Amazon Updates Premium Shipping Rules: 92% On-Time Rate Now Enough

Effective July 31, 2025, Amazon will implement a major update to its Premium Shipping Options evaluation criteria. This initiative reflects a shift toward more dynamic, short-term seller performance monitoring and introduces a more forgiving threshold for qualification. The change impacts all sellers participating in the Premium Shipping program and is intended to strike a balance between enhancing the buyer experience and reducing operational strain on merchants.

According to Amazon’s official notice, two core changes will take place. First, the required on-time delivery rate will drop from 97% to 92%. Second, the performance evaluation period will be significantly reduced—from 30 days to just 7 days. The review window will now assess orders delivered between 14 days and 7 days prior to the current date, replacing the previous span of 40 to 10 days.

This adjustment signals Amazon's recognition of operational volatility in fulfillment, particularly during peak seasons or unexpected disruptions. By shortening the review period, temporary delivery issues will have a reduced long-term impact on a seller's eligibility. At the same time, the lower threshold provides breathing room for sellers to manage occasional hiccups without immediate penalty.

However, Amazon also warns that a shorter sample period means any delay or mistake will carry more weight. To cushion this, the company has aligned the reduced delivery requirement with the tighter timeline, aiming to support faster recovery and maintain a high standard of service.

Beyond the two key changes, existing eligibility requirements remain in place. Sellers must continue using 100% Amazon-approved carriers for Premium orders and ensure all shipments include valid tracking. Forest Shipping is one such Amazon SEND-recognized carrier, trusted by global sellers for its reliability and transparent tracking capabilities. Additionally, the order cancellation rate must remain below 0.5%. If a seller fails to meet these standards during a review period, Amazon will issue a notification with improvement suggestions. Persistent failure to comply may result in removal from the program.

Amazon's updated framework for Premium Shipping Options reflects a more agile approach to evaluating seller performance—one that rewards consistency while offering greater flexibility. The reduced on-time rate requirement and compressed evaluation window allow sellers to rebound quickly from setbacks, yet also demand greater attention to short-term fulfillment accuracy.

For cross-border sellers navigating Amazon's logistics requirements, adapting to these changes is crucial. Whether you're using third-party logistics or managing merchant-fulfilled orders, maintaining a robust shipping process is now more important than ever.

Forest Shipping is a trusted international freight forwarder and an Amazon SEND carrier, dedicated to helping e-commerce sellers meet evolving marketplace standards. From streamlined shipping solutions to customs clearance and warehousing, we support your business with reliable logistics from China to global destinations. Let us help you stay compliant and competitive in a rapidly changing fulfillment landscape.