Overview

Amazon tracks how quickly Fulfilled by Merchant (FBM) sellers promise delivery to customers, and this metric — known as Delivery Speed — plays a significant role in your brand's performance within the Amazon Seller Benefits (ASB) program. The metric measures the percentage of customer page views where your offer displayed a delivery promise of one day or less, or two days or less. Understanding how this calculation works and what levers you can pull to improve it is essential for maintaining competitive visibility on the platform.

Key Points / What Sellers Need to Know

• Brand-level aggregation — Delivery Speed is calculated at the brand level, not per individual ASIN. All FBM page views across your brand's catalog are rolled up into a single performance percentage.
• Two thresholds tracked — Amazon measures both a ≤1 day metric (same-day or next-day promises) and a ≤2 day metric (same-day, next-day, or two-day promises). Page views can count toward both thresholds simultaneously.
• Only contiguous US customers — The calculation only incorporates page views from customers located in the contiguous United States.
• Featured offer page views only — Only page views where your offer was the featured (Buy Box) offer are included in the metric. Non-featured impressions do not count.
• Promise vs. configuration — Even if you configure one-day or two-day shipping, the actual promise a customer sees may be longer due to order cut-off times, weekend operations, carrier schedules, and holidays.

How the Metric Is Calculated

The Delivery Speed percentage is straightforward in concept. For the ≤1 day threshold, Amazon divides the number of FBM featured-offer page views that showed a same-day or next-day delivery promise by the total number of FBM featured-offer page views for your brand. The ≤2 day threshold works the same way but adds two-day delivery promises to the numerator.

For example, imagine a brand with three ASINs that collectively received 3,780 total FBM page views over a 90-day period. If 13 of those views showed a same-day promise and 20 showed a next-day promise, the ≤1 day percentage would be (13 + 20) / 3,780 = 0.87%. If an additional 81 page views showed a two-day promise, the ≤2 day percentage would be (13 + 20 + 81) / 3,780 = 3.01%. Amazon sets benchmark targets for these percentages, and falling below them may trigger program communications.