Overview

Seller Fulfilled Prime (SFP) allows qualifying merchants to display the Prime badge on listings they ship directly from their own warehouses. However, some sellers have encountered a frustrating issue: after disabling SFP for all or some of their items, the Prime branding continues to appear on Amazon's website. This guide walks through the troubleshooting steps to resolve persistent Prime badges that should no longer be displayed.

Key Points / What Sellers Need to Know

• Prime branding may persist after disabling SFP — Even after updating your shipping templates or turning off Seller Fulfilled Prime entirely, the Prime badge can continue to show on your product detail pages due to caching or configuration issues.
• Shipping template assignment is the most common cause — If your SKU or ASIN is still linked to a Prime-enabled shipping template, the badge will remain active regardless of other settings you've changed.
• Verify using a customer account — Always check your listing while signed in to a regular Amazon customer account, not your seller account, to see what buyers actually see on the detail page.
• Multiple settings control SFP status — Prime branding is governed by both individual shipping template assignments and your account-level SFP order volume settings, so both need to be checked.
• Contact Seller Support as a last resort — If none of the troubleshooting steps resolve the issue, Amazon's Seller Support team can investigate further on the backend.

Troubleshooting Steps

The first thing to do when Prime branding persists is to confirm you are viewing the correct listing. Sign in to a standard Amazon customer account and navigate to your SKU or ASIN. Verify that your offer is the one currently featured in the Buy Box on the detail page. If another seller's Prime-eligible offer is winning the Buy Box, you may be seeing their Prime badge rather than yours. This simple check can save you significant troubleshooting time.

Verifying Shipping Template Assignments

If you disabled SFP at the shipping template level rather than account-wide, you need to confirm your products are no longer associated with a Prime-enabled template. Navigate to your Seller Fulfilled Prime settings and select the seller fulfilled products view. Search for your specific SKU or ASIN using the search function and filter the results to locate your item. Once found, check the status field — it should be listed as inactive or disabled. Take note of the shipping template name displayed in the template field, then navigate to your Shipping Settings and locate that specific template. Open the template and confirm that Prime delivery is not enabled on it. If Prime delivery is still toggled on within the template, that is the root cause of the persistent branding.