Private label brands use Seller Fulfilled Prime to keep the Prime badge while owning the customer's first physical impression of the product. We fulfill your Prime orders with your packaging standards and inventory rules, from operations across 25 U.S. markets.
Branded packaging with the Prime badge
Branded packaging is one of the main reasons private label sellers choose Seller Fulfilled Prime over FBA. In FBA, your product ships in Amazon's packaging alongside everything else in the order. With SFP, the box, the protective materials and the unboxing are under your control, as long as packaging follows Amazon's policies for marketplace orders.
We can ship in branded mailers or cartons you supply, use custom tissue or protective inserts, and follow SKU-specific pack instructions. Each standard is documented so every picker and packer applies it the same way. Packaging changes are weighed against dimensional weight and pack time, because a beautiful box that adds a day to handling or moves into a higher shipping band hurts the Prime promise.
One inventory pool for Amazon and your own site
A single inventory pool lets private label brands sell on Amazon with Prime and on their own Shopify store without splitting stock. Units are not locked inside Amazon's network, so a surge on one channel can be served from inventory that would otherwise sit idle for the other.
Available quantity syncs to each channel, and allocation rules protect Amazon from overselling. Prime orders always ship first, but direct orders still leave the same day when they arrive before cutoff. For launches, you can reserve stock for Amazon while running a site-only promotion, or the other way around. That flexibility is hard to achieve when most inventory is committed to FBA.
Protecting a brand-registered catalog
Protecting a brand-registered catalog on Seller Fulfilled Prime means your fulfillment has to be as consistent as your listings. Late deliveries, wrong items and damaged packages show up as negative feedback and returns that affect your brand, not just your account metrics.
We verify item and quantity at packing, use SKU-level pack rules for anything fragile or multi-part, and track lot or batch codes where you need them. Returns from Amazon customers are received, inspected and graded so sellable units go back into stock and defects are reported back to you. That loop helps you spot packaging or product issues early, before they reach your reviews.
Frequently asked questions
Can I use my own branded packaging with Seller Fulfilled Prime?
Yes. Seller Fulfilled Prime orders can ship in your branded packaging as long as it follows Amazon's packaging and marketplace policies. We apply your packaging standards to every Prime order.
Can I include inserts in Amazon SFP orders?
You can include product-related inserts such as instructions or care cards, but Amazon prohibits inserts that direct customers off Amazon or solicit reviews improperly. Review Amazon's current communication policies before adding marketing inserts.
Do you track lot numbers for private label products?
Yes, lot or batch tracking is available for SKUs that need it, so you can trace which units shipped to which orders.