Seller Fulfilled Prime Explained: What UK Sellers Need to Know
- Blue30
- Aug 28
- 4 min read
Updated: Sep 5
If you're an Amazon seller in the UK, there’s one badge that can dramatically boost your sales and customer trust: Prime. And while Fulfilment by Amazon (FBA) has traditionally been the only way to earn that Prime badge, Amazon’s Seller Fulfilled Prime programme lets you offer next-day and two-day Prime shipping from your own warehouse or via a fulfilment provider like Blue30.
In this guide, we’ll explain how Seller Fulfilled Prime works in 2025, who it’s for, and how Blue30’s fulfilment solutions can help you succeed with it.
What is Seller Fulfilled Prime?
Seller Fulfilled Prime (SFP) allows Amazon sellers to deliver Prime orders using their own fulfilment operation — rather than relying on Amazon’s FBA network. You fulfil from your warehouse (or a third-party partner like Blue30) but still gain the Prime badge on your listings.
This gives you access to millions of loyal Prime shoppers, higher conversion rates, and a stronger shot at winning the Buy Box — without surrendering control of your inventory.
Why Choose Seller Fulfilled Prime?
In 2025, SFP offers the flexibility sellers need to stay competitive. Amazon paused SFP enrolment in 2020 but has since reopened the programme with new performance standards. It’s a strong alternative for sellers who:
Want to avoid FBA storage restrictions
Need more control over returns or fragile stock
Sell large or heavy products that rack up FBA fees
Already operate a warehouse or work with a 3PL
Comparison Table: SFP vs FBA vs FBM
To help you decide which route is right for your business, here’s a breakdown of the key differences:
Feature / Fulfilment Type | Seller Fulfilled Prime (SFP) | Fulfilment by Amazon (FBA) | Fulfilled by Merchant (FBM) |
Prime Badge on Listings | ✅ Yes | ✅ Yes | ❌ No |
Inventory Control | ✅ You/3PL | ❌ Amazon controls | ✅ You |
Storage Fees | ❌ You/3PL | ✅ Amazon charges | ❌ You/3PL |
Returns Handling | ✅ You manage | ✅ Amazon handles | ✅ You manage |
Buy Box Competitiveness | ✅ High | ✅ High | ⚠️ Low |
Handling Time | 0 days (same-day dispatch) | Handled by Amazon | You decide |
Carrier Selection | ✅ Amazon-approved couriers | Amazon carriers | You choose |
Customer Service | ✅ Amazon handles | ✅ Amazon handles | ❌ You handle |
Weekend Delivery Required | ✅ Yes | ✅ Yes | ❌ Not required |
Setup Complexity | ⚠️ Medium–High | ✅ Easy | ✅ Easy |
Best For | Pro sellers using FBM or 3PL | New sellers or low SKU count | Custom, niche or low-volume |
Key SFP Requirements (2025)
To qualify for SFP and maintain your Prime badge, sellers must meet these strict Amazon metrics:
Requirement | Target |
On-time shipping rate | ≥ 99% |
Order cancellation rate | < 0.5% |
Valid tracking rate | ≥ 99% |
On-time delivery rate | ≥ 93.5% (as of October 2023) |
Use of Amazon Buy Shipping | ≥ 99% of orders |
Weekend fulfilment | Required (Saturday/Sunday coverage) |
Nationwide delivery | Mandatory |
Returns policy | Must match Amazon FBA returns policy |
Customer service | Handled by Amazon |
At Blue30, we’ve built our infrastructure to meet all these requirements — so our clients can confidently enrol and succeed with SFP.
How the SFP Trial Works
To join Seller Fulfilled Prime, you must complete a trial period to prove you can meet Amazon’s performance standards.
Trial steps:
Register for SFP in Amazon Seller Central
Ship 100+ orders using Premium Shipping (1–2 days)
Maintain performance targets (listed above)
Use zero-day handling (same-day dispatch)
Use Amazon Buy Shipping on every order
✅ Tip: While in the trial phase, your listings won’t yet display the Prime badge — but performance still matters.
Once you pass, Amazon will automatically apply the Prime badge to all eligible SKUs using the same shipping settings.
Benefits of Using SFP with Blue30
Partnering with Blue30 ensures you meet Amazon’s standards from day one. Here’s how we help:
Feature | How Blue30 Supports You |
Same-Day Dispatch | Fast, accurate picking and packing with same-day SLA |
Amazon Buy Shipping Integration | Fully integrated with Amazon systems and tracking protocols |
Weekend Coverage | Saturday and Sunday shipping with qualified carriers |
Nationwide Delivery | UK-wide reach including remote postcodes |
Returns Processing | Fully compliant returns workflow managed from our UK facilities |
Carrier Partnerships | Approved couriers that meet Amazon’s SFP requirements |
Inventory Management | Real-time stock tracking and low-stock alerts |
Is Seller Fulfilled Prime Right for You?
SFP is a powerful option if you:
Already fulfil orders using FBM or a 3PL
Have high-value or oversized items
Need full visibility into your supply chain
Want to avoid Amazon FBA restrictions
It may not be the best fit if you:
Have low order volume
Can’t meet weekend shipping commitments
Aren’t ready for same-day dispatch pressure
FAQs About Seller Fulfilled Prime
Q: Is Seller Fulfilled Prime available to UK sellers in 2025?Yes, Amazon reopened enrolment in late 2023 with new performance standards. UK sellers can now join if they meet the criteria.
Q: How long does the SFP trial take? The trial can last 5 to 90 days, depending on how quickly you fulfil 100 orders while meeting Amazon’s requirements.
Q: What happens if I fail to meet SFP metrics? Amazon may remove your Prime badge or suspend you from the programme. You can reapply later but must re-enter the trial.
Q: Can I use a fulfilment centre like Blue30 for SFP? Absolutely. Many sellers work with 3PLs like Blue30 to handle fulfilment and stay compliant with SFP standards.
Get Started with SFP the Right Way
Joining Seller Fulfilled Prime can take your Amazon sales to the next level — but only if you’re prepared. At Blue30, we help you every step of the way, from setup and shipping integration to returns management and performance monitoring.
Interested in launching or scaling with Seller Fulfilled Prime?👉 Contact Blue30 today to book a free consultation and learn how our fulfilment services can help you win the Prime badge without giving up control.
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