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Seller Fulfilled Prime: Unlocking the Secrets to Boost Your Sales

01 seller fulfilled prime

In recent years, Seller Fulfilled Prime (SFP) has emerged as a powerful tool for online sellers leveraging the Amazon marketplace. This program allows sellers to offer the coveted Prime badge on their products while handling their fulfillment, thus expanding their potential Prime customer base and boosting sales.

Understanding the nuances of SFP is crucial for sellers to efficiently manage their inventory and offer a seamless shopping experience for their customers.

This article will explore how SFP works, its eligibility criteria, and strategies to help you succeed in this program. By the end, you will be armed with the knowledge you need to make informed decisions regarding your foray into the Seller-Fulfilled Prime ecosystem.

Let’s delve deeper into the world of SFP and unravel the benefits it brings to online retailers. Not only will this enhance your Amazon selling journey, but it will also pave the way for newfound growth opportunities in the ever-competitive eCommerce space. So, buckle up, and let’s dive into the world of Seller Fulfilled Prime!

Seller Fulfilled Prime: Increase Your Amazon Sales

A program called Seller Fulfilled Prime (SFP) enables approved sellers to offer Amazon Prime two-day shipping to their Prime customers without utilizing Amazon’s fulfillment facilities. Sellers using SFP can continue providing Amazon Prime customers advantages while maintaining control of their inventory and shipping procedures.

As it enables businesses to provide quick, dependable shipping that satisfies the high expectations of Amazon Prime consumers, SFP can be a game-changer for sellers aiming to increase their sales and customer satisfaction.

What Business Kinds Can Benefit From SFP Program?

This section will explore the types of businesses that can benefit from the Seller Fulfilled Prime program and how to assess your business’s fit for this program.

Targeted Business Types and Industries

02 targeted business types and industries

SFP is an excellent fit for the following:

Evaluating Your Business’s Suitability for SFP

To determine if SFP is a good match for your business, consider the following:

  1. Your current order fulfillment process and capacity.
  2. The ability to meet the required performance metrics for Amazon Seller Fulfilled Prime.
  3. Your potential competitive advantage gained from Prime eligibility.

Factors to Consider Before Joining the Program

Before applying to SFP, take into account the following factors:

  • Costs: Weigh the SFP costs against the potential increase in sales and Prime visibility.
  • Scaling: Ensure your infrastructure can handle increased demand and maintain Prime requirements.
  • Logistics: Assess your ability and offer a two-day delivery window or next-day shipping for Prime orders.

These factors will help you decide if SFP is viable for your business.

How Amazon Seller Fulfilled Prime Works?

Amazon Seller Fulfilled Prime (SPF) is a program designed for Amazon sellers who wish to offer Prime benefits and services on their products while fulfilling orders through their warehouse.

Let’s explore how Amazon Seller Fulfilled Prime works along with its essential aspects.

The Trial Period Is Between Five and 90 Days

When you enroll in Amazon Seller Fulfilled Prime, you initially go through a trial period that lasts between five and 90 days.

During this time, Amazon evaluates your performance and determines if you meet the stringent criteria necessary to maintain the Prime badge on your listings.

Offer Premium One-Day to Two-Day Delivery Options

As a part of the SPF program, you must offer premium One-Day to Two-Day delivery options to your customers.

03 one-day to two-day delivery options

This allows Prime members to enjoy the fast shipping benefits on their orders, just like the Fulfillment by Amazon.

The Prime badge Will Not Be Displayed During the Trial Period

It’s important to note that the Prime badge will not appear on your listings during the trial period.

Once you complete the trial and demonstrate your ability to meet the program requirements, the Prime badge will be displayed on your eligible listings.

Meet Criteria for At Least 50 Prime Trial Orders

To maintain your status in the program, you need to meet the criteria for at least 50 Prime trial orders. This includes maintaining high-performance metrics, such as low order defect rates and fast shipping times.

Who Can Use Amazon’s Seller-Fulfilled Prime Program?

Eligibility Criteria for SFP

To be eligible for Seller-Fulfilled Prime (SFP), a seller must meet specific criteria set by Amazon.

These include:

Requirements for Product Listings and Order Fulfillment

Once a seller has met the eligibility requirements, they must adhere to rules related to product listings and order fulfillment, such as:

  • Enrolling products with an SKU-level selection
  • Meeting Amazon’s packing and shipping standards
  • Utilizing Amazon’s barcode system for accurate tracking

Maintaining SFP Status and Meeting Performance Standards

Maintaining the SFP status requires meeting performance standards set by Amazon, including:

  • On-time shipment rate of at least 99%
  • Order cancellation rate less than 0.5%
  • Complying with Amazon’s return policies and customer service standards

Failure to meet these standards can result in the loss of SFP status.

Why Did Amazon Introduce Seller-Fulfilled Prime?

Amazon introduced Seller Fulfilled Prime (SFP) to address several factors in the rapidly evolving e-commerce landscape.

This program was created to:

Address The Growing Demand for Fast and Reliable Shipping

04 reliable shipping

Online shoppers increasingly value fast and reliable shipping options. Amazon sought to meet this demand by including third-party sellers in their Prime ecosystem, letting these sellers offer faster shipping to customers without relying solely on Amazon’s fulfillment centers.

Empowering Sellers to Leverage Amazon Prime Benefits

SFP allows sellers to exploit Amazon’s massive customer base while controlling their inventory and fulfillment process.

This empowers sellers to meet customer expectations using their existing infrastructure, which can lead to increased sales and customer satisfaction.

Expanding Amazon’s Fulfillment Network without Additional Infrastructure

By incorporating third-party sellers into the Prime program, Amazon expands its comprehensive fulfillment network without additional warehouses or logistical investments.

This strategy enables the company to grow and scale more efficiently to serve its customers and sellers better.

How Can I Tell if a Product is FBA or Seller Fulfilled Prime?

You may have observed as an Amazon seller that various shipping options are available for your online business products. But how can you identify if a product is shipped from the seller utilizing Seller Fulfilled Prime (SFP) or if it was shipped from Amazon (FBA)?

Here’s what you need to know:

Identifying FBA and SFP labels on product listings

Look for labels next to the product title or price to determine if a product is Fulfilled by Amazon (FBA) or Seller Fulfilled Prime (SFP).

FBA items display the “Fulfilled by Amazon” label, while SFP items show the “Seller Fulfilled Prime” label.

Deciphering Shipping Information on The Product Detail Page

Another way to distinguish between FBA and SFP products is to review the shipping information on the product detail page. FBA items typically mention “Ships from and sold by Amazon.com,” while SFP listings indicate “Sold by [Seller Name] and Fulfilled by Amazon” or “Ships from [Seller Name].”

Understanding The Implications for Buyers and Sellers

05 implications for buyers and sellers

For buyers, FBA and SFP products offer the same Prime benefits, such as fast and free shipping. However, since Amazon directly fulfills the FBA products might have a slight edge with Amazon’s customer service and return policy.

For sellers, FBA requires sending inventory to Amazon warehouses, whereas SFP allows sellers to maintain control over inventory and fulfillment. However, SFP sellers must meet strict performance requirements to maintain their eligibility for the program. These requirements include one- or two-day shipping on Seller Fulfilled Prime orders and a high on-time delivery rate.

Pros And Cons of Seller Fulfilled Prime

Like every other Amazon program, SFP has its pros and cons.

Pros of Seller Fulfilled Prime

  • Access to Amazon’s 150+ million Prime members

Seller Fulfilled Prime (SFP) enables you to tap into an extensive customer base of over 150+ million Prime members worldwide.

Because of their Prime status, these loyal customers often prioritize Prime products when shopping, meaning increased visibility and a higher likelihood of driving sales for your business.

  • No FBA fees or storage fees

Unlike Fulfillment by Amazon (FBA), the SFP program allows you to avoid additional fees and storage costs associated with Amazon’s fulfillment centers. This results in savings you can allocate to other business areas, improving profitability and offering competitive pricing.

  • Buy Box

One of the crucial advantages of SFP is the increased potential to win the Amazon Buy Box, which drives a significant portion of sales for most sellers. The Buy Box gives your product greater prominence and is often the first choice for customers searching for a specific item, thus enhancing your chances of securing these sales.

  • More control over inventory

With SFP, you have direct control over your inventory, as it remains in the warehouse seller-fulfilled prime center.

This enables you to manage stock levels efficiently, reducing the risk of stockouts or overstocking, which can lead to fewer lost sales and greater customer satisfaction.

06 warehouse seller-fulfilled prime center
  • Reduced Fees

Compared to Fulfilled by Amazon (FBA), SFP might provide retailers with lower costs and fees, leading to higher profit margins and more financial control for a vendor.

  • Scalability

SFP offers added flexibility and control over inventory and shipping procedures, making it an excellent alternative for retailers wishing to grow their businesses.

SFP can also be combined with other fulfillment choices, such as FBA or outside fulfillment facilities.

  • Faster Shipping

SFP allows sellers to provide two-day shipping to their clients, enhancing shipment times and client satisfaction.

This can give sellers a competitive edge over other Amazon sellers with premium shipping services that offer quick shipping choices.

The Cons of Seller Fulfilled Prime

  • Meet Strict Standards to Maintain SPF Status

Seller Fulfilled Prime requires sellers to maintain high-performance standards. This includes consistently meeting on-time delivery, order cancellation, and customer service metrics.

  • Cover Storing and Shipping Costs

Unlike FBA, SPF requires sellers to cover all warehousing and shipping costs. If not managed efficiently, this can lead to increased costs, as sellers are responsible for all related expenses, such as packing materials and third-party logistics fees.

Proper cost management is crucial to maintain profitability.

  • Handle returns

SPF sellers are responsible for handling product returns directly, including return shipping costs and processing refunds.

This requires additional time, effort, and resources, which can be challenging for smaller sellers or those with limited resources.

  • Added Responsibilities

With SFP, merchants are in charge of managing their own shipping and inventory operations. Compared to alternative fulfillment solutions like Fulfilled by Amazon, this may entail more time, effort, and resources (FBA).

  • Inventory management

Inventory management can be difficult and time-consuming for some sellers, but SFP demands sellers keep their inventory levels correct and current.

Sales losses or increased storage costs may occur from overestimating or underestimating inventory levels.

07 inventory management
  • Performance Requirements

To keep their SFP eligibility, sellers must maintain a high level of performance, including on-time delivery, low cancellation rates, and positive customer feedback.

  • Restricted Prime Coverage

SFP only accepts domestic orders from within the United States, which may reduce its desirability for sellers wishing to increase their sales abroad.

Other Fulfillment Options For SPF

In addition to Seller Fulfilled Prime (SPF), other fulfillment options are available for Amazon sellers. We’ll discuss two popular alternatives: Fulfilled by Amazon (FBA) or Fulfilled by Merchant (FBM), using a Third-Party or Multi-Fulfillment Center.

Fulfilled By Amazon (FBA)

Amazon’s fulfillment centers store, package, and deliver their products to customers on behalf of the sellers.

Fast shipping, Prime eligibility, and access to Amazon customer care are just a few of the advantages of FBA.

Fulfilled By Merchant (FBM)

This option enables merchants to handle all aspects of order fulfillment, including inventory storage, packaging, and shipping.

While this option gives sellers more control over the fulfillment procedure, it also necessitates that they handle their logistics for managing inventory and nationwide delivery coverage.

Third-Party Fulfillment Center

Utilizing a third-party fulfillment center can be a viable option for those seeking to outsource their logistics and warehousing needs but wishing to maintain control over their brand, packaging, and customer experience.

Outsourcing to a third-party seller center often provides access to increased storage space and shipping capabilities, allowing for scalability and growth.

However, when choosing a third-party fulfillment center, it’s essential to carefully research and select a trustworthy partner, considering each center’s unique features, fees, and services. This helps ensure streamlined operations and improved customer satisfaction.

Multi-Channel Fulfillment (MCF)

MCF permits sellers to fulfill orders through other sales channels, such as their website or another marketplace, using their FBA inventory. This can be a valuable option for merchants trying to increase their sales outside of Amazon.

08 multi-channel fulfillment (mcf)


Seller Fulfilled Prime offers significant benefits for both sellers and customers.

The program empowers sellers with increased sales potential while customers enjoy faster delivery and Prime features. Adopting SFP can be a game-changer for businesses looking to improve their online presence.

Besides, SFP guidelines ensure consistent, high-quality service for customers. Implementing these guidelines and maintaining eligibility is crucial for a successful SFP experience. Tools like the Amazon Shipping API can streamline order management and shipping processes.

Seller Fulfilled Prime enhances brand visibility, increases customer trust, provides access to Prime member benefits, and requires adherence to strict performance expectations. With the right strategies, Seller Fulfilled Prime can help businesses expand their reach and provide an exceptional customer experience.

Frequently Asked Questions

Q.Is Prime delivery available to buyers from FBM sellers on Amazon?

A: No, sellers who fulfill orders through an FBM (Fulfilled by Merchant) model cannot offer Prime shipping to customers on Amazon.

The Prime program is only available to sellers of FBA (Fulfilled by Amazon). FBM sellers can still provide shipping methods and delivery speeds to draw and keep customers.

Q. What is the difference between SFP and FBA?

A: Seller Fulfilled Prime (SFP): In this program, sellers store and ship their products while providing Prime shipping. Amazon still handles customer service and returns but allows participating sellers to handle fulfillment in-house or through a third-party service.

Fulfilled By Amazon (FBA): With FBA, sellers ship their inventory to Amazon fulfillment centers. Amazon handles storage, order fulfillment, and customer service, charging sellers for storage premium shipping orders and fulfillment fees. Prime shipping benefits are automatically provided for eligible products.

Q. Who pays for shipping in Seller Fulfilled Prime?

A: In Seller Fulfilled Prime, the seller is responsible for shipping costs. However, they may offset these expenses by charging higher item prices, using shipping labels, sourcing discounted shipping rates, or implementing cost-saving strategies.

Amazon provides access to discounted shipping rates through the Buy Shipping service, which can help lower the shipping costs for SFP participants.

Q. How can I use Seller Fulfilled Prime to increase my sales?

A: Maintaining high performance and customer satisfaction is crucial to maximizing your sales with SFP. This includes quick, accurate order fulfillment, first-rate customer care, and proactive communication.

Consider implementing competitive pricing and advertising to help increase sales and visibility on the Amazon business marketplace.

Q. What are Amazon Buy Shipping Services?

A: Amazon Buy Shipping Services lets sellers buy shipping labels and process orders directly from the Amazon website.

With Buy Shipping services, sellers can buy and print labels in bulk; access discounted shipping rates based on their seller account level; ship, confirm, and track their shipments.

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