What is Seller Fulfilled Prime (SFP)?
October 30, 2026
Seller Fulfilled Prime (SFP) is an Amazon programme that lets sellers show the Prime badge on orders they ship from their own warehouse, rather than through FBA. In return, sellers must meet Amazon's strict despatch, delivery and tracking targets.
Why it matters for Amazon sellers
The Prime badge can make a big difference to sales. SFP gives you that badge while keeping your stock, packaging and courier choice in your own hands, which suits products that are costly or awkward to send into FBA.
What SFP requires
- Fast despatch, so Prime delivery promises are met.
- Approved carriers and services for Prime orders.
- Valid tracking on orders.
- Consistently low cancellation and late despatch rates.
Amazon sets and updates the exact targets, so check Seller Central for the current requirements.
Common reasons sellers lose SFP
- Prime orders missed in a general pick list and despatched late.
- The wrong courier service chosen by hand.
- Missing or invalid tracking numbers.
How StoreFeeder handles it
StoreFeeder flags SFP orders as they arrive and sequences them against your cut-off times. Shipping rules choose a service that meets the Prime delivery promise, every item is scanned at despatch, and valid tracking goes back to Amazon when the parcel is scanned.
Read more about StoreFeeder for Amazon Seller Fulfilled Prime.
Frequently asked questions
Is Seller Fulfilled Prime the same as FBA?
No. With FBA, Amazon ships your orders. With SFP, you ship them yourself but still show the Prime badge.
Can I join Seller Fulfilled Prime?
Amazon controls enrolment and it varies by marketplace, so check Seller Central for whether it is open to you.
What happens if I miss SFP targets?
Amazon can remove the Prime badge from your seller-fulfilled listings until performance improves.
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