Update to Prime eligibility criteria on Amazon starting on June 21, 2023

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:

I hope you found this article helpful. If you are experiencing issues with your Amazon Seller Account and your Seller Account already received a warning or is under a review, I can assist you and help you resolve the matter.

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