Announcement reposted from Amazon Ireland:
Effective August 7, 2025, your offers in our Ireland store must meet the following criteria in order to continue to be eligible for Prime, in line with our agreement with the European Commission.
Prime eligibility and Prime badge criteria
Our Prime eligibility and Prime badge criteria are applied equally to offers from all sellers across the various fulfilment channels (Fulfilment by Amazon or Fulfilled by Merchant) and Amazon retail based on indicators of the experience that customers expect from Amazon Prime. For an offer to be Prime-eligible, it must be available nationwide, offer free shipping and offer free returns for Prime members (with limited exceptions on product weight and cross-border shipments).
To be eligible for Prime, you must meet the following requirements on an ongoing basis at a product-tier level. For details on the product tiers and their respective thresholds, go to Seller Prime programmes.
- Delivery speed promise: Prime offers must meet targets for delivery speed promises based on product tier and inventory location type. For Prime delivery promise targets, go to Seller Prime programmes.
- On-time delivery: Prime orders must be delivered on or before the promise made to the customer. You must meet a minimum on-time delivery rate of 92%.
- Valid tracking rate: You must provide valid carrier tracking information when you confirm shipment of Prime orders. You must meet a minimum valid tracking rate (VTR) of 99%.
- Cancellation rate: The rate of Prime order cancellations initiated by you before fulfilment must be less than or equal to 0.5%.
If the delivery speed promise for a Prime-eligible offer is within the fastest 90% of store offers, that offer shows the Prime badge. This delivery speed threshold is calculated at the store level dynamically (every hour), subject to guardrail thresholds.
To learn more about our Prime eligibility requirements, go to Seller Prime programmes.
Fulfilled by Merchant sellers must enrol in a Seller-fulfilled Prime trial to demonstrate their ability to consistently meet Prime requirements. To learn more, go to Seller Fulfilled Prime trial period.
Fulfilled by Merchant sellers can monitor their performance against Prime requirements on the Seller Fulfilled Prime performance dashboard.
Featured Offer selection
As we strive to show customers the best Featured Offer on the product detail page, we ensure that the criteria used to determine the Featured Offer are non-discriminatory and treat sellers and Amazon retail equally. Eligibility for Prime and the Prime badge is not a criterion when determining the Featured Offer. Prime continues to offer free and fast delivery, which are factors that customers value and therefore are relevant in determining the Featured Offer.
European Commission commitment – complaints
If you have any complaints regarding Amazon’s compliance with its commitments, you can submit a complaint form to the monitoring trustee.
For more information on Amazon’s agreement with the European Commission, go to About Amazon.