amazon

Amazon actualizes Prime requirements

September 2, 2025

4 minutes

Amazon Prime requirements 2025:7 important changes for retailers from September 15

Introduction — Why the new Prime requirements are relevant
Overview: Amazon Prime requirements as of September 15, 2025
The 7 most important changes in detail
- New shipping speeds & delivery times
- Fulfillment by Amazon (FBA) adjustments
- Seller Fulfilled Prime (SFP) — stricter requirements
- Returns management & customer service
- Performance metrics (on-time delivery, cancellation rate)
- Compliance & potential penalties for violations
- Opportunities through improved visibility in the Prime program
Differences between B2B and B2C relevance
Practical tips: How retailers are mastering the new requirements
Risks in case of non-compliance & practical examples
FAQ — Frequently asked questions
Conclusion with recommendation for action

1. Introduction — Why the new Prime requirements are relevant

Amazon Prime requirements — three words that can change everything for retailers. From September 15, 2025 Amazon tightens the screws. Sounds strict? It is, too.

But there is a clear logic behind this: Prime should remain what it always was for customers — The gold standard in e-commerce. Fast delivery, reliable service, zero hassle.

And now be honest: Are you able to keep up with your business? Or are you at risk of losing your Prime badge without adjustment? This article shows you which 7 changes you need to know — and how to implement them in practice.

2. Overview: Amazon Prime requirements from September 15, 2025

Amazon is thinking long-term. The aim is to use the Prime program as Premium seal to strengthen. There are new rules for this, which immediately affect retailers.

In short:

Deliveries must even faster take place.
FBA will more expensive but more efficient.
SFP dealers are ahead severe hurdles.
Returns must smoothly run.
KPIs such as On-time delivery Move to the center.
Violations may heavily sanctioned become.
Those who keep up gain visibility — and trust.

Amazon is leading the way. The question is: Are you ready to go along?

3. The 7 most important changes in detail

3.1 New shipping speeds & delivery times

Two days delivery time? The past. In future, Prime means: Next-Day as standard. Some categories require even faster options.

This forces retailers to rethink their logistics:

Several warehouse locations Plan for it.
Faster shipping partners choose.
Streamline processes so that the goods go out in hours instead of days.

👉 Example: An electronics retailer switched over and suddenly delivered 85% of its orders the next day. Outcome? 18% more conversion.

Picture suggestion: “Amazon Prime Requirements 2025 Overview” infographic
Alt text: “Amazon Prime 2025 Requirements for Merchants”

3.2 Fulfillment by Amazon (FBA) adjustments

FBA was the most convenient way to secure Prime status for a long time. But Amazon is increasing the requirements:

Stricter entry controls
New storage fees for slow items
Focus on products with rapid goods turnover

If you don't pay attention, you pay more. Retailers must better manage inventories — or risk unnecessary costs.

👉 With dynamic tools such as Amazon Repricer from Metaprice Turnover and demand can be perfectly balanced.

3.3 Seller Fulfilled Prime (SFP) — stricter requirements

SFP sounds attractive: selling Prime without Amazon warehouse. But requirements are increasing:

Next day shipping becomes mandatory.
Only certified logistics service providers are allowed.
99% on-time delivery—a tough benchmark.

Is it still worth it? Some traders say yes, others switch to FBA because the risks are too high.

Picture suggestion: FBA vs. Seller Fulfilled Prime 2025 table
Alt text: “Differences between FBA and SFP Prime Requirements”

3.4 Returns Management & Customer Service

Returns — the unloved child in e-commerce. Amazon is serious:

Uniform guidelines for Prime products
Free returns almost anywhere
Faster refunds

For retailers, this means that returns must not be a cost factor without control, but must be managed strategically.

3.5 Performance metrics (on-time delivery, cancellation rate)

Amazon is now taking a closer look at you. These key figures are decisive:

On-time delivery: 97-99%
Cancellation rate: maximum 1%
Customer satisfaction: more heavily weighted

One outlier can be enough and your Prime badge is gone.

👉 You can find out more about this in Metaprice blog.

3.6 Compliance & potential penalties for violations

Amazon doesn't tolerate excuses. If you don't adapt, you risk:

The loss of the Prime logo
Offer deactivations
In the worst case, account suspensions

Or, as one retailer said: “A mistake doesn't just cost you customers — it costs you your business. ”

3.7 Opportunities through improved visibility in the Prime program

And now the good news: Whoever meets the requirements benefits.

More Buy-Box presence
Higher conversion
Stronger customer confidence

👉 After adapting to the new rules, a fashion retailer achieved 25% sales growth in 6 months.

4. Differences between B2B and B2C relevance

Retailer perspective (B2B)

For sellers, it's about hard figures: costs, KPIs, logistics. Compliance is decisive for profitability.

Customer perspective (B2C)

End customers only want one thing: fast, stress-free delivery. Amazon is forcing retailers into this role — in the interest of buyers.

5. Practical tips: How retailers master the new requirements

Diversify logistics (more warehouses, better partners).
Metaprice Tools use to balance prices and demand.
Closely monitor KPIs.
Keep returns processes streamlined.
Decide early: FBA or SFP?
In case of uncertainty, seek advice — for example about Metaprice contact.

6. Risks in case of non-compliance & practical examples

A homeware seller lost 40% of sales in 4 weeks because he failed to make Next-Day.
On the other hand, an electronics retailer regained the Prime badge through FBA — and regained customer trust.

There are more practical examples in the Metaprice FAQs.

7. FAQ — Frequently asked questions

1. What are the new Amazon Prime requirements from September 15, 2025?
Retailers must comply with stricter rules on delivery times, returns, and KPIs. The goal: more speed and customer satisfaction.

2. Do the changes apply to all retailers?
Yes, both FBA and SFP sellers are affected. There are only differences in implementation.

3. What role does the on-time delivery rate play?
A central one. At least 97-99% on-time deliveries are mandatory, otherwise the Prime badge is gone.

4. Is it worth switching to FBA?
Often yes. FBA makes compliance easier, but brings higher inventory costs.

5. What happens if I don't meet the requirements?
Amazon can withdraw Prime badges, deactivate offers, or suspend accounts.

6. How can I improve my return rate?
With clear product information, good quality and quick refund.

7. What are the benefits of meeting Prime requirements?
More visibility, better buy box opportunities, and revenue growth.

8. Which tools help me implement it?
solutions such as Amazon Repricer from Metaprice optimize prices dynamically and ensure compliance.

8. Conclusion with recommendation for action

The new Amazon Prime requirements They are not paper tigers — they decide whether your business grows or stagnates. Anyone who optimizes their processes not only secures Prime status, but also a place in the minds of customers.