Control the fulfillment. Keep the Prime badge. Skip the fees.
Amazon Seller Fulfilled Prime (SFP): Prime‑Speed Fulfillment, Your Way
Build on your warehouse advantages. With MyFBAPrep’s SFP & FBM services, you unlock Prime-level exposure without surrendering your fulfillment. We handle compliance, shipping SLAs, and process precision—while you reap the margins.
With Amazon’s strict inbound requirements, we were looking for a partner that could consistently perform in a very detail-oriented manner, which is exactly what we’ve seen from MyFBAPrep.
Isabel Bolanos
Waldencast (Obagi) Business Strategist
What is Seller Fulfilled Prime (SFP)?
Seller Fulfilled Prime (SFP) lets brands ship Amazon Prime-eligible items from their own warehouse or through a 3PL—keeping logistical control while flashing that coveted Prime badge. It’s Prime-speed shipping without Amazon handling.
Amazon’s SFP program allows fast, nationwide Prime shipping while giving you full control over inventory, fulfillment costs, and customer experience. If you’re looking to bypass rising FBA fees, avoid storage limits, and maintain brand autonomy, SFP could be the game-changer you need.
A smart way to diversify your FBM fulfillment strategy, protect your sales, and maintain control over your brand experience. When you use MyFBAPrep to handle your FBM orders, you can also achieve Prime-like shipping speeds and earn the Prime badge.
Leverage MyFBAPrep’s Amazon Seller Fulfilled Prime network to ensure fast, reliable shipping nationwide.
Why SFP Matters for Your Brand
Prime Badge Power — Stand out in listings, land the buy box, boost conversion.
Fee Savings — Avoid FBA’s storage & fulfillment fees by shipping from your own or partner warehouse.
Inventory Autonomy — Full control over stock, returns, and fulfillment timelines.
Why Choose SFP Over FBA?
SFP lets you stay Prime-eligible without the drawbacks of FBA. But with Amazon’s stricter SFP requirements, regional shipping, same-day fulfillment, and strict performance metrics are mandatory.
That’s where MyFBAPrep comes in.
Many brands are shifting away from Fulfillment by Amazon (FBA) due to:
- Rising FBA Costs – Amazon fees have surged 30-40%+ year-over-year
- Storage Restrictions – Limited inventory space stifles growth
- Long Restock Times – Slow inbounding kills momentum
- Oversized, Hazmat and Meltables – High fees or outright FBA restrictions
SFP vs FBA: What’s Your Edge?
| Feature | FBA (Fulfillment by Amazon) | SFP (Seller Fulfilled Prime) |
| Prime Badge | Yes (automated) | Yes, after meeting SFP requirements |
| Fulfillment Contro | Low – Amazon handles everything | High – you or your 3PL handles it |
| Fees | Higher (storage, fulfillment, returns) | Lower (shipping-only fees) |
| Inventory Visibility | Low – Amazon inventory | Full transparency and control |
| Returns Handling | Amazon-managed | You/3PL manage returns |
| Operational Demands | Low | High – must meet strict standards |
The best of both worlds
FBA is convenient, and FBM fulfillment provides more control. Enjoy the convenience of the former with the control of the latter by using MyFBAPrep to fulfill your FBM orders.
Boost sales with the Amazon Seller Fulfilled Prime badge
Enrolling in Amazon Seller Fulfilled Prime gives you access to the Prime badge for your listing, as long as you provide Prime-level FBM fulfillment service levels such as free two-day delivery with a high on-time delivery rate.
Listings with the Amazon Seller Fulfilled Prime badge enjoy a sales boost and a higher chance of winning the buy box.
Control your unboxing experience
Maintain authority over your distribution strategy and unboxing experience with our FBM fulfillment services.
Under Amazon Fulfilled by Merchant, sellers can set their own FBM fulfillment parameters while still achieving Seller Fulfilled Prime. You choose the packaging, branding, and unboxing experience. That includes adding nods to your social media pages, or coupons for alternative sales channels you’re trying to grow.
Increase trust in your listings
Remove any hesitation or barriers to purchase. The well-recognized Prime badge boosts trust in your listings by capitalizing on the close association with Amazon’s credibility for your products.
Branded experience
Gain greater visibility into how your items are handled, ensure your pools of stock remain separate from other sellers’, and protect your brand experience with FBM streamlined fulfillment.
Plus, you can use the same partner for FBA and FBM fulfillment. Send all of your Amazon Seller Fulfilled Prime inventory to MyFBAPrep and let us sort, prep, and ship based on your FBA and FBM needs.
Streamlined fulfillment
Use the same fulfillment partner for FBA and FBM. Send all of your Amazon inventory to MyFBAPrep and let us sort, prep, and ship based on your FBA and FBM needs.
Strategic allocations
Who Should Use SFP?
SFP isn’t for everyone. It works best for brands dealing with:
- High FBA Storage Fees – If FBA fees are cutting into margins, SFP can be 30-40% cheaper
- Oversized, Hazmat, or Meltable Products – Bypass Amazon’s size and category restrictions
- High-Turnover Inventory – If you sell fast-moving items, SFP can prevent FBA restock delays
- Omnichannel Brands – SFP allows for centralized inventory management across Amazon, DTC, and retail
If your brand relies on fast fulfillment and wants to reduce dependency on FBA, MyFBAPrep’s SFP fulfillment solution is the answer.
Do It Yourself—or Let Us Bring the SFP Firepower
Tight Compliance
- We manage Prime SLA adherence—overnight labels, same‑day pick-pack, split-zone shipping.
- OTDR protections? We get the labels. You stay eligible.
Trial-Ready Infrastructure
- Ensure your SFP trial is bulletproof with zoned fulfillment, fail-safe packaging, and consistent shipping volume.
- Avoid trial windows by pre-planning around restricted graduation dates.
Fully Integrated 3PL
- Return handovers, pick & pack, 2-day Prime routing, and customer service oversight—fully managed.
Amazon SFP FAQs
What is Seller Fulfilled Prime?
A program that lets sellers offer Prime-speed shipping directly from their own warehouse while retaining full control over fulfillment.
Why choose SFP over FBA?
SFP offers Prime badge visibility with lower fees, more fulfillment control, and full inventory flexibility.
What were the recent Amazon SFP policy shifts?
Starting June 29, 2025, Amazon is tightening the ropes:
• 3 Annual Trial Attempts — You get just three attempts to pass the 30-day SFP trial each year.
• Restricted Graduation Windows — No trial completions allowed during high-volume periods like Prime Day or holiday season. Plan carefully.
• Minimum Monthly Shipments (100+) — Consistent volume is mandatory or your Prime privileges get capped.
• ONY-ON-Time Delivery Protections — Use Amazon’s OTDR-protected templates and shipping labels to shield your metrics from unavoidable delays.
What are Amazon’s new SFP rules starting June 2025?
Some of the new rule changes includes limits on trial attempts, restricted graduation during holiday peaks, minimum monthly volume (100+), and OTDR protections via protected shipping templates.
How Our SFP Solution Works
Warehouse Optimization & Regional Shipping Setup
We analyze your order data to position inventory in the right warehouses for cost-effective, Prime-eligible delivery.
Fast, Same-Day Order Processing
Our facilities pick, pack, and ship orders same-day to maintain 99% on-time shipping compliance with Amazon’s SFP metrics.
Amazon Carrier Integration
We use Amazon’s Buy Shipping program, ensuring automated tracking updates and Prime-level shipping speeds.
Performance Monitoring & Continuous Optimization
Our logistics intelligence team proactively adjusts warehouse placements and carrier routes to maintain SFP eligibility and cut costs.
Ready to Activate SFP for Your Brand?
Seller Fulfilled Prime is the key to cutting FBA costs while keeping Prime access—but only if executed correctly. MyFBAPrep removes the complexity, ensuring full compliance and cost efficiency.
Seamless Amazon fulfillment for top sellers, Amazon aggregators, and enterprise brands.
50+
warehouses
85M+
Sq. ft of operating space
24 to 72h
Prep turnaround
1-2 day
delivery across the US
Locations across
US
Europe
UK
Canada
Mexico
Australia
Coming soon
China
Coming soon
Want to Pass SFP Trial Without Breaking a Sweat?
Let’s evaluate whether SFP is right for your business and design a fulfillment plan that meets Amazon’s strict requirements while reducing your logistics spend.
Drop us in your roadmap. We’ll align your systems, process, and compliance to ensure:
- Trial readiness on a moment’s notice
- Sync with SFP graduation periods
- Clear visibility into on-time rates