Amazon Introduces New Handling Time Requirements for FBM Sellers

While this update doesn't require sellers to ship orders faster, it does require them to maintain handling times that closely match how quickly they typically process and dispatch orders. Sellers who continue using inaccurate handling times may find Amazon automatically updating these settings on their behalf.

What's Changing in this Update?

Under the updated policy, Amazon now expects FBM sellers to maintain accurate handling times for every SKU they sell.

Sellers have two options:

• Enable Automated Handling Time, allowing Amazon to calculate handling times based on recent shipping performance
• Continue managing handling times manually, provided the configured values accurately reflect actual fulfillment operations

If sellers consistently ship orders faster than their configured handling time, Amazon may notify them to update their settings.

Previous Process vs. New Process

• Sellers could set longer handling times as a safety buffer vs. handling times should accurately reflect actual fulfillment performance
• Manual handling times often remained unchanged vs. Amazon reviews shipping performance and may recommend updates
• Sellers maintained complete control over handling times vs. Amazon may automatically manage handling times if no action is taken
• Conservative delivery estimates were common vs. more accurate delivery promises are encouraged

Who Will Be Affected by this Update?

This update primarily impacts sellers using Fulfilled by Merchant (FBM). It applies to businesses that:

• Ship customer orders directly
• Manage SKU-level handling times
• Use account-level handling time settings
• Rely on manual fulfillment instead of FBA

Certain product categories, such as custom-made items and specific heavy or oversized shipments, may have different handling time requirements.

What Happens If You Don't Update Your Handling Times?

Amazon will continue monitoring seller fulfillment performance against the handling times configured in Seller Central. If Amazon determines that your business consistently ships faster than the handling time you've configured, you may receive a notification requesting an update.

If no action is taken within the specified period:

• Amazon may automatically adjust handling times for the affected SKUs
• The updated handling times may remain in place for an extended period
• Sellers will have reduced control over delivery promises displayed to customers

Keeping handling times up to date helps ensure your listings remain aligned with your actual operational performance.

How Should Sellers Prepare for this Update?

Now is a good time to review your FBM fulfillment process and verify that handling times accurately represent your day-to-day operations.

Recommended actions include:

• Audit handling times across all FBM SKUs
• Compare configured handling times with actual shipping performance
• Enable Automated Handling Time if your fulfillment process is consistent
• Update manual handling times where necessary
• Monitor Seller Central notifications for any handling time recommendations

Regularly reviewing these settings can help improve delivery accuracy while reducing the risk of automated adjustments.

Why This Update Matters for Sellers?

Amazon continues to focus on improving the customer shopping experience by providing more reliable delivery estimates.

Accurate handling times help customers know exactly when to expect their orders while also helping sellers present more competitive delivery promises. Businesses with efficient fulfillment operations may benefit from improved customer confidence and stronger conversion rates.

For FBM sellers, this update reinforces the importance of operational accuracy. Instead of relying on additional handling time as a buffer, sellers should ensure their configured settings reflect how quickly they consistently fulfill orders.

Final Thoughts

Amazon's latest FBM handling time update isn't about introducing stricter shipping requirements — it's about improving delivery accuracy across the marketplace.

Sellers who regularly review their fulfillment settings and maintain accurate handling times will be better positioned to provide a reliable customer experience while retaining control over their delivery promises.

Taking a proactive approach today can help reduce compliance risks, improve listing performance, and keep your FBM operations aligned with Amazon's latest marketplace standards.