Seller Fulfilled Prime (SFP) in 2025: How to Earn (and Keep) the Prime Badge Without FBA

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Want the Prime badge but don’t want to route every unit through FBA? Seller Fulfilled Prime (SFP) lets you list offers as Prime-eligible while you ship from your own warehouse—if you meet Amazon’s trial and performance standards. Use Control Prime order volume to cap daily Prime orders so you never miss a promise. Sell on Amazon

🧭 What SFP actually requires (in 2025)

  • Two steps to join: pre-qualify, then pass the SFP trial. After the trial you must maintain program metrics to keep the badge. Amazon Seller Central
  • Ongoing performance targets (examples Amazon calls out): maintain high on-time delivery, valid tracking, consistent Prime volume, and use Amazon-approved carriers/labels. Review the SFP performance requirements page for the current thresholds in your marketplace. Amazon Seller Central
  • You can throttle volume: set daily caps for same-day/1-day/2-day Prime orders with Control Prime order volume so ops can stay green during peaks. Amazon Seller Central
  • Program policy basics: configure cut-off times, ship windows, and approved regions; check your SFP program policy before enabling regions you can’t consistently serve. Amazon Seller Central

🧩 Why SFP works: you keep the Prime promise (speed + reliability) while retaining warehouse control and multi-channel flexibility.

🛠️ Step-by-step: pass the trial, keep the badge

1) 🧪 Pre-qualify & start the trial

  • Confirm you meet the pre-qualification criteria in Seller Central, then start the SFP trial from the enrollment page. Amazon Seller Central
  • Set cut-off times and regions you can truly hit. (You can expand later.) Amazon Seller Central

2) 🧮 Set conservative volume caps (week 1–2)

  • In Control Prime order volume, set daily caps you can comfortably fulfill with buffer (ex: 30/day total, split across 1-day and 2-day). Raise gradually after you see real performance.

3) 🏷️ Lock shipping methods

  • Use Amazon-approved carriers/labels so valid tracking posts automatically; align dispatch windows with your program policy.

4) 📈 Monitor the SFP dashboard daily

  • Watch on-time delivery, valid tracking, cancellations, and Prime volume on your SFP performance view. If a metric trends down, lower your caps that day.

5) 🧯 Peak protection

  • Before promos/events, pre-emptively reduce Prime caps for same/next-day lanes to avoid late shipments; restore after capacity returns.

📦 Ops blueprint

  • Cut-off times:
    • 1-Day: 11:00 local
    • 2-Day: 14:00 local
      Start conservative; extend once you’re beating deadlines.
  • Pick/pack SLAs: internal pick by T+45 min, handoff to carrier by T+120 min for same-/1-day lanes.
  • Carrier mix: pre-map backup labels for each lane to protect valid tracking if your primary is disrupted.
  • Holiday switch: temporarily dial down the Control Prime order volume caps for 1-day (and shift volume to 2-day) to keep on-time delivery green.

🧪 Worked example: setting safe Prime caps

Your warehouse can reliably ship 45 orders/day with two pack stations.

  1. Start SFP with:
    • 1-Day cap: 10/day
    • 2-Day cap: 20/day
    • Same-Day cap: 0 (off for week 1)
  2. After 7 days with on-time delivery above target and no late scans, raise to 15/25/0.
  3. For a weekend promo, drop caps to 8/20 for 72 hours to keep metrics green. Central

❓ FAQ

  • Can I pause SFP if staffing dips?
    Yes—use Disable Prime offers / control order volume to stop or reduce Prime orders until capacity returns.
  • Do I need to ship a minimum volume?
    Amazon expects consistent Prime volume; check the SFP performance requirements page for current guidance and targets in your marketplace.
  • Where do I start enrollment?
    From the SFP trial and program enrollment page in Seller Central. Amazon Seller Central

📎 References

  1. Seller Fulfilled Prime (program overview) — sell.amazon.com. Sell on Amazon
  2. Disable Prime offers and control Prime order volume — Seller Central Help. Amazon Seller Central
  3. Seller Fulfilled Prime trial and program enrollment — Seller Central Help. Amazon Seller Central
  4. Seller Fulfilled Prime performance requirements — Seller Central Help. Amazon Seller Central
  5. Seller Fulfilled Prime program policy — Seller Central Help. Amazon Seller Central

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