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Overview
Amazon has officially removed its mandatory two-day order processing requirement, giving sellers the ability to customize fulfillment times based on product type, supply chain, and operational capacity. This new flexibility empowers U.S. Amazon sellers to better manage inventory flow, custom orders, and shipping expectations — but it also introduces new responsibilities in maintaining performance metrics and customer trust.
Why Amazon Changed the Policy
Previously, Amazon required a two-day processing window to support Prime-like delivery speeds and maintain consistent shopper experiences. However, as supply chains diversified and seller operations became more complex, this rigid standard became a burden — especially for custom, made-to-order, or imported products.
By removing the mandatory two-day rule, Amazon aims to:
- Reflect seller feedback and operational diversity.
- Encourage broader participation from small and regional businesses.
- Enhance flexibility across multiple fulfillment models, including FBM, Seller-Fulfilled Prime, and Buy with Prime.
What This Means for Sellers
1. Customizable Fulfillment Times
Sellers can now define processing times per SKU, shipping template, or product group.
For instance:
- Made-to-order products: 3–5 business days
- Imported or restocked items: 5–7 business days
Configuration is done in Seller Central → Settings → Shipping Settings, where you can edit handling times individually or by template.
2. Performance Metrics Still Matter
While flexibility increases, Amazon still tracks:
- Late Shipment Rate
- On-Time Delivery
- Order Defect Rate (ODR)
Failing to meet your own declared timelines can still harm account health and Buy Box eligibility. Sellers extending their handling time should clearly display accurate estimates and monitor metrics daily.
How to Safely Adjust Processing Times
Step-by-Step Setup
- Go to Seller Central → Shipping Settings.
- Adjust handling times at listing or template level.
- Test gradually (e.g., increase from 2 → 3 → 5 days).
- Use automation tools to flag orders nearing deadlines.
Best Practices
- Add a 1-day buffer for unexpected delays.
- Communicate timelines transparently on product pages.
- Use performance dashboards to monitor late shipments.
Risks and Trade-Offs
Extending processing windows provides predictability — but at a cost:
- Conversion rates may decline, especially for fast-delivery shoppers.
- Customer inquiries may increase for delayed timelines.
✅ Strategy Tip: Keep best-selling SKUs under short windows, and apply extended handling only to slow-moving or custom-made products.
Strategic Ways to Use the New Flexibility
| Strategy | Description |
|---|---|
| Tiered Processing | Offer fast-handling SKUs alongside slower ones. |
| Regional Segmentation | Shorten times for local warehouses; extend for remote supply. |
| Inventory Buffers | Keep backup stock to preserve quick processing for key SKUs. |
| Continuous Monitoring | Track conversion, cancellations, and delivery metrics per group. |
Practical Use Cases
- Custom or Made-to-Order Goods:
Sellers of personalized jewelry or handmade decor can safely set 4–7 business days to meet realistic production timelines. - Imported or Restocked Items:
When supply shipments are delayed, temporarily extending processing times prevents late shipment penalties and negative feedback.
Conclusion: Turn Flexibility into an Advantage
Amazon’s policy shift gives sellers a chance to operate more efficiently and sustainably. Start by:
- Testing 3–4 day handling windows on low-risk products.
- Updating product detail pages with accurate delivery estimates.
- Tracking performance metrics daily and adjusting based on results.
With careful planning, you can protect account health, enhance customer trust, and maintain profitability — even with longer fulfillment times.
FAQs
Q1: Will this affect my Buy with Prime or Seller-Fulfilled Prime listings?
Some programs still enforce faster handling. Always review their current service-level terms before applying extended timelines.
Q2: How will extended processing impact my performance metrics?
You’ll avoid “late shipment” penalties as long as you meet the new stated timelines. However, missed deadlines still harm your metrics.
Q3: Can I apply different handling times per SKU?
Yes. Amazon now supports SKU-level customization, letting you optimize based on sales velocity and supply chain type.
Next Steps:
✅ Audit your current handling times.
✅ Segment your catalog by speed and complexity.
✅ Test and monitor conversion impacts weekly.
📞 Need expert help optimizing your fulfillment settings or protecting account performance? Contact Us for a personalized fulfillment audit.