Amazon Prime has changed the way people shop online, setting high expectations for fast and reliable shipping. With over 100 million Prime members worldwide, getting the coveted Prime badge on your listings can significantly boost your sales.

While Fulfilled by Amazon (FBA) was once the only way to achieve Prime eligibility, Amazon Seller Fulfilled Prime (SFP) now allows sellers to ship Prime orders directly from their own warehouses—without relying on Amazon’s fulfillment centers.

But is SFP the right move for your business? In this guide, we’ll break down the requirements, pros, cons, and costs to help you decide whether Amazon Seller Fulfilled Prime is the best fit for your e-commerce brand.

 

How to Qualify for Amazon Seller Fulfilled Prime

To enroll in Amazon Seller Fulfilled Prime, sellers must complete a trial period to prove they can meet Amazon’s strict performance standards. Here’s how the process works:

 

1. Register for SFP

  • Sign up through the Amazon Seller Fulfilled Prime page.
  • If registrations are closed, sellers can join the waitlist until Amazon reopens the program.

 

2. Enable Prime Shipping

  • Configure Prime shipping settings in Seller Central.
  • Select eligible shipping regions for Prime delivery.

 

3. Assign SKUs to Prime

Add specific products to the Prime shipping template to include them in the trial period.

 

4. Complete the SFP Trial Period

To qualify for Amazon SFP, sellers must meet strict performance benchmarks during their trial orders:

  • 99% on-time shipment rate
  • Less than 0.5% order cancellation rate
  • Use Amazon Buy Shipping Services for at least 98.5% of orders
  • Deliver using Amazon-approved carriers
  • Follow Amazon’s returns policy
  • Allow Amazon to handle customer service inquiries

Once the trial is successfully completed, the Prime badge appears on the seller’s listings, boosting visibility, trust, and sales potential.

 

How Much Does Seller Fulfilled Prime Cost?

SFP sellers must offer free standard shipping on all Prime orders, which means absorbing shipping costs into product pricing or overall business expenses.

Shipping costs depend on several factors:

  • Order volume (higher volumes may secure better shipping rates)
  • Package size and weight (larger items cost more to ship)
  • Customer location (longer distances increase costs)

While Amazon Seller Fulfilled Prime eliminates FBA storage and handling fees, sellers still pay Amazon’s referral fee (typically 15% of the product’s selling price).

 

Pros of Amazon Seller Fulfilled Prime

 

1. Increased Sales with the Prime Badge

The Prime badge gives your products a credibility boost, making them more attractive to Amazon shoppers. Amazon reports that sellers see an average 50% increase in sales when they become Prime-eligible for the first time.

 

2. More Control Over Inventory and Branding

Unlike FBA, where Amazon controls packaging and fulfillment, Amazon Seller Fulfilled Prime lets sellers maintain full control over their operations. This means:

  • Branded packaging instead of Amazon-branded boxes.
  • More oversight on product handling and quality control.
  • Faster restocking and inventory management.

 

3. No FBA Storage or Handling Fees

FBA storage fees, especially for slow-moving inventory, can add up quickly. With Amazon Seller Fulfilled Prime, sellers avoid long-term storage costs and reduce overall fulfillment expenses.

 

4. Access to Amazon’s Customer Service

Amazon handles customer inquiries and returns, ensuring a consistent experience for Prime shoppers.

 

Cons of Amazon Seller Fulfilled Prime

 

1. Strict Shipping and Performance Standards

Amazon enforces tight shipping deadlines, requiring sellers to maintain a 99% on-time shipment rate. Failing to meet these requirements can result in losing Prime eligibility.

 

2. Managing High Order Volumes

Sellers must handle all fulfillment in-house or partner with a reliable 3PL like ShipSage to keep up with demand, especially during peak seasons.

 

3. Higher Shipping Costs

Since SFP requires free standard shipping, sellers must absorb these costs or raise prices to compensate. Shipping long distances for free can eat into profit margins unless properly optimized.

 

Should You Choose FBA or Seller Fulfilled Prime?

 

FBA (Fulfilled by Amazon)

Best for Sellers with small, lightweight products that sell quickly.

 

Pros:

  • Amazon handles storage, packing, and shipping.
  • Prime eligibility without worrying about fulfillment logistics.
  • Less direct involvement in customer service and returns.

 

Cons:

  • High storage fees for slow-moving inventory.
  • Less control over packaging and branding.
  • Possible delays when restocking inventory at Amazon warehouses.

 

Seller Fulfilled Prime (SFP)

Best for Sellers with larger or high-margin products who want more control over fulfillment.

 

Pros:

  • Keep full control over inventory and branding.
  • Avoid FBA storage and handling fees.
  • Prime eligibility without relying on Amazon’s warehouses.

 

Cons:

  • Strict performance requirements.
  • High shipping costs if fulfillment isn’t optimized.
  • Requires a strong logistics operation or a trusted 3PL.

 

How a 3PL Can Help You Succeed with Seller Fulfilled Prime

Managing Amazon Seller Fulfilled Prime on your own can be overwhelming—especially if your order volume is high. A third-party logistics (3PL) provider like ShipSage helps sellers meet Amazon’s strict SFP requirements while keeping costs low.

 

1. Faster, More Affordable Shipping

ShipSage operates multiple fulfillment centers across the U.S., allowing sellers to:

  • Store inventory closer to customers.
  • Reduce shipping zones and costs.
  • Meet Amazon’s two-day shipping requirements affordably.

 

2. Seamless Integration with Amazon

ShipSage syncs directly with Amazon’s order system, automating fulfillment to ensure:

  • 99% on-time shipping rates.
  • Amazon Buy Shipping compliance.
  • Real-time tracking and inventory updates.

 

3. Scalable Fulfillment Without the Hassle

As your business grows, so do your fulfillment challenges. ShipSage’s scalable fulfillment solutions let you expand without worrying about logistics.

  • Avoid warehouse management headaches.
  • Handle peak seasons without delays.
  • Improve efficiency with automated order processing.

 

Is Amazon Seller Fulfilled Prime Right for You?

If you want Prime eligibility without using FBA, Amazon Seller Fulfilled Prime could be a game-changer for your business. However, maintaining Amazon’s strict shipping standards can be challenging.

By partnering with a trusted 3PL like ShipSage, sellers can meet SFP requirements, reduce shipping costs, and streamline fulfillment—without sacrificing quality or control.

Ready to simplify Amazon fulfillment?

Contact ShipSage today and take your Amazon Seller Fulfilled Prime strategy to the next level!

 

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