Amazon Prime has revolutionized the way we shop online, setting high standards for delivery times, prices, and customer service. With over 100 million Prime subscribers worldwide, sellers need to meet these expectations to remain competitive. Previously, achieving Prime status was possible only through Fulfillment by Amazon (FBA). Now, the Seller Fulfilled Prime (SFP) program allows sellers to ship Prime orders directly from their own warehouses.


Benefits of Seller Fulfilled Prime

Even though SFP requires sellers to manage their inventory and shipping, it offers numerous advantages over FBA.


1. Boost Sales and Profits with the Prime Badge

Once sellers pass the trial period, the Prime badge is added to their listings. This increases product visibility and indicates reliability and high quality, potentially boosting sales.


2. Access to Amazon’s Customer Service

SFP participants and their customers benefit from Amazon’s 24/7 after-sale customer service. Amazon’s representatives handle order tracking, returns, and refunds on behalf of the seller.


3. Lower Costs Compared to FBA

SFP can eliminate the often high FBA shipping, handling, and storage fees. Previously, sellers had to split shipments between multiple fulfillment centers or pay extra fees for inventory placement. With SFP, sellers can ship directly from their own warehouses, avoiding these additional costs.


4. Enhanced Control and Branding

SFP provides more control over branding and inventory. Sellers manage their own warehouses, allowing for customized packaging and direct inventory visibility while maintaining Prime status.

Drawbacks of Seller Fulfilled Prime

While SFP offers many benefits, it also has some downsides, particularly in terms of scalability and strict requirements.


1. Stringent Eligibility Requirements

Amazon’s strict regulations ensure high customer satisfaction but can be challenging to meet. Sellers who fail to consistently meet these standards may lose their Prime status.


2. Managing High Order Volumes

As order volumes increase, managing the entire fulfillment process can become challenging. Sellers need a well-designed infrastructure to handle packaging and shipping efficiently.


3. Higher Shipping Costs

Providing premium services like next-day delivery can be costly. Sellers must manage these expenses by strategically limiting Prime delivery zones.


Choosing Between FBA and SFP

Deciding between FBA and SFP depends on the nature of the product, the seller’s ability to meet shipping requirements, and the level of involvement they desire in their operations.



Fulfillment by Amazon is ideal for smaller products that don’t require special packaging. However, it involves high storage fees and less control over branding and shipping processes.


SFP Outsourced Fulfillment

SFP requires a well-structured shipping process to maintain Prime status. Despite being more cost-effective, it involves strict adherence to Amazon’s two-day shipping requirement, impacting profit margins.


Amazon Prime has set new standards for e-commerce, making it challenging for sellers to stand out. Both SFP and FBA offer ways to meet these high standards, each with its own set of advantages and disadvantages. The choice depends on the seller’s products and operational preferences.


Outsourcing E-Commerce Fulfillment

Running an online business is demanding, and outsourcing fulfillment can ensure excellent customer service. ShipSage, a third-party logistics (3PL) company, helps businesses grow by managing inventory, packing, and shipping orders. Partnering with ShipSage allows sellers to benefit from two-day shipping by distributing inventory across the U.S. for faster deliveries.

ShipSage integrates with major e-commerce platforms like Amazon, eBay, Shopify, and WooCommerce. Orders are sent to the nearest fulfillment center, where staff pick, pack, and ship them efficiently. Book a call with ShipSage today to learn how we can support your fulfillment needs and help your business thrive.




Seller Fulfilled Prime FAQs


1. What is Seller Fulfilled Prime?

Seller Fulfilled Prime (SFP) is a fulfillment program that allows third-party sellers to ship Prime orders directly to customers from their own warehouse, meeting Amazon’s requirements for two-day delivery.


2. What is the difference between Seller Fulfilled Prime and FBA?

SFP offers more control over branding and inventory than FBA, allowing sellers to manage their operations while maintaining Prime status. SFP is generally more cost-effective but requires adherence to strict shipping requirements.


3. How does Seller Fulfilled Prime work?

Qualified merchants can ship Prime orders directly to customers from their own warehouse, benefiting from Amazon’s extensive customer base and maintaining the Prime badge on their listings.