Why Brands Are Switching from FBA to Seller Fulfilled Prime
Why brands are switching from FBA to Seller Fulfilled Prime
Amazon's latest announcement — a 1.5% fuel surcharge on all UK FBA fulfilment fees — is the kind of update that lands in your inbox and immediately triggers a margin conversation.
It's not the first fee increase, and it won't be the last. For brands selling on Amazon, the question is no longer whether FBA costs are rising. It's whether FBA is still the right model at all.
What is Seller Fulfilled Prime?
Seller Fulfilled Prime (SFP) lets you display the Prime badge on your listings while shipping orders directly from your own warehouse. Customers get the same Prime experience. You keep control of how, and how much, you spend on fulfilment.
To qualify, you need to meet Amazon's delivery performance standards — including one-day and two-day delivery — and use Amazon-approved carriers.
Why brands are making the switch
Lower fulfilment costs. FBA fees include pick, pack, storage, and now surcharges that compound over time.
No storage fees. FBA charges you to store inventory in their warehouses, with long-term storage fees on top. With SFP, your stock stays with you.
Carrier flexibility. FBA locks you into Amazon's logistics network. SFP lets you work with carriers you already use and trust, and optimise services by weight, size, or destination.
More visibility. When Amazon fulfilment goes wrong, you're often left chasing their support. With SFP, the fulfilment is yours, and so is the data.
How Zenstores supports Seller Fulfilled Prime
Meeting Prime's delivery requirements means your shipping operation needs to be fast and reliable. Zenstores connects directly to your SFP account and pulls in up-to-the-minute shipping rates, so you can:
- Buy and print SFP shipping labels without leaving Zenstores
- Book collection or drop-off services with SFP-approved carriers
- Process Prime orders alongside all your other channels in one place
If you're already using Zenstores to manage orders from Shopify, eBay, or other channels, your Amazon SFP orders slot straight into the same workflow.
FAQs
Do I lose the Prime badge if I switch from FBA to SFP? No. SFP lets you keep the Prime badge on your listings. The badge signals to customers that they'll get fast, reliable delivery — SFP just means you're the one delivering it.
What carriers can I use with SFP? Amazon requires you to use approved carriers. In the UK, that currently includes Royal Mail, DPD, Evri, and Amazon Shipping. Zenstores integrates with all of these, so you can book SFP-compliant labels directly without switching between systems.
What are the performance requirements to keep the Prime badge? Amazon sets three main thresholds: on-time delivery above 93.5% (measured on a rolling 14-day basis), a cancellation rate below 0.5%, and labels purchased through Amazon's Buy Shipping API. SFP also requires weekend fulfilment, so you need to be able to ship on Saturdays and/or Sundays to meet Prime delivery promises. Meeting all of these consistently is what keeps your Prime status active, which is why having reliable shipping software in place matters.
Is SFP right for every Amazon seller? Not necessarily. SFP makes most sense if you already have a reliable fulfilment operation and want more cost control. If your volumes are low or you don't have warehouse infrastructure in place, FBA may still be the simpler option.
How do I get started with SFP on Zenstores? You'll need to apply for Seller Fulfilled Prime through Amazon Seller Central and complete a trial period to qualify. Once approved, connecting your SFP account to Zenstores takes a few minutes. Here's how to do it.