Amazon Updates Seller Fulfilled Shipping Time Policy
Amazon requires self-fulfilled sellers to ensure that the shipping time at the SKU level accurately reflects actual dispatch performance. This policy will take effect on June 29, aiming to enhance customer experience through more precise delivery expectations, with non-compliant sellers potentially facing stricter account performance reviews.
What are the key facts?
- 1Effective date June 29, 2026
- 2SKU-level handling time requirement
- 3Applicable to self-fulfilled sellers in the US market
What happened?
Amazon has updated its handling time policy, mandating that self-fulfilled (FBM) sellers must accurately set their handling times. This move is designed to ensure the authenticity of promised delivery dates, with consequences for sellers whose actual dispatch performance does not match their settings.
What does this mean for cross-border sellers?
Self-fulfilled sellers need to review and verify the handling time settings in their accounts, ensuring they match actual logistics capabilities to avoid damaging their OTDR (On-Time Delivery Rate) metrics due to overstated commitments.