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This article applies to selling in: United States

Seller Fulfilled Prime performance metrics

To remain eligible for Seller Fulfilled Prime, you must meet the following performance metrics on Seller Fulfilled Prime orders:

  • On-time shipment rate of at least 99%
  • Use of Buy Shipping for at least 99% of orders
  • A cancellation rate of no more than 0.5%
  • An on-time delivery rate of at least 97% on Prime orders when shipping is purchased outside of Buy Shipping services
  • Nationwide delivery coverage for all standard-size products on Prime-enabled shipping templates.
  • Weekend operation six days a week, including either Saturday or Sunday operation.
  • Weekend delivery for standard-size Prime products six days a week, including either Saturday or Sunday delivery.
  • Delivery speed targets for One-Day and Two-Day delivery promises.

Use your performance dashboard to 1) see these metrics and 2) download a defects report to review any orders that have affected your metrics. For more information, go to Seller Fulfilled Prime defects report.

Note: There are now additional requirements to the Seller Fulfilled Prime (SFP) program in the US to provide Prime customers with a consistent delivery experience regardless of the fulfillment method. The new requirements went into effect on February 1, 2021.

List of performance metrics

On-time shipment

The on-time shipment rate is the number of Seller Fulfilled Prime units that were shipped on or before the promised ship date divided by the total number of Seller Fulfilled Prime units shipped.

Packages are considered shipped when the carrier scans the units for the first time, not when you confirm shipment. To be considered shipped on time, any order that was placed before your order cut-off time must receive a first scan on the same day.

If the package was shipped late but delivered on time, it will be counted as on time. To ship on time, make sure your shipping method delivers your late packages by the delivery date promised to the customer.

To see what’s affecting your on-time shipment rate, look for orders with an “X” in the Shipped late and Delivered late columns in your defects report.

On-time delivery

The on-time delivery rate is the percentage of Seller Fulfilled Prime units that were delivered on or before the promised delivery date. This rate is the most important to the customer experience. Late deliveries can lead to bad reviews and return or refund requests.

Note: We provide all late-delivery information (even when it doesn’t affect your on-time delivery rate) so that you can work with your carriers to identify and resolve any issues.

If the first delivery attempt was unsuccessful due to an issue not related to the carrier, the order will not affect your on-time delivery rate. For example, when the customer wasn’t present to sign for the package.

To see what’s affecting your on-time delivery rate, look for orders with an “X” in the Delivered late column of your defects report. To identify which orders affect both this rate and your Prime eligibility, look for an “X” in Delivered late and Shipped outside Buy Shipping services.

Buy Shipping

The Buy Shipping rate is the number of Seller Fulfilled Prime units with labels bought through Buy Shipping services divided by all Seller Fulfilled Prime units shipped.

If a customer wants to change their shipping address, direct them to contact Customer Service. Do not cancel the order yourself. The customer must enter updated shipping information for a new order.

To see what’s affecting your Buy Shipping rate, look for orders with an “X” in the Shipped outside Buy Shipping services column of your defects report.

Cancellation rate

Cancellation rate is the number of Seller Fulfilled Prime units canceled by you before ship-confirmation divided by the total number of Seller Fulfilled Prime units ordered. To calculate this metric, we consider all cancellations initiated by you for any reason.

A customer can cancel an order up to 30 minutes after placing it with no action required from you. If a customer cancels an order after 30 minutes, direct them to contact Customer Service instead of canceling the order yourself. By doing so, you avoid a negative impact on your cancellation rate.

To see what’s affecting your cancellation rate, look for orders with an “X” in the Order canceled by seller column of your defects report.

Delivery speed metrics

Meet Delivery speed targets for One-Day and Two-Day delivery promises. The Delivery speed metrics measure the percentage of customer page views that display a One or Two-day delivery promise when your SFP offer was the Featured Offer, regardless of whether a purchase was made.

The targets for SFP delivery speed metrics are below. You can also view the metrics on the Seller Fulfilled Prime performance dashboard.

Table 1. Delivery speed targets from February 1, 2021, to May 31, 2021

Standard size Oversize
One day or less product detail page views (%) 20% 5%
Two day or less product detail page views (%) 55% 30%

Table 2. Delivery speed targets as of June 1, 2021:

Standard size Oversize
One day or less product detail page views (%) 30% 15%
Two day or less product detail page views (%) 70% 60%

The Download Speed report link generates a report that shows you ASINs that have affected your delivery speed metrics. Learn more about the speed report.

Weekend pick-ups

Sellers enrolled in SFP are required to operate and ship out Prime products six days a week, including either Saturdays or Sundays. If Saturday operation is enabled (and Sunday is not enabled), customer page views occurring the Friday after the cut-off time or the Saturday before the cut-off time will be expected to ship on Saturday. If Sunday operation is enabled (and Saturday operation is not enabled), customer page views occurring on the Friday after the cut-off would be expected to ship on Sunday.

Note: Ensure you are using a shipping service that can pick-up and scan the package over the weekend.

Weekend delivery

Sellers enrolled in Seller Fulfilled Prime are required to deliver standard-size Prime products six days a week, including either Saturday or Sunday delivery.

You can review and update your weekend pick-up and delivery settings using Order fulfillment settings. Use shipping services that pick-up and/or deliver to customers over the weekend to provide customers with a more consistent delivery experience throughout the week.

Nationwide delivery coverage

Standard-size products on a Prime shipping template must offer nationwide delivery coverage (nationwide coverage includes only the 48 contiguous United States and the District of Columbia). You can see which products are standard size or oversize in Manage Seller Fulfilled Prime. For more information, go to SFP item size, weights, and dimensions.

Performance review timeframes

Performance is measured over 7- and 30-day timeframes. If your performance metrics fall below requirements during the last seven or 30 days, your Prime eligibility may be suspended. If this happens, your Prime status will remain suspended until we have received and accepted a plan of action from you.

How to appeal a suspension

From the Performance dashboard, click Create POA and fill out the webform.

The plan of action must address the following:

  • Why your Seller Fulfilled Prime performance fell below program requirements
  • What actions you’re taking to remedy the situation
  • Specific measures from you to avoid the problem in the future

Other factors that may affect your Prime performance

We understand that some circumstances are out of your control. Factors such as weather, power outages, order volume spikes, staff absences, and mechanical failures can result in late shipments, late deliveries, order cancellations, or some combination of the three.

With Control Prime Order Volume, you can reduce the impact of these factors to your Prime performance. The tool allows you to adjust your daily order maximums or temporarily disable the Prime badge entirely until the situation has passed or the issue is resolved. For more information, visit Control Prime Order Volume.

For smaller-scale issues, such as a carrier truck breaking down, use the Create POA button on the dashboard. We’ll consider your circumstances when reviewing your Prime eligibility.

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