What is Seller Fulfilled Prime (SFP)?

December 25, 2023

Snapl Warehousing and Storage

Seller Fulfilled Prime (SFP) is a program offered by Amazon that allows third-party sellers to display the Prime badge on products they fulfill directly from their own warehouse or a third-party logistics provider. This program is designed to expand the selection of Prime-eligible items on Amazon while giving sellers more control over their inventory and shipping processes.

Understanding Seller Fulfilled Prime

SFP enables sellers to leverage the benefits of the Prime badge without having to use Fulfillment by Amazon (FBA). Products in the SFP program are eligible for Prime two-day shipping, and sellers are responsible for meeting Amazon’s strict delivery standards, customer service requirements, and return policies.

Eligibility and Requirements

To participate in SFP, sellers must meet certain criteria:

1. Performance Metrics: Sellers must have a high-performance metric, including low order defect rates, high on-time delivery rates, and a low cancellation rate.

2. Trial Period: Sellers undergo a trial period where they must demonstrate their capability to meet the Prime two-day delivery promise on all orders.

3. Carrier Requirements: Sellers must use Amazon-approved carriers and offer nationwide delivery coverage.

4. Prime Badging: Products fulfilled under SFP can display the Prime badge, signaling to customers that they are eligible for Prime benefits.

Benefits of Seller Fulfilled Prime

Increased Visibility: Products with the Prime badge typically see increased visibility and sales on Amazon.
Control Over Inventory: Sellers have more control over their inventory since it doesn’t need to be sent to Amazon fulfillment centers.
Reduced Costs: By fulfilling orders directly, sellers can potentially reduce shipping and storage costs compared to FBA.
Flexibility: SFP offers flexibility in managing orders, inventory, and shipping processes.

Challenges and Considerations

Meeting Delivery Standards: Consistently meeting the two-day shipping requirement can be challenging, especially for small or medium-sized sellers.

Logistics Management: Sellers are responsible for all aspects of logistics, including storage, picking, packing, shipping, and customer service.

Cost Management: While SFP can reduce certain costs, managing logistics in-house or through a third party can be expensive and complex.

Best Practices for Success

Efficient Inventory Management
Keep track of inventory levels to ensure availability and quick fulfillment.

Reliable Shipping Partners
Work with reliable carriers who can consistently meet two-day shipping commitments.

Customer Service Excellence
Maintain high standards of customer service to meet Amazon’s requirements and enhance customer satisfaction.

Continuous Performance Monitoring
Regularly monitor performance metrics to ensure compliance with Amazon’s standards.


Seller Fulfilled Prime offers a unique opportunity for sellers to benefit from the Prime badge while maintaining control over their fulfillment processes. However, it requires a significant commitment to logistics and customer service excellence. For sellers who can meet these demands, SFP can be a powerful tool to increase sales and customer satisfaction on Amazon.

By understanding the requirements, benefits, and challenges of SFP, sellers can make an informed decision about whether this program aligns with their business goals and capabilities.

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