Seller Fulfilled Prime (SFP) — Definition & 2025 Performance Standards Updated Nov 2025

Q: How is SFP different from FBM?

SFP requires Prime-level KPIs such as 97% on-time delivery and 99% valid tracking, while FBM has lighter requirements and no Prime badge.

Q: Is SFP still open for new sellers?

Yes. Amazon re-opened SFP enrollment through a trial program that requires passing a performance test with strict metrics.

Q: Can a 3PL run SFP for me?

Yes. Many SFP sellers use SFP-capable 3PL partners like WinsBS for weekend operations, routing, and API-linked tracking accuracy.

Source: Amazon Seller Central, Amazon SFP Program Policy (2024–2025), Delivery Speed Metrics Guides, Amazon Buy Shipping Requirements, and WinsBS Research (2025). SFP combines Prime delivery promises with merchant-controlled fulfillment operations.

Industry Standard Definition

View Official Definition

Seller Fulfilled Prime (SFP) is an Amazon fulfillment program allowing qualified sellers to deliver Prime-badged orders directly from their own warehouse or 3PL, without using FBA. To qualify and stay active, sellers must maintain strict delivery performance metrics under Amazon’s nationwide Prime speed promise.

“SFP enables merchants to deliver Prime orders from their own facilities while meeting Amazon’s nationwide delivery speed, on-time performance, and tracking accuracy requirements. Participation requires Buy Shipping usage and API-verified metrics.”
— Amazon Seller Central, SFP Program Policy (Accessed 2025)

Amazon SFP Performance Standards (2025)

View 2025 SFP KPI Requirements

Metric	2025 Requirement	Notes
On-Time Delivery Rate	≥ 97%	Measured via Amazon's Buy Shipping label scans.
Valid Tracking Rate (VTR)	≥ 99%	All orders must use Amazon-approved carriers.
Order Defect Rate (ODR)	< 1%	Includes A-to-Z claims, negative feedback, chargebacks.
Buy Shipping Usage	≥ 99%	Mandatory except for hazmat or unsupported categories.
Prime Nationwide Coverage	Required	Weekend fulfillment required for many ZIP ranges.

Regional Nuance — SFP in US, EU & UK (2025)

View Regional Differences

Region	Program Notes	Key Expectations
United States (US)	Most demanding version of SFP. 2-Day national coverage required.	High carrier dependency; weekend fulfillment required for many zones.
United Kingdom (UK)	SFP tightly connected with Royal Mail & DPD integrations.	Easier geographic coverage due to smaller country footprint.
Germany (DE)	Focus on DHL & Hermes reliability benchmarks.	Strict customer communication rules under German consumer law.

SFP Workflow Components — Warehouse to Delivery (2025)

View SFP Workflow Structure

Component	Examples	Primary Fulfillment Function
API Metrics Tracking	Buy Shipping, VTR API, SFP Coverage Map	Ensures performance validation and auto-flagging.
Warehouse Handling & Cut-off	2pm–4pm local cut-off, weekend ops	Enables Prime-level speed outside FBA.
Carrier Performance	UPS, FedEx Prime lanes, regional carriers	Determines delivery success and compliance.
Packing & Label Accuracy	Barcode scan checks, weight validation	Prevents delivery delays & chargebacks.
Return & Refund Handling	RMA processing, restock workflows	Impacts ODR and feedback metrics.

Expert Analysis — WinsBS Research

View Analyst Insight

Maxwell Anderson, Editor-in-Chief & Data Director, WinsBS Research:

“SFP is often misunderstood as ‘FBM with faster shipping’. In reality, it is a Prime-level operational discipline. Most sellers fail not due to carrier delays, but due to:

• inconsistent cut-off times
• weekend operational gaps
• missing VTR API records
• poor warehouse scanning accuracy

Brands paired with an SFP-capable 3PL — with API speed mapping, multi-carrier routing, and weekend operations — maintain 98%+ on-time performance sustainably.”

WinsBS Insight: SFP is rarely sustainable without a Prime-grade 3PL partner. WinsBS provides:

Weekend fulfillment & late cut-off up to 4pm
Prime-optimized routing across UPS/FedEx/regional carriers
99.9% scan accuracy & API-synced tracking
SFP compliance audits & ZIP-coverage optimization

Start your free SFP readiness assessment: SFP Compliance Review →

Critical Risk Terms (2025)

View Risk Alerts

SFP FAQ — Common Questions

How is SFP different from FBM?

SFP requires Prime-level KPIs (97% on-time, 99% tracking). FBM has no Prime badge and lighter obligations.

Is SFP still open for new sellers?

Yes — Amazon reopened enrollment in 2023–2025 via SFP Trial. Sellers must pass a strict 30-day performance test.

Can a 3PL run SFP for me?

Yes — many SFP sellers use SFP-certified 3PLs like WinsBS for weekend operations, multi-carrier routing, and API tracking.

WinsBS Blog Insights

How to Pass Amazon SFP Trial — WinsBS Research

How to Pass the Amazon SFP Trial in 2025

A practical breakdown of the 30-day SFP trial: cut-off strategy, weekend fulfillment setup, and Buy Shipping compliance that keeps your metrics above thresholds.

Read Full Guide →

Carrier routing for SFP 2-day speed — WinsBS Research

Prime-Level Carrier Routing: How to Hit 97%+ On-Time Delivery

Deep dive into UPS/FedEx/regional routing logic, ZIP-level mapping, and weekend operations required for SFP’s 2-day national coverage.

Explore Routing Framework →

SFP warehouse operations & cut-off optimization — WinsBS Research

SFP Warehouse Playbook: Cut-Off Times, Scanning, and API Accuracy

Operational best practices for maintaining 99% VTR, matching scan events, and structuring SFP-compliant warehouse workflows for high-volume sellers.

Read Warehouse Playbook →

Content Attribution & License

General definitions provided under the CC BY-SA 4.0 License.

All commentary and SFP operational analytics labeled “WinsBS Research” are © WinsBS Research (2025) and licensed exclusively to WinsBS Wiki.

Data sources include Amazon Seller Central, SFP Trial Requirements, Buy Shipping Documentation, and WinsBS Research datasets.

Information verified as of November 2025.