Amazon Seller Fulfilled Prime (SFP)

Seller Fulfilled Prime (SFP) enables you to list your products on the Amazon platform with the Prime badge, while offloading fulfilment to a 3PL. It offers the reach and trust of Amazon Prime but with greater control over stock, packaging, and customer experience.

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Amazon Seller Fulfilled Prime (SFP) is a program that allows sellers or their chosen 3PL to ship products directly to customers while still offering Amazon Prime benefits, without using Amazon’s fulfilment centres (FBA). Essentially, it’s Fulfilment by Merchant (FBM) with the Prime badge. There are several key features to the SFP program.

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Key Features of SFP:

Prime Eligibility

Products display the Prime badge, attracting millions of Prime customers. Customers expect fast, reliable delivery (usually 1–2 day shipping).

Seller-Managed Fulfillment

3PL will pick, pack, and ship seller inventory from its fulfilment centres aligned Amazon’s strict Prime shipping standards.

  • Performance Requirements
  • High on-time shipping rates and low cancellation rates are mandatory.
  • Amazon monitors seller performance closely.
  • Customer Service & Returns
  • Sellers or the 3PL handle inquiries, returns, and refunds themselves.
  • Fees
  • No FBA storage or fulfillment fees.
  • Standard Amazon selling fees still apply.

Seller Fulfilled Prime allows us to ship directly to Prime customers on your behalf, while maintaining control over inventory, and Amazon’s strict Prime standards demand speed and reliability. There are several stages to SFP activities, which include:

Why outsource your SFP fulfilment?

Outsourcing SFP to a 3PL allows sellers to maintain the Prime badge and fast shipping, scale efficiently, and focus on their core business while leaving the complex logistics to experts.

Ensure Compliance with Amazon Prime Standards

Amazon SFP has strict shipping and performance requirements (fast 1–2-day delivery, accurate tracking, and low cancellation rates).
As an experienced 3PL, we specialise in reliably meeting these standards, reducing the risk of losing Prime eligibility.

Scale Operations Efficiently

Managing storage, picking, packing, and shipping in-house can be resource-intensive, especially during peak seasons. As a 3PL, we have infrastructure and staff to handle large volumes quickly.

Access Expertise and Technology

As a 3PL, we offer advanced warehouse management systems, shipping integrations, and tracking tools. This ensures accurate inventory management and real-time updates to Amazon, improving performance metrics.

Reduce Operational Complexity

Sellers can focus on product development, marketing, and sales rather than day-to-day fulfilment operations. As your 3PL, we handle logistics, returns, and customer service support, as needed.

Cost-Effectiveness

Outsourcing to 3PL may reduce shipping errors, late deliveries, and labour costs compared to managing fulfilment internally. As a long-standing 3PL, we often negotiate carrier rates for faster, cheaper shipping.

Flexibility & Geographic Reach

As your 3PL partner, we can store inventory closer to key customer regions, ensuring faster delivery. Sellers can expand into new markets without investing in multiple warehouses.

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