We have qualified as an Amazon Prime certified 3PL, and from 14 July 2026 we can offer Seller Fulfilled Prime (SFP) to the brands we work with: the Prime badge on your Amazon.it listings, fulfilled from our Italian warehouse, while your stock and your brand stay with you.

If you sell on Amazon in Italy, this changes what is possible. You no longer have to send your inventory into Amazon's fulfilment centres to earn the Prime badge. Here is what Seller Fulfilled Prime is, why the badge matters, and how we run it for you.

What Seller Fulfilled Prime actually is

Seller Fulfilled Prime lets you display the Prime badge on your own listings while you ship the orders yourself, instead of using Fulfilment by Amazon (FBA). Your products stay in your warehouse, or in ours, and you fulfil Prime orders directly.

The catch is that Amazon holds SFP sellers to the same promise it makes to Prime members. You have to dispatch fast, deliver on time, and provide valid tracking on every order. Amazon checks this performance closely, usually starting with a trial period before it grants the badge. Miss the standards and you lose it.

Why the Prime badge matters for your sales

Prime shoppers are the most valuable buyers on Amazon, and the badge is what reaches them. It matters in three ways:

  • Higher conversion. Prime buyers trust the delivery promise. The same listing usually converts better with the badge than without it.
  • A stronger shot at the Buy Box. The Prime badge strengthens your position for the Buy Box, where the large majority of Amazon sales happen.
  • Reach Prime-only shoppers. Many Prime members filter their search to Prime-eligible items only. Without the badge, they never see your products.

Why most sellers can't run SFP alone

SFP looks simple on paper: keep your stock, ship it yourself, show the badge. In practice, meeting Amazon's standards every single day is hard. You need same-day dispatch against a firm cut-off, carriers that deliver to the Prime promise across Italy, valid tracking that updates in time, and the discipline to hold that performance through peak periods and holidays.

One bad week of late dispatches or missing tracking can put your Prime status at risk. That is why most brands either give up the badge or hand it to FBA, losing control of their stock and brand in the process.

How Fulfilment4Italy makes SFP work

As a Prime-qualified 3PL, we run the warehouse, carriers, and processes Amazon requires for the badge, from our facility in Northern Italy. We connect to your Amazon Seller account alongside your other sales channels, so Prime orders flow in and ship to standard.

  • Same-day dispatch. Orders placed before our daily cut-off ship the same working day, so you meet Prime's tight handover windows.
  • On-time delivery. We deliver to Prime's speed promise across Italy and track every parcel, with the on-time performance Prime requires.
  • One stock pool, every channel. Amazon, Shopify, WooCommerce, and other marketplaces all ship from the same inventory. No split stock, no double handling.
  • Your brand on every order. Unlike FBA, your packaging and inserts go out on every parcel, even the Prime ones.

We already integrate your Amazon Marketplace into our warehouse alongside Shopify and your other shops, so adding SFP is an extension of how we already work, not a separate operation.

SFP, FBA, or both?

SFP and FBA both put the Prime badge on your listings. They differ in who holds your stock and how much control you keep. With FBA, your inventory lives inside Amazon and ships in Amazon boxes. With SFP through us, your stock stays under your control, your brand stays on every order, and the same inventory serves all of your channels.

Many brands run both: FBA for fast-moving lines, SFP for everything else and for the channels FBA can't reach. If you want a deeper breakdown, read our guide to Amazon FBA vs FBM vs SFP vs 3PL.

Getting started

SFP eligibility sits with your Amazon Seller account, but the fulfilment behind it is what gets you through Amazon's trial and keeps the badge. That is what we provide.

Tell us about your Amazon.it volumes and current setup, and we will map out how Seller Fulfilled Prime would run with us, including dispatch cut-offs and the delivery standards we would commit to. Learn more on our Seller Fulfilled Prime page, or get in touch to start the conversation.