Overview

Amazon announced on August 10, 2023 that Seller Fulfilled Prime (SFP) is back, allowing qualified third‑party sellers to display the Prime badge while shipping from their own facilities. At the same time, the marketplace previewed a two‑day “Prime Big Deal Days” event scheduled within the next 60 days, promising a sharp traffic lift for participating listings. Helium 10 used the briefing to add new training modules aimed at helping sellers prepare for both the SFP relaunch and the upcoming sales window.

Key Points

• SFP back in play — Amazon reopened the Seller‑Fulfilled Prime program on August 10, 2023, letting eligible sellers attach the Prime badge while fulfilling orders from their own warehouses.
• Prime Big Deal Days window — The promotion will run for 48 hours sometime in the next two months, delivering a concentrated surge of Prime‑member traffic across dozens of categories.
• Helium 10 Academy updates — Three fresh courses now cover SFP qualification, inventory scaling for flash‑sale events, and high‑intensity PPC tactics designed for Prime‑Day‑level demand.
• Higher eligibility bar — Sellers must maintain at least a 99 % on‑time dispatch rate and a minimum 4.8‑star product rating before they can enroll in SFP.
• Cancellation rate watch — Amazon will track the ratio of Prime‑eligible orders that are cancelled, requiring sellers to keep this figure under 2 % throughout the event to avoid badge removal.
• Potential revenue lift — Early tests show that SFP listings can see click‑through improvements of 12‑15 % and average order‑value gains of roughly 10 % during high‑traffic periods.

How Seller Fulfilled Prime Works

1. Eligibility check — Sellers upload recent fulfillment metrics; a vendor with a 99.3 % on‑time rate and a 4.9‑star average rating instantly gains access to the SFP dashboard.
2. Badge activation — After approval, Amazon adds the Prime logo to qualifying ASINs, and a home‑decor seller reported a 14 % rise in product‑page visits within the first week of badge display.