Amazon Tightens Delivery Speed Requirements for Seller-Fulfilled Prime (SFP)
Amazon has raised the delivery speed threshold for Seller-Fulfilled Prime (SFP), requiring sellers to achieve broader national one-day or two-day delivery coverage. A new tool has been launched to help sellers manage their delivery commitments accurately.
What are the key facts?
- 1Effective date: July 6, 2026
- 2Adjustment: National one-day/two-day delivery coverage target
- 3Tool update: New postal code level delivery commitment tool in seller backend
What happened?
On July 6, 2026, Amazon updated its SFP delivery policy, reinforcing the requirements for nationwide one-day and two-day delivery service coverage. Sellers must use the newly added postal code level delivery commitment tool in the backend to optimize their logistics networks to meet the platform's stringent Prime service quality standards. This adjustment aims to enhance customer service and improve the platform's market competitiveness. Sellers should pay special attention to delivery times and ranges to comply with the new regulations to avoid impacting business performance.
What does this mean for cross-border sellers?
Seller-fulfilled sellers need to reassess their logistics costs and delivery capabilities, or they may lose their Prime designation, directly affecting conversion rates. Highest priority action: Start using the new postal code level delivery commitment tool this week to optimize your delivery network.