From 30 October 2026, Amazon UK stops judging your Seller Fulfilled Prime performance as one account-wide number. It measures it separately for three product tiers: standard-size, oversize and extra-large. Two new tests come with the change. On standard-size products, at least 25% of customer page views must show a delivery date within one day. Extra-large orders may now go out with your own carrier, but those orders need a 97% on-time delivery rate. Neither new test counts towards eligibility until 6 January 2027. This applies to you if you run SFP on Amazon.co.uk.

What changed

Everything below comes from Amazon’s own notice, “Update to UK Seller Fulfilled Prime eligibility criteria”, posted by the News_Amazon account on the public Seller Central Europe forums. EcomCrew reported the same thresholds and dates independently.

  • Per-tier measurement from 30 October. Four existing requirements are now measured for each tier instead of across your account: using shipping methods that support weekend operations, on-time shipment rate, Buy Shipping or Easy Ship usage, and cancellation rate.
  • Standard-size: one-day delivery dates. At least 25% of customer page views for standard-size products must show a delivery date within one day.
  • Extra-large: your own carrier is allowed. You can ship extra-large orders with a logistics provider outside Buy Shipping or Easy Ship, as long as Amazon gets a valid carrier tracking number and you keep at least a 97% on-time delivery rate on those orders.
  • Oversize: the notice adds no new requirement for this tier beyond the per-tier measurement.
  • Grace period to 6 January 2027. Until then, Amazon won’t use the one-day test or the extra-large 97% test to decide your Prime eligibility. If you fall short, you may get warning emails with suggestions.
  • A new dashboard metric. Your Seller Fulfilled Prime dashboard now shows the percentage of standard-size page views that display a one-day delivery date.
  • Policy text. Amazon says the full requirements page (help page G201812270) and the “Maintain enrolment in Seller Fulfilled Prime” policy will be updated on 30 October. Tier definitions are on the “Eligible product selection for Seller Fulfilled Prime” page (G202188540).

What it means for a private-label seller

Your strong products can no longer cover for your weak ones. With an account-wide number, a catalogue that is mostly small, fast-shipping items could absorb a few late bulky orders. Measured per tier, a handful of slow oversize or extra-large orders gets judged against a much smaller base. If most of your SFP misses come from one size band, that band is now where the risk sits.

The 25% one-day test is set by your settings as much as your warehouse. Whether a page view shows a one-day date depends on your handling time, order cut-off, shipping template and the carrier service behind it, not only on how fast you pack. A 3PL that ships every order on time can still fail this test if its templates promise two-day delivery. You now have a dashboard number for it, so you know where you stand before it counts.

The extra-large carrier option has a cost. Using your own pallet or two-person carrier may be cheaper or more reliable than Buy Shipping for bulky goods. Once you do, you are measured on delivery, not just shipment, at 97%. A carrier that misses its slot on 1 order in 20 puts you under the bar. Buy Shipping keeps the carrier’s lateness off your record. Your own carrier doesn’t.

What the notice doesn’t tell you. It doesn’t say whether missing a requirement in one tier takes the Prime badge off only that tier’s products or affects your whole SFP enrolment. It also doesn’t give the tier dimensions, which are on the linked help page. Read the updated policy on 30 October before you plan around either.

What to do about it

  1. Check the new dashboard metric this week. If fewer than 25% of your standard-size page views show a one-day date, you have until 6 January to fix it.
  2. Split your SFP metrics by tier yourself. Pull your last 30 days of SFP orders, tag each ASIN by size tier, and work out on-time shipment and cancellation rates for each tier. Your weakest tier is where to start.
  3. Review handling times and cut-offs on standard-size templates. That is usually the cheapest way to move the one-day number. Shortening a handling time you can’t keep only swaps one failing metric for another, so check your on-time shipment rate first.
  4. Before moving extra-large orders to your own carrier, get that carrier’s on-time delivery record on your lanes and compare it with 97%. If it can’t show you that number, stay on Buy Shipping until it can.
  5. Re-read the policy on 30 October for the tier definitions and what happens when one tier misses.

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