🏷️ Deliver Prime Benefits Without Using FBA
Seller Fulfilled Prime (SFP) allows you to offer Prime-eligible delivery to customers from your own warehouse, without storing inventory in Amazon’s fulfillment centers (like in FBA).
It’s perfect for sellers who:
- Want to retain control over inventory & packaging
- Are confident in their shipping speed & courier reliability
- Want to reduce FBA fees but still access Prime customers
✅ Prerequisites to Qualify for SFP in India
Before you can enroll in SFP, you must meet the following requirements:
1. High On-Time Delivery Rate
- Consistently deliver orders within the Prime promise (1-2 days)
- Maintain >99% on-time shipment rate
2. Low Cancellation Rate
- <0.5% seller-canceled order rate
3. Reliable Courier Partners
- You must ship through Amazon-approved carriers for tracking and pickup
- Examples: Delhivery, Blue Dart, Amazon Transportation Services (ATS)
4. Trackable Deliveries
- Upload valid tracking ID for every order
- Ship every package with Delivery Confirmation
5. Customer Service Excellence
- Keep contact response time <24 hours
- Ensure low return/refund complaints
6. Coverage
- Must be able to deliver to Prime-eligible pincodes across India within the timeline
📦 Guaranteed Delivery & Free Shipping: Essential for Prime Eligibility
To become Prime-eligible through Seller Fulfilled Prime (SFP) or to increase visibility through Amazon’s Guaranteed Delivery Program, sellers must offer fast, reliable, and free delivery options that align with the Prime promise.
Let’s break this down.
🚚 What Is the Guaranteed Delivery Program?
The Guaranteed Delivery Program allows eligible sellers to commit to a delivery date (1-day or 2-day delivery) on product listings. Customers see a guaranteed delivery date based on their location—just like with Prime.
⚠️ Missed delivery timelines can lead to refunds and negative seller metrics.
✅ To qualify for this program:
- Your handling time must be ≤1 day.
- You must ship with Amazon-integrated logistics partners.
- On-time delivery rate should remain above 97%.
- Your valid tracking rate must be >95%.
Once you’re enrolled, your product detail pages will show:
“Get it by tomorrow if you order within 6 hrs”
This boosts conversion, especially for last-minute buyers.
💸 Is Free Shipping Required for Prime Eligibility?
Yes — whether you’re using FBA, Easy Ship, or Seller Fulfilled Prime, offering free shipping is mandatory for your products to be Prime-eligible.
Amazon wants Prime customers to enjoy zero shipping charges, as part of their membership benefits.
For Seller Fulfilled Prime:
- You must offer free shipping to all customers who order a Prime-tagged product.
- This cost comes out of your margin unless you price your product accordingly.
🧮 Many successful SFP sellers factor shipping costs into product prices to maintain profitability.
🤔 Should You Join Guaranteed Delivery Before SFP?
Yes — especially if:
- You aren’t eligible for SFP yet.
- You’re shipping regionally with good courier partners.
- You want to test your fulfillment capabilities for 1-2 day delivery.
Once you’re stable with Guaranteed Delivery metrics, it’s easier to:
- Qualify for SFP trial.
- Boost Buy Box win rate.
- Improve seller trust and product visibility.
🧠 Pro Tips for Indian Sellers
- ✅ Start with Easy Ship + Guaranteed Delivery, then move to SFP.
- ✅ Use Shipping templates to set regional 1-2 day delivery zones.
- ✅ Offer free shipping even if it means slightly adjusting your MRP.
- ✅ Monitor your on-time performance weekly.
- ✅ Use Amazon recommended courier services for better SLAs.
🏁 Final Verdict
Both Guaranteed Delivery and Free Shipping are foundational pillars of offering the Prime experience—with or without SFP.
- Want to stay independent from FBA but still capture Prime traffic? SFP is your path.
- Want to test fast shipping before applying to SFP? Try Guaranteed Delivery Program first.
- Either way, Free Shipping is non-negotiable for Prime status.
Steps to Enable Seller Fulfilled Prime on Amazon India
Step 1: Prepare Your Operations
- Ensure you can handle same-day or next-day shipping
- Have your warehouse team, inventory, and courier tie-ups ready
- Install shipping label printers, proper packing supplies, etc.
Step 2: Apply for SFP Enrollment
📌 Go to: https://sellercentral.amazon.in
Menu: Settings → Fulfillment → Apply for Seller Fulfilled Prime
- If the application link is not visible, contact Amazon Seller Support requesting SFP invitation.
Step 3: Participate in Trial Period
- Amazon offers a 30 to 90-day trial.
- You must fulfill Prime orders with:
- 1-2 day delivery
- Zero cancellations
- Valid tracking info
- Your performance is monitored in real-time.
Step 4: Get SFP Status Approved
- If you meet all metrics during the trial, you are automatically approved for full SFP access.
- Your products will now get the Prime badge (without FBA involvement).
Step 5: Maintain SFP Performance
Amazon continues monitoring your:
- Late dispatch rate
- Tracking accuracy
- Prime customer feedback
📉 Falling below required performance can revoke your SFP status.
⚡ Pros of Seller Fulfilled Prime
- ✅ No FBA storage or inbound fees
- ✅ Use your own warehouse/inventory system
- ✅ Reach Prime customers = higher conversions
- ✅ Control over branding & packaging
- ✅ COD available through Amazon carriers
❗ Challenges in SFP (Be Aware)
- ❌ High logistics responsibility on you
- ❌ Courier delays can lead to poor ratings
- ❌ Returns management is on you (unlike FBA)
- ❌ Limited to Amazon-approved carriers
- ❌ Requires strong warehouse discipline
🏁 Final Thoughts
Seller Fulfilled Prime is a powerful tool for Indian brands that want to scale with Prime visibility while avoiding FBA storage constraints.
If you can consistently ship fast, reduce cancellations, and manage your courier network efficiently, SFP can boost your sales and profitability significantly.
🚀 Need Help Setting Up SFP?
At bizconsulting.io, we help:
- Evaluate your SFP readiness
- Assist in Amazon SFP application
- Set up courier integrations and auto-tracking
- Monitor logistics KPIs and avoid account deactivation
📞 Book a free consultation today and unlock your Prime potential!
