Amazon Tightens Seller Fulfilled Prime (SFP) Delivery Requirements
Amazon has raised the performance standards for Seller Fulfilled Prime (SFP), requiring sellers to meet stricter national delivery time targets. Sellers must use new backend tools to manage delivery commitments precisely to maintain their Prime status.
What are the key facts?
- 1Effective date: July 6, 2026
- 2New national one-day and two-day coverage targets
- 3Seller Central launches postal code-level delivery commitment tool
What happened?
On July 6, 2026, Amazon updated the SFP policy to raise minimum delivery speed requirements, setting new national one-day and two-day delivery coverage targets. The Seller Central has introduced a postal code-level delivery commitment tool to help sellers manage fulfillment times more precisely.
What does this mean for cross-border sellers?
SFP sellers need to reassess the delivery capabilities of their logistics channels, as failure to meet standards may result in losing Prime eligibility.