Amazon SFP Seller Fulfilled Prime Program Delivery Speed Threshold Increased
Amazon has implemented the largest rule update for the Seller Fulfilled Prime (SFP) program since 2023, significantly raising the delivery speed thresholds for products of different sizes, and requiring sellers to make compliance adjustments by July 6.
What are the key facts?
- 1Deadline: July 6, 2026
- 2Adjustments: Delivery speed requirements for standard, large, and oversized products
- 3Core Metrics: Increased one-day and two-day delivery coverage
What happened?
Amazon has updated the delivery speed requirements for the SFP program, covering standard, large, and oversized products. The one-day delivery coverage requirement for standard-sized products has been raised from 30% to 40%, while the two-day delivery coverage requirement has been increased from 70% to 75%. Sellers must check their logistics performance metrics via the SFP dashboard by July 6, 2026, and failure to meet these standards will result in Amazon having the right to suspend their Prime eligibility. This initiative aims to enhance the customer shopping experience and satisfaction, encouraging sellers to optimize logistics capabilities to comply with the new delivery standards.
What does this mean for cross-border sellers?
Sellers using SFP should immediately assess their logistics network coverage and switch to more suitable logistics providers if necessary, using Amazon's fulfillment tools to improve service efficiency and avoid losing Prime eligibility due to non-compliance with delivery speed requirements.