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Key Takeaways
- The announcement covers seller-fulfilled SFP orders in Amazon’s UK store, across standard-size, oversize and extra-large tiers. It does not extend this change to other countries, FBA or every merchant-fulfilled order.
- From October 30, existing requirements for weekend-capable shipping, on-time shipment, Buy Shipping or Easy Ship usage, and cancellations move from account-level to tier-level measurement.
- For standard-size items, at least 25% of customer page views must show delivery within one day. This measures the delivery promise shown to customers, rather than the share of completed orders actually delivered the next day.
- For extra-large orders shipped outside Buy Shipping or Easy Ship, Amazon must receive valid carrier tracking and on-time delivery must remain at least 97%. Eligibility assessment against these two new thresholds has a grace period until January 6, 2027.
What started on October 30, and what waits until January 6?
Amazon’s UK SFP announcement says measurement of existing requirements by standard-size, oversize and extra-large tier begins on October 30, 2026. Its stated scope is seller-fulfilled Prime in the UK store. The announcement does not extend the change to other stores or FBA.
Before January 6, 2027, Prime eligibility will not yet be assessed against the new one-day delivery promise requirement for standard-size items or the new on-time delivery requirement for extra-large orders shipped outside Buy Shipping or Easy Ship. Sellers may still receive emails flagging performance below the thresholds and suggesting improvements. This grace period covers those two new requirements; it does not suspend existing shipment, cancellation or label-purchase requirements.
The standard-size 25% metric counts page views showing a delivery promise
The new standard-size requirement is that at least 25% of customer page views show a delivery date within one day. Start with the percentage in the Seller Fulfilled Prime dashboard, then check the product tier, ship-from location, shipping template, available carrier services and cut-off time. Order-level on-time delivery, average delivery speed across the store and Business Hour Delivery Rate are different measures.
For a hypothetical reporting window with 100 customer page views included in this metric, 25 views showing delivery within one day would produce 25%. This explains the denominator; it does not predict any account’s performance. The announcement does not fully explain how views after cut-off, holidays or extended delivery promises enter the calculation. Verify those boundaries against the dashboard and a written Amazon response. Do not promise delivery dates your fulfillment operation cannot meet simply to raise the displayed percentage.
Extra-large orders can use other carriers, with tracking and a 97% condition
For the extra-large tier, the announcement permits a logistics provider outside Amazon Buy Shipping or Easy Ship if Amazon receives a valid carrier tracking number and on-time delivery for those orders remains at least 97%. On-time delivery and on-time shipment are different metrics. Uploading a tracking number does not establish that an order was delivered on time.
Review these shipments separately: compare the carrier, tracking number, promised date and delivery scan, and check that Amazon received the tracking correctly. The new threshold’s grace period runs until January 6, 2027. It does not mean every carrier has been certified or every product and account automatically qualifies for SFP. Check label-purchase and fulfillment requirements for the other tiers separately in the UK policy.
Existing requirements continue, and an account average can hide a weak tier
The announcement identifies weekend-capable shipping, on-time shipment, Buy Shipping or Easy Ship usage, and cancellation rate as existing requirements moving to tier-level measurement. Its linked UK policy PDF lists on-time shipment of at least 99% and cancellations no higher than 0.5% for each tier, plus Buy Shipping/MSS usage of at least 98% for standard-size and oversize items. Read each row against its applicable tier; do not apply the extra-large exception to the entire catalog.
The PDF allows sellers to choose one, two or all three Prime tiers. Classification involves weight, dimensions and price, so verify the actual tier in the UK dashboard before changing templates. The public PDF does not provide price thresholds, and its dimensional table should not be used to infer unlisted combinations. This guide therefore does not offer a universal size classifier. The PDF also uses both daily and weekly evaluation wording; verify the reporting window shown in your account and resolve any uncertainty with support.
Four actions now: save tier baselines, check promises, verify tracking and resolve differences
First, save the current metrics, reporting windows and notices for each tier in the UK SFP dashboard, separating existing requirements from the two new ones. Second, sample standard-size delivery dates and compare them with templates, cut-off times and weekend collection arrangements. Third, separately review extra-large shipments outside Buy Shipping/Easy Ship for valid tracking and actual delivery. Fourth, make limited changes supported by those findings, preserve the old configuration and observe subsequent complete reporting windows.
If dashboard results conflict with order or template evidence, put the product tier, report dates, original notice, relevant orders and configuration changes in one Seller Support case and request an explanation of the calculation. Keep SFP separate from the 90% BHDR requirement for business buyers; the Business Hour Delivery Rate guide covers that separate measure. Changing a login location or proxy IP does not change delivery promises, carrier scans or Prime eligibility requirements.
Sources
Frequently Asked Questions
Can a new seller obtain SFP simply by meeting these percentages?
No. The linked UK policy also requires a Professional selling plan, an active account in good standing and completion of the Prime Trial before automatic enrolment. The percentages are not a complete admission checklist; verify product and shipping eligibility in the UK dashboard.
Did this update announce new SFP fees?
The announcement and policy PDF reviewed here do not specify a fee change, and they do not establish that participation is free. Check selling-plan, shipping and other charges separately in your account and the applicable official fee pages.
Can the forum’s relative timestamp be treated as the announcement date?
No. The public page provided only a relative timestamp during this review, so the exact announcement date remains unverified. The explicit dates are October 30, 2026 for tier-level measurement and the grace period for the specified new requirements before January 6, 2027. This guide’s publication date is also separate from Amazon’s announcement date.