Benefits of Becoming an Amazon Prime Seller


Amazon Prime is a premium subscription service that offers a range of benefits to customers, including fast shipping, exclusive access to movies, TV shows, ad-free music, and more. Prime products get better search ranks and encourage positive reviews. Plus, Prime items also boost your chances to earn a place in the Buy Box. Amazon Prime products receive higher placements overall in search rankings. But did you know that becoming an Amazon Prime seller can also bring numerous advantages to your e-commerce business?

How to become a seller on Amazon Prime

Some merchants still think that Amazon FBA is the only way to access Amazon Prime. That is not the case at all. There are actually two other ways for sellers to sign up for Amazon Prime.They are Seller-Fulfilled Prime, and becoming an Amazon Vendor.

Fulfillment by Amazon (FBA)

With FBA, you ship your products to Amazon, which stores them in one of its warehouses. When a customer makes a purchase, Amazon handles all shipping logistics. Selling FBA through Amazon Seller Central allows you to earn on every sale. You need to pay extra attention to inventory levels, delivery dates, and bulk purchase dates, and this process can reduce your profit margins. That said, FBA is an ideal and reliable route for many brands that lack adequate implementation resources. With Amazon's Buy with Prime program, you can also enjoy the benefits of Prime shipping to your brand's online store.

Amazon Vendor Central

If you want to become a first-party seller, you can let Amazon handle all the details. Instead of selling directly to customers, you ship in bulk on Amazon. While this option is generally simpler, it limits the amount of money you can earn per unit. Not only can Amazon lower your Minimum Advertised Price (MAP) (learn more here), but they also don't guarantee how much they'll buy each time.

Seller Fulfilled Prime (SFP)

If you already sell/ship products directly to customers, you can join Amazon Seller Central. Instead of letting Amazon store and ship your goods, you handle everything yourself. However, to qualify for Prime, you must meet Amazon's quality standards, which means you can't charge shipping fees and your orders must be quick and accurate. This option is called Seller Fulfilled Prime (SFP), but it is not necessarily part of Seller Central.

Benefits of becoming an Amazon Prime seller

Becoming an Amazon Prime Seller is a strategic move for businesses looking to thrive in the competitive world of online retail.

  • Enhanced Visibility

One of the most significant advantages of being a Prime seller is the increased visibility of your products. When you join the Prime program, your items become eligible for Prime 2-day shipping. Products with the Prime badge often receive preferential placement in search results and product listings. This increased visibility can significantly boost your product's exposure to millions of Amazon Prime customers, potentially leading to higher sales.

  • Improved Customer Trust

Customers have come to associate the Prime badge with reliability and exceptional customer service. By becoming a Prime seller, you align your brand with Amazon's reputation for quick and efficient shipping. This can help build trust with potential buyers who are more likely to make a purchase from a Prime seller due to the trust they have in the Prime program.

  • Competitive Advantage

In the competitive e-commerce landscape, offering Prime-eligible products sets you apart from other sellers. Amazon Prime members often filter their searches to show only Prime-eligible items, narrowing down their choices. This means your products are more likely to be considered by potential buyers, giving you a competitive edge.

  • Increased Sales

Faster shipping times can lead to a significant increase in sales. Amazon Prime members tend to prioritize Prime-eligible products, as they can receive their orders quickly. This preference can result in a boost in sales for your items. Additionally, during events like Prime Day, your Prime-eligible products may be featured, further driving sales.

  • Access to FBA (Fulfillment by Amazon)

Becoming a Prime seller often involves using Amazon's Fulfillment by Amazon (FBA) service. With FBA, Amazon takes care of the packing, shipping, and customer service for your orders. This not only saves you time and effort but also ensures that your products are handled professionally and reach customers in prime condition.

  • Better Returns Policy

Prime sellers often benefit from a more lenient and customer-friendly return policy. This can help attract customers who value the ease of returns and may be more inclined to make a purchase from your store.

  • Exposure to International Markets

Becoming a Prime seller can also open doors to international markets. Amazon Prime has expanded to numerous countries, and your Prime-eligible products can potentially be shipped internationally, allowing you to tap into a global customer base.

  • Marketing Opportunities

Amazon offers various marketing tools and promotions exclusively to Prime sellers. These tools, such as Sponsored Products and Lightning Deals, can help you increase product visibility and sales. Prime Day, in particular, offers unique marketing opportunities to Prime sellers, with increased traffic and sales during the event.

  • Access to Prime Exclusive Programs

As a Prime seller, you may also have access to exclusive programs, such as the Early Reviewer Program and Prime Exclusive Discounts. These programs can help you gather reviews for new products and attract more customers with special discounts.


Becoming an Amazon Prime seller offers a multitude of benefits that can significantly impact your e-commerce business. From enhanced visibility and improved customer trust to increased sales and access to international markets, joining the Prime program can be a game-changer for your online retail success. So, if you're looking to take your e-commerce business to the next level, consider becoming an Amazon Prime seller and enjoy the Prime advantage.