Operator glossary
Seller Fulfilled Prime (SFP)
The program that lets you ship Prime orders from your own warehouse — Prime badge without FBA fees, in exchange for hitting Amazon's delivery-speed bar yourself.
SFP grants the Prime badge to orders you fulfill from your own or a 3PL's warehouse, provided you sustain Amazon's requirements: one-to-two-day delivery promises on most of the country, near-perfect on-time rates, weekend operations, and Buy Shipping labels. Qualification runs through a trial period with unforgiving thresholds.
It earns its complexity for products where FBA economics break — oversized, heavy, high-value, or hazmat items — and for brands that need inventory in one pool across channels. For standard-size fast-movers, FBA usually remains cheaper once you cost your own labor honestly. The strategic middle path many brands land on: FBA for the head, SFP for the long, heavy tail.
The numbers
- Ongoing bars include fast nationwide delivery promises, very high on-time delivery rates, weekend operations, and Amazon Buy Shipping on Prime orders — enforced continuously, not just during the trial.
- Where it earns its complexity: oversized, heavy, high-value, or hazmat products whose FBA economics break down.
Primary sources: Seller Fulfilled Prime (official)
Related terms