If you're enrolled in Seller Fulfilled Prime, you've got about six weeks to make sure you still qualify. Amazon announced on May 26 that it's raising the minimum delivery speed thresholds for SFP across all three size tiers, effective July 6, 2026.
Here's exactly what's changing and what you need to check before the deadline.
The New Thresholds by Size Tier
For standard-size products, the one-day delivery requirement goes from 30% to 40% of Prime customer page views, and the two-day requirement moves from 70% to 75%. The five-day threshold stays at 90%, so that one you can stop worrying about.
Oversize products now need 15% of Prime page views to show a one-day delivery date (up from 10%), with 80% within five days. For extra-large products, the two-day requirement jumps from 15% to 25%, and five-day coverage now needs to hit 60%.
If you already meet the updated thresholds, there's nothing to do. Amazon says all other SFP eligibility requirements stay the same. If you're close to the current minimums, July 6 is when you find out whether "close" is close enough.
A New Delivery Promise Tool Is Coming in September
Alongside the threshold changes, Amazon is building a zip-code-level delivery promise tool that launches in September 2026. It'll let you feed in your actual shipping cut-off times and weekend availability at the individual zip-code level, and Amazon will use that data to generate the delivery promise customers see on your product pages.
Weekends are excluded from your speed metric evaluation until October 17, 2026, to give sellers time to get ready for that change. You still need to fulfill weekend orders during that window; they just won't count against your speed scores while the grace period is active.
The practical advice here: start gathering your cut-off time and weekend fulfillment data now, before the tool launches. September isn't that far away, and showing up to configure a zip-code-level tool without knowing your own operational data is not a great use of anyone's time.
Why This Matters Beyond the Checkbox
Meeting SFP speed thresholds isn't just about keeping the Prime badge. The delivery date shown on your product page directly affects conversion. Customers who see "Get it tomorrow" convert at a meaningfully different rate than customers who see "Get it in 3-5 days." The new thresholds are Amazon pushing sellers to surface faster promises to more shoppers, which benefits everyone who can actually deliver on them.
For brands running a mix of FBA and SFP, this is also a good moment to take stock of which ASINs are genuinely suited to seller fulfillment and which ones are dragging down your speed scores. Not every product belongs in every program. Our Amazon services team can help you work through that audit before July 6 arrives.
If you want to review your SFP performance data or think through your fulfillment mix ahead of the deadline, schedule a call with us and we'll take a look together.