Seller Fulfilled Prime program policy
This article applies to selling in: United States

Seller Fulfilled Prime program policy

Sellers who participate in Seller Fulfilled Prime must meet the requirements outlined in this policy for all items enrolled in Seller Fulfilled Prime ("Prime items").

The below requirements are subject to change by Amazon.

If Amazon determines that a seller's actions or performance may result in harm to customer trust, violations of our terms or policies, or cause other risks to customers or Amazon, then we may, in our sole discretion, disable or remove applicable Prime item offers, Seller Fulfilled Prime eligibility, or selling privileges.

For more information, go to Maintain enrollment in Seller Fulfilled Prime.

Customer service

All post-order contacts from Prime customers regarding Prime items will be directed to Amazon Customer Service. Amazon will provide, and have sole discretion in determining, all post-order customer service, including customer returns, refunds, and adjustments, related to Prime items. Amazon has sole discretion over whether to charge the costs of any returns, refunds or other adjustments and concessions related to Prime items to the seller's account. Sellers remain responsible for pre-order buyer inquiries and inquiries related to their products.

Minimum handling times

For orders received before order cut-off, sellers must ship same-day, one-day, and two-day orders the same day that they are received (zero-day handling time). Handling time for standard shipping to Prime customers must be 1-day or same-day/0-day.

Minimum order cut-off times

Sellers must configure order cut-off times to 2:00 p.m. or later local time Monday-Friday and 10:30 a.m. or later Saturday and Sundays.

Offer listings

Sellers cannot create separate offers for the same ASIN and list one of them as a Seller Fulfilled Prime offer and the other as a Seller Fulfilled offer without Prime. Offers on the same ASIN that have the same attributes, conditions, and condition notes are considered identical offers.

Performance requirements

Performance requirements are monitored and enforced weekly against the minimum performance thresholds. For offers and orders to Prime customers, Sellers must consistently meet the thresholds defined below for each requirement to retain their program eligibility. For more information, go to Seller Fulfilled Prime performance requirements.

  • On-time delivery: 93.5% or more of SFP units delivered to Prime customers must be delivered on-time.
  • Valid tracking: 99% or more of SFP packages shipped to Prime customers must have a valid first scan from an Amazon-integrated carrier.
  • Cancellation rate: Cancel no more than 0.5% of Prime customer units.
  • Delivery speed: Prime customer detail page views, where your offer is featured, must meet the following speed thresholds: 

Size tier

Same-day

≤ 1 day

≤ 2 days

Standard-size

N/A

≥ 30%

≥ 70%

Oversize

N/A

≥ 10%

≥ 45%

Extra large

N/A

N/A

≥ 15%


Holiday season speed requirements for Seller Fulfilled Prime in the US

From November 24, 2024, through January 4, 2025, we’re updating the US speed requirements for Seller Fulfilled Prime eligibility that apply to the holiday season. 

These updates are designed to help you navigate logistical challenges that can affect sellers and carriers during this time of year, such as increased demand or weather issues, while ensuring that buyers have a great Prime delivery experience.

To maintain Seller Fulfilled Prime eligibility during the holiday season, page views of your Prime offers must meet the following updated delivery-speed requirements for each size category: 

 

2024 Holiday peak season 

requirements (New)

Current Non-holiday peak seasons requirements (No change)

Size tier

≤ 1 day

≤ 2 days

≤ 1 day

≤ 2 days

Standard-size

≥ 20%

≥ 45%

≥ 30%

≥ 70%

Oversize

≥ 5%

≥ 30%

≥ 10%

≥ 45%

Extra large

N/A

≥ 15%

N/A

≥ 15%


If your performance falls below these required thresholds, you may lose your Seller Fulfilled Prime eligibility. 

To view your speed performance, go to the Seller Fulfilled Prime performance dashboard

For more information, go to Seller Fulfilled Prime program policy.

Professional selling account

Sellers must have an account with an Amazon Professional selling plan, and the account must be active and in good standing. Sellers must maintain their Amazon Professional selling plan status to remain eligible for Seller Fulfilled Prime.

Prime badge display

For offers with longer delivery times, we may not show the Prime badge, since the offers don’t meet Prime customers' expectations for delivery speed. Prime customers buying your Seller Fulfilled Prime items will continue to receive other benefits of Prime, including Amazon customer service and free returns.

Prime order limit per shipping day

Your daily order limit is the number of Amazon Seller Fulfilled Prime orders that you can reliably ship every day. Sellers must configure a Prime order limit per shipping day. For more information on setting and updating your limit, go to Disable Prime offers and control Prime order volume.

Returns

To ensure a great customer experience, all Prime items are subject to Amazon's return policies. Prime items will have auto-authorization of returns initiated within that item's return window, as when you enroll the item in Prime no further action is needed for returns to be auto-authorized. Amazon Customer Service may make case-by-case exceptions to the return policies, including accepting returns for Prime items past stated return time frames. Go to Customer service above for more details.

Customer service and returns requirements and policies

Item

Policy or requirements

General return expectations

Buyers requesting to return a Prime item within Amazon's return policy will have their return approved immediately and will receive a pre-paid return mailing label.

Return shipping location

All returns of Seller Fulfilled Prime items will be shipped to the return address provided in the Account Info page, in Settings.

Charges for the return shipping label

Sellers will be responsible for the cost of return shipping labels for all Prime items, except as outlined below.

Refund processing time

All returned Prime items must be processed and refunded within two business days of the item arriving in a seller’s warehouse.

Refund amount

Generally, you must grant a full refund to the customer when a customer returns a Prime item, subject to the following exceptions:

  1. Items that are received more than 15 days after the return window ends may have a late fee of up to 20% of the item price deducted.
  2. Items that are damaged, missing parts, not in the original condition, or have obvious signs of use for reasons not due to a seller error may have up to 50% of the item price deducted.
  3. Open software may have up to 100% of the item price deducted.

Delivery refunds

If buyers state they have not received delivery of a Prime item even if the package tracking information indicates it was "delivered" then they should be directed to Amazon Customer Service.

Customer returns exceptions

To ensure a great customer experience, Amazon may make case-by-case exceptions to the return policies, including accepting returns for Prime items past the stated returns time frame. If Amazon accepts a return within the 15 days following the end of the stated returns window, the return must be processed the same as if the product was received during the returns window.

Sellers are responsible for the return shipping cost of any Seller Fulfilled Prime items that Prime buyers return, if the item is less than 50 lb.

If the item is 50 lb or more, the charges for return shipping are dependent on the reason codes as defined in the Return reason codes for prepaid returns. The cost of return shipping may be deducted from the buyer's refund if the return reason is considered "Customer" fault. If the return reason is considered "Seller" fault, the seller is responsible for the return shipping cost.

Most Seller Fulfilled Prime items that are classified as hazardous material ("hazmat") or potentially hazmat are not returnable by customers. Unreturnable items will be blocked in the Online Return Centers. However, customers will be able to call Amazon Customer Service for a refund on these items and Amazon Customer Service might issue a refund for unreturnable items in its sole discretion. Amazon might charge the costs of any refunds to the seller's account. If you believe an item has been incorrectly classified as hazmat, contact Selling Partner Support for assistance.

Shipping

Sellers are responsible for configuring their shipping templates to have delivery regions sufficient to meet one-day and two-day delivery speed requirements. For more information, go to Seller Fulfilled Prime performance requirements.

Sellers must provide nationwide contiguous US delivery with free standard shipping for all Prime and non-Prime customers. Regions configured for same-day, one-day, and two-day delivery must provide free shipping for Prime customers but a shipping charge can be configured for non-Prime customers in these delivery regions. If Alaska, Hawaii, or Puerto Rico are enabled as a Prime delivery region on your shipping template, free standard shipping is required to Prime customers in these regions.

For more information, go to Seller Fulfilled Prime shipping requirements.

Shipping prices paid by Prime buyers for Prime regions (USD)

Shipping option

Weight band

BMVD

Non-BMVD

Same-Day Delivery

All

$0.00

$0.00

One-Day Delivery

All

$0.00

$0.00

Two-Day Delivery

All

$0.00

$0.00

Standard Shipping - Contiguous US

All

$0.00

$0.00

Standard Shipping - Alaska and Hawaii

All

$0.00

$0.00

Standard Shipping – Puerto Rico

All

$0.00

$0.00

Weekend delivery

Sellers must use shipping services that deliver Prime products on Saturday, Sunday, or both.

Weekend operations

Sellers must receive, pack, and ship Prime orders on Saturday, Sunday, or both.

Top