Amazon Prime Eligibility Criteria Update: What EU Sellers Need to Know

Amazon has introduced an important update to its Prime eligibility criteria, effective June 21, 2023, across several European marketplaces. This change follows an agreement reached with the European Commission and impacts sellers operating in Germany, France, Spain, the Netherlands, Poland, Sweden, and Belgium.

The update reinforces Amazon’s commitment to providing a consistent and high-quality experience for Prime customers—while creating a more level playing field for sellers across different fulfillment models.

Equal Prime Eligibility Across Fulfillment Channels

Under the updated policy, Prime eligibility criteria now apply equally to all sellers, regardless of whether orders are fulfilled through Fulfilled by Amazon (FBA) or Seller-Fulfilled Prime (SFP). Amazon retail offers are also held to the same standards.

Prime eligibility is now determined by customer experience indicators rather than the fulfillment method alone.

Core Requirements for Prime-Eligible Offers

To qualify for Prime, sellers must meet the following baseline requirements:

• Nationwide availability within the marketplace

• Free shipping for Prime members

• Free returns, with limited exceptions related to product weight and cross-border shipping

These requirements ensure that Prime customers receive fast, reliable, and risk-free shopping experiences across all eligible offers.

Performance Metrics Sellers Must Maintain

Prime eligibility is assessed on an ongoing basis at the product tier level. Sellers must consistently meet the following performance benchmarks:

🚚 Delivery Promise

Prime offers must meet delivery promise targets based on the product tier and inventory location. These targets are defined within Amazon’s Seller Prime Programs.

⏱ On-Time Delivery

A minimum 90% on-time delivery rate is required. Orders must arrive on or before the promised delivery date.

📦 Tracking Accuracy

Sellers must provide valid carrier tracking information when confirming shipments. The required Valid Tracking Rate (VTR) is 99% or higher.

❌ Cancellation Rate

Seller-initiated Prime order cancellations before fulfillment must remain at or below 0.5%.

Prime Badge Visibility and Delivery Speed

Prime-eligible offers will display the Prime badge when they meet Amazon’s delivery speed thresholds. These thresholds are calculated dynamically at the store level, based on the fastest 90% of delivery promises viewed by customers, while maintaining defined guardrails.

This dynamic system encourages sellers to continuously improve fulfillment speed and reliability.

Greater Flexibility for Seller-Fulfilled Prime Sellers

One of the most seller-friendly updates is increased logistics flexibility. Sellers can now use any logistics provider for Seller-Fulfilled Prime orders—there is no longer a requirement to use Amazon Buy Shipping.

Additionally, all Prime-enrolled offers continue to benefit from Amazon’s high-quality customer service support, provided at no additional cost.

What This Means for EU Sellers

This update represents a significant shift toward performance-based Prime eligibility. Sellers who prioritize customer experience, reliable delivery, and operational excellence will be best positioned to maintain Prime status and benefit from increased visibility and conversions.

Now is the ideal time for sellers to:

• Review Prime performance metrics

• Optimize delivery speed and tracking accuracy

• Ensure return policies align with Prime requirements

Staying compliant not only protects Prime eligibility but also strengthens long-term growth in competitive EU marketplaces.