Amazon Upgrades Delivery Speed Requirements for Seller-Fulfilled Prime (SFP)
Amazon significantly raised the delivery speed thresholds for the Seller-Fulfilled Prime (SFP) program, with new rules taking effect on July 6. Different size tiers (standard, oversized, extra-large) have varying degrees of delivery time requirements tightened. Sellers need to reassess their logistics networks to meet the new Prime badge evaluation standards.
What are the key facts?
- 1Effective date: July 6
- 2Standard item one-day delivery coverage raised to 40%
- 3Oversized item two-day delivery requirement raised to 25%
What happened?
Amazon updated the delivery speed standards for the Seller-Fulfilled Prime (SFP) program, with new requirements taking effect on July 6, 2026. The one-day delivery coverage for standard-size products has increased from 30% to 40%, while the two-day delivery coverage must also rise to 75%. Additionally, delivery requirements for oversized and extra-large items have been heightened, aiming to further enhance customer shopping experience. Sellers need to carefully evaluate their logistics setups and plan necessary adjustments to avoid jeopardizing their Prime eligibility.
What does this mean for cross-border sellers?
Sellers should immediately check the SFP dashboard; if they cannot meet the new time requirements, it is advised to switch to FBA or optimize their logistics providers, or they risk losing Prime eligibility. The highest priority action: promptly optimize delivery strategies to ensure compliance with the new standards.