Amazon UK Updates SFP Eligibility Rules
From October 30, 2026, Amazon UK will assess SFP eligibility by product size tier, and standard-size products must meet a next-day delivery display rate requirement.
What are the key facts?
- 1Amazon UK will update SFP eligibility rules from October 30, 2026
- 2Products will be classified as standard-size, oversize, or extra-large
- 3At least 25% of standard-size product detail page views must display a next-day delivery date
- 4Oversize products not using Amazon Buy Shipping or Easy Ship must provide a valid carrier tracking number
- 5Relevant oversize products must maintain an on-time shipment rate of at least 97%
What happened?
Amazon UK announced updated Seller Fulfilled Prime (SFP) eligibility rules, effective October 30, 2026. Under the new rules, products will be classified into three size tiers: standard-size, oversize, and extra-large, and eligibility will shift from an approach focused primarily on the account level to product-level assessment. For standard-size products, at least 25% of product detail page views must display a next-day delivery date. For oversize products, sellers that do not use Amazon Buy Shipping or Easy Ship must provide a valid carrier tracking number while maintaining an on-time shipment rate of at least 97%. The change affects UK sellers using merchant fulfillment and relying on the Prime badge for conversion, particularly sellers of furniture, home products, fitness equipment, and other large items.
What does this mean for cross-border sellers?
SFP eligibility in the UK will shift from account-level to product-level assessment, so different products under the same account may receive different eligibility results. Standard-size sellers should focus on the next-day delivery display rate, while oversize sellers must also manage tracking numbers and the on-time shipment rate.
What should sellers do now?
- 1This week, review UK merchant-fulfilled products with a dimensional-weight calculator. Create a list by standard-size, oversize, and extra-large tiers, covering large-item listings such as furniture, home products, and fitness equipment, and produce a table with the product, size tier, and items requiring review.Dimensional weight
- 2This week, filter UK standard-size merchant-fulfilled listings and conduct an initial page-compliance check using the Listing Character Limit Detector. Then record the next-day delivery display for each listing, flag products below 25%, and create a remediation list.Listing character checker
- 3This week, create a shipping checklist for UK oversize merchant-fulfilled orders. For each order, verify the use of Amazon Buy Shipping or Easy Ship, the validity of the tracking number, and the on-time shipment status. Produce a list of exception orders and ensure an on-time shipment rate of at least 97%.