Amazon is updating the Seller Fulfilled Prime (SFP) and Premium Shipping programs, effective June 29, 2025. These changes are designed to enhance delivery reliability and maintain the high standards customers expect from the Prime badge.
If you’re a U.S.-based Amazon seller enrolled—or planning to enroll—in these programs, understanding these policy updates is critical to maintaining eligibility and protecting your account health.
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Key Updates Sellers Need to Know
- Stricter Enrollment & Eligibility Requirements for Seller Fulfilled Prime
Amazon has refined the criteria sellers must meet to join and stay in the SFP program. This ensures sellers can consistently fulfill Prime expectations for fast and reliable delivery.
- Premium Shipping On-Time Delivery Rate (OTDR) Increase
Premium Shipping now requires a 93.5% OTDR, monitored on weekly basis rather than monthly. Sellers must maintain this high level of delivery performance to remain eligible.
- Enhanced OTDR Protection via Automation Tools
Sellers using Shipping Settings Automation (SSA) on shipping templates and purchasing “OTDR Protected” shipping labels via Amazon Buy Shipping or Veeqo—and shipping on time—will receive protection against late delivery penalties caused by shipping disruptions or events beyond their control.
- Weekly Performance Monitoring & Escalating Notifications
Amazon will review seller performance every week, issuing warnings if metrics fall below standards, followed by removal from the program if corrective action isn’t taken.
- Major Disruption Event Relief
If a major disruption (e.g., natural disaster, widespread logistics breakdown) impacts delivery, Amazon will exclude late deliveries caused by such events from OTDR calculations.
What This Means for Your Business
Maintain Prime Eligibility
With more frequent monitoring and higher OTDR standards, it’s essential to consistently meet delivery expectations to keep the Prime badge—critical for sales and visibility.
Leverage Automation to Protect Your Metrics
Enabling SSA and using Amazon Buy Shipping or Veeqo labels marked “OTDR Protected” helps shield you from delivery delays that aren’t your fault, reducing risk to your account.
Prepare for Weekly Performance Reviews
Unlike monthly or 30-day cycles, performance is now evaluated every week. You need tight operational control and rapid response plans to stay compliant.
How Big Internet Ecommerce Can Help You Stay Ahead
- Compliance Audits: We assess your current SFP and Premium Shipping performance and identify risks before Amazon does.
- SSA Setup & Label Strategy: We help configure shipping templates and train your team to use automation and approved labels for OTDR protection.
- Weekly Monitoring & Alerts: We establish KPI dashboards and notification systems so you can act immediately on performance dips.
Amazon’s program updates for Seller Fulfilled Prime and Premium Shipping emphasize consistent, reliable delivery and stronger seller accountability. For U.S. sellers, adapting to these changes proactively is key to maintaining program eligibility and capitalizing on Prime’s sales benefits.
If you want to protect your Prime status and optimize your shipping operations, now is the time to act.
Ready to safeguard your Prime eligibility?
Contact Big Internet Ecommerce to schedule a Shipping Compliance Strategy Call and stay ahead of these critical updates.
