It's Prime time: The lowdown on Seller Fulfilled Prime (SFP)

What is Seller Fulfilled Prime?

Seller Fulfilled Prime, otherwise known as Merchant Fulfilled Network (MFN) Prime is an opportunity for Sellers who don’t use FBA to gain the Prime badge. It can help increase the chances of winning the buy box due to Amazon’s algorithm preference towards Prime badge holders, and increase sales. 

What products are ideal for Seller Fulfilled Prime?

• High-value items
• Products with seasonal or unpredictable demand
• Items with variations
• Slow-moving goods
• Inventory that requires special handling or preparation

How do I get Seller Fulfilled Prime?

Since Amazon’s reputation is built around its fast-delivery service, only the best Sellers are able to achieve SFP. Amazon must be 100% convinced that you can give amazing customer service and fulfil your orders fast and efficiently. This means 2 things:

  1. You must ship over 99% of your orders on time
  2. You must have an order cancellation rate of less than 1%

SFP Sellers will also have to buy shipping labels through Amazon’s Shipping website and deliver orders with supported Seller Fulfilled Prime carriers to Amazon’s discretion. Finally, to be eligible for Seller Fulfilled Prime you must agree to Amazon’s Return Policy. In return, Amazon will deal with all customer service for Prime orders. 

To be eligible for Seller Fulfilled Prime UK you must have a UK-based warehouse, and to be eligible for Seller Fulfilled Prime US, you must have a warehouse in the US. You must also have an Amazon Professional seller account in either case.

If you adhere to all these rules & regulations, Amazon will ask you to complete a trial period.

What do I have to do to successfully complete the SFP trial period?

Simply put, you need to complete orders with the SFP supported carrier and ship a number of Prime orders. This can be completed in 2 ways:

  1. Ship a minimum of 50 Prime orders, achieving 100% on-time shipping on each one.


   2. Ship 100 eligible Prime trial orders with 99% on time delivery.

The trial’s length is dependent on how quickly you achieve the requirements to pass. During this time your ASINs will not hold the Prime badge so it might take some time before you achieve the minimum requirement of orders depending on how popular your products are. The trial period lasts between 5 and 90 days. If you do not meet either requirement within 90 days, the trial period will be automatically reset and you can try again until you do.

Once completed successfully you will automatically be rewarded with Seller Fulfilled Prime. Your enrolled ASINs will also be given the Prime badge on their specific listings.

How much does it cost to enrol?

It is completely free! Amazon referral fees and Seller costs will remain the same. The only thing you pay for will be the shipping costs for the designated Amazon carrier.

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There is no rest for the wicked though, after passing the trial period and becoming SFP enabled, you must work to remain eligible. If you do not, you will lose your Seller Fulfilled Prime status.

Seller Fulfilled Prime Table