Amazon Europe Introduces Business-Hours Delivery Rate Requirement
From September 30, 2026, affected Amazon Business sellers must maintain a business-hours delivery rate of at least 90%; sellers that fail to improve may have their merchant-fulfilled products deactivated or receive reduced visibility.
What are the key facts?
- 1Minimum business-hours delivery rate: 90%
- 2New requirement effective September 30, 2026
- 3Merchant-fulfilled products may be deactivated or receive reduced visibility if performance does not improve
What happened?
An announcement on the Amazon Europe seller forum states that sellers participating in the relevant Amazon Business sales must maintain a business-hours delivery rate of at least 90% from September 30, 2026. The metric mainly applies to merchant-fulfilled orders and assesses whether orders are delivered as promised within the customer’s business hours. Amazon requires sellers to monitor the metric continuously after the rule takes effect. If performance has not improved by October 30, 2026, the affected sellers’ merchant-fulfilled products may be deactivated or no longer displayed to Amazon Business customers. Cross-border sellers using FBM to sell office supplies, industrial products, wholesale goods, and business procurement products are likely to be more affected. FBA sellers are generally outside the scope of this merchant-fulfilled assessment, but those also operating FBM inventory must separately review delivery promises, carrier transit times, and weekend business-hours settings. Sellers should also check shipping templates, handling times, and actual carrier scan records.
What does this mean for cross-border sellers?
From September 30, 2026, FBM sellers participating in the relevant Amazon Business sales must maintain a business-hours delivery rate of at least 90%, or their merchant-fulfilled products may be deactivated or receive less visibility among business buyers. Prioritize checking shipping templates, handling times, weekend business hours, and carrier scan records; FBA inventory does not replace the need to review parallel FBM inventory.
What should sellers do now?
- 1Check each store this week for FBM products participating in Amazon Business, verify shipping templates, handling times, weekend business hours, and promised transit times, and create a settings checklist covering all relevant listings.Platform Policy
- 2Export carrier scan records for relevant merchant-fulfilled orders this week, verify whether the business-hours delivery rate reaches 90%, flag abnormal orders and causes, and create a list of products, templates, and carriers requiring adjustment.