Hello,
Effective July 6, 2026, we’re updating the minimum delivery speed requirements for Seller Fulfilled Prime (SFP). These updates ensure the Prime badge reflects the fast, reliable delivery that customers trust. To support this transition, we’re providing a new delivery promise tool and live trainings (see below).
To remain eligible for SFP, page views of your Prime offers must meet the following updated delivery speed requirements:
- Standard-size: 40% of Prime customer page views must display a delivery date within one day (compared to 30% today), 75% within two days (compared to 70% today), and 90% within five days.
- Oversize: 15% of Prime customer page views must display a delivery date within one day (compared to 10% today), and 80% within five days.
- Extra Large: 25% of Prime customer page views must display a delivery date within two days (compared to 15% today), and 60% within five days.
If you already meet these updated thresholds, no action is required. All other SFP eligibility requirements are unchanged.
In September, we will launch a new tool for you to share shipping times, weekend shipping availability, and cut-off times for each individual delivery zip code. This information will inform the delivery promises shown to customers. We recommend gathering this data now. Go to Customize Your Fulfilment for details.
Weekends will be excluded from your speed metric evaluation until October 17, 2026, so you have time to adopt the new feature and adapt to the new requirements. You’ll still need to fulfill orders on weekends during this period as required by the program.
We’ll host live webinars on June 8 and June 15 to walk through how these changes apply to your account and how to improve your speed metrics. To sign up, go here: session on June 8 and session on June 15.
For additional resources and guidance, go to Improve Delivery Speeds and Customize Your Fulfilment.
To view your speed performance, go to Seller Fulfilled Prime performance dashboard.
The Amazon Services team
When Amazon started SFP, we were invited and granted automatic SFP. We thought ok … and read up on the program. We never set up any of our items to be SFP after reading this …
Customer service
All post-order contacts from Prime customers regarding Prime items will be directed to Amazon Customer Service. Amazon will provide, and have sole discretion in determining, all post-order customer service, including customer returns, refunds, and adjustments, related to Prime items. Amazon has sole discretion over whether to charge the costs of any returns, refunds or other adjustments and concessions related to Prime items to the seller’s account. Sellers remain responsible for pre-order buyer inquiries and inquiries related to their products.
We do custom and giving up customer service, returns, refunds and all other customer service related judgements to “Amazon sole discretion” made the program a hard NO. We still have it listed as something we qualify for but have never participated in it.
I was excited to earn SFP pretty quickly after starting to sell on Amazon. It was a great way to reward active and conscientious FBM Sellers. I paused it during the early months of the pandemic, with no intention of ever restarting. Since then, every change has made me feel better about stopping.
I mean…thanks I guess?
I switched off SFP Feb 2021, when the new requirements rolled out making it impossible to keep using. I miss it, but I have never been tempted to turn it back on, there is no way I can handle the constantly constricting requirements and I have no interest in trying. This is just the latest tightening of SFP requirements, and I expect more to come.