Amazon has adjusted the Prime eligibility requirements for the holiday season. From November 2, 2025 to January 10, 2026, for domestic deliveries 25% of offers must arrive in a maximum of two days and 65% within four days. In addition, a rate of on-time deliveries above 92% must be achieved to maintain Prime qualification.
What do sellers need to consider?
Differentiate shipping times by region: Set realistic delivery times depending on postal code regions. Use regional carrier performance data to set longer delivery promises in slower delivery areas without risking Prime status.
Actively manage handling time: Set a precise handling time in the backend. Regularly update the templates according to your actual processes.
Use FBA as a backup strategy: If your FBM offers cannot meet Prime requirements during the peak period, store bestsellers with FBA in a targeted way. This secures your Prime eligibility and visibility, especially during the crucial Black Week and around Christmas.
