Prime badging policy update from Amazon

We are pleased to inform you that, as per the latest updates received, Amazon Prime members expect fast deliveries. Starting from August 6, 2024, we will be updating the Delivery Speed Threshold for Prime Badging on eligible offers.

Post this change, Prime members will see the Prime badge on offers with an estimated delivery speed threshold of up to 2 days. This change will help make sure that the products you fulfil through Prime-eligible domestic programs represent the fast delivery promises offered to customers as a Prime membership benefit. Prime Eligible offers with delivery speed longer than the current threshold will not receive the Prime Badge but a delivery message stating “FREE Delivery for Prime members.” This message informs customers that one of the key Prime benefits, free shipping, remains available for that offer. This change is applicable to all categories, and all the Prime eligible selling partners. This change will not impact the shopping experience for non-Prime customers or for offers that are not currently Prime badged.

We are also re-evaluating the Prime badging strategy for Prime-eligible international programs and will share updates in future

You can read more about how Prime Badging applies to Prime Eligible offers on Seller Central help page “Prime Badge”

Warm Regards

Amazon Marketplace Team!