How FBM Sellers Can Join the SFP Program

How FBM Sellers Can Join the SFP Program

With the rapid development of the e-commerce industry, Amazon, one of the largest online retail platforms in the world, has been striving to enhance user experience. To meet consumers' demand for fast delivery, Amazon launched the Seller Fulfilled Prime SFP program. This plan allows sellers using the Merchant Fulfilled FBM model to also enjoy Prime member's fast delivery service. For many FBM sellers who hope to expand their market influence and attract more customers, joining the SFP plan is undoubtedly an important opportunity.

Understanding the Core Requirements of the SFP Plan

Before joining the SFP plan, it is essential to first clarify the specific requirements of the plan. According to Amazon's regulations, sellers participating in SFP must be able to provide delivery speed and service quality equivalent to Amazon's own logistics. This means that sellers need to ensure orders are delivered within the promised time frame and have the ability to handle returns and customer service. Sellers also need to pass Amazon's performance assessment standards, including order defect rate, cancellation rate, and late shipment rate indicators.

For example, at the beginning of 2025, Amazon updated the requirements for the SFP plan, emphasizing strict control over delivery times. If sellers fail to complete shipping within the specified 48 hours, they may face warnings or even the risk of being removed from the plan. Sellers should assess whether their operational capabilities and logistics resources are sufficient to meet these challenges before considering joining.

Preparing Necessary Logistics Infrastructure

To successfully join the SFP plan, a sound logistics infrastructure is essential. This not only includes an efficient warehouse management system but also requires establishing partnerships with reliable courier companies. Some sellers choose to use third-party logistics service providers to simplify operational processes, which can reduce management costs and improve efficiency.

For instance, a well-known domestic e-commerce platform's logistics subsidiary has recently expanded its cross-border business, providing convenient one-stop solutions for many small and medium-sized enterprises. By collaborating with such professional institutions, FBM sellers can more easily meet the delivery timeliness requirements of the SFP plan. At the same time, by leveraging advanced technological tools such as automated sorting systems and real-time tracking tools, sellers can further optimize the entire logistics chain, reducing the likelihood of human errors.

Enhancing Customer Service Experience

In addition to hardware facilities, high-quality customer service is also a key factor in determining success. When buyers encounter problems after receiving the product, how quickly and effectively the issues are resolved directly affects their satisfaction and willingness to repurchase. It is recommended that FBM sellers develop detailed return and exchange policies in advance and train employees to master relevant knowledge to respond promptly to customer needs.

It is worth noting that Amazon particularly encourages sellers to utilize their own advantages to develop personalized service projects, such as custom packaging or attaching small gifts to increase customer loyalty. Statistics show that companies that take proactive measures to improve user experience often stand out in fierce market competition, earning higher evaluation scores.

Analyzing Actual Cases

Let us look at a real case A small e-commerce enterprise specializing in electronic products decided to apply for the SFP plan. They immediately began improving internal processes. First, they upgraded their inventory management system to achieve seamless integration between inventory data and sales systems; then they signed long-term cooperation agreements with two local well-known courier brands to ensure orders could be delivered accurately on time. After months of effort, this company met all SFP standards and successfully obtained certification qualifications.

From this example, we can see that although joining the SFP plan has certain difficulties, as long as adequate preparations are made and execution is consistent, the goal can eventually be achieved. Of course, during this process, strategies also need to be adjusted continuously to adapt to the ever-changing market environment.

In conclusion, for FBM sellers eager to break through existing limitations and seek greater development space, joining the SFP plan is undoubtedly a path worth exploring. However, before doing so, please carefully weigh the pros and cons and make wise choices based on your actual situation. Only in this way can the maximum value of this plan be realized, promoting sustainable and healthy business development.