Starting August 7, 2025, Amazon has announced a significant update to its Prime service standards for sellers shipping to customers in Ireland. According to the July 1 announcement, products listed on Amazon Ireland must meet these new requirements to retain Prime eligibility:

• Nationwide Availability: Items must be available for delivery across all regions of Ireland, offering free shipping and free returns (with limited exceptions).
• Delivery Speed: At least 90% of Prime-eligible items must meet the fastest delivery speeds possible.
• On-Time Delivery Rate: A minimum of 92% of shipments must arrive by the promised delivery date.
• Valid Tracking Rate: Tracking information must be provided and accurate for at least 99% of orders.
• Order Cancellation Rate: The rate of seller-initiated order cancellations must not exceed 0.5%.

Sellers who use Merchant-Fulfilled Network (MFN) must participate in the Self-Fulfilled Prime (SFP) trial and continuously monitor their performance against these updated standards.

Amazon emphasized that maintaining Prime status is not connected to promotional programs like Lightning Deals or Best Deals. Instead, Prime eligibility is strictly determined by delivery speed, nationwide service availability, and free shipping and return options—Amazon’s core competitive advantages.

These changes are part of Amazon's ongoing commitment to enhancing the Prime customer experience by ensuring fast, reliable, and trackable deliveries. Sellers who fail to meet these thresholds risk losing their Prime badge, which can significantly impact product visibility and sales performance.

Need help meeting Amazon's strict new standards? At Fbabox we specialize in Amazon FBA logistics, helping sellers ship their goods from China directly to Amazon fulfillment centers in Ireland. Our end-to-end services ensure your inventory arrives on time, with full tracking and compliance with Amazon’s latest Prime delivery requirements—so you can focus on growing your business while we handle the complexities of international shipping.