When selling on Amazon, customers who have a Prime subscription will be more attracted to your products if they’re available under the Prime program which offers fast delivery and free shipping. Many consumers will habitually tick the Prime box in search and will then only see products which are available under the Prime Program.
In the past, products were only included in Prime if they were placed into Amazon’s warehouses under their FBA program. This not only entails giving control of your stock to Amazon and is also not suitable for all product types such as large or heavy items, slow moving or seasonal goods, items with a large number of variations, high value items, and products which require special handling or preparation such as personalised items.
Amazon introduced a new Seller Fulfilled Prime program to meet the needs of retailers who chose not to put their products into FBA. Seller Fulfilled Prime enables you to list your products with the Prime badge while leveraging your own fulfilment operations. Naturally in order to qualify, there are some criteria you’ll need to meet:
Amazon Seller Fulfilled Prime criteria
- Offer Premium Shipping Options
- Ship over 99% of your orders on time
- Have an order cancellation rate of less than 1%
- Purchase shipping labels through the Buy Delivery Services or the Amazon Shipping website
- Deliver orders with Amazon’s supported Seller Fulfilled Prime carriers
- Seller must agree to the Amazon Returns Policy
- Allow for all customer service enquiries to be dealt with by Amazon
Amazon Seller Fulfilled Prime trial period
Amazon will insist you complete a trial period before they fully enroll you into the Seller Fulfilled Prime program. During the trial period your products won’t attract the Prime badge in search but if you complete the trial successfully then you’ll get the boost from having the logo against your listings and will appear in Prime searches on Amazon.
Ways to qualify in the Amazon Seller Fulfilled Prime trial period
There are two ways to qualify during your trial period, one with perfect performance and the second if you fail to meet Amazon’s Prime delivery promise on an order.
- Ship 50 eligible Prime trial orders with 100% on time delivery,
- Ship 100 eligible Prime trial orders with 99% on time delivery.
You will need to having sales volumes large enough to complete the trial within 90 days, although you can qualify in as few as 5 days. After 90 days if you fail to pass the trial then the trial period will automatically reset so that you can make another attempt.
Apply for Amazon Seller Fulfilled Prime
You can apply to qualify for Amazon Seller Fulfilled Prime on the Amazon website using your registered Seller Central email address.