Starting from June 21, 2023, there are some updates to the Prime eligibility criteria in Amazon’s Germany, France, Spain, Netherlands, Poland, Sweden, and Belgium stores. These changes are a result of an agreement Amazon reached with the European Commission.
The Prime eligibility criteria and Prime badge criteria will now be applied equally to offers from all sellers, whether they are fulfilled by Amazon or fulfilled by us as sellers, and whether they come from Amazon retail or from third-party sellers like us. This means that no matter where Amazon customers shop, they can expect the same Prime experience.
Now, let’s break down what it takes for your offers to become Prime-eligible. It’s actually quite straightforward:
First and foremost, your offers need to be available nationwide.
Next up, you need to offer free shipping to Prime members.
Last but not least, your Prime-eligible offers should come with free returns (with a few exceptions, of course).
To maintain your Prime eligibility, you need to meet specific requirements at a product tier level. It’s important to check out the Seller Prime Programs section on Seller Central for all the detailed information about the product tiers and their respective thresholds. This will help you understand exactly what is expected from you.
Let’s dive into the requirements that you need to keep in mind:
First, there’s the delivery promise. Your Prime offers must meet the delivery promise targets based on Amazon’s product tier and the type of inventory location you have. This ensures that your customers receive their orders on time and are satisfied with their overall experience.
Next, on-time delivery is crucial. You need to make sure that your Prime orders are delivered on or before the promised delivery date. This is a significant factor in building trust and reliability with your customers.
Tracking is another important aspect. Whenever you confirm shipment of your Prime orders, you must provide valid carrier tracking information. It’s essential to maintain a minimum Tracking/Valid Tracking Rate (VTR) of 99% to ensure that your customers can easily track their packages and have peace of mind throughout the delivery process.
Lastly, you need to keep your cancellation rate low. The rate of Prime order cancellations initiated by you before fulfillment should be less than or equal to 0.5%. Of course, there may be situations where cancellations are necessary, but by minimizing them, you can provide a smoother experience for your customers.
When your offers meet these criteria, they will be displayed on the Amazon store with the prestigious Prime badge. This badge acts as a visual symbol of trust and excellence, and it’s something that customers actively look for when making their purchasing decisions.
You will no longer be limited to using Buy Shipping services for your Seller Fulfilled Prime orders. You now have the freedom to choose any logistics provider (carrier) that you prefer. This opens up more opportunities for you to optimize your shipping process and find the best solution for your business needs.
Here you can view the copy of the full announcement regarding the matter:
| Update to Prime eligibility criteria starting on June 21, 2023 Hello, On June 21, 2023 our Prime eligibility criteria will be updated for all sellers in our Germany, France, Spain, Netherlands, Poland, Sweden, and Belgium stores following the agreement reached with the European Commission: https://www.aboutamazon.eu/news/policy/amazons-statement-on-the-commitments-agreed-with-the-european-commission Our Prime eligibility criteria and Prime badge criteria will be applied equally to offers from all sellers across the various fulfilment channels (Fulfilled by Amazon or Seller-Fulfilled) and Amazon retail, and are based on indicators of the experience that customers expect from Amazon Prime. For an offer to be Prime-eligible, it needs to (1) be available nationwide, (2) offer free shipping, and (3) offer free returns for Prime members (with limited exceptions on product weight and cross-border shipments). To be eligible for Prime, Sellers must meet the below requirements on an ongoing basis at a product tier level. Details on the product tiers and their respective thresholds can be found at Seller Prime programmes: https://sellercentral-europe.amazon.com/gp/help/GB5JRYD45LJ66K5T – Delivery promise: Prime offers must meet delivery promise targets based on product tier and inventory location type. Go to Seller Prime programmes for delivery promise targets: https://sellercentral-europe.amazon.com/gp/help/GB5JRYD45LJ66K5T – On-time delivery: Prime orders must be delivered on or before the promise made to the customer. You must meet a minimum of 90% on-time delivery rate. – Tracking: Valid carrier tracking information must be provided when you confirm shipment of Prime orders. You must meet a minimum Tracking/Valid Tracking Rate (VTR) of 99%. – Cancellation rate: The rate of Prime order cancellations initiated by you before fulfilment must be less than or equal to 0.5%. A Prime eligible offer will be displayed on the Amazon store with our Prime badge when it meets certain delivery speed thresholds. The delivery speed threshold is calculated at the store level dynamically (every hour) based on the fastest 90% promises on customer views on Prime eligible offers subject to guardrail thresholds. Please refer to Seller Prime programmes for details: https://sellercentral-europe.amazon.com/gp/help/GB5JRYD45LJ66K5T Sellers can use any logistics provider (carrier) for their Seller Fulfilled Prime orders; we no longer require sellers to use Buy Shipping services to purchase shipping labels. All offers enrolled in Prime will benefit from Amazon’s high-quality customer service support that will be provided at no additional cost. To learn more about our Prime eligibility requirements applicable as of June 21, 2023, go to Seller Prime programmes: https://sellercentral-europe.amazon.com/gp/help/GB5JRYD45LJ66K5T For more details on Amazon’s agreement with European Commission, go to About Amazon (https://www.aboutamazon.eu/news/policy/amazons-statement-on-the-commitments-agreed-with-the-european-commission), Europa.eu (https://ec.europa.eu/commission/presscorner/detail/en/ip_22_7777), and https://ec.europa.eu/competition/antitrust/cases1/202252/AT_40462_8825091_8265_4.pdf. The Amazon Services Europe team |
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