Overview

Seller Fulfilled Prime (SFP) allows qualified third-party sellers to display the Prime badge on listings they ship directly from their own warehouses, rather than through Fulfillment by Amazon (FBA). Processing SFP orders correctly is essential because Amazon holds participants to strict delivery and performance standards — failing to meet them can result in losing Prime eligibility for enrolled SKUs or even suspension from the program entirely.

Key Points / What Sellers Need to Know

• Prime badge, your fulfillment — SFP lets sellers keep control of their own inventory and shipping operations while still accessing Prime customers, who tend to convert at significantly higher rates than non-Prime shoppers.
• Enrollment is SKU-level — Sellers enroll individual SKUs into SFP through shipping templates, meaning you can selectively offer Prime shipping on products where you can reliably meet the delivery requirements.
• Shipping templates are critical — Before enrolling SKUs, sellers must first configure SFP-compliant shipping settings that guarantee the delivery speeds Amazon requires for Prime orders.
• Same-day or one-day shipping is expected — Amazon typically requires SFP sellers to offer one-day and two-day delivery to a large percentage of Prime customers, with same-day handling of orders placed before the cutoff time.
• Performance metrics are strictly enforced — SFP sellers must maintain high on-time delivery rates, low cancellation rates, and use Amazon-approved carriers with trackable shipping methods.

Enrollment and Shipping Setup

To participate in Seller Fulfilled Prime, sellers must first complete a trial period during which Amazon evaluates their fulfillment performance. During this trial, sellers need to demonstrate they can consistently meet Prime-level delivery expectations across a minimum number of orders. The enrollment process begins in Seller Central under the shipping settings, where sellers create or modify shipping templates specifically configured for SFP. These templates define the regions you can serve, your handling times, and the transit times you commit to. Once your shipping template is properly configured with SFP-eligible settings, you can then assign individual SKUs to that template to activate their Prime badge. It is important to only enroll SKUs for which you have reliable, fast fulfillment capabilities — overcommitting leads to missed deliveries and program penalties.