Seller Fulfilled Prime (SFP) vs FBA 2026
Model SFP vs FBA economics for your product
Run the numbers →Side-by-side comparison
| Factor | SFP | FBA |
|---|---|---|
| Prime badge | ✓ Yes (once approved) | ✓ Yes (automatic) |
| Fulfillment fees | $0 to Amazon (pay shipping) | $3.11–$26+ per unit |
| Storage fees | $0 to Amazon (your warehouse) | $0.78/cu ft/mo |
| Approval required | Yes — performance gated | No — open enrollment |
| Shipping speed required | 2-day delivery required | Amazon handles speed |
| Buy Box advantage | Near-equal to FBA | Slight algorithmic edge |
| Returns handling | You handle returns | Amazon handles returns |
| Best for | Large/heavy items, existing 3PL | Small-standard items, new brands |
The SFP economics for large/heavy items
Heavy product: 25 lb item, $149.99 price
FBA route
FBA fee (Extra-Large ~25 lb): $26.38 + ($0.38 × 24) = $35.50
Fuel surcharge: $35.50 × 1.035 = $36.74
FBA fulfillment cost: ~$36.74/unit
SFP route (2-day carrier rate for 25 lb)
FedEx 2-day commercial rate: ~$22–$28
No FBA fee
SFP fulfillment cost: ~$22–$28/unit
On a 25 lb item, SFP can save $8–$15/unit vs FBA — meaningful at any volume
Frequently asked questions
What is Seller Fulfilled Prime (SFP)? ▾
SFP lets you fulfill Amazon Prime orders directly from your own warehouse — you get the Prime badge without sending inventory to Amazon. You must meet Amazon's strict shipping standards: 2-day delivery, 99%+ on-time shipping, 99%+ valid tracking, under 1% pre-fulfillment cancellation rate. SFP is the only way to have Prime FBM.
Can any seller sign up for SFP? ▾
No — SFP requires approval. You first complete a trial period with standard shipping to prove fulfillment quality. Once approved, you get the Prime badge. If your metrics slip below the thresholds, Amazon removes SFP eligibility. It's a performance-gated program.
What are the cost differences between SFP and FBA? ▾
SFP avoids FBA fees (fulfillment, storage, surcharges) but requires you to pay 2-day shipping costs from your own warehouse. For large/heavy items where 2-day shipping from your own location is cheap, SFP can win. For small-standard items, Amazon's FBA infrastructure is typically cheaper than retail 2-day shipping rates.
Does SFP affect Buy Box eligibility? ▾
SFP sellers are treated nearly equivalently to FBA for Buy Box purposes. Both carry the Prime badge. FBA still has a slight algorithmic preference, but SFP is far better than standard FBM for Buy Box competition.
Who is SFP best suited for? ▾
Brands with: (1) existing fulfillment infrastructure, (2) large/heavy products where FBA fees are very high, (3) products requiring custom packaging or kitting that FBA can't do, or (4) highly seasonal businesses where FBA inventory management is complex.
Related comparisons