Amazon SFP & Premium Shipping Changes June 29

Amazon Tightens Premium Shipping & SFP Rules for Sellers Starting June 29

Amazon is updating its Premium Shipping and Seller Fulfilled Prime (SFP) programs starting June 29, 2025. These updates ease some thresholds but introduce more frequent performance reviews and minimum shipping volume requirements. If your ecommerce brand uses Fulfilled by Merchant (FBM), this update directly impacts your ability to keep the Prime badge and fast delivery options.

Quick Overview: Amazon’s SFP and Premium Shipping Update

Starting June 29, 2025:

Sellers must maintain at least 93.5% on-time delivery, reviewed weekly


Three infractions of a requirement (with two warnings) results in removal from Premium Shipping


Seller Fulfilled Prime (SFP) participants must ship 100+ Prime orders/month or face daily order limits


Sellers must use approved carriers like UPS, FedEx, USPS, or OnTrac for Premium Shipping orders

These changes affect seller eligibility for Premium Shipping and SFP, making consistency and volume key to staying compliant.

Changes to Premium Shipping

Premium Shipping allows sellers to offer one- and two-day delivery using their own fulfillment methods and carriers.

What’s new on June 29:

The on-time delivery requirement drops from 97% to 93.5%


Delivery performance will be evaluated weekly instead of monthly


Sellers will receive two warnings per requirement before removal on the third infraction

This new cadence raises the stakes. One bad week can put you on notice. Sellers will need stable carrier performance and fulfillment support to avoid removal.

Updates to Seller Fulfilled Prime (SFP)

SFP allows sellers to fulfill Prime-eligible orders themselves while maintaining the Prime badge. Amazon is tightening participation by enforcing new volume-based eligibility.

New requirements:

Ship at least 100 SFP packages per month


Sellers who do not hit the threshold will face a daily Prime order limit


The daily cap lifts only once the threshold is met and maintained

This change may disqualify smaller or seasonal sellers, forcing them to scale up or partner with a fulfillment provider.

What It Means for Ecommerce Sellers

These new rules pose challenges for sellers who:

Cannot maintain consistent week-to-week delivery performance


Ship fewer than 100 Prime-eligible orders per month


Rely on inconsistent internal fulfillment or carrier relationships

For sellers using FBM, these changes may push you to re-evaluate your Amazon strategy. Learn more about the differences between FBA and FBM if you're considering switching models.

How 3PL Center Helps Sellers Stay Compliant

At 3PL Center, we work with Amazon sellers every day to help them meet fulfillment requirements and stay competitive.

We offer:

Nationwide 2-day delivery from multiple warehouse locations

Scalable fulfillment to help you meet Amazon’s SFP shipping volume and performance requirements

Carrier rate shopping to ensure optimal service and cost

Real-time WMS tracking to monitor performance and ensure on-time delivery

FBA prep available if you switch to Fulfillment by Amazon

Whether you're shipping via FBM, exploring SFP, or need help with Amazon FBA prep, our team can help ensure your shipments stay compliant and cost-effective. We also offer support with Amazon shipping logistics for sellers navigating multiple fulfillment options.

Final Takeaway: Prepare for Amazon’s June 29 Changes Now

Amazon’s revised policies make delivery consistency and order volume essential. Sellers who aren’t prepared risk losing Prime visibility and Premium Shipping eligibility.

Need help navigating these changes?
Contact 3PL Center today to learn how we can support your Amazon fulfillment strategy with speed, scale, and compliance built in.