Effective June 29, 2025, Amazon is updating its Seller Fulfilled Prime (SFP) and Premium Shipping policies to enhance customer experience and program performance. These changes reflect data analysis and seller feedback since SFP reopened in October 2023.
Key updates include:
- SFP Eligibility & Enrollment: New and existing SFP sellers will see revised requirements, including a new 100 SFP package/month minimum, a 93.5% nationwide On-Time Delivery Rate (OTDR), weekly performance evaluations, and stricter rules for trial attempts and misclassified products. A 3-strike system for performance metrics is also introduced. More info: Upcoming changes to Seller Fulfilled Prime
- Premium Shipping Performance: Premium Shipping will also have updated performance requirements, including the 93.5% OTDR and weekly performance reviews, alongside a new 3-strike system. More info: Upcoming changes to Premium Shipping
- OTDR Protection: SFP and Premium Shipping offers will receive OTDR protection from late deliveries if Shipping Settings Automation (SSA) is enabled, “OTDR Protected” labels are used via Amazon Buy Shipping/Veeqo, and orders are shipped on time. Amazon will also protect OTDR during major region-wide disruption events. More info: On-time delivery
These changes aim to ensure consistent, reliable experiences for Prime customers.