Overview

Seller Fulfilled Prime (SFP) allows qualifying third-party sellers to display the Prime badge on their listings while handling fulfillment themselves, rather than using Fulfillment by Amazon. However, maintaining that coveted badge comes with strict performance requirements that Amazon evaluates on a weekly basis. Sellers who fail to meet these benchmarks risk losing their SFP eligibility, which can significantly affect visibility and conversion rates.

Key Points / What Sellers Need to Know

• Weekly performance reviews — Amazon evaluates your SFP metrics every week, running from Sunday through Saturday. This means issues can escalate quickly if not addressed promptly.
• Minimum volume threshold — You must ship at least 100 SFP packages per month to maintain eligibility in the program.
• On-time delivery rate — A minimum of 93.5% of your SFP orders must arrive by the promised delivery date.
• Valid tracking rate — At least 99% of your SFP shipments must include valid tracking information.
• Cancellation rate — Your seller-initiated cancellation rate must remain at or below 0.5% for SFP orders.
• Delivery speed compliance — You must meet Amazon's delivery speed requirements, which define how quickly orders must reach customers based on their location and the shipping options offered.

How Performance Evaluation Works

Amazon's SFP performance review operates on a rolling weekly cycle. Each week, the platform assesses your fulfillment metrics against the established thresholds. If your numbers fall below the required levels, Amazon may issue warnings or suspend your SFP privileges. The evaluation is designed to ensure that Prime customers receive the same reliable experience whether an order is fulfilled by Amazon or by a third-party seller. Sellers should treat these thresholds as absolute minimums and aim to exceed them consistently, since borderline performance leaves little room for occasional shipping delays or tracking issues.

Size Tier Independence

As of May 5, 2025, Amazon introduced a significant change to how SFP performance is measured: metrics are now evaluated independently for each size tier. This means that your performance handling standard-size items is assessed separately from your performance with oversize or other size categories. If you fall below thresholds in one size tier, it will not drag down your eligibility in other tiers. This change benefits sellers who excel in certain product categories but may struggle with others, allowing them to maintain Prime eligibility where they perform well. It also means sellers need to monitor their metrics at a more granular level than before.