Seller Fulfilled Prime: Everything You Need to Know in 2024

With Prime Day, the annual sales event exclusive to Amazon Prime members, just around the corner, many Amazon sellers who are currently using Fulfillment by Amazon (FBA) to manage their inventory and fulfillment are exploring Seller Fulfilled Prime (SFP) as a way to optimize their operations and potentially boost their sales during this peak sales period. 

While FBA offers a convenient way to outsource fulfillment by Amazon, it comes with associated fees. SFP, on the other hand, allows sellers to take control of the fulfillment process themselves, potentially reducing fulfillment costs and giving them more control over the customer experience. 

This can be particularly advantageous during Prime Day, when fast and reliable delivery is critical for customer satisfaction.  

Seller Fulfilled Prime

What is Seller Fulfilled Prime?

Seller Fulfilled Prime fulfillment is a program offered by Amazon that allows qualified sellers to offer Prime two-day and one-day shipping benefits to Prime members. 

Unlike FBA, where Amazon fulfills your orders, SFP lets you fulfill orders directly from your own warehouse or through a third-party logistics (3PL) provider

Products listed under seller-fulfilled prime display the coveted Prime badge, increasing their visibility and potentially boosting sales. 

How Does Seller-Fulfilled Prime Work?

Here’s the process breakdown for SFP: 

1. Customer Orders

A Prime member places an order for a product listed with SFP on the Amazon marketplace. 

The customer’s order information is electronically transmitted to your seller account on Amazon Seller Central. 

2. Seller Acknowledges Order

You receive a notification of the new order, including the customer’s shipping address, ordered items, and any specific gift wrapping or message instructions. 

This notification can be received through email, SMS, or directly within your Seller Central account

3. Order Processing and Picking

You or your designated fulfillment staff begin processing the order. 

This involves verifying inventory availability in your warehouse management system, picking the ordered items from your warehouse shelves, and carefully packaging them according to Amazon’s shipping guidelines. 

4. Shipment Labeling and Manifesting 

Once the order is picked and packed, you’ll need to generate a shipping label with tracking information. 

Amazon Seller Central allows you to purchase shipping labels directly through approved carriers or integrate your SFP fulfillment with a third-party shipping software that can streamline label generation with a third-party shipping software that can streamline label generation and manifesting (creating a list of packages for the carrier). 

5. Shipment Drop-Off or Pick-Up

Depending on the chosen carrier and your negotiated service agreement, you may need to drop off your packages at a carrier facility or arrange for a carrier pick-up at your warehouse location. 

Timely drop-off or pick-up is crucial to ensure your shipments meet Amazon’s Prime delivery timeframes. 

6. Shipment Tracking and Customer Communication

The shipping carrier scans your package and assigns a unique tracking number. 

You are responsible for uploading the tracking number to your Seller Central account so that the customer can track their order progress. 

Some sellers also choose to proactively communicate with customers about their order status and estimated delivery date. 

How to Enroll in Seller Fulfilled Prime

Enrolling in SFP involves meeting a specific criteria and successfully completing a trial period. 

Maintain a high order fulfillment rate, low order defect rate (cancellation rate), and positive customer feedback ratings. 

Amazon closely monitors these metrics to ensure SFP sellers deliver an exceptional customer experience. 

A high fulfillment rate demonstrates your ability to consistently fulfill orders on time and without errors. 

A low order defect rate indicates that you’re effectively managing your inventory and order processing to minimize order cancellations. 

Positive customer feedback shows that customers are satisfied with your fulfillment service, including on-time delivery, accurate orders, and proper packaging. 

What Are the Requirements for Seller-Fulfilled Prime?

Seller fulfilled Prime requirements are as follows: 

High-Performance Seller Metrics: Maintain a strong track record on Amazon Seller Central. 

Inventory Management: Demonstrate consistent inventory to fulfill Prime orders on time. 

On-Time Shipping: Meet Amazon’s stringent on-time shipping targets for Prime orders. 

Order Tracking: Provide accurate order tracking information for all SFP fulfillment shipments. 

Customer Service: Maintain a high standard of customer service for SFP orders. 

Seller Fulfilled Prime Shipping Rates

Unlike FBA, where Amazon sets fulfillment fees, SFP gives you the freedom to determine your own shipping rates for Prime orders. 

This allows you to potentially reduce fulfillment costs compared to FBA fees, especially for high-volume sellers with efficient operations. 

Free Shipping vs. Paid Shipping

Offering free shipping on Prime orders can significantly increase your product’s appeal to cost-conscious Prime members, potentially leading to higher sales volume. 

However, factor in the actual cost of packaging, postage, and potential carrier discounts when determining your pricing strategy. You may need to adjust your product margins slightly to accommodate free shipping costs. 

Flat Rates vs. Weight-Based Rates

Consider offering flat shipping rates for orders within a specific weight range. This simplifies pricing for both you and the customer. 

However, for heavier items, weight-based shipping rates can be more cost-effective. 

Integrate a shipping calculator into your checkout process to automatically calculate shipping costs based on the customer’s location and order weight. 

Carrier Selection

Negotiate competitive rates with reliable carriers like USPS, UPS, or FedEx. 

Consider offering expedited shipping options at an additional cost for customers who prioritize faster delivery. 

Pros of Seller Fulfilled Prime

The coveted Prime badge unlocks a vast pool of Prime members actively searching for Prime-eligible products. 

This significantly increases your product’s visibility and can lead to a substantial boost in sales. 

With SFP, you control the packaging and any marketing inserts included with your shipment. 

This allows you to strengthen your brand identity and provide a more personalized customer experience. 

While SFP Amazon requires investment in fulfillment infrastructure, it can offer significant cost-savings compared to FBA fees, particularly for sellers with high-volume sales and efficient fulfillment operations. You eliminate the storage fees and fulfillment fees associated with FBA, potentially increasing your profit margins. 

Cons of Seller Fulfilled Prime

Maintaining the high fulfillment metrics required for SFP can be challenging. This includes consistently meeting on-time shipping targets, maintaining a low order defect rate, and providing excellent customer service. 

Failure to meet these standards can result in suspension from the SFP program. 

SFP success hinges on having a robust fulfillment infrastructure. 

This includes warehouse space, staff for picking, packing, and shipping, and a reliable shipping network to ensure on-time deliveries. 

You’ll also need to invest in technology and software for order processing, inventory management, and potentially shipping integration.
SFP requires meticulous management of your entire fulfillment process. 

This includes order processing, inventory control, customer service inquiries related to shipping and delivery, and potentially managing returns. 

Choosing Between FBA and SFP

The ideal choice between Seller Fulfilled Prime vs FBA depends on your specific business needs and resources. 


Ideal for sellers who prioritizes convenience and scalability. Amazon handles all aspects of fulfillment, allowing you to focus on product sourcing, marketing, and growing your business. 

FBA is a good option for sellers with limited fulfillment resources or those who deal with a wide variety of products with varying storage requirements. 

Amazon Seller Fulfilled Prime

Amazon Seller Fulfilled Prime is suited for sellers with established fulfillment capabilities or the willingness to invest in building them. 

It offers greater control over the customer experience but requires a significant upfront investment in infrastructure, technology, and personnel. 

SFP is a good option for sellers with high-volume sellers, a limited product range, and margins that can absorb potential fulfillment costs. 

Consider the following factors to make your decision on if Amazon seller fulfilled prime is worth it: 

Order Volume: Can your in-house resources handle the increased order fulfillment demands of SFP. 

Financial Resource: Can you afford the upfront investment in infrastructure and personnel for in-house fulfillment? 

Growth Projections: Do you anticipate significant growth in order volume that might require a scalable fulfillment solution?

Getting Ready for Seller Fulfilled Prime: What to Consider?

Evaluate your in-house fulfillment capacity. If you lack the resources, research suitable third-party logistics (3PL) providers who can handle storage. 

Analyze your current order processing speed and identify areas for improvement. 

Invest in equipment or processes that can streamline picking and packing to meet Prime’s fast turnaround times. 

Ensure your warehouse is well-organized with a logical product placement system to minimize picking time and errors. Consider implementing a warehouse management system (WMS) to optimize inventory tracking and order fulfillment workflows. 

Invest in robust technology solutions to manage your SFP operations efficiently. Consider software for: 

  • Inventory Management: Track stock levels, receive low-stock alerts, and automate purchase orders to maintain optimal inventory levels. 
  • Order Processing: Streamline order picking, packing, and shipping processes. Integrate your order processing system with your shopping cart and Seller Central account for seamless order flow. 
  • Shipping Integration: Integrate your chosen carriers into your order processing system to automate label generation, manifesting, and potentially real-time shipment tracking. 

Seller Fulfilled Prime: In-House Warehouse or Outsourcing?

The decision between managing fulfillment in-house or outsourcing to a 3PL provider depends on your specific needs and resources. 

In-House Warehouse

The advantage of in-house warehouse is that it has greater control over the entire fulfillment process, including branding and customer service. 

Potentially lower fulfillment costs for high-volume sellers with efficient operations, as well as increased flexibility to adapt to changing business needs. 

The disadvantages involve the requirement of significant upfront investment in warehouse space, labor, and equipment. 

They may not be scalable for businesses with significant growth in order volume, as well as the management burden of recruiting, training, and managing warehouse staff. 


The advantage lies in reduced upfront investment in infrastructure and personnel. In terms of scalability, 3PL providers can handle fluctuating order volumes. 

Leverage the provider’s experience in efficient warehousing and fulfillment practices. 

When it comes to the cons there’s less control over branding and customer service experience. There’s also a potential for higher fulfillment costs in comparison to in-house fulfillment for high-volume sellers. 

Another disadvantage is the dependence on the 3PL provider’s performance and service quality. 

Is Amazon Seller Fulfilled Prime Worth It?

Whether SFP is worthwhile depends on your business goals and resources. 

The Prime badge significantly increases product visibility and can lead to a substantial boost in sales. SFP allows you to control the customer experience through packaging and branding inserts. 

For high-volume sellers with efficient operations, SFP can offer cost savings compared to FBA fees. 

You maintain greater control over inventory levels and avoid potential storage fees associated with excess inventory in FBA warehouses. 

How to Optimize Your Seller Fulfilled Prime Strategy

Once you’ve enrolled in SFP, here are some strategies to maximize its effectiveness: 

Implement forecasting techniques to predict demand and maintain optimal inventory levels to avoid stockouts and ensure on-time fulfillment. 

Continuously evaluate and improve your picking, packing, and shipping processes to minimize fulfillment time and errors. 

Negotiate competitive rates with reliable carriers and consider offering expedited shipping options to attract customers who prioritize fast delivery. 

Provide exceptional customer service throughout the fulfillment process. Respond promptly to inquiries, address any shipping issues efficiently, and actively solicit customer feedback to identify areas for improvement. 

Regularly monitor your SFP performance metrics, including fulfillment rate, on-time shipping percentage, and customer feedback rating. Identify areas where improvement is needed and implement corrective actions. 

Leverage sales data and customer feedback to make informed decisions about product assortment, pricing strategy, and fulfillment process. Analyze trends to identify opportunities for improvement and optimize your SFP strategy for continued success.