What is the most important Amazon seller news for 2025?

The most critical news involves updates to Section 3 of the BSA, revised account-health calculations, and new inventory placement requirements.

How can I avoid Amazon account suspension in 2025?

Audit listings, maintain metrics above new thresholds, and keep authentic sourcing documents ready.

Where can I find reliable analysis of Amazon policy changes?

The AMZ Sellers Attorney® blog provides continuous, expert legal analysis of Amazon policy changes.

What are the new Seller-Fulfilled Prime rules effective 29 June 2025?

Amazon now requires nationwide 1- and 2-day delivery coverage, weekend transit, and a rolling 93.5% On-Time-Delivery-Rate, with automatic OTDR protection when sellers use Shipping Settings Automation and Buy Shipping labels.

How does the 93.5% OTDR threshold affect my account?

Dropping below 93.5% for two consecutive 14-day periods removes the Prime badge and may suspend your SFP eligibility. Chronic breaches can trigger account-health violations under Section 3 of the Business Solutions Agreement.

Are SFP orders shipped before 29 June but delivered after exempt?

No. Orders delivered on or after 29 June count toward the new metrics, even if the shipping date was earlier, and they do not receive retroactive OTDR protection.

Amazon Tightens Seller-Fulfilled Prime & Premium Shipping Rules Effective 29 June 2025

Summary: Amazon’s updated Seller-Fulfilled Prime (SFP) and Premium Shipping policies go live today – 29 June 2025. Key changes tighten 1- & 2-day promise windows, enforce a 93.5 % On-Time-Delivery-Rate (OTDR) nationwide (including weekends), and add automatic OTDR protection when you ship via Shipping Settings Automation (SSA) + Buy Shipping. Failure to comply can cost you the Prime badge—or your SFP enrollment. AMZ Sellers Attorney® explains what the new rules mean and how to stay compliant.

Courier handing Amazon Prime package to customer

1. What exactly changed on 29 June 2025?

1.1 Promise-window tightening

All SFP and Premium-Shipping offers must now display 1- or 2-day delivery to nationwide ZIP codes including Saturday & Sunday, provided carriers support weekend delivery.

1.2 New OTDR floor: 93.5 %

Merchants must maintain a rolling 14-day OTDR of at least 93.5 % to keep the Prime badge.

1.3 Automatic OTDR protection

When you buy an OTDR-Protected label via Buy Shipping and let SSA set transit times, carrier-caused delays are removed from your OTDR calculation.

Watch our 5-minute breakdown of Amazon’s new SFP rules and OTDR standards (uploaded 29 June 2025).

2. Legal & commercial impact

Because the OTDR metric is now contractually baked into Program Policies, repeat breaches may constitute a material breach of the Business Solutions Agreement, exposing your seller account to suspension.

2.1 Confusion about “grandfathered” orders

A fast-growing Seller Forums thread asks whether SFP orders shipped before 29 June but delivered later count toward the new OTDR. Official moderator guidance: they do not receive retroactive protection.

3. Compliance checklist

Enable Shipping Settings Automation for every Prime shipping template.
Purchase only OTDR-Protected Buy Shipping labels when available.
Audit carrier pickup schedules for Saturday & Sunday coverage nationwide.
Verify you can handle ≥ 100 Prime orders/month before major sales events.
Re-price Premium-Shipping SKUs that may see margin hits from weekend delivery.
Bookmark our deep-dive on Amazon’s OTDR policy and our OTDR suspension defense hub.

4. Frequently Asked Questions

5. Additional resources

• Official SFP Help-Hub: Upcoming changes
• Value Added Resource analysis
• EcommerceBytes coverage
• eComEngine SFP update guide

Talk to an Amazon Policy Attorney ›

Amazon Seller News and Policy Updates for 2025