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This article applies to selling in: Italy

Seller Fulfilled Prime performance metrics

To remain eligible for Seller Fulfilled Prime, you must meet the following performance metrics on Seller Fulfilled Prime orders:

  • On-time shipment rate of at least 99%
  • Use of Buy Shipping services for at least 98% of Prime orders
  • An order cancellation rate of no more than 0.5%
Performance requirements that you should also monitor to keep the customer experience bar high:
  • An on-time delivery rate of at least 99% on Prime orders when shipping is purchased outside of Buy Shipping services

Use your performance dashboard to 1) see these metrics and 2) download a defects report to review any orders that have affected your metrics.

To find out more about sustaining these metrics, visit Maintain enrollment in Seller Fulfilled Prime.

List of performance metrics

On-time shipment

On-time shipment is calculated by dividing the number of Seller Fulfilled Prime parcels that were shipped on time or before the promised ship date by the total number of Seller Fulfilled Prime parcels shipped.

Seller Fulfilled Prime parcels are considered shipped when the carrier scans the parcel for the first time and not when you confirm shipment. When calculating this metric, we take into consideration that carriers might first scan the parcels several hours after they are collected. To be considered shipped on time, any order that was placed before your order cut-off time must receive a first scan on the same day.

Note: If the parcel was shipped late but delivered on time, it will be counted as on time. To maintain the performance requirement for the on-time shipment rate, make sure that you use a shipping method that will deliver your parcels by the shipment date promised to the customer.
Note: In case the ship confirmation is made on the next day of the actual shipment, Amazon will be able to track only the status after that, which might be regarded as late shipment. You must ship confirm as soon as the shipment occurs.

On-time delivery

On-Time delivery is the percentage of Seller Fulfilled Prime parcels that were delivered on time or before the Promised Delivery Date. The Seller Fulfilled Prime Performance section displays the On-Time Delivery for all Seller Fulfilled Prime orders. While your on-time delivery rate does not affect your Seller-Fulfilled Prime eligibility, monitor it to ensure that you’re choosing shipping methods that arrive on time and provide a great customer experience.

Buy Shipping services usage

Buy Shipping Services usage is the percentage of Seller Fulfilled Prime orders where shipping was purchased through Buy Shipping. You must purchase at least 98% of orders through Buy Shipping to maintain enrollment on the Seller Fulfilled Prime program. More information can be found on Buy Shipping.

Cancellation rate

Cancellation Rate is the percentage of Seller Fulfilled Prime orders canceled by the seller before ship-confirmation. We consider all Seller Fulfilled Prime orders when calculating this metric. Do not cancel an order for the customer.

A customer can cancel an order up to 30 minutes after placing it with no action required from you. If after 30 minutes of placing an order a customer officially requests an order cancellation, you can cancel the order and it will not count against your Cancellation Rate metric.

The official process by which a customer can request an order cancellation is by finding the order they want to cancel in their Amazon account, by clicking Your Account > Your Orders > Request cancellation .

You will be notified of an officially requested buyer-initiated cancellation via:

  • Email
  • Manage Orders page on Seller Central
  • Order Reports
  • Orders API response (MWS & SP-API)

For more information, go to Order cancellations.

To see what’s affecting your cancellation rate, look for orders with an “X” in the Order canceled by seller column of your defects report.


The number of Seller Fulfilled Prime orders within the date range displayed on the top of the performance section.

Performance review timeframes

Performance is measured over 7- and 30-day timeframes. If your performance metrics fall below requirements during the last seven or 30 days, your Prime eligibility may be suspended. If this happens, your Prime status will remain suspended until we have received and accepted a plan of action from you.

How to appeal a suspension

Submit a plan of action that explains:

  • Why your Seller Fulfilled Prime performance fell below program requirements
  • What actions you’re taking to remedy the situation
  • Specific measures from you to avoid the problem in the future

Submit your plan of action and your merchant token to Seller Support.

Other factors that may affect your Prime performance

We understand that some circumstances are out of your control. Factors such as weather, power outages, order volume spikes, staff absences, and mechanical failures can result in late shipments, late deliveries, order cancellations, or some combination of the three.

With Control Prime Order Volume, you can reduce the impact of these factors to your Prime performance. The tool allows you to adjust your daily order maximums or temporarily disable the Prime badge entirely until the situation has passed or the issue is resolved. For more information, go to Control Prime Order Volume.

For smaller-scale issues, such as a carrier truck breaking down, contact Seller Support. Your circumstances will be considered when your Prime eligibility is reviewed.

Seller Fulfilled Prime performance metrics

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