Amazon has served as a trailblazer in our ever-growing e-commerce world, connecting eager shoppers with the products they want faster than ever before. One of the main perks Amazon offers its shoppers and sellers is access to Amazon Prime, an Amazon service that gives shoppers free shipping in a short, guaranteed timeframe. Amazon Prime also offers a whole host of value to sellers as well.

If you’re ready to get your products on Amazon Prime, here’s what you will need to know.

What is Amazon Prime?

Amazon Prime allows products to be shipped and delivered to a customer in a limited amount of time. Depending on the listing, the shipping and handling time with Amazon Prime can range from 2-day, 5-day, or same day shipping.

Amazon is able to keep its Prime delivery promise to consumers in multiple ways. If you are selling directly to Amazon through their Vendor Central Program, Amazon handles all the shipping process themselves.

If you are selling on Amazon though Seller Central, sellers or brands ship the product from their factory or warehouse directly to Amazon’s warehouses first. Then, once one of your product sells, Amazon will pick, ship, and pack your items for a fee.

How to Get Your Products on Amazon Prime

In order for a product to be Prime eligible, the product must already be stored in Amazon’s warehouse through their FBA (Fulfilled by Amazon) program and your seller metrics must be near stellar.

Sellers with large and scalable facilities or warehouses can choose to enroll in Merchant Fulfilled Prime from their account, where you as the seller guarantee 2-day shipping, whether in a certain area or nationwide.

Sellers will also get access to Amazon’s discounted shipping rate if they are fulfilling orders with Merchant Fulfilled Prime. Merchant Fulfilled Prime is only recommended for sellers who can meet Amazon’s delivery window requirements 99.7% of the time.

Benefits of Amazon Prime for Sellers

Selling on Amazon Prime can offer sellers a great amount of value as well. Shipping serves as one of the largest costs a brand on Amazon will face.

Sellers who have their products on Prime through the FBA program have the ability to get their product shipped out quickly for a fraction of retail shipping prices, with all the hard work done by Amazon.

If you are not currently enrolled in Amazon’s FBA program, your shipping costs could be monumental, especially for next-day or two-day shipping.


Amazon’s FBA Program also helps sellers avoid the burdens that come with storing inventory. Traditionally, sellers would need access to a warehouse, staff, and supplies to be able to ship out a product the same day it was purchased. Amazon’s FBA program handles the storage for you.

Lastly, Amazon provides 24/7 support for you and your brand. An Amazon representative will handle returns on your behalf. If you decide to enroll in Merchant Fulfilled Prime, you will be required to handle all your returns internally.

This can also take immense effort, as sellers will be required to follow the same customer service guidelines as Amazon.

Final Note

Selling on Amazon Prime makes both buyers and sellers happy. If you are looking to take your products to the next level with Amazon Prime but don’t know where to start, the team at Sunken Stone can help. Our team of Amazon Experts will handle all the essential steps of running your brand on Amazon, from A to Z. To learn more about our performance-based Amazon brand management program, schedule a demo with one of our Amazon gurus here.