Seller Fulfilled Prime: Everything you need to know about Amazon MFN Prime


Seller Fulfilled Prime: Everything you need to know about Amazon MFN Prime

In a bid to enhance both the customer and seller experience, Amazon has introduced MFN Prime, commonly referred to as Seller Fulfilled Prime, a programme that will provide many of their sellers with the opportunity to increase sales, by gaining access to Amazon Prime customers.


What you need to know about Amazon MFN Prime

Amazon MFN Prime enables MFN (Merchant Fulfilled Network) sellers to list their products as "Prime", while maintaining control of their own fulfilment operations. In other words, shipping these items directly, without having to put your inventory into Fulfilment by Amazon (FBA).

This is a huge move for the marketplace, who up until now have only enabled orders that were fulfiled by FBA, to be eligible for "Prime" status. While this Seller Fulfilled Prime update can be described as a 'game-changer' for Amazon sellers, it is important to be aware that you must have high delivery performance standards, in order to qualify for this service.

SEE ALSO: Selling On Amazon: The Top Reasons Why Fulfilment By Amazon Can Maximise Your Company's Growth

How to find out whether you are eligible for MFN Prime (Amazon Seller Fulfilled Prime)

In order to be eligible for MFN Prime / Seller Fulfilled Prime, Amazon must be convinced that you can fulfil your orders to meet customer expectations. Therefore, as a seller you must meet the requirements for:

  • Valid tracking rate
  • On-time delivery rate
  • Order defect rate
  • Seller initiated order cancellation rate

Sellers must comply with recent shipping changes

As a seller, it is also important that you are aware of Amazon's recent shipping changes, following the Amazon MFN Prime release. If you are deemed eligible, you will be able to propose Premium Ship Option (PSO) to your customers, which provides fast shipping opions, subsequently improving the customer experience by indicating a clear delivery-date.

In order to propose PSO, however, you will need to have a pre-configured template using the recently released Ship by Region (SBR), and select a list of SKUs to link to this template.

SEE ALSO: Is Your Shipping Company Delivering

Ship by Region shipping settings, found in Amazon's Seller Central, enables you to provide a wider selection of countries you wish to deliver to, and most importantly set tailor-made delivery rates and expectations for each specific country. More specifically, this means you can offer one or two-day delivery for countries close to you, or that can be reached through a well-served delivery infrastructure, or alternatively offer four of five-day delivery to countries that cannot be reached as easily. Please note that Ship by Region isn't yet enabled for all sellers, but once it is enabled it will replace the existing shipping configuration.

Sellers that meet Amazon's expectations for quality service, will be able to:

  • List products with a "Prime" status, reaching a significant number of Amazon Prime customers
  • Offer free standard shipping for all Prime items
  • Purchase shipping for all Prime items through Amazon's Buy Shipping Service

SEE ALSO: Linnworks Integrates With Amazon Shipping

Changes required within

There are several changes you will need to make within, should you wish to benefit from MFN Prime:

  • Once you have created a shipping template in Amazon, you will be able to use this template for listings by using the Merchant Shipping Group Name attribute, which can be found in the Amazon Configurator's Attributes section in both and LinnLive.
  • From here, you will need to select this attribute and set its value to the name of the Amazon shipping template that you wish to use this for SKU.
  • You must ensure that you have no shipping overrides configured for this configurator, as overrides will contradict with your shipping templates in Amazon itself.
  • As Amazon Prime orders MUST be prioritised, these orders will show with a red star and will be set to an immediate dispatch by date.

Linnworks has recently added Merchant Fulfilment API support. This will enable customers to buy shipping for Prime orders and print shipping labels for packages directly from, as opposed to through Amazon's Seller Central. To find out more about this, click here for the documentation

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Topics: Amazon, Shipping & Fulfilment, eCommerce Best Practices, Selling on Amazon

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