From August 7, Amazon is updating Prime requirements for the Irish store. Here’s what brands need to know/do now…

If you’re selling on Amazon.ie and count on the Prime badge to drive visibility, conversion and trust, we hope you know that the rules are about to change.

In line with Amazon’s agreement with the European Commission, stricter Prime eligibility standards will apply to all Sellers in the Irish store from 7 August 2025 – and that’s the same whether you’re using FBA or fulfilling orders yourself (FBM).

And, as with all things Amazon, if you don’t meet those new eligibility rules?

You risk losing your Prime status in this market.

What’s changing?

From 7 August on, your offers need to meet 3 core criteria to stay eligible for Prime in Ireland:

• Nationwide availability
• Free shipping
• Free returns for Prime members (with limited exceptions)

Your products also need to consistently meet performance benchmarks, including:

• Delivery Speed Promise: Must be within the fastest 90% of store offers
• On-Time Delivery: 92% or higher
• Valid Tracking Rate (VTR): 99% minimum
• Cancellation Rate: Less than or equal to 0.5%.

If you’re an FBM seller, you’ll need to be enrolled in Seller-Fulfilled Prime (SFP) and meet these standards at a product tier level to qualify.

Why It Matters for Brands

We’re sure you know! But to reiterate, Prime is much more than just a badge, it’s a trust signal, a conversion booster and a vital part of many brands’ Buy Box strategies.

If your offers lose Prime eligibility in Ireland:

• You could see lower visibility on key listings.
• Your conversion rates may drop, especially in competitive categories.
• You’ll be excluded from fast-delivery options Prime shoppers expect.

What you should do now

Audit your Irish offer setup

Make sure you’re offering free shipping and returns, and that your inventory is available nationwide.

Check performance metrics

Head to your Seller Fulfilled Prime dashboard or your FBA analytics to ensure you’re meeting thresholds for on-time delivery, VTR, and cancellation rate.

Review your delivery speed promise

Your delivery promise needs to match or beat 90% of offers — if you’re lagging, it may impact your badge.

The Bottom Line

These aren’t minor changes; they raise the bar for what it takes to carry the Prime badge in Ireland.

But they could also be a commercial opportunity – for brands who can meet these new standards, it’s a chance to stand out with less competition for Prime’s high-converting shoppers.

Need an expert hand to navigate the new rules or protect your Prime presence across stores? Our specialists are here to help – get in touch today.