Sell products with the Prime badge directly from your warehouse

Sellers worldwide use Seller Fulfilled Prime due to the flexibility and control it offers.
Grow your business with <i>Seller Fulfilled Prime</i>

Grow your business with Seller Fulfilled Prime

Seller Fulfilled Prime is the fulfilment programme that allows you to deliver directly to domestic Prime customers from your own warehouse. By displaying the Prime badge, you are committing to fulfil orders with approved Prime delivery carriers at no additional charge for Prime customers. Amazon also gives you access to the right transportation solutions to help you meet the high bar for the Prime customer experience.

Use FBA and SFP together to boost sales

FBA and SFP are complimentary programs that, together, will help you maximise your Prime products and present customers with the best delivery experience possible.

For products that are not suitable for FBA, such as slow-moving products or products with unpredictable demand, SFP will enable you to use your own fulfilment capabilities and list more products as Prime.
Use FBA and <i>SFP</i> together to boost sales

Enjoy these benefits with Seller Fulfilled Prime

Reach the most loyal Amazon customers.
Reach the most loyal Amazon customers.
With Seller Fulfilled Prime you can offer your products to our wide network of Prime members. When you list your products as Prime offers, Prime customers can easily find your products by using our filters on the website. This gives your ASINs better visibility and ability to discover..
Offer a delivery promise.
Offer a delivery promise.
Seller Fulfilled Prime orders offer FREE fast delivery to Prime customers. This is likely to encourage them to make more frequent and repeated purchases.
Benefit from Amazon 24/7 after-sale customer service
24/7 after-sale customer service
Amazon will provide customer service on your behalf after you place an order, at no additional cost to you. Customers can track orders, request refunds, and make returns through
Boost your sales with Lightning Deals.
Boost your sales with Lightning Deals.
One of Amazon’s most visited pages is “Today’s Deals” with a daily selection of discounted Prime products known as Lightning Deals. With Seller Fulfilled Prime you can earn the Prime badge and start submitting your own Lightning Deals.
Manage your stock across multiple channels
Manage your stock across multiple channels
It can be tricky juggling a diverse range of orders across multiple e-commerce channels. Seller Fulfilled Prime makes it easier to manage, as it allows you to minimise out of stock situations by holding your inventory at your own warehouse.

Seller Fulfilled Prime in five easy steps

Step 1

Qualify for Seller Fulfilled Prime and complete the trial period.

Step 2

Keep your inventory in your own warehouse.

Step 3

Process your orders and buy shipping labels from approved carriers

Step 4

Pick, pack and ship your orders on the same day

Step 5

Seller Fulfilled Prime carriers collect and deliver orders to customers
<i>Seller Fulfilled Prime</i> in five easy steps

What are the requirements for Seller Fulfilled Prime?

To be eligible for Seller Fulfilled Prime, your business must meet the following criteria:
  • Have an Amazon Professional seller account
  • Have a domestic warehouse from which to fulfil your orders
  • 99% of your orders delivered on time
  • A cancellation rate for orders below 0.5%
  • Use Amazon Buy Shipping Services for at least 98% of orders
  • Deliver orders with our supported Seller Fulfilled Prime carriers
  • Agree to Amazon's return policy
  • Allow for all customer service inquiries to be dealt with by Amazon
Daniel Koll, Koll-Living
With Seller Fulfilled Prime, we quadrupled our orders compared to last year.
Daniel KollKoll-Living


Get answers to FAQs about Seller Fulfilled Prime.
What is the trial period?
Before you can sign up for Seller Fulfilled Prime, you'll first go through a trial period. During this period, you must demonstrate that you meet the requirements for excellence in Prime Shipping and Performance. The Prime badge will not be displayed on items registered in Seller Fulfilled Prime during the trial period. However, you must process the orders with a zero-day handling time. Once you successfully complete the trial period, you will automatically be enrolled in Seller Fulfilled Prime and your enrolled ASINs will display the Prime badge to customers.
What products are best for Seller Fulfilled Prime?
  • seasonal products or products with demand that is difficult to assess
  • Items with many variations
  • hard-to-sell goods
  • Inventory that requires special handling or preparation
What does Seller Fulfilled Prime cost?
Seller Fulfilled Prime does not carry any extra costs. You will only pay the standard Amazon referral fees and the transportation fees of approved carriers.
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