Amazon has announced the rollout of new performance standards for Seller Fulfilled Prime (SFP) and Premium Shipping, effective June 29, 2025. These updates aim to improve delivery reliability while offering sellers more protection during unexpected regional disruptions.
A major enhancement is the introduction of OTDR (On-Time Delivery Rate) protection for sellers using Amazon Buy Shipping or Veeqo. When these systems confirm timely shipments—even during carrier-related delays—sellers may be protected from penalties that would typically impact performance metrics.
The revised standards were developed based on extensive feedback from the seller community and analysis of delivery performance data. Amazon says these updates are intended to reward consistent, high-performing sellers while ensuring Prime customers continue to receive fast and reliable shipping.
Sellers enrolled in SFP or offering Premium Shipping options must review the updated requirements, including stricter cut-off times, delivery success rates, and tracking accuracy. Failing to meet the new benchmarks may result in removal from SFP eligibility or reduced Buy Box visibility.
To remain competitive and compliant, sellers are encouraged to opt into Amazon’s shipping tools, ensure logistics partners are reliable, and monitor performance metrics regularly.
