Amazon Seller Fulfilled Prime Program

News & Insights

Amazon Seller Fulfilled Prime Program

At the beginning of 2021, Amazon made changes to the Seller Fulfilled Prime program, a system created to permit brands to take ownership of Prime fulfillment. These alterations made partaking in the program difficult, and Amazon made more modifications that were implemented on June 1, 2021. Here is a summary of the changes, how brands will be affected on Amazon, and what brands should consider if they plan on using the program after the changes are made.

Seller Fulfilled Prime Changes

The changes that occurred at the beginning of 2021 dealt with making the SFP Delivery Speed targets less lenient. The changes made on June 1, 2021, make the SFP Delivery Speed targets even more strict:

Seller Fulfilled Prime Changes

Impacts on Brands

Brands often try out the program, but quickly ditch it because of the inability to obey to the strict shipping guidelines. When Amazon customers receive late packages and, brands are the ones who deal with the penalties of not meeting the SFP metrics requirements instead of the shipping partners, which is one of the most common complaints. After these stricter changes are applied, there is an even slimmer chance of brands attempting to utilize the program.

What Brands Should Consider

If your brand is successfully utilizing the program and you plan to continue after June 1, consider the following:-Make sure to remove the SFP fulfillment for all products that you do not expect to meet the requirements of the delivery speed percentages-You may be able to get more shipments out by extending the same-day shipping cut-off-Products are categorized as standard or oversized based on weight and size, so checking to make sure they are accurate for your Amazon products is important.-Sophisticated shipping and fulfillment management software tools could be a good addition when considering which products are fit for SFP.

More Resources And Articles

prime day recap

Prime Day 2025 Recap: What Happened, What Worked, and What’s Next

Author: Jameel Sumra

Jul 21, 2025

amazon health supplements

Amazon Health Supplements: Cracking the Code for SEO and PPC Strategy in 2025

Author: Jameel Sumra

Jul 17, 2025

amazon ppc ads

Amazon PPC Ads Are Evolving: How to Compete Without Overspending in 2025

Author: Jameel Sumra

Jul 16, 2025

amazon buy box

Amazon Buy Box: The Truth Beyond Price and Prime

Author: Jameel Sumra

Jul 15, 2025

amazon consulting services

Amazon Consulting Services: Key Signs It’s Time to Hire an Expert

Author: Jameel Sumra

Jul 14, 2025

amazon retail strategies

Amazon Retail Strategies: 5 Ways Retail Brands Are Expanding Profitability in 2025

Author: Jameel Sumra

Jul 12, 2025

amazon retail

Amazon Retail vs Marketplace: What’s Right for Your Brand?

Author: Jameel Sumra

Jul 11, 2025

The case for consolidation: Why unified commerce beats the patchwork approach

Author: Peter Curac-Dahl

Jul 11, 2025

Contact Us

Learn more about how we can help your Amazon business succeed!

Agree(Required)
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is for validation purposes and should be left unchanged.