Overview

Seller Fulfilled Prime (SFP) allows Amazon sellers to display the Prime badge on listings they fulfill directly from their own warehouses, rather than through Fulfillment by Amazon (FBA). To maintain that badge, sellers must configure their shipping templates to meet Amazon's strict delivery speed and coverage requirements. Understanding these shipping configurations is essential for any seller looking to participate in or maintain their SFP enrollment.

Key Points / What Sellers Need to Know

• Automatic template configuration — When you enable a shipping template for Seller Fulfilled Prime, Amazon automatically applies default minimum settings, including removing certain options and requiring free shipping to the contiguous United States (the lower 48 states plus the District of Columbia).
• Delivery speed is multi-factor — The delivery speed shown to Prime customers depends on more than just transit time. It also factors in order cut-off times, seller weekend operations, carrier weekend operations, and holidays.
• Nationwide standard shipping is mandatory — SFP offers require nationwide standard shipping to both Prime and non-Prime customers across the contiguous US. This is non-negotiable for maintaining the Prime badge.
• Not all regions earn Prime branding — Only certain shipping options and delivery regions qualify for Prime branding. Non-Prime-eligible regions do not count toward your SFP performance metrics.
• Handling time is overridden for non-premium orders — For orders using standard or economy shipping on an SFP template, Amazon sets the handling time to one operating day regardless of your default settings.

Shipping Options and Prime Branding Eligibility

SFP shipping templates support a range of delivery options, each with different rules for Prime branding and performance tracking. Same-day delivery to the contiguous US is available to select sellers who previously requested access, and Amazon is gradually rolling it out to all enrolled SFP sellers. One-day and two-day shipping options to the contiguous US are available at seller-set rates and are required as needed to meet delivery speed requirements by product size tier. Standard shipping covers the contiguous US with two to four transit days and must be offered free to both Prime and non-Prime customers. These three tiers — same-day, one-day, two-day, and standard — are all eligible for Prime branding, meaning customer views of these offers count toward your delivery speed performance metrics.