Seller Fulfilled Prime (SFP)

What is Seller Fulfilled Prime?

Seller Fulfilled Prime is an Amazon programme that allows sellers to display the Prime logo on their products and offer Prime shipping directly from their own warehouses. But hold on, before you dive into the fray, there are a few things you need to consider.

Requirements and Qualifications for SFP

Before you can sign up for SFP, you must go through a trial phase where you must prove that you can meet the high requirements of Prime shipping. These include:

  • High-Performance Shipping: Timely delivery of at least 99% of your orders.
  • Low Cancellation Rate: A cancellation rate of less than 0.5%.
  • Amazon Buy Shipping Services: Using Amazon Buy Shipping Services for at least 95% of your Prime orders.

Carefully check if you are able to meet the high requirements set by Amazon for the programme. Once you are convinced you can meet these challenges, the next step is to apply for SFP. This is easily done through your Seller Central account, where you will find all the necessary information and instructions to submit your application. After successful registration, the trial phase begins, during which you must prove that your shipping and logistics processes meet Prime standards. Focus on meeting the required performance criteria to demonstrate that you and your business are ready for Seller Fulfilled Prime.

Common Pitfalls for Sellers

A critical aspect often overlooked are the hidden costs associated with implementing Seller Fulfilled Prime. Many sellers jump headfirst into the programme without considering the additional expenses for fast shipping and the strict Prime standards.

These additional costs can quickly add up and shrink your profit margins if not carefully planned and managed. At the same time, inadequate warehouse management poses another major hurdle. A poorly organised warehouse can lead to delays in shipping and also increase the cancellation rate – a direct way to fail to meet Amazon’s strict requirements. It is very important to counter these pitfalls with careful planning and thoughtful management to ensure your success.

Tips for Success with SFP

To pass the trial phase, we have compiled a few good tips that can help you meet Amazon’s strict Prime standards.

Ensure your warehouses are well-organised and efficient to guarantee fast shipping. A well-organised and efficient warehouse is the backbone of any successful e-commerce business, especially when it comes to SFP. The goal is to create a warehouse environment that enables quick pick-and-pack processes to thus accelerate shipping. Consider the following:

  • Warehouse Layout: Design your warehouse so that best-selling products are easily accessible and the distance from the storage area to the shipping area is minimised.
  • Inventory Management Software: Invest in a system that provides real-time updates on your inventory and automates reordering as soon as stock levels reach a certain threshold.

Automate the Shipping Process

Use automated shipping systems to save time and avoid errors. Automating the shipping process can significantly contribute to efficiency improvement. By using automated shipping systems, you can save time, reduce human errors, and ensure orders are shipped on time. Here are some ways you can implement this:

  • Automated Shipping Software: There are numerous shipping solutions on the market that offer integrations with e-commerce platforms like Amazon. This software can automate tasks such as printing shipping labels, calculating the cheapest shipping options, and updating tracking information.

Here are some of the most popular shipping software solutions frequently used in Germany. These software solutions are particularly popular because they offer specific solutions for the challenges and needs of the German market, including integration with local shipping providers (DHL, Hermes, DPD, and UPS), compliance with German shipping regulations, and provision of support in German.


Choosing the right shipping software depends on the individual needs of your business, including the size of your business, your shipping volume, preferr

Other international software solutions include ShipStation, Shippo, ShippingEasy. ShipStation is a popular choice among e-commerce sellers, known for its extensive integration capabilities and user-friendly interface. Shippo offers similar features to ShipStation and is distinguished by its affordable rates, making it attractive for small to medium-sized businesses. ShippingEasy is another effective solution that provides shipping automation, marketing tools, and customer management in one platform.

Multi-Carrier Shipping Solutions

Use solutions that allow you to choose between different shipping providers to find the best option for each order. This can be particularly useful to optimise costs and shorten delivery times.

Other multi-carrier platforms include:

  • Easyship: Offers access to a wide range of shipping options worldwide and allows you to communicate shipping costs transparently to customers.
  • ShipEngine: This API-based platform enables seamless integration into existing systems and provides access to a wide network of shipping providers.

Monitor Your Performance

Keep an eye on your shipping and cancellation rates to ensure you meet the requirements. Continuous monitoring of your shipping and cancellation rates is crucial to meet the high requirements of Amazon’s SFP programme. A proactive approach to performance monitoring includes:

  • Performance Dashboards: Many shipping and warehouse management systems offer dashboards that display key performance metrics in real-time. Use these tools to monitor your shipping speed, cancellation rates, and customer satisfaction.
  • Regular Audits: Conduct regular audits of your processes to identify areas where improvements are necessary. This can range from optimising your warehouse layouts to reviewing the efficiency of your shipping partners.

Measures Against Performance Weaknesses

If you find that your performance is falling short of expectations, take immediate action:

  • Staff Training: Ensure your team is trained in the best practices for warehouse management and shipping.
  • Analysis of Delays and Cancellations: Identify the main causes of issues and take specific measures to address them. This could involve realigning your warehouse organisation or re-evaluating your shipping providers.

By carefully examining and optimising these areas, you can not only meet the requirements of Amazon’s SFP programme but also provide exceptional service that enhances customer loyalty and ultimately improves your sales figures.

Benefits of SFP

Seller Fulfilled Prime (SFP) offers sellers on Amazon a unique opportunity to adorn their products with the Prime logo while maintaining control over their storage and shipping processes. This programme can bring significant benefits to your business that go beyond simply offering Prime shipping. Let’s dive deeper into these benefits:

Prime Logo: Increasing Visibility and Attractiveness

Having the Prime logo on your products is like a seal of quality. It signals to customers that your products offer fast and reliable shipping – a crucial factor for many Amazon shoppers. Products with Prime status tend to have higher conversion rates because Prime members specifically look for products that can be delivered quickly as part of their membership. The Prime logo not only increases the visibility of your products in search results but also makes them more attractive to a huge customer group that values fast shipping.

Control Over Shipping: Mastering Your Logistics

With SFP, you retain full control over your inventory and shipping processes. This allows greater flexibility in handling your products and orders. You can adjust your shipping strategies to maximise efficiency and minimise costs, without having to adhere to the guidelines and deadlines of Amazon’s fulfilment centres. This control also means that you have a direct influence on customer satisfaction by ensuring that products are carefully packaged and shipped on time. Additionally, you can respond more quickly to inventory changes and manage your stocks more efficiently.

Cost Savings: Reducing Fulfilment Costs

By handling shipping yourself, you can make significant savings on fulfilment costs. Although operating your own warehouse and handling shipping may seem initially costly, SFP allows you to optimise these costs and potentially keep them lower than the fees incurred when using Amazon’s fulfilment centres (FBA). You have the option to select shipping providers based on the best rates and services, and you can also make savings by optimising and automating processes internally.


In short, Seller Fulfilled Prime is a powerful tool in the hands of the right seller. If you can meet the requirements and optimise your logistics processes, SFP offers you the opportunity to provide your customers with the top-notch service they expect, while maintaining control and saving costs. With the right strategies and attention to detail, you can take your Amazon shop to the next level.