What do the new Amazon rules mean for the Prime logo and the BuyBox?

Amazon has introduced new criteria to Amazon Prime logo to receive. Since the changeover, awarding has been more closely linked to the performance of shipping, returns and customer satisfaction. Merchants who don't sell via Amazon FBA must now meet stricter requirements under Seller Fulfilled Prime — including guaranteed delivery speeds, shipment tracking, and on-time delivery.

The goal: Amazon wants to ensure that all Prime orders meet the usual premium standard — regardless of storage location.
👉 Here you can find all the details about the changes

How do the changes affect visibility in the BuyBox?

With the new requirements, the BuyBox More focus on algorithmic evaluation. In addition to price, shipping time and inventory, the availability of Amazon Prime Logos more heavily weighted. If the Prime logo is missing, a retailer can be forced out of the BuyBox despite an attractive price.

For retailers, this means that anyone who wants to win the BuyBox regularly must not only be competitive in terms of price, but also guarantee high shipping standards. An intelligent repricing tool such as MetaPrice Repricer can help to adjust prices dynamically and based on rules.

What requirements will retailers have to meet in the future to receive the Amazon Prime logo?

The requirements for the Amazon Prime logo The “Seller Fulfilled Prime” program has been increased. Retailers must:

• Guarantee 1-2 day delivery
• Maintain a high on-time delivery rate
• Enable free returns
• Provide tracking information reliably
• Meet Prime customer expectations even with high order volumes

Amazon regularly checks that these criteria are met. Merchants who repeatedly deviate lose the Prime logo — and therefore visibility and conversion potential.

How can retailers remain competitive despite new rules?

Price positioning remains the most important lever. With a powerful Amazon Repricer Prices can be automatically adjusted to market changes without jeopardizing margins.
Retailers should also optimize their shipping processes, for example by integrating modern logistics software or cooperation with premium shipping service providers.

Anyone who does not use an FBA solution should carefully plan their participation in “Seller Fulfilled Prime” and meet all requirements — this is the only way to keep it Amazon Prime logo permanently preserved.

Where can I find more information about the changes at Amazon?

Amazon itself only provides limited information about the specific effects of the changes. A well-founded and practice-oriented analysis can be found in MetaPrice blog post about changes to the Prime logo and the BuyBox.

The platform also offers MetaPrice comprehensive solutions in the area of price optimization, repricing and marketplace analysis — specifically tailored to professional retailers and B2B decision makers in e-commerce.

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