Amazon Announces Update To Seller Fulfilled Prime Requirements June 29, 2025
Amazon is rolling out major changes to their Seller Fulfilled Prime program, instituting minimum shipment requirements and more beginning June 29, 2025.
The changes were announced in a post in the Amazon seller community.
Update to US Seller Fulfilled Prime and Premium Shipping program policies
We wanted to let you know that we're making some updates to our Seller Fulfilled Prime and Premium Shipping policies. In October 2023, we reopened Seller Fulfilled Prime to new seller enrollment with updated program requirements. Since then, we’ve gathered data on program performance and listened to sellers’ feedback to provide additional clarity, address frequently asked questions, and help sellers succeed in SFP.
To consistently meet customers’ evolving expectations and ensure that the Prime badge and Premium Shipping continue to represent the experiences that customers have grown to trust and expect, we’re updating Seller Fulfilled Prime and Premium Shipping program policies, effective June 29, 2025...
...Additionally, to protect your account health when Amazon is setting promises on your behalf, Seller Fulfilled Prime and Premium Shipping offers will now receive on-time delivery rate (OTDR) protection from late deliveries if Shipping Settings Automation is enabled on your shipping template, you've purchased shipping labels marked as "OTDR Protected" when using Amazon Buy Shipping or Veeqo, and you have shipped on time.
We designed these tools to set accurate delivery dates, reduce late deliveries, and to meet or exceed the minimum OTDR requirement. Even if you do not use these tools, if there is a major disruption event that impacts all sellers shipping to a specific region (as determined by Amazon), Amazon will not count deliveries that are late as a result in your OTDR. For more details, go to On-time delivery.
Here's what's changing:
Trial Enrollment and graduation
Program trial limits
There will now be a maximum limit of three attempts to pass the Seller Fulfilled Prime trial per calendar year. If you don’t pass the trial, you may restart it as long as you pre-qualify for the program’s 30-day trial period. Any attempt before the effective date of the policy changes starting June 29, 2025 will not count toward this limit.Trial period graduation restrictions
Graduation from the trial period will be restricted during the weeks leading up to major sales events and periods of heavy customer activities. This restriction is to ensure that you're adequately prepared to fulfill Seller Fulfilled Prime orders before these busy periods.To enroll in Seller Fulfilled Prime, you first need to pass a 30-day Seller Fulfilled Prime trial, after which your Prime offers will be eligible to display the Prime badge, usually resulting in an increase in sales. This demand growth, combined with the demand increase during major sales events and periods of heavy customer activities, frequently resulted in sellers not meeting Seller Fulfilled Prime requirements and a sub-par customer experience with Prime orders.
To ensure new Seller Fulfilled Prime sellers are properly equipped to manage these periods with high customer order volume, uphold the Prime customer experience, and succeed after passing the Seller Fulfilled Prime trial, we have implemented a restricted trial graduation period that covers the weeks leading up to major sales events and periods of heavy customer activities.
We will notify you in advance of these dates on this help page. If you pass the Seller Fulfilled Prime trial within this restricted graduation period or during the event itself, your Prime offers will be eligible to display the Prime badge after the event has ended.
There are also major changes for sellers already enrolled in Seller Fulfilled Prime, including minimum order requirements, misclassified products restriction, protection from network disruptions, a new appeal process and more.
Minimum shipment requirements
We want to ensure sellers are well prepared to manage Seller Fulfilled Prime orders and to meet the program requirements necessary to deliver the Prime customer experience. We have observed sellers are best equipped to meet these requirements when they are frequently fulfilling Seller Fulfilled Prime orders, and as such we expect you to consistently demonstrate that you can meet all Seller Fulfilled Prime program requirements regularly.
As a result, if you have not shipped at least 100 Seller Fulfilled Prime packages per month, or if you have not shipped Seller Fulfilled Prime packages consistently throughout the month, we will limit your maximum daily Prime order volume until you resume shipping Prime packages consistently and ship at least 100 Seller Fulfilled Prime packages in a month.
Exemption period to address performance issues
If you receive a second email notice stating that you have not met a performance requirement and Amazon disables your Prime offers as a result, Amazon will exempt subsequent enrollment revocation for that requirement so long as you leave your Prime offers disabled.
This will allow you time to resolve any issues that led to the performance miss while protecting both the Prime customer experience and your Seller Fulfilled Prime eligibility.
Restrictions for misclassified products
We expect sellers to correctly identify the category and size tier each product belongs to, as each size-tier has different program requirements. We understand that occasionally a misclassification may happen without any intent to gain advantage of the different size-tier requirements.
If we detect any misclassified ASINs, we will send you an email notification advising you to correct the product’s dimensions. However, if we determine your conduct constitutes intentional misclassification, we reserve the right to block Seller Fulfilled Prime offers, pause Prime eligibility, or revoke Prime privileges.
Examples of intentional misclassification include that you misclassify numerous products, do not update the classification after being emailed about it, or misclassify the same product on multiple occasions.
Performance protection from major network disruptions
We recognize that major fulfillment network disruptions may impact your Seller Fulfilled Prime orders. To ensure fairness and address factors beyond your control, we take steps to mitigate the impact of any such disruptions that we identify on your Seller Fulfilled Prime eligibility.
We’ll investigate significant events that impact two or more carriers, such as a major weather events (for example, hurricanes) or catastrophes (for example, bridge collapse). We have the sole discretion to determine what constitutes a major network disruption.
Any Seller Fulfilled Prime performance misses resulting from major fulfillment network disruptions that we identify will not impact Seller Fulfilled Prime eligibility. We will determine the affected regions and length of protection accordingly. This protection period may be extended, and additional regions may be included if disruptions continue.
New appeal process
You’ll now have two weeks from the date that you receive an email notice about missing a performance requirement to submit an appeal. We strive to provide prompt and accurate support if you have questions about such notices.
To help us assist you effectively, follow these guidelines:
- You’ll have two weeks (14 calendar days) from the date that you receive a performance email notification to submit an appeal. Appeals submitted after the two-week period will not be considered.
- You have four days to provide any missing information or respond to requests from Amazon. After this period, the appeal will be closed and you have to submit a new one.
- You may not submit more than three appeals per quarter. However, valid appeals that result in an overturned decision will not count toward this limit.
- To ensure a quick and efficient resolution, include the following information when submitting an appeal: 1) Impacted Order IDs, 2) Impacted date rage (for example, from Dec 12 to Dec 18), 3) Tracking IDs, 4) Origin and destination Zip codes, 5) A detailed reason for the appeal, along with supporting evidence (for example, weather reports from government website).
You may also proactively reach out to Amazon regarding any issues affecting your ability to meet Seller Fulfilled Prime program or trial requirements, such as unanticipated logistical challenges.
How will these changes to Seller Fulfilled Prime impact your Amazon business? Let us know in the comments below!
