Overview

The Seller Fulfilled Prime (SFP) speed report is a performance tool that tracks how quickly your delivery promises appear to customers browsing your product listings. It breaks down detail page views by delivery speed thresholds, giving you visibility into whether your offers are meeting the fast-shipping expectations that Prime customers demand. For sellers enrolled in the SFP program, understanding this report is essential for maintaining eligibility and optimizing delivery operations.

Key Points / What Sellers Need to Know

• Speed thresholds are measured in three tiers — The report categorizes every customer page view into one of three buckets: same-day or next-day (≤ 1 day), two-day or faster (≤ 2 days), or three days or more (> 2 days).
• Customer-facing promises are what get measured — It's not your shipping template settings that matter here, but the actual delivery promise displayed to the customer at the time they view your listing.
• Only contiguous US page views count — The speed calculations are based on page views from Prime customers located in the lower 48 states.
• Promise extensions provide limited exemptions — During severe weather events or major carrier capacity constraints, Amazon may apply promise extensions that exempt affected page views from the speed calculation.
• Size tier matters for requirements — Standard-size, oversize, and extra-large items each have different delivery speed requirements, so your performance needs to be evaluated on a per-tier basis.

How Delivery Speed Is Calculated

The speed report tallies every instance where a Prime customer in the contiguous United States views one of your SFP product detail pages. Each page view is then assigned to a speed threshold based on the delivery promise the customer actually saw at that moment. A page view lands in the ≤ 1 day bucket if the customer was shown a same-day or next-day delivery promise. It falls into the ≤ 2 days bucket if the promise was for same-day, next-day, or two-day delivery. Anything showing a promise of three days or longer gets counted in the > 2 days bucket. This means the report reflects real customer experience rather than your intended shipping speed.