Amazon's Seller Fulfilled Prime program allows qualified Amazon sellers to display the Amazon Prime badge on orders fulfilled from their own warehouse(s) or third-party logistics (3PL) providers.
Why would I want to join SFP?
- Listings with Amazon Prime badge perform better than listings without it
- FBA will not fulfill all types of products (plus the above reason!)
- Some sellers find it cheaper to fulfill their own products than on FBA rates
- Sellers can avoid higher storage fees, especially during holiday seasons
- Sellers do not have to rely on FBA for Prime status
Before you sell on SFP, Amazon will see if you can satisfy performance requirements during a trial period (see video for more). This is how Amazon ensures that your store is capable of meeting the Prime promise of delivery in two days or less.
How do I qualify for SFP?
First, Amazon gates access to the SFP program. If you don't already have access, you must first add your name to the SFP waitlist. After gaining access, you must pass the trial to be able to earn the Prime badge and therefore sell on SFP.
At a high level, here are the trial steps:
- Seller enables Prime shipping in their Prime trial shipping templates
- Seller enrolls items in Seller Fulfilled Prime
- Seller meets the trial performance requirements for a minimum of 50 Prime trial orders:
- "An On-Time Shipment Rate of at least 99% for Prime trial orders. Regardless of the shipping speed selected by the customer, Prime trial orders must be shipped on the same day the order is received, as long as the customer places the order before the seller’s cutoff time.
- Use of Buy Shipping Services for at least 98% Prime trial orders.
- A cancellation rate of no more than 0.5% for Prime trial orders."
For the entire Prime trial, listings do not have Prime badges. Only upon successful completion of the Prime trial will Amazon apply Prime badges to listings.