Tighter timelines but looser targets – here’s what the latest Premium Shipping Options update means for you…
From 31 July 2025, Amazon is applying new eligibility rules to Sellers offering Premium Shipping Options.
And while the headline might sound easier; “moving focus to your recent shipping performance and giving you more flexibility to maintain programme eligibility”, there is – as ever – nuance you should understand.
What’s changing?
The On-Time Delivery Rate is being lowered
The required on-time delivery rate will drop from 97% to 92% – good news if you’ve been close-but-not-quite hitting the mark.
The Performance Evaluation Period is being shortened
Amazon will now assess you based on the last 7 days (between day -14 and day -7), not the previous 30 days.
That means both that:
- Slips are more visible. A few bad days can have a bigger short-term impact.
- But recovery is quicker. If you’ve had a rough patch, it’s out of the picture faster.
Amazon says this new approach “reflects your current operational performance more accurately” – and they’re not wrong.
But it does also ramp up the pressure on brands.
Other criteria you still need to meet
To remain eligible for Premium Shipping, you also need to maintain:
- A Valid Tracking Rate: 100% for Premium Shipping orders using Amazon-approved carriers.
- Seller-Initiated Cancellation Rate: Below 0.5% for Premium Shipping orders.
Fall short, and Amazon will notify you.
Keep falling short? And you risk losing your Premium Shipping status altogether.
What you should do now
If Premium Shipping is a lever in your Amazon strategy, now’s the time to:
- Monitor your metrics more frequently – weekly performance is now the key to eligibility.
- Spot trends early and use the 7-day window to course-correct quickly if needed.
- Optimise your fulfilment ops, because you’ll need to maintain consistency week after week to retain access.
And remember – Premium Shipping isn’t just a perk, it drives Buy Box wins, boosts trust and keeps conversion rates high, especially for high-intent shoppers.
The Bottom Line
This new update will make Amazon’s Premium Shipping eligibility more flexible – but also more reactive.
It’ll be the Sellers who show they can deliver reliably, week in, week out, that will keep their edge against the competition.
To make sure that’s you, our experts can support you to optimise your processes or scale up your fulfilment game – get in touch today.