Amazon Revises US Seller Fulfilled Prime and Premium Shipping Policies
Seller Central Announces New Enrollment, Performance and OTDR Protections Effective June 29, 2025
Amazon has rolled out important updates to its Seller Fulfilled Prime (SFP) and Premium Shipping programs, aiming to clarify requirements and help sellers meet customer expectations. Announced on Seller Central, the changes take effect June 29, 2025, and cover enrollment criteria, performance thresholds and new delivery-rate protections.
Enrollment Requirements
SFP enrollment will now include refreshed eligibility rules based on program performance data and seller feedback. Prospective and current SFP sellers must review updated criteria before June 29 to ensure continued participation. Detailed steps for enrollment and requalification are available under “Upcoming changes to Seller Fulfilled Prime” in Seller Central.
Also Read: Also Read: ChannelMAX Achieves Remarkable Milestone with 100 Positive Feedback on Amazon’s Selling Partner Appstore
Performance Requirements for Premium Shipping
Sellers using Premium Shipping must also meet revised performance standards. Amazon has refined delivery speed and reliability metrics to maintain the Prime badge’s promise. Sellers should check “Upcoming changes to Premium Shipping” on Seller Central to understand the new on-time delivery targets and reporting frequencies.
On-Time Delivery Rate (OTDR) Protection
To protect seller account health, Amazon will offer OTDR protection for late deliveries under specific conditions:
• Shipping Settings Automation enabled on shipping templates
• Purchase of “OTDR Protected” labels via Amazon Buy Shipping or Veeqo
• Confirmation of on-time shipment
In addition, major regional disruptions that affect all sellers will be excluded from OTDR calculations. These safeguards aim to set accurate delivery estimates and reduce late shipments.
Additional Seller Guidance
Sellers are encouraged to:
• Audit their shipping templates and enable Shipping Settings Automation.
• Purchase OTDR-protected labels where available.
• Monitor OTDR dashboards in Seller Central for early warnings.
• Review high-volume regions prone to disruptions and adjust inventory plans.
By updating program rules and introducing delivery-rate protections, Amazon seeks to balance customer trust with seller success. Sellers should act now to align with the June 29 deadline and leverage new tools in Seller Central. Staying informed and proactive will help sellers maintain Prime eligibility and deliver on the Prime promise.
By ChannelMAX Staff Writer
May-2025#10
Amazon has rolled out important updates to its Seller Fulfilled Prime (SFP) and Premium Shipping programs, aiming to clarify requirements and help sellers meet customer expectations. Announced on Seller Central, the changes take effect June 29, 2025, and cover enrollment criteria, performance thresholds and new delivery-rate protections.
Enrollment Requirements
SFP enrollment will now include refreshed eligibility rules based on program performance data and seller feedback. Prospective and current SFP sellers must review updated criteria before June 29 to ensure continued participation. Detailed steps for enrollment and requalification are available under “Upcoming changes to Seller Fulfilled Prime” in Seller Central.
Also Read: Also Read: ChannelMAX Achieves Remarkable Milestone with 100 Positive Feedback on Amazon’s Selling Partner Appstore
Performance Requirements for Premium Shipping
Sellers using Premium Shipping must also meet revised performance standards. Amazon has refined delivery speed and reliability metrics to maintain the Prime badge’s promise. Sellers should check “Upcoming changes to Premium Shipping” on Seller Central to understand the new on-time delivery targets and reporting frequencies.
On-Time Delivery Rate (OTDR) Protection
To protect seller account health, Amazon will offer OTDR protection for late deliveries under specific conditions:
• Shipping Settings Automation enabled on shipping templates
• Purchase of “OTDR Protected” labels via Amazon Buy Shipping or Veeqo
• Confirmation of on-time shipment
In addition, major regional disruptions that affect all sellers will be excluded from OTDR calculations. These safeguards aim to set accurate delivery estimates and reduce late shipments.
Additional Seller Guidance
Sellers are encouraged to:
• Audit their shipping templates and enable Shipping Settings Automation.
• Purchase OTDR-protected labels where available.
• Monitor OTDR dashboards in Seller Central for early warnings.
• Review high-volume regions prone to disruptions and adjust inventory plans.
By updating program rules and introducing delivery-rate protections, Amazon seeks to balance customer trust with seller success. Sellers should act now to align with the June 29 deadline and leverage new tools in Seller Central. Staying informed and proactive will help sellers maintain Prime eligibility and deliver on the Prime promise.
Also Read: ChannelMAX Unveils New Repricing Interface
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About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.