From the 7th of August 2025, your offers in Amazon’s Ireland store must meet the following criteria in order to continue to be eligible for Amazon Prime in Ireland, in line with Amazon’s agreement with the European Commission.
Account qualification for Amazon Prime in Ireland
Prime eligibility and Prime badge criteria are applied equally to offers from all sellers across the various fulfilment channels (Fulfillment by Amazon or Fulfilled by Merchant) and Amazon retail based on indicators of the experience that customers expect from Amazon Prime. For an offer to be Prime eligible, it needs to:
- Be available nationwide
- Offer free shipping, and
- Offer free returns for Prime members (with limited exceptions on product weight and cross-border shipments)
Product qualification for Amazon Prime in Ireland
To be eligible for Prime, you must meet the below requirements on an ongoing basis at a product tier level:
- Delivery speed promise: Prime offers must meet delivery speed promise targets based on product tier and inventory location type.
- On-time delivery: Prime orders must be delivered on or before the promise made to the customer. You must meet a minimum on-time delivery rate of 92%.
- Valid tracking rate: Valid carrier tracking information must be provided when you confirm shipment of Prime orders. You must meet a minimum Valid Tracking Rate (VTR) of 99%.
- Cancellation rate: The rate of Prime order cancellations initiated by you before fulfillment must be less than or equal to 0.5%.
If the delivery speed promise for a Prime-eligible offer is within the fastest 90% of store offers, that offer shows the Prime badge. This delivery speed threshold is calculated at the store level dynamically (every hour), subject to guardrail thresholds.
Fulfilled by Merchant sellers must enroll in a Seller-fulfilled Prime trial to demonstrate their ability to consistently meet Prime requirements. Fulfilled by Merchant sellers can monitor their performance against Prime requirements on the Seller Fulfilled Prime dashboard.
As we strive to show our customers the best Featured Offer on the product detail page, we ensure that the criteria used to determine the Featured Offer are non-discriminatory and treat sellers and Amazon retail equally. Eligibility for Prime and the Prime badge are not a criterion when determining the Featured Offer. Prime continues to offer free and fast delivery which are factors that customers value and therefore are relevant in determining the Featured Offer.
– Amazon
