Overview

Seller Fulfilled Prime (SFP) allows qualifying merchants to display the Prime badge on their listings while fulfilling orders from their own warehouses rather than through FBA. To activate Prime branding on eligible offers, sellers must properly configure their shipping settings by enabling Prime delivery on at least one shipping template and assigning the appropriate SKUs to that template.

Key Points / What Sellers Need to Know

• Prime delivery must be enabled on a shipping template — Without activating Prime delivery in your shipping settings, your offers will not display the Prime badge, even if you are enrolled in the program.
• A default SFP shipping template is auto-created at registration — When you sign up for the Seller Fulfilled Prime trial, Amazon automatically generates a default shipping template with Prime and Premium Shipping delivery options pre-configured.
• SKUs must be assigned to your Prime template — Simply enabling Prime delivery on a template is not enough. You must explicitly assign the SKUs you want to carry Prime branding to that template.
• Buy Shipping Services is strongly recommended — Amazon recommends using Buy Shipping Services on your SFP shipping templates to improve delivery speed accuracy and on-time delivery performance.
• Multiple configuration options are available — Sellers can use the pre-configured default template as-is, modify it, or create entirely new Prime-enabled shipping templates to fit their fulfillment strategy.

How Seller Fulfilled Prime Shipping Templates Work

When you enroll in the Seller Fulfilled Prime trial, Amazon creates a default shipping template that comes pre-loaded with Prime delivery and Premium Shipping already enabled. This template is designed to get you up and running quickly during your trial period, and it remains available after you pass the trial and become a fully enrolled SFP seller. The default template handles the core configuration requirements so you can focus on fulfillment performance rather than getting bogged down in setup details. However, sellers with more complex operations may want to customize their templates or create new ones tailored to specific product categories or regional fulfillment capabilities.