Overview

Seller Fulfilled Prime (SFP) allows qualified third-party sellers to display the Prime badge on their listings while fulfilling orders from their own warehouses rather than through Fulfillment by Amazon (FBA). The program comes with strict performance requirements, enrollment procedures, and compliance standards that sellers must consistently meet to maintain their eligibility. Understanding these policies is essential for any seller considering or currently participating in SFP.

Key Points / What Sellers Need to Know

• Trial period required — Before gaining full SFP status, sellers must first pre-qualify and then successfully pass a trial period by meeting all program performance requirements.
• Three trial attempts per year — Sellers are limited to a maximum of three attempts to pass the SFP trial within a single calendar year, making each attempt important.
• Zero-day handling time — Orders with same-day, one-day, and two-day delivery promises received before the order cut-off must ship the same day they are received.
• Weekly performance monitoring — Amazon reviews SFP performance metrics on a weekly basis and enforces minimum thresholds for on-time delivery, tracking, cancellation rate, and delivery speed.
• Three-strike enforcement — A first infraction triggers a warning email, a second disables Prime offers on your account, and a third revokes your SFP enrollment entirely.
• Amazon handles post-order customer service — All post-order contacts from Prime customers regarding SFP items are handled by Amazon, including returns, refunds, and adjustments.

Enrollment and Trial Process

Getting into Seller Fulfilled Prime is a two-step process. First, sellers must meet pre-qualification criteria to enter the trial period. Once in the trial, sellers must demonstrate they can consistently meet all SFP performance standards. It is worth noting that graduation from the trial is restricted during the weeks leading up to major sales events and peak shopping periods. Amazon implements these restrictions to ensure that newly enrolled sellers are adequately prepared to handle the increased order volume and heightened customer expectations that come with busy seasons. If a seller fails the trial, they can restart it at any time as long as they still meet the pre-qualification requirements, but the three-attempt annual limit remains in effect.