Seller Fulfilled Prime: What It Is, How It Works & Requirements

As a manufacturer, distributor, or large retailer, navigating Amazon's shipping and fulfillment options is critical for maximizing sales and optimizing supply chain operations.

Seller Fulfilled Prime (SFP) presents a unique opportunity, allowing businesses to leverage the coveted Prime badge while maintaining greater control over their logistics. 

What Is Seller Fulfilled Prime?

SFP (Seller Fulfilled Prime) is a program that enables eligible sellers to display the Prime badge on their product listings for extra visibility, credibility, and sales. To qualify for SFP, established vendors must adhere to Amazon’s strict set of rules on free, 1- or 2-day delivery for all orders shipped directly from their own (or their 3PL’s) warehouses.

What's The Difference Between Fulfillment By Amazon (FBA), Merchant Fulfilled Network (MFN) & Seller Fulfilled Prime (SFP)?

As a leading global marketplace, Amazon has three different order shipping schemes to accommodate diverse merchant needs and customer expectations for fast and accurate deliveries.

Merchant Fulfilled Network (MFN) (or Fulfillment By Merchant - FBM)

Amazon orders shipped by the vendor (or through their e-commerce 3PL) are marked as‘Fulfilled by Merchant’. Here, merchants have some control over their delivery timeframes, but their speed and efficiency impact their Amazon performance metrics, which are directly linked to their exposure and eligibility.

In the MFN (or FBM) model, the vendor is responsible for end-to-end order fulfillment, including storage, kitting, boxing, shipping, customer service, and returns. FBM offers maximum control over inventory and fulfillment, though typically, it is not displayed to Prime users.

Fulfillment By Amazon (FBA)

To facilitate the logistical process, many choose to let Amazon handle the entire warehousing and fulfillment on their behalf, at an additional cost. Listings under the Fulfillment by Amazon (FBA) program are clearly marked with:‘Ships from: Amazon’.

In FBA, vendors ship products in bulk to Amazon warehouses. Amazon then handles the entire order fulfillment process, including picking, packing, shipping, post-order customer service and returns management. Products shipped via FBA are automatically available to Prime users and have a 2-day delivery window.

However, FBA incurs storage and handling charges that vary by size and seasonality. They may involve complicated fee structures and strict requirements on inventory levels and turnover rates.

Seller Fulfilled Prime (SFP)

Numerous merchants strive to qualify for the Seller Fulfilled Prime scheme that displays their products to Amazon’s Prime members. These are the most loyal shoppers, with a 2x higher purchase frequency and spending over $1,400 per year, compared to approximately $600 for non-members.

Currently, there are over 200 million Prime members worldwide, making a highly influential segment with higher lifetime value. These discerning customers prioritize fast and reliable delivery, and expect excellent service throughout. 

SFP Amazon combines aspects of both FBA and FBM. Sellers can ship their orders from their own warehouses, display the Prime badge, as long as they offer Prime-eligible shipping speeds: same-day, 1-day or 2-day shipping. 

In SFP, sellers maintain control over inventory and fulfillment but must meet Amazon's stringent performance standards throughout their forward logistics processes.

Is Seller Fulfilled Prime Still Available?

The Seller Fulfilled Prime program began in 2015. Five years later, though, Amazon paused enrollment announcing that SFP was not providing the same high-quality experience that customers expect from Prime.

Three years later, the SFP policy was revised to align with stricter standards, including a 90-day trial period. Additionally, participating vendors must consistently meet stringent performance metrics - no lower than 99%. Dropping below that number for even a day may result in the removal of the Prime badge and potential ban from the SFP.

Amazon FBA vs FBM vs SFP: Key Differences At A Glance 

This table summarizes the core differences between the three shipping and fulfillment schemes:

Is Amazon Seller Fulfilled Prime Worth It?

As a merchant, if you can constantly meet the tight delivery windows and service excellence dictated by SFP, it’s worth applying for one of the (limited) spots via the Seller Central platform. 

Once you qualify, you essentially unlock the highest sales potential on this vast marketplace. 

Benefits Of Seller Fulfillment Prime 

Here are some Amazon SFP statistics and benefits worth considering:

• SFP items get higher placement in search results.
• Prime listings are 25–30% more likely to result in a sale vs non-Prime.
• Prime badges receive an average of 17% more traffic.
• SFPs get increased Buy Box share.
• Prime merchants enjoy access to high-visibility tools (ads, promotions, etc.)
• Prime shoppers spend up to 2x more than non-Prime users.
• SFP subscribers often filter search results for Prime only products.

For manufacturers, distributors, and large retailers, evaluating the worth of Amazon Seller Fulfilled Prime hinges on a careful analysis of product characteristics, existing operational capabilities, and financial margins. It is not a one-size-fits-all solution.

How To Become A Prime Seller On Amazon

To become an SFP Amazon seller, you must demonstrate exceptional fulfillment capabilities and a commitment to Amazon’s high customer service standards.

What Are The Requirements For Seller-Fulfilled Prime?

The Amazon Seller Fulfilled Prime requirements are strict and monitored weekly. Key criteria include:

• Professional Selling Account - this is the mandatory first step.
• Domestic US Shipping Address, as your default shipping address within the contiguous US.
• Premium Shipping Options, including same-day, one-day, and two-day delivery, depending on product size and customer location.
• Nationwide Delivery Coverage for standard-size products offering same-day or 1-day delivery for at least 30% of the United States and max 2-day shipping for the rest 70% of the country.
• On-Time Delivery Rate - no less than 93.5% for Prime orders.
• Valid Tracking Rate: At least 99% of the orders must have a valid tracking number from an Amazon-integrated carrier.
• Cancellation Rate below 0.5% - excluding customer-initiated cancellations made within 30 minutes of purchase.
• Amazon Buy Shipping - must be used on  98% of SFP orders, for printing labels, confirming shipments, and tracking packages in Seller Central.
  (Note that as of June 29, 2025, SFP sellers using Shipping Settings Automation and purchase ‘On-Time Delivery Rate’ / OTDR Protected labels through Amazon Buy Shipping, won’t be penalized for minor late deliveries on Standard or Premium shipping.)
• Weekend Operations, delivering at least six days a week, including Saturday or Sunday.
• Order Cut-Offs must be by 2:00 p.m. on weekdays and 10:30 a.m. on weekends.
• Free Returns for Prime items weighing less than 50 lbs.
• Amazon Customer Service & Returns Policies must be followed throughout, including 2-day refund issuing.

Outsourcing Your E-commerce Fulfillment For Amazon SFP

Green Wave Electronics empowers Amazon SFP sellers with fast, reliable logistics solutions tailored to meet Prime-level standards. As authorized Seller Fulfilled Prime resellers, we help you adhere to Amazon’s strict performance metrics and deliver a seamless experience to your customers.

More than that, our end-to-end 3PL services for electronics encompass everything - from same-day shipping and returns to refurbishment and remarketing.

Our experienced team helps you manage fulfillment and logistics, reduce overhead, and scale with confidence. Unlock your Amazon growth - Partner with Green Wave Today!