipping templates list.

3. Edit the Template:

• Click ‘Edit template’ on the top-right side of the page.

4. Enable Prime Delivery:

• Check the box labeled Prime delivery to enable Prime features.

5. Choose Warehouse Locations:

• Select the warehouse locations from which you will ship Prime orders.

6. Automate Shipping Settings:

• Choose ‘I want to automate my Seller Fulfilled Prime shipping settings’ to streamline delivery speed and performance.

7. Select Shipping Services:

• Choose the shipping services for one-day, two-day, and optional same-day delivery.

Note: Incorporate next-day air/express services to meet delivery speed requirements.

8. Confirm and Save:
   • Review your Prime shipping settings and click ‘Confirm.’
   • Ensure the settings meet Prime and non-Prime customer requirements, then click ‘Save.’

Using a Manual Shipping Template

1. Access Shipping Settings:
   • Go to Settings > Shipping settings in Seller Central.
2. Choose a Template:
   • Select an existing template or create a new shipping template.
3. Edit the Template:
   • Click ‘Edit template’ on the top-right side.
4. Enable Prime Delivery:
   • Check the ‘Prime delivery’ box and select ‘Skip to select Prime manually.’
5. Add Prime Regions:
   • Choose delivery regions for Two-Day Delivery and click Next.
   • Repeat the process for One-Day and Same-Day Delivery if applicable.
6. Review and Confirm:
   • Double-check your Prime shipping settings and click Confirm.
   • Add shipping rates for non-Prime customers if needed, and click Save.

Important Notes: The default Prime shipping template is pre-configured with Shipping Settings Automation and Prime delivery enabled. Sellers are required to offer free standard shipping to both Prime and non-Prime customers in the contiguous US. Same-day delivery is currently limited to sellers with prior access to this option.

Step 4: Maintain Your Performance

Enrollment in Seller Fulfilled Prime isn’t permanent. Sellers must consistently meet Amazon’s performance standards. Failure to meet these requirements can result in loss of eligibility.

But remember, once your Seller-Fulfilled Prime status is gone, you can always rejoin. Later, if you pre-qualify for the program’s 30-day trial period, you can start the trial. If you meet all requirements and pass the trial, you’ll be re-enrolled into the program.

Let’s discuss how a seller should maintain their performance in the Amazon SFP program on a consistent basis. 

How to Maintain Seller Fulfilled Prime Membership?

Maintaining your Seller Fulfilled Prime (SFP) membership requires meeting Amazon’s performance and shipping standards. These requirements are monitored weekly to ensure consistent performance.

Performance Requirements

1. On-Time Delivery:
   

Deliver at least 93.5% of Prime orders by the promised date. Late deliveries without extensions will impact your rate. Review your delivery defects report to identify problem orders.

2. Cancellation Rate

Sellers must keep the cancellation rate below 0.5%.

Note: Cancellations initiated by customers within 30 minutes of placing an order will not affect this metric.

Pro Tip: To manage on-time delivery and cancellation rates, you can use the Control Prime Order Volume option. This allows you to set a daily order limit based on your fulfillment capacity.  You can also temporarily disable Prime offers during unforeseen events like weather disruptions or operational challenges. These steps help you maintain performance metrics while ensuring timely and reliable order fulfillment.

3. Valid Tracking Rate:
   

Sellers must ensure that at least 99% of shipments have valid tracking. Use Amazon-integrated carriers like UPS, UPSC, or FedEx to meet this requirement. Review flagged orders in reports for invalid tracking issues.

4. Delivery Speed:

Delivery speed requirements for Seller Fulfilled Prime depend on the size tier of the product. Amazon uses three size tiers—standard-size, oversize, and extra large—to classify items based on their weight and dimensions. 

These classifications have a direct impact on the delivery speed expectations for Prime eligibility.

Size Tier Definitions:

• Standard-size: Packages ≤ 20 lbs, dimensions ≤ 18″x14″x8″.
• Oversize: Packages exceeding standard-size but not meeting extra large criteria.
• Extra large: Packages ≥ 50 lbs, longest side ≥ 96″, or girth + length ≥ 130″.

Here are the delivery speed requirements by size tier:

Size Tier	2024 Holiday Season Requirements (New)		Current Non-Holiday Season Requirements (No Change)
	≤ 1 Day	≤ 2 Days	≤ 1 Day	≤ 2 Days
Standard Size	≥ 20%	≥ 45%	≥ 30%	≥ 70%
Oversize	≥ 5%	≥ 30%	≥ 10%	≥ 45%
Extra Large	N/A	≥ 15%	N/A	≥ 15%

Note: From November 24, 2024, to January 4, 2025, Amazon has adjusted the delivery speed thresholds for the holiday season to address challenges like increased demand and logistical constraints. Keep reviewing your delivery speed metrics using the SFP dashboard. Through the dashboard, you can get to know about those areas that need improvement.

Shipping Requirements  

To maintain Seller Fulfilled Prime membership, you must configure Prime-enabled shipping templates that align with Amazon’s requirements. Here’s a summary of the available options:

Shipping Option	Prime Customers Shipping Fee	Non-Prime Customers Shipping Fee	Prime Branded Eligible	Configuration Notes
Same-Day Delivery (Contiguous US)	Free	Seller-set rates	Yes	Optional but improves delivery speed performance.
One-Day Delivery (Contiguous US)	Free	Seller-set rates	Yes	Mandatory to meet delivery speed metrics based on size tiers.
Two-Day Delivery (Contiguous US)	Free	Seller-set rates	Yes	Mandatory to meet delivery speed metrics based on size tiers.
Standard Shipping (Contiguous US)	Free	Free	Yes	Required for all Prime-enabled offers.
Standard Shipping (Alaska, Hawaii, PR)	Free	Seller-set rates	Yes	Optional for Prime delivery regions; included in overall performance metrics (except delivery speed).

Note: Other shipping options, such as Free Economy, Expedited International Shipping, and Standard International Shipping, are also available. For details, refer to Amazon’s Seller Fulfilled Prime shipping requirements.

Other important shipping requirements include:

1. Nationwide Delivery Coverage:

• You must provide nationwide standard shipping to all contiguous U.S. states and the District of Columbia. Prime customers in these regions must receive free shipping for same-day, one-day, and two-day delivery. 
• If Alaska, Hawaii, or Puerto Rico are configured as Prime delivery regions, you must also offer free standard shipping to Prime customers in these locations.

2. Handling and Cut-Off Times:
   

• Orders placed before cut-off times must be shipped on the same day (zero-day handling) for same-day, one-day, and two-day delivery options. 
• For standard shipping, you must ship orders within one day. Set cut-off times to 2:00 p.m. or later Monday-Friday and 10:30 a.m. or later on weekends to ensure timely processing.

Meet Operational Requirements

• Sellers must operate at least six days a week, including Saturday or Sunday. If you want to improve delivery speed performance, consider operating seven days a week. 

Use carriers that support both Saturday and Sunday delivery to meet customer expectations.

• Configure your daily Prime order limit to reflect your operational capacity. This prevents overloading your fulfillment system and helps you maintain delivery standards.

Track and Improve Supporting Metrics

There are some other supporting metrics as well that you must track and maintain, in order to maintain your SFP performance. These include: 

• On-Time Shipment: This measures whether packages receive a carrier’s first scan on or before the estimated ship date. Late shipments can negatively impact on-time delivery rates.
• Amazon Buy Shipping Usage: This tracks the use of Amazon Buy Shipping for purchasing shipping labels. Using Buy Shipping ensures valid tracking and offers delivery protection.

Address Warnings Promptly

Amazon monitors SFP metrics weekly and issues warnings when sellers fail to meet the requirements. Here’s what happens if performance issues arise:

• First Warning: Sellers receive an email alert specifying the missed requirement and potential consequences.
• Second Warning: Another email notification is sent, and Prime offers are temporarily disabled. This pause removes Prime branding from listings. Sellers can re-enable Prime status only after resolving the root cause of the issue.
• Third Warning: Enrollment in the SFP program is revoked, and all Prime shipping templates are disabled.

Example Warning: If a seller’s on-time delivery rate drops below 93.5%, they may receive an alert to investigate the issue. This often involves reviewing carrier performance to ensure timely deliveries. 

Sellers should verify that the selected carriers meet Amazon’s delivery speed expectations for Prime orders and adjust shipping methods or carriers if needed.

You might also like to read: 40+ Key Amazon Seller Metrics Every Seller Should Monitor What to Do When Your Amazon Seller Account is Suspended or Deactivated? Amazon Attribution Explained: What It Does and Why Use It 35+ Amazon Analytics Tools Every Seller Should Try How to Buy UPC Codes for Amazon: A Complete Guide with Tips Understanding Amazon Warehousing and Distribution (AWD) Amazon Global Logistics Explained: Shipping Across Borders

What to Do If My Seller Fulfilled Prime Gets Revoked?

If your Seller Fulfilled Prime (SFP) membership is revoked, it means that your performance metrics or shipping standards fell below Amazon’s requirements. 

Prime branding will no longer appear on your offers, and your program status will change to “Not Enrolled” in your SFP performance dashboard. To regain eligibility, you must pre-qualify for a new trial and complete it successfully.

Below are the common reasons for revocation and the steps you can take to resolve them:

Reason for Program Revocation	Suggested Actions
On-Time Delivery	– Ensure carriers promptly unload, scan, and organize shipments on delivery days. – Prioritize reliable shipping services with strong on-time performance. – Adjust Prime order handling limits to match your daily fulfillment capacity.
Cancellation Rate	– Improve inventory management to avoid listing unavailable products. – Monitor stock levels daily to ensure all items can be shipped immediately.
Valid Tracking Rate	– Use accurate manual or automated processes to upload tracking IDs before confirming shipments. – Use Amazon Buy Shipping services to ensure valid tracking and accurate order confirmation.
Delivery Speed Metrics	– Expand Prime one-day delivery coverage by updating shipping templates or adding faster shipping services. – Use air or express shipping for better weekend processing. – Set late order cutoff times to allow more same-day shipments. – Operate seven days a week if possible. – Partner with carriers offering seven-day delivery services.
Weekend Operation	– Enable Prime offers for weekend deliveries. Note: Weekend cutoff times can start as early as 10:30 a.m., while weekday cutoff times remain no earlier than 2 p.m.

To rejoin, sellers must pre-qualify and complete the 30-day trial again. Consistent compliance during this trial is important so that you can get re-enrolled.

Who Handles Customer Service and Returns in Amazon SFP?

You may have come across one important question while reading this blog on Amazon Seller Fulfilled Prime. Who handles customer service, returns, reimbursements, etc.? 

Well, it’s the Amazon team. Let’s understand that in detail. 

Customer Service

Amazon Customer Service (CS) manages all post-order support for Seller Fulfilled Prime (SFP) orders. This includes addressing issues like damaged items, defective products, and refunds. Amazon has full discretion over these decisions.

If a customer contacts you directly about an SFP order:

• Answer product-related questions promptly.
• Process refunds for returned items you have received.
• Redirect customers to Amazon CS for concerns like return policies or reviews.

Sellers handle pre-order inquiries and questions that Amazon CS cannot resolve. Always respond professionally and follow Amazon’s customer service standards.

Returns and Refunds 

Amazon Customer Support handles all return requests for Seller Fulfilled Prime orders. They automatically approve returns within the stated return window. Sellers are responsible for refunding customers after receiving the return unless Amazon refunds the customer at the first scan.

Some other points you must note about Returns and Refunds:

• Automatic approval: All in-policy returns are authorized automatically by Amazon CS.
• Refund responsibility: You must refund the customer within two business days of receiving a return.
• Return exceptions: Amazon may approve returns outside the window as exceptions. Sellers must accept these returns.

If Amazon refunds the customer without requiring a return, you can file a SAFE-T claim for reimbursement if eligible. Check return and refund notifications regularly in Seller Central to stay updated and address any issues promptly.

Replacements and Exchanges in Seller Fulfilled Prime (SFP)

In Seller Fulfilled Prime, replacements are processed when buyers request an exchange due to issues like defective items or size mismatches.

1. Once a buyer initiates the process, Amazon Customer Service reviews the request. If approved, a prepaid return label is generated through Amazon’s Buy Shipping services or an alternative carrier chosen by the seller.
2. The customer prints this label and attaches it to the return parcel. The carrier collects the item, and the seller ships the replacement after receiving the original product.

Common Seller Fulfilled Prime Issues (And Their Solutions)

As a seller using Seller Fulfilled Prime, you might also face some issues. These common issues often affect how Prime branding appears on your Amazon listings. Below are the problems and their solutions to help you resolve them. 

Issue: Prime Badge Not Displaying on Eligible Offers

If your Seller Fulfilled Prime offers do not display the Prime badge or “FREE Prime delivery” messaging, follow these steps:

• Check Prime Account: Ensure you’re signed into a Prime customer account while viewing your SKU or ASIN. Confirm the offer appears on the product detail page.
• Confirm Prime Shipping Template: Go to Inventory > Manage seller fulfilled products. Search your SKU or ASIN and ensure it is associated with a Prime shipping template.
• Enable Prime Offers: Go to Settings > Shipping settings > General shipping settings > Control Prime order volume. Make sure Prime offers are enabled.
• Check Order Handling Limit: Verify your daily Prime order handling limit under Control Prime order volume. Ensure the limit has not been exceeded.
• Review Delivery Promise: If the Prime badge is missing but “FREE Prime delivery” appears, your delivery speed may not meet Prime expectations.

If none of these steps resolve the issue, contact Selling Partner Support for assistance.

Issue: Prime Branding Not Turning Off

If you’ve disabled Prime offers but the Prime badge still appears on your listings, try these steps:

• Check Prime Account: Ensure you’re signed into a Prime customer account and confirm the offer appears on the product detail page.
• Verify Shipping Template: Go to Inventory > Manage seller fulfilled products. Search your SKU or ASIN and ensure it is not associated with a Prime shipping template.
• Disable Prime Offers: Navigate to Settings > Shipping settings > General shipping settings > Control Prime order volume. Ensure Prime offers are set to disabled.

If the issue persists, contact Selling Partner Support for further assistance.

Issue: Duplicate Offers for the Same ASIN

Sellers cannot create separate offers for the same ASIN, listing one as a Seller Fulfilled Prime offer and the other as a non-Prime offer. Identical offers with the same attributes, conditions, and condition notes are treated as one.

• Solution: Remove duplicate offers to ensure correct Prime branding.

Conclusion

Seller Fulfilled Prime offers an excellent way for sellers to display the Prime badge while managing their own fulfillment. By meeting Amazon’s strict standards and leveraging the flexibility of this program, sellers can reach a larger audience, increase sales potential, and reduce fulfillment costs. 

Stay consistent with program requirements, address common issues promptly, and monitor performance to make the most of this opportunity.

Good luck!

FAQs

1. How to Qualify for Seller Fulfilled Prime on Amazon?

To qualify for Seller Fulfilled Prime (SFP), sellers need to meet strict performance metrics. These include maintaining an active Amazon Professional selling account and shipping at least 100 packages in the last 90 days.

Sellers must also achieve a valid tracking rate above 95%, keep the cancellation rate below 2.5%, and ensure their late shipment rate does not exceed 4%. After meeting these criteria, sellers can join the 30-day trial to prove they can meet Amazon’s delivery and service expectations.

2. Does Prime Still Have 2-Day Shipping?

Amazon Prime still offers free two-day shipping on eligible items for members in the contiguous U.S. Delivery times depend on factors like product availability, the seller’s location, and the shipping address.

Some items may not qualify for two-day shipping due to stock or size limitations, but Prime remains synonymous with fast, reliable delivery.

3. How Can I Enroll in Seller Fulfilled Prime?

Sellers must first meet Amazon’s pre-qualification metrics, including high shipping performance and order volume. Once eligible, sellers can enroll in the 30-day trial program via Seller Central.

During the trial, sellers must fulfill Prime orders using Prime-enabled shipping templates and consistently meet Amazon’s strict delivery metrics. After successful completion, sellers gain full SFP program access.

4. What Happens If I Don’t Meet SFP Performance Requirements?

Failing to meet SFP performance requirements can lead to the removal of the Prime badge from your listings. This negatively affects visibility and sales.

Repeated non-compliance can result in program suspension, preventing you from participating in SFP. Monitoring performance metrics and addressing issues immediately is critical to maintain eligibility.

5. What Are the Performance Requirements for SFP?

Sellers must maintain an on-time delivery rate of 93.5%, a valid tracking rate of 99%, and a cancellation rate below 0.5%. These metrics ensure a high-quality experience for Prime customers.

Regular performance reviews help sellers stay compliant and avoid penalties.

6. Who Handles Customer Service for SFP Orders?

Amazon Customer Service (CS) manages all post-order support for SFP orders. This includes resolving issues related to damaged items, processing returns, and issuing refunds.

Sellers are responsible for answering pre-order questions and product-specific inquiries Amazon CS cannot address. Maintaining professional communication is essential to meet service standards.

7. Can I Dispute a Refund Decision Made by Amazon?

Sellers can dispute refund decisions by filing a SAFE-T claim (Seller Assurance for e-Commerce Transactions). 

8. What Should I Do if Prime Branding Is Missing from My Offers?

If Prime branding is missing from your listings, it may be due to issues with account settings or shipping templates. Verify that your SKUs are associated with a Prime shipping template.

Ensure you haven’t exceeded your daily Prime order limit and that Prime offers are enabled in your account settings. If the issue persists, contact Selling Partner Support.

9. What Are the Shipping Requirements for SFP?

SFP sellers must offer free standard shipping to both Prime and non-Prime customers in the contiguous U.S. Delivery speed requirements vary by product size and include options for one-day and two-day shipping.

Using Amazon-integrated carriers is mandatory to ensure valid tracking for shipments. Handling times should align with promised delivery speeds.

10. How Can I Manage My Daily Prime Order Volume?

Sellers can manage their daily Prime order volume through the Control Prime Order Volume feature in Seller Central. This feature allows sellers to set daily order limits based on fulfillment capacity.

Adjusting this setting ensures you can handle Prime orders properly without compromising delivery performance.

11. What Are the Holiday Season Requirements for SFP?

During the holiday season, Amazon adjusts Seller Fulfilled Prime delivery speed thresholds to meet increased demand. From November 24, 2024, to January 4, 2025, the requirements for delivery speeds are stricter compared to non-holiday periods.

For standard-size items, sellers must ensure at least 20% of orders are delivered within one day and 50% within two days. In case of oversize items, the requirements are 5% for one-day delivery and 30% for two-day delivery. For extra-large items, the two-day delivery threshold remains at 15%, with no one-day requirement.

These thresholds ensure reliable service for Prime customers during peak shopping times.