Amazon is rolling out a significant overhaul to its Seller Fulfilled Prime (SFP) program, effective June 29, 2025. The updates aim to improve performance standards and customer satisfaction by placing new obligations and limitations on sellers. Here's what you need to know:
□ Trial Enrollment Limits
Sellers will be allowed only three SFP trial enrollments per calendar year. After reaching this limit, sellers must wait until the following year to reapply. This policy applies to each selling account separately and is designed to prevent repeated abuse of the trial system.
□ Graduation Restrictions During Peak Seasons
If your trial concludes during a major sales peak (such as Prime Day or Q4), your account will not graduate to full SFP eligibility until the peak period ends. This ensures that only experienced sellers handle Prime orders during critical shopping seasons.
□ Minimum Shipment Volume Requirement
Sellers must ship at least 100 SFP packages per month to remain eligible. Falling below this threshold can result in Amazon capping daily Prime order volumes until compliance resumes. This policy aims to eliminate inactive or underperforming SFP accounts.
⏱️ OTDR (On-Time Delivery Rate) Protection
Sellers using Amazon’s Shipping Settings Automation and buying labels marked “OTDR Protected” via Amazon Buy Shipping or Veeqo will be shielded from delivery penalties, as long as items are dispatched on time. This offers critical safeguards when delivery delays are outside a seller's control, such as weather or carrier disruptions.
□ Misclassified Size Tier Penalties
Amazon is doubling down on enforcement of accurate product classifications. Deliberately misclassifying products by size tier may result in revocation of SFP privileges and other penalties. Ensure that your listings reflect actual parcel dimensions and weight.
□ Streamlined Appeal Window
Amazon is introducing a structured 2-week appeal process for performance-based removals. Sellers can submit up to three appeals per quarter (unless an appeal is overturned), and must include order IDs, valid tracking, and documentation for consideration.
If you're unsure how these changes impact your business, or if you've received a warning or removal notice related to SFP, our legal team can help.