Amazon has introduced new handling time requirements for Fulfilled by Merchant (FBM) sellers, placing greater emphasis on accurate shipping estimates. Under the updated policy, sellers must either enable Automated Handling Time (AHT) or ensure their SKU-level handling times accurately reflect their actual fulfillment performance.

The goal is to improve delivery promises for customers while encouraging sellers to maintain more reliable shipping timelines.

What's Changing?

Effective June 29, 2026, Amazon requires FBM sellers to choose one of two compliance options:

• Enable Automated Handling Time (AHT), allowing Amazon to adjust handling times based on recent shipping performance.
• Manually maintain accurate SKU-specific handling times that align with actual fulfillment speed.

If a seller consistently ships orders faster than their configured handling time, Amazon may request an update. Failure to make changes within the specified timeframe could result in Amazon automatically managing those SKU handling times for up to 180 days.

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Why This Matters

Handling time is no longer just an account setting—it's becoming an important performance metric.

Amazon reports that even a one-day improvement in delivery promises can increase sales by an average of 5%, making accurate fulfillment estimates more valuable for both customers and sellers.

For FBM businesses, inaccurate handling times could lead to:

• More aggressive delivery promises
• Increased Late Shipment Rate (LSR) risk
• Higher chances of A-to-z claims
• Potential account health issues
• Reduced operational flexibility

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Best Practices for FBM Sellers

To stay compliant with the updated policy, sellers should:

• Audit handling times across all active SKUs.
• Compare configured handling times with actual shipping performance.
• Use Automated Handling Time for products with consistent fulfillment.
• Maintain manual handling times for products requiring additional preparation.
• Regularly monitor Late Shipment Rate and shipping metrics.

Taking proactive steps now can help avoid unnecessary account issues while maintaining customer trust.

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Exemptions

According to Amazon, the following categories are exempt from the new handling time requirements:

• Custom products
• Amazon Handmade items
• Heavy & Bulky (LTL) shipments

These sellers can continue using their existing fulfillment workflows without being affected by the automation policy.

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Final Thoughts

Amazon's latest FBM handling time update reflects the company's continued focus on faster and more accurate delivery promises. While the changes introduce stricter operational expectations, they also create opportunities for sellers who consistently fulfill orders efficiently.

At Adorbix, we help Amazon sellers adapt to platform updates, optimize operational performance, and build scalable marketplace strategies. Staying ahead of Amazon's evolving policies ensures your business remains competitive while protecting long-term account health.

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