Amazon is rolling out important changes to Prime eligibility and badge criteria across several European markets starting September 15, 2025. These updates aim to uphold the fast, reliable shipping standards that Prime members expect—whether orders are fulfilled by Amazon or by third-party sellers.
🚀 What’s Changing?
The updated delivery speed thresholds apply to all Fulfilled by Amazon (FBA), Fulfilled by Seller (FBM), and Amazon Retail offers in Germany, France, the Netherlands, Belgium, and Sweden.
🇩🇪 Germany: New Prime Eligibility Targets
To be eligible for the Prime badge, domestic listings for low-priced and standard-sized items in Germany must now meet these new delivery standards:
- âś… 10% of listings delivered within 1 day
- âś… 45% of listings delivered within 2 days
- âś… 80% of listings delivered within 4 days
🇫🇷🇳🇱🇧🇪🇸🇪 Prime Badge Delivery Speed Criteria
France
- Delivery promise of 3 days or faster
Netherlands & Belgium
- The fastest 85% of all offers with a delivery promise of 4 days or faster will be eligible
- Offers with 2-day delivery or faster will always display the Prime badge
Sweden
- The fastest 85% of all offers with a delivery promise of 7 days or faster qualify
- Offers with 3-day delivery or faster will always display the Prime badge
Why This Matters for Sellers
Amazon continues to raise the bar for Prime delivery performance, making this an ideal time for sellers to:
- âś… Review their shipping methods
- âś… Improve handling times and delivery estimates
- âś… Optimize performance metrics for Seller Fulfilled Prime (SFP)
Check your Seller Fulfilled Prime Performance Rating for tips on maintaining badge eligibility and meeting customer expectations.
Final Thoughts
These updates reinforce Amazon’s ongoing commitment to customer satisfaction through faster, more predictable deliveries. Sellers who align with these new criteria will continue to benefit from the visibility and trust that comes with the Prime badge.
đź“Ś Effective Date: September 15, 2025
đź“Ť Markets Affected: Germany, France, Netherlands, Belgium, Sweden
Stay ahead by preparing now—and ensure your offers continue to meet Prime customers’ high expectations.