The self-fulfilled Amazon Prime badge just got new rules

Starting June 29, 2025, new guidelines will rule the Seller Fulfilled Prime program.

Here’s what matters most:

✅ Three strikes per year
You only get three SFP trial attempts each calendar year. No more unlimited retries.

✅ No trial graduation near big events
Amazon will block trial graduation during sales periods like Prime Day and Black Friday. You’ll have to wait until those windows pass.

✅ Minimum shipping volume required
If you don’t ship at least 100 SFP packages each month, Amazon may limit how many Prime orders you can get daily.

✅ Misclassified products? Say goodbye to Prime
If you incorrectly size or misclassify products multiple times, Amazon can block your Prime eligibility.

✅ Two-week appeal window
You’ll now have 14 days to submit appeals if your performance drops below the required threshold.

✅ Performance protection is expanding
If your shipping is impacted by major disruptions (like a hurricane or system-wide issue), Amazon won’t count those misses against you.

Plus, using features like OTDR protection and Shipping Settings Automation gives you even more coverage.

So what? Why does this matter?

Because Amazon is raising the bar.

Seller Fulfilled Prime isn’t just a badge anymore. It’s a contract. With rules. With limits. And with tighter monitoring.

Amazon isn’t just looking at your ability to ship fast. They’re looking at your ability to deliver consistently, under pressure, and at scale.

This isn’t optional.
If you fail to meet these new standards, it’s not just a little slip. You get left off the shelf.

If you want the Prime badge, you’ll need to prove you can deliver.

My advice?
If you're planning to join SFP, make sure your systems are built for the long run, not just the trial.
And if you're already in, this is your cue to clean up workflows, double-check classifications, and monitor delivery metrics closely.

Let’s make sure your backend matches your customer promise.