Amazon raised its Seller Fulfilled Prime (SFP) speed requirements effective July 6, 2026, meaning standard-size listings must now show a 1-day delivery date on 40% of Prime page views (up from 30%) and a 2-day date on 75% of views (up from 70%), with oversize and extra-large products held to their own new tiers. For SFP sellers, this directly affects Prime badge eligibility — the mechanism that keeps a listing visible with Prime shipping promises to customers. At Adorbix, we're already auditing client fulfillment performance against these new thresholds.
Under the updated rules, standard-size product listings need 40% of Prime customer page views to display a one-day delivery date, up from the prior 30% threshold, and 75% to show a two-day date, up from 70%. The five-day threshold holds steady at 90%. Oversize items now require 15% at one day and 80% at five days; extra-large items require 25% at two days and 60% at five days.
Amazon built in a transition window: weekend orders will not count against a seller's speed metric calculation until October 17, 2026, even though those orders still need to be fulfilled on schedule per SFP program rules. Amazon is also launching a new delivery promise tool in September 2026 that lets sellers set shipping times, weekend availability, and cutoff times at the individual zip code level, which will directly inform the delivery promises shown to Prime customers.
We're pulling current SFP performance data for clients now, benchmarking it against the new July 6 thresholds, and flagging any listings at risk of losing Prime eligibility before the October grace period ends. For sellers running a tight fulfillment network, the September delivery promise tool is also worth planning around early rather than reacting to once it launches.
If you want your SFP performance checked against the new thresholds, reach out to Adorbix — we're running these audits for clients this week.
