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Effective June 29! Amazon Seller Fulfilled Prime (SFP) and expedited shipping option policy update
Author:
Amazon Global Selling
Amazon Seller Fulfilled Prime (SFP) and Priority Shipping Option Policy Update, effective June 29, 2025. New eligibility requirements for Priority Shipping options have been added, Seller Fulfilled Prime trial period management has been optimized, and the standards for sellers successfully joining the program have been improved. The policy covers sites, shipping methods, registration requirements, performance requirements, restrictions on misclassification of Prime product weight and packaging dimensions, the appeals process, the use of the Seller Fulfilled Prime performance dashboard, and registration application conditions for different sites.
In October 2023, Amazon's US marketplace reopened the Seller Fulfilled Prime (SFP) program and updated its enrollment requirements. Based on SFP operational data and seller feedback, Amazon continues to provide sellers with program rule interpretations and logistics operation guidance. To ensure that self-delivered products meet consumers' ever-increasing delivery expectations, Amazon will continue to optimize SFP service standards.
Starting June 29, 2025, Amazon's US marketplace will update its policies for Seller Fulfilled Prime (SFP) and expedited shipping options. This update includes three major adjustments:
● Optimized SFP trial period management
● Improved standards for sellers who have successfully joined the program
● Lowered entry threshold for expedited shipping options
● Optimized SFP trial period management
● Improved standards for sellers who have successfully joined the program
● Lowered entry threshold for expedited shipping options
This policy update applies to the following self-delivery sellers:
Site: US marketplace shipping
Mode: Self-delivery overseas warehouse (direct shipping from the US)
Site: US marketplace shipping
Mode: Self-delivery overseas warehouse (direct shipping from the US)
Starting June 29, 2025, Amazon refined and updated the registration and operational rules for Seller Fulfilled Prime on its US marketplace.
Overview of Core Changes 👇
Overview of Core Changes 👇
Copy the following link and paste it into your browser to learn more about the updated Seller Fulfilled Prime policy
https://sellercentral.amazon.com/help/hub/reference/GXCRLXHNJNPE2DHM
https://sellercentral.amazon.com/help/hub/reference/GXCRLXHNJNPE2DHM
Next, we will detail the adjustments to the Seller Fulfilled Prime program:
01 For sellers who have not yet registered for or officially joined this program, please note the following changes:
● Trial plan limitations
Sellers can now only try the Seller Fulfilled Prime trial up to 3 times per calendar year. If you fail the trial, you can restart the trial as long as you are pre-qualified for a 30-day trial period. Any attempts before the policy change effective date (June 29, 2025) will not count towards this limit.
Sellers can now only try the Seller Fulfilled Prime trial up to 3 times per calendar year. If you fail the trial, you can restart the trial as long as you are pre-qualified for a 30-day trial period. Any attempts before the policy change effective date (June 29, 2025) will not count towards this limit.
● Restrictions on transitioning from the trial period to officially joining the program
Amazon will suspend sellers from officially joining the program in the weeks leading up to major sales events and peak buyer shopping seasons. This restriction is designed to ensure you are well-prepared to deliver Seller Fulfilled Prime orders during these peak periods.
Amazon will suspend sellers from officially joining the program in the weeks leading up to major sales events and peak buyer shopping seasons. This restriction is designed to ensure you are well-prepared to deliver Seller Fulfilled Prime orders during these peak periods.
● If you pass the Seller Fulfilled Prime trial period during this restricted period for officially joining the program or during related events, Prime items will meet the requirements for displaying the Prime label after the related events.
● Large sales events (such as Prime Day) may vary each year. When Amazon announces these sales events, the exact restricted dates for officially joining the program will be announced simultaneously and added to the table below. (Example: The 2025 Black Friday-Christmas restriction period starts on October 19, and the latest trial start date is September 15).
For more details, please copy the following link and paste it into your browser to view and understand
https://sellercentral.amazon.com/help/hub/reference/G201812300
https://sellercentral.amazon.com/help/hub/reference/G201812300
02 For sellers who have successfully registered for this program, please note the following changes:
● Minimum shipment requirements
If you ship fewer than 100 Seller Fulfilled Prime packages per month or do not consistently ship Seller Fulfilled Prime packages within a month, Amazon will limit your daily Prime order cap until you resume consistently shipping Prime packages and ship more than 100 Seller Fulfilled Prime packages per month.
Sellers can view their current restriction status on the "Control Prime Order Volume" page.
If you ship fewer than 100 Seller Fulfilled Prime packages per month or do not consistently ship Seller Fulfilled Prime packages within a month, Amazon will limit your daily Prime order cap until you resume consistently shipping Prime packages and ship more than 100 Seller Fulfilled Prime packages per month.
Sellers can view their current restriction status on the "Control Prime Order Volume" page.
● Grace period for resolving performance issues
When there are problems with your SFP performance, you will receive an email reminder. For the same performance issue, if you receive a second email notification, Amazon will introduce a grace period during which your Seller Fulfilled Prime eligibility will not be affected when you correct the Prime status disable issue.
○ Operational Suggestions: When you choose to re-enable Prime, you are indicating to Amazon that you have resolved all issues that caused you to fail to meet the Seller Fulfilled Prime performance requirements. It is recommended that you only re-enable Prime when all metrics are above the requirements and you are confident that your performance will remain at or above the performance requirements for the remainder of the week. In addition, it is recommended that you enable it at 00:00 PST (Pacific Standard Time) on Sunday to allow for a full week's performance assessment.
When there are problems with your SFP performance, you will receive an email reminder. For the same performance issue, if you receive a second email notification, Amazon will introduce a grace period during which your Seller Fulfilled Prime eligibility will not be affected when you correct the Prime status disable issue.
○ Operational Suggestions: When you choose to re-enable Prime, you are indicating to Amazon that you have resolved all issues that caused you to fail to meet the Seller Fulfilled Prime performance requirements. It is recommended that you only re-enable Prime when all metrics are above the requirements and you are confident that your performance will remain at or above the performance requirements for the remainder of the week. In addition, it is recommended that you enable it at 00:00 PST (Pacific Standard Time) on Sunday to allow for a full week's performance assessment.
▲ Note: These exemptions only apply to the specific metrics involved in the second email notification received by the seller.
● Restrictions on incorrect product category classification
If there are repeated errors in product weight and packaging size classification, Amazon reserves the right to take the following measures: block Seller Fulfilled Prime products, suspend Prime eligibility, or revoke Prime privileges. Please be sure to correctly enter your product weight and packaging size information.
Examples of incorrect classification include: incorrect classification of a large number of products, failure to update the classification after receiving an email reminder, or multiple incorrect classification operations for the same product.
If there are repeated errors in product weight and packaging size classification, Amazon reserves the right to take the following measures: block Seller Fulfilled Prime products, suspend Prime eligibility, or revoke Prime privileges. Please be sure to correctly enter your product weight and packaging size information.
Examples of incorrect classification include: incorrect classification of a large number of products, failure to update the classification after receiving an email reminder, or multiple incorrect classification operations for the same product.
For details on the definition of specific product weight and packaging size classification, please copy the link below to view in the background.
https://sellercentral.amazon.com/help/hub/reference/external/G8Z8W3UU58Q9KDT7?locale=zh-CN
https://sellercentral.amazon.com/help/hub/reference/external/G8Z8W3UU58Q9KDT7?locale=zh-CN
● New appeal process
After receiving a sub-standard performance notification, sellers have 2 weeks to submit an appeal. Please follow the guidelines below:
○ Sellers will have two weeks (14 calendar days) from the date they receive the performance email notification to submit an appeal. Appeals submitted after two weeks will not be considered.
○ Sellers have 4 days to provide any missing information or respond to Amazon's requests. After that, the appeal will be closed, and you must submit a new appeal.
○ No more than 3 appeals can be submitted per quarter. However, these appeals will not count towards this limit for valid appeals that result in the decision being overturned.
○ To ensure that issues are resolved quickly and efficiently, please provide the following information when submitting an appeal: 1) Affected order number; 2) Affected date range (e.g., December 12-18); 3) Tracking code; 4) Origin and destination zip codes; 5) Detailed reasons for the appeal and supporting evidence (e.g., weather reports from government websites).
If you encounter any issues that affect your eligibility for the Seller Fulfilled Prime (SFP) program or trial (e.g., unexpected logistics problems), you can also proactively contact Amazon.
After receiving a sub-standard performance notification, sellers have 2 weeks to submit an appeal. Please follow the guidelines below:
○ Sellers will have two weeks (14 calendar days) from the date they receive the performance email notification to submit an appeal. Appeals submitted after two weeks will not be considered.
○ Sellers have 4 days to provide any missing information or respond to Amazon's requests. After that, the appeal will be closed, and you must submit a new appeal.
○ No more than 3 appeals can be submitted per quarter. However, these appeals will not count towards this limit for valid appeals that result in the decision being overturned.
○ To ensure that issues are resolved quickly and efficiently, please provide the following information when submitting an appeal: 1) Affected order number; 2) Affected date range (e.g., December 12-18); 3) Tracking code; 4) Origin and destination zip codes; 5) Detailed reasons for the appeal and supporting evidence (e.g., weather reports from government websites).
If you encounter any issues that affect your eligibility for the Seller Fulfilled Prime (SFP) program or trial (e.g., unexpected logistics problems), you can also proactively contact Amazon.
Tips for New Sellers
What is Seller Fulfilled Prime (SFP)
The Seller Fulfilled Prime (SFP) program allows your self-delivered products to enjoy Prime traffic support, boosting exposure and sales growth!
To help sellers more flexibly meet customer delivery expectations and simplify the performance evaluation process, Amazon has made targeted adjustments to the assessment standards and management mechanisms for priority shipping options. Below are the policy details that need to be focused on:
● Performance Requirement Update: The minimum requirement for On-Time Delivery Rate (OTDR) will be updated from 97% to 93.5%.
● Performance Monitoring: The evaluation period Amazon uses to determine your eligibility to offer priority shipping will change from 30 calendar days to 7 calendar days:
○ Amazon will review sellers' priority shipping performance weekly (from Sunday to Saturday), and Seller Fulfilled Prime orders will be excluded from the evaluation.
○ You will receive an email notification the first time you fail to meet a requirement; a second email notification will be sent if you fail to meet the same requirement a second time; if you fail to meet the same requirement a third time, Amazon will remove you from the program. For a given requirement, if a seller meets the requirement for four consecutive weeks after receiving the first or second email notification, the seller's eligibility status for that requirement will be reset.
● Performance Monitoring: The evaluation period Amazon uses to determine your eligibility to offer priority shipping will change from 30 calendar days to 7 calendar days:
○ Amazon will review sellers' priority shipping performance weekly (from Sunday to Saturday), and Seller Fulfilled Prime orders will be excluded from the evaluation.
○ You will receive an email notification the first time you fail to meet a requirement; a second email notification will be sent if you fail to meet the same requirement a second time; if you fail to meet the same requirement a third time, Amazon will remove you from the program. For a given requirement, if a seller meets the requirement for four consecutive weeks after receiving the first or second email notification, the seller's eligibility status for that requirement will be reset.
Tips for New Sellers
What are Priority Shipping Options (PSO)?
What are Priority Shipping Options (PSO)?
Priority shipping services are powerful tools provided by Amazon for sellers to enhance the buyer experience. With this, sellers can provide buyers with a fast and trackable delivery experience. These fast shipping options are all equipped with complete tracking information, allowing buyers to check the delivery progress of their goods at any time and accurately grasp the exact delivery date.
Eligibility Requirements for Priority Shipping Options (PSO)
To be eligible to offer priority shipping options, you must have been selling on Amazon for more than 90 days and must have met the following requirements for priority shipping orders for 30 days:
○ Valid Tracking Rate of 99%
○ On-Time Delivery Rate no less than 93.5%
○ Seller Cancellation Rate below 0.5%
In the United States, priority shipping options include Next-Day and/or Two-Day delivery, which you can enable in your shipping settings.
○ Valid Tracking Rate of 99%
○ On-Time Delivery Rate no less than 93.5%
○ Seller Cancellation Rate below 0.5%
In the United States, priority shipping options include Next-Day and/or Two-Day delivery, which you can enable in your shipping settings.
Eligibility Status for Priority Shipping Options (PSO)
Amazon will determine your continued eligibility based on the delivery performance of your priority shipping orders (excluding Seller Fulfilled Prime orders with the Prime label). Please check your eligibility status at any time through the Priority Shipping Eligibility Control Panel.
For SFP and PSO orders, if you have enabled Shipping Settings Automation (SSA) in your shipping template and purchased shipping labels marked "OTDR Protection" through Amazon's "Buy Shipping" service and shipped on time*, then the goods shipped via SFP and PSO will receive On-Time Delivery Rate (OTDR) protection.
*On-time shipping: The carrier's first scan track record generated within the latest shipping time.
Amazon designed these tools to help you set accurate delivery dates and reduce late deliveries, thereby meeting or exceeding the minimum on-time delivery rate performance requirements.
Are there any other sites that have opened registration for the "Seller Fulfilled Prime" program?
Registration for the "Seller Fulfilled Prime" program in Europe (UK, France, Germany, Italy, Spain, Poland, Belgium, Sweden, Netherlands) and Japan remains open. Please note that the registration application requirements and trial period performance requirements vary by site. Please refer to the help page via the following path to learn about the specific registration and trial requirements for each site:
● Registration Path: Seller Central Help -> Increase Sales -> Seller Fulfilled Prime
● Trial Requirements View Path: Seller Central Help -> Increase Sales -> Seller Fulfilled Prime -> Seller Eligibility for Seller Fulfilled Prime
Registration for the "Seller Fulfilled Prime" program in Europe (UK, France, Germany, Italy, Spain, Poland, Belgium, Sweden, Netherlands) and Japan remains open. Please note that the registration application requirements and trial period performance requirements vary by site. Please refer to the help page via the following path to learn about the specific registration and trial requirements for each site:
● Registration Path: Seller Central Help -> Increase Sales -> Seller Fulfilled Prime
● Trial Requirements View Path: Seller Central Help -> Increase Sales -> Seller Fulfilled Prime -> Seller Eligibility for Seller Fulfilled Prime
How to use the Seller Fulfilled Prime Performance Panel?
View Self-Delivered Prime Metrics: Seller Central -> Menu -> Inventory -> Manage Seller-Fulfilled Products -> View Performance
View Self-Delivered Prime Metrics: Seller Central -> Menu -> Inventory -> Manage Seller-Fulfilled Products -> View Performance
During which periods will performance requirements be monitored?
Your Seller Fulfilled Prime performance will be reviewed weekly (from Sunday to Saturday).
Your Seller Fulfilled Prime performance will be reviewed weekly (from Sunday to Saturday).
How to cancel a successfully registered Seller Fulfilled Prime
Disable Prime products through the following path to prevent unexpected orders: Seller Central -> Shipping Settings -> General Shipping Settings -> Priority Shipping Program -> Control Prime Order Volume -> Enable/Disable Prime -> Set "Prime Products Disabled".
Amazon is always committed to balancing customer experience and seller operations. This adjustment, through refined rules, buffer periods, and tool support, helps sellers more steadily participate in Seller Fulfilled Prime and Priority Shipping Options. With the policy adjustment coming on June 29, 2025, we recommend that you adjust your operational processes according to the policy update as soon as possible to achieve more efficient business growth.
Original Link https://gs.amazon.cn/news/news-notices-250515 This article is reprinted from the Amazon Global Selling website. Copyright belongs to Amazon Global Selling. Please contact us for deletion if there is any infringement.
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