Seller Prime programs

Amazon's Prime eligibility programs, such as Fulfillment by Amazon (FBA) and Seller Fulfilled Prime (SFP), offer sellers the opportunity to list their products with the Prime label, provided they meet certain criteria. Here's an overview of these programs and the Prime eligibility requirements:

**Seller Prime Programs:**

1. **Fulfillment by Amazon (FBA):** With FBA, sellers store their products in Amazon's fulfillment centers. Amazon takes care of picking, packing, delivering, customer service, and returns for these products. Products listed through FBA are automatically enrolled in Prime, and eligible offers display the Prime badge.

2. **Seller Fulfilled Prime (SFP):** SFP allows sellers to deliver directly to Prime customers from their own warehouses. Enrolling in SFP means committing to fulfilling Prime orders at no additional charge for Prime customers. After successfully completing the SFP trial period, enrolled products become eligible for the Prime badge.

**Prime Eligibility Requirements:**

To make your offers Prime eligible, they must meet certain requirements based on Prime customers' expectations. Amazon measures your performance against specific target metrics, including:

- **Delivery Promise (Glance View Speed):** The speed at which your orders are delivered is a key factor in Prime eligibility. Different delivery promise targets apply to various product tiers based on dimensions, price, and customer expectations. Targets may vary by country and whether the delivery is domestic or cross-border.

- **On-Time Delivery Rate:** You must maintain a minimum on-time delivery rate of 90% for each product tier. Late deliveries can lead to negative customer experiences.

- **Tracking (Valid Tracking Rate):** Amazon customers rely on tracking information. You need to achieve a minimum Tracking/Valid Tracking Rate (VTR) of at least 99% for each product tier.

- **Cancellation Rate:** Prime customers expect minimal order cancellations. Your order cancellation rate should be less than or equal to 0.5% for each product tier.

- **Free Shipping:** Prime orders always offer free shipping without exceptions.

- **Free Returns:** Prime orders offer free customer returns for items weighing less than 22.6kg.

**Featured Offer Selection:** The criteria for selecting the Featured Offer on the product detail page will prioritize factors like free and fast delivery, treating third-party sellers and Amazon Retail equally. Eligibility for Prime and the Prime label will not be criteria for the Featured Offer.

As of now, these new Prime requirements apply to Amazon's Germany, France, Spain, Netherlands, Poland, Belgium, and Sweden stores. They do not apply to the UK and Italy stores.

These requirements are aimed at ensuring that Prime customers continue to receive the level of service they expect, including fast and reliable deliveries. Amazon provides resources such as webinars and help pages to help sellers navigate these changes and maintain Prime eligibility.

For more details on Amazon's agreement with the European Commission related to these changes, you can refer to the provided links.