On June 29, 2025, Amazon quietly recalibrated its Seller-Fulfilled Prime (SFP) and Priority Shipping Options (PSO). If you’re not ready to adapt at speed, your margins are already under pressure.

What Just Changed—and Why It Matters

1. Streamlined Trial Management

Amazon isn’t messing around with sluggish onboarding or vague probation periods anymore. SFP trial rules are tightened—and it’s zero tolerance for underperformers. If your system isn’t built for scale, Amazon won’t wait for you to catch up.

2. Raised Performance Bars for Active SFP Sellers

The baseline performance you ran with is being reset. Amazon is ramping up expectations—this isn’t just a paper shuffle, it’s an operational pressure test. If you’re not already tracking every delivery event live, you’re already behind.

3. Doors Thrown Open on PSO—with a Catch

Want Priority Shipping Options unlocked? Amazon lowered the entry hurdle—but here’s the deal:

• Valid Tracking Rate: Must hit 99%
  
• On-Time Delivery Rate: Now 93.5% (down from 97%)
  
• Seller Cancellation Rate: Max 0.5%
  
• Monitoring Window: Shrunk from 30 days to just 7 days of performance data

One slip in this ruthless weekly cycle, and Amazon can sideline you.

The New Fine Print: Deeper SFP Constraints

Program Trial Limits

You only get three attempts per year to pass the SFP trial. Strike out, and you wait until the next calendar year to try again.

Trial Graduation Blackouts

You can’t graduate from trial to full SFP during major sales events or peak periods. Amazon doesn’t want untested operators on the field in crunch time.

Customer Service Shift

Amazon has claimed exclusive control over all post-order customer service for Prime items—returns, refunds, concessions. Sellers now own pre-order inquiries only. That means less leverage, less flexibility, and less room to clean up mistakes.

Minimum Handling Times

Orders received before cut-off must ship the same day. Zero-day handling. Standard Prime shipping is 1-day or 0-day.

Shipment Volume Floor

Ship fewer than 100 SFP packages per month, and Amazon will throttle your daily Prime order cap until you claw back above the threshold. Consistency matters as much as volume.

Hard Order Cut-Offs

Cut-off times must be 2:00 p.m. or later (Mon–Fri), and 10:30 a.m. or later (Sat–Sun). Miss those, and you’ve missed the Prime promise.

Listing Restrictions

You can’t split ASINs into Prime and non-Prime offers. One ASIN = one listing. Either it’s Prime-eligible or it’s not.

MyFBAPrep’s Tactical Breakdown: Profit from the Chaos

Command and Control the Onboarding Pipeline

Automate trial milestones with real-time dashboards. If we can’t see every order, scan, and exception as it happens—we’re flying blind. Upgrade your alerting cadence to per-order level.

Build Bullet-Proof Delivery Infrastructure

Don’t just aim for the 93.5% OTD threshold—commit to beating it by a wide margin. Use layered backup carriers and auto-switchover triggers. If your first option blows a cutoff window, auto-redeploy to Plan B without skipping a beat.

Lock Down Tracking—or Lose Priority

99% valid tracking isn’t negotiable. Integrate directly with carriers or Buy Shipping where necessary. No exceptions, no excuses. If there’s a barcode off or scan fail, your PSO status is gone.

Think Weekly, Not Monthly

This isn’t a slow burn. Amazon is watching you every Sunday–Saturday block. Miss the mark for even one week, and you get sidelined. Build a rolling performance engine that averages—not tallies.

Strategize Returns and Cancellations

0.5% cancellation rate? That’s your buffer. Work with carriers that offer delayed pickup support, fine-tune cutoffs, and auto-manage customer expectations (notify them when delays ripple). Cancel only when you absolutely must.

Final Word: Play Like You Mean It

Amazon just raised the bar—and made it optional to keep up. If you’re not wired tight, you’re going backward. But this is MyFBAPrep’s arena.

We operate with speed, automate ruthlessly, and own every KPI. The moment others stall, we accelerate.

Amazon’s changes don’t weaken them—they eliminate weaker players. That’s your opening.

Let’s push our systems to the edge, exceed the limits, and turn this shift into a net profit advantage.