From September 15, 2025, Amazon will tighten the requirements for the Prime program in Europe. In Germany, going forward, 10% of orders must be delivered within 1 day, 45% within 2 days, and 80% within 4 days. Sellers are encouraged to review their delivery speed and order performance to meet the new requirements.
What do sellers need to consider?
Regularly check order performance: Stable order and shipping performance is a basic requirement for Prime eligibility. Therefore, sellers should implement internal audits of fulfillment processes and consistently eliminate sources of errors to avoid sanctions and loss of the Prime logo.
Specifically optimize delivery times: With the tightened targets coming into effect on September 15, speed becomes a central factor. Analyze your current shipping times and focus on process optimizations, additional warehouse locations, or FBA in order to reliably reach the required thresholds and remain Prime-eligible in the long term.
Protect conversion rate in the long term: Experience shows that losing the Prime logo leads to lower click rates and sales. Brands should regularly check their listings, analyze competitors, and calculate the impact on margins and advertising campaigns to proactively take countermeasures.
