8490339270?profile=RESIZE_400xLast August, Amazon announced some major changes to their Seller Fulfilled Prime (SFP) program.  SFP is a great option that let's large brands offer 'Prime' shipping to Amazon customers and ship directly from their own warehouses.  The program was very well received by many brands, especially brands that had large, perishible, or high value goods.  Brands could set their Prime area by region; helping to avoid 'lost sales' for cross country shipments.

The program has been around for 2+ years and has always had very strict rules; 99% on time shipment, 99% on time delivery and less than a 0.5% cancellation rate.   Amazon raised the bar in August, requiring the following as of February 1st:

  1. Nationwide delivery coverage for all standard-size products (any item that is less than 20lbs and is classified as 'standard size' by Amazon..
  2. Ship methods that support weekend delivery and pick up (Saturday or Sunday) .
  3. A new requirement that a certain percentage of page views (not orders) but show as a 1 or 2 day delivery regardless of whether a purchase was made


Naturally these items causes a lot of confusion but Amazon was largely silent.  They sent a note in Q4 that lowered the page views percentages, but offered no other guidance.   

Amazon has finally responded to repeated requests for more information by offering a webinar on the topic.   Sellers should up for one of the three dates below


January 28, 2021 - 1:00 PM to 2:00 PM PST


February 2, 2021 - 10:00 AM to 11:00 AM PST


February 4, 2021 - 1:00 PM to 2:00 PM PST



Even if your organization isn't an SFP seller, we recommend you attend.  If there is a mass exodus of SFP sellers, that creates new opportunities for wholesale (1P), FBA, and FBM sellers.


If your organization needs help navigating Amazon, contact us.

E-mail me when people leave their comments –

You need to be a member of Yeoman Technology Group - Brand Ecommerce Consulting to add comments!

Join Yeoman Technology Group - Brand Ecommerce Consulting

Get in Touch

Phone: 800-667-6098
Fax: 603-546-7274
Email Us