If you’re weighing SFP vs FBA, start here.

FBA means Amazon stores and ships for you. SFP lets you or your 3PL ship orders and still keep the Prime badge. That badge can lift conversions by roughly twenty to twenty five percent.

In 2026, Amazon ends FBA prep services in the U.S. That pushes more packaging work back to brands and partners. SFP gives you more control over that experience.

What is SFP

Seller Fulfilled Prime is Amazon’s way to let qualified sellers ship from their own network while keeping Prime delivery speeds. You can use your warehouse or a 3PL. The shopper still gets free one to two-day delivery. You keep control of inventory and packaging.

SFP vs FBA: the real differences

With FBA, you send stock to Amazon. You pay storage and a menu of fees. Your packaging options are limited. With SFP, you keep stock in your network and ship under strict Prime rules. You avoid FBA storage fees and you control the unboxing. That control matters more as FBA prep services phase out.

Why SFP is hot right now

For many brands, SFP vs FBA comes down to cost and control. Prime shoppers buy more often and spend more per year. The badge boosts visibility and conversions. That’s the upside. Many brands also lower shipping and storage costs with the right partner. They keep brand packaging intact on every order.

What SFP asks of you

SFP sets a high bar during the trial and beyond. You need at least one hundred Prime orders in the trial window. You must offer nationwide one to two day delivery. On time delivery must be at least 93.5 percent. Tracking must hit 90 percent. Cancels must stay at or below 0.5 percent. Late shipments must be under 4 percent. Weekend pickup and delivery support is required.

Amazon also checks delivery speed on your product pages. For standard size, at least 70 percent of page views must show two day delivery. At least 30 percent must show one day. Oversize and extra large have lower targets. Slip below the floor and you can lose the badge for thirty days.

When SFP is the better fit

Slow movers and big ticket items avoid painful storage fees outside FBA. Bulky goods dodge steep large and extra large fee tiers. Seasonal lines and short shelf life items get tighter inventory control. A good 3PL can stage stock to hit fast ship zones during peaks.

How a 3PL makes SFP workable

You need carriers that are integrated with Amazon. You need weekend pickups. You’ll also need scan rates and tracking that meet the bar. A seasoned 3PL brings those lanes, labels, and processes. That includes daily KPI review and fast exception handling.

What this means for 2026

Amazon will stop doing FBA prep and labeling work in early 2026. Brands will handle that work or use a partner. SFP puts that control in your hands today. It also keeps the badge and the speed buyers expect.

Clear next step

Talk to ShipSage. Get a fast SFP readiness check. Share five SKUs and ship zones. We’ll show coverage, costs, and risk. You’ll get a go or no-go and a rollout path.

FAQs

What is the main difference between SFP and FBA

FBA stores and ships from Amazon sites. SFP ships from your network under Prime rules. You keep the badge and the delivery speed.

How hard is SFP to qualify for

There is a short trial with strict targets. You need at least 100 Prime orders and strong delivery metrics.

What delivery promises do I need to show on product pages

For standard size, at least 70 percent of page views must show two day delivery. At least 30 percent must show one day. Oversize and extra large have lower thresholds.

What happens if I miss the bar

Amazon can remove the badge for 30 days. Sales and page performance can drop during that time.

Can SFP reduce costs compared to FBA

Yes, many brands save on storage and fulfillment. They also keep packaging on brand. Your results depend on product mix and volume.

Do I need weekend shipping

Yes. Weekend pickup and delivery support is required for SFP.