Amazon is adjusting the rules for Seller Fulfilled Prime (SFP) in the UK. Starting October 30, 2026, products will be divided into three size groups: Standard, Oversize, and Extra-Large. Going forward, Prime performance will be assessed separately per group, not at the account level.
This means: A weak group can cost you Prime status, even if other groups perform well. Starting January 6, 2027, two new mandatory requirements will apply. Standard products must offer one-day delivery on at least 25 % of page views. Extra-Large products may be shipped with any carrier that provides tracking, as long as the on-time rate is at least 97 %.
Until January 2027, if the targets are missed, Amazon will only send warning emails. The current one-day delivery figures are already available in the SFP dashboard.
What do sellers need to consider?
Group-based assessment from October 30: Starting October 30, 2026, Amazon will assess SFP performance separately for Standard, Oversize, and Extra-Large. If, for example, you have poor delivery metrics on Extra-Large products, you risk losing Prime status for that group—even if your Standard products are running flawlessly. Sellers with mixed assortments should analyze each group individually, not just the overall average.
New required targets from January 6, 2027: Standard products must display a one-day delivery option on at least 25 % of page views. Extra-Large products are not subject to carrier requirements, but they must achieve an on-time delivery rate of at least 97 %. Until January, shortfalls are treated only as a warning with no direct consequence; starting in January, the Prime badge may be lost for the affected group.
Check it now in the SFP dashboard: The one-day delivery figures are already available in the Seller Fulfilled Prime dashboard in UK Seller Central. It’s recommended to review the numbers by size group now and, for Standard products, optimize inventory or carrier options to reliably reach the 25 % threshold by January.
