40%
new one day delivery floor for standard size items from July 6, 2026
75%
new two day delivery floor for standard size items from July 6, 2026
30 days
trial period required to re-qualify for SFP after removal from the program
Key takeaways
- Since July 6, 2026, SFP delivery speed thresholds are measured on Prime page views, not on orders shipped.
- Standard size items require 40% one-day, 75% two-day, and 90% five-day delivery promises to meet new floors.
- Oversize and extra large items have new five-day delivery floors of 80% and 60%, respectively.
- Missing the delivery speed bar triggers a warning email first, then Prime badge removal, and eventually program removal.
- Warehouse location and carrier coverage now impact SFP performance more than shipping speed alone.
The SFP delivery speed thresholds changed on July 6, 2026, following an announcement in late May. The change is a set of higher floors on how fast a Seller Fulfilled Prime offer has to promise delivery, and it lands in the United States marketplace only.
Here is what moved.
The new speed floors by size tier
For standard size items, one day delivery goes from 30 percent to 40 percent, two day delivery goes from 70 percent to 75 percent, and a new five day floor of 90 percent applies.
For oversize items, one day goes from 10 percent to 15 percent, with a new five day floor of 80 percent.
For extra large items, two day goes from 15 percent to 25 percent, with a new five day floor of 60 percent.
The on time delivery rate requirement is unchanged. Only the speed promise moved.
The measurement is page views, not orders
This is the part that changes how you fix it. These percentages are measured on Prime customer page views showing a qualifying delivery date, not on the orders you actually shipped.
The difference is not academic. Under an order based metric, you improve by shipping faster. Under a page view based metric, you improve by covering more zip codes with a fast promise, whether or not anyone in those zip codes buys. A seller with excellent performance out of one warehouse can miss the floor because the promise shown to a shopper three time zones away is slow, and that shopper never converts, so the order data never shows a problem.
Warehouse placement and carrier service maps now matter more than pick and pack speed. That is a capital decision, not an operations tweak.
What happens when you miss the delivery speed bar
Amazon has reportedly built the enforcement as a ladder rather than a switch: an email alert first, Prime badge removal second, and program removal third, with a thirty day trial required to re qualify. Treat the specifics as reported rather than settled and confirm them against your own account notifications, but plan for the shape: the first miss is a warning, not a penalty.
The badge itself is the real cost. Losing it during Q4 does not just remove a logo. It removes the seller from Prime filtered browse, which is how a large share of holiday shoppers navigate at all.
Why the timing is the hard part
The floors went live in July. Q4 is when they get tested, because peak volume is exactly when transit times stretch and carrier promises degrade.
Any seller running Seller Fulfilled Prime alongside FBA is now managing two different clocks in the same quarter. The FBA side has its own calendar of peak fulfillment fees and inbound cutoffs starting October 15. The SFP side has a delivery promise that must hold through the same weeks with your own carriers and your own labor.
Running both is not a hedge if you plan them separately.
What to check before November
Pull your current speed metrics by size tier and compare them to the new floors, not to last year's. A seller who comfortably cleared 70 percent on two day can sit just under 75 percent and not know it, because the old dashboard reading felt fine.
Then look at where your promise is slow rather than where your shipping is slow. They are different maps. Amazon has said it is releasing a zip code level delivery promise tool to help with exactly this, which is a useful signal about what the metric actually measures.
Amazon documents program requirements in the Seller Central help hub and announces program changes through Seller Central News. The changes were first reported in detail by PPC Land and independently by Cahoot, which agree on every number above.
One more thing to price in while you are here: the merchant fulfilled side of the business also lost Amazon's prep services, which changed what you can and cannot be reimbursed for. Q4 is the quarter where both of those bills arrive together.
Sources
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