Preparing Your Distribution Network to Support Seller Fulfilled Prime’s New May 2021 Requirements

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Matt Snyder is the Senior Director of Amazon at Vari, a workspace innovation company and active office furniture manufacturer. Matt is also a consultant who specializes in helping Amazon sellers with Seller Fulfilled Prime setup, Amazon APIs, and omni-channel integrations.

Prior to joining Vari, Matt was the e-Commerce Account Executive at, where he managed multi-channel daily deal promotions. He is also currently the Co-founder and President of Lovepacs, a nonprofit that provides meals to students who would otherwise go hungry during school holidays.

Here’s a glimpse of what you’ll learn:

  • Matt Snyder explains why he joined the Seller Fulfilled Prime (SFP) program and how it has benefited Vari 
  • What Amazon sellers need to know about the new metrics and requirements of SFP
  • How to determine whether a product qualifies for one-day or two-day shipping 
  • Matt’s advice for managing expectations with 3PL partners and finding the right software for fulfilling orders 
  • How setting up good shipping logistics has benefited the non-Amazon part of Matt’s business
  • The approach Vari’s finance team uses to calculate shipping costs for individual SKUs
  • How to choose between SFP and Fulfillment By Amazon (FBA)
  • Matt’s predictions for May 2021, when the new SFP policies come into effect 
  • The challenges Matt faced when setting up the SFP program

In this episode…

Upon joining the Amazon marketplace, third-party sellers have the option to either fulfill their own orders or to use Fulfillment by Amazon (FBA). With FBA, your products are stored in an Amazon fulfillment center and shipped by the Amazon team. However, due to complications in 2020, FBA orders have experienced shipping delays, causing major problems for Amazon sellers.

Because of this, it may be time to consider another option: the Seller Fulfilled Prime (SFP) program. SFP was recently introduced into the Amazon marketplace, and it lets sellers fulfill their own orders to Prime customers. With this program, you have more control over your shipping logistics, meaning you don’t have to wait for Amazon to replenish inventory. So, what do you need to know in order to get started with SFP in 2021?

In this week’s episode of the Buy Box Experts podcast, James Thomson is joined by Matt Snyder, the Senior Director of Amazon at Vari, to discuss the ins and outs of Amazon’s Seller Fulfilled Prime (SFP) program. Matt explains why his company joined the program and how it has benefited the business on and off of Amazon. He also talks about the new SFP requirements, how he evaluates 3PL partners, and his advice for finding the right fulfillment software for your company. Stay tuned.

Resources Mentioned in this episode

Sponsor for this episode…

Buy Box Experts applies decades of e-commerce experience to successfully manage their clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of their clients’ business fundamentals and their in-depth expertise in the Amazon Marketplace. 

The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload. 

Buy Box Experts prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management

Learn more about Buy Box Experts at

Podcast Episode Transcripts:

Disclaimer: Transcripts were generated automatically and may contain inaccuracies and errors.

Intro 0:09

Welcome to the Buy Box Experts Podcast. We bring to light the unique opportunities brands face in today’s e-commerce world.

James Thomson 0:18

Hi, I’m James Thomson, one of the hosts of the Buy Box Experts Podcast. I’m a partner with Buy Box Experts and the former business head of the selling on Amazon team at Amazon, as well as the first account manager of the Fulfillment by Amazon program. I’m the co-author of a couple of books on Amazon including the recent book, Controlling Your Brand in the Age of Amazon. Today’s episode is brought to you by Buy Box Experts. Buy Box Experts takes ambitious brands and makes them unbeatable. When you hire Buy Box Experts, you receive the strategy optimization and marketing performance to succeed on Amazon. We also support investors with due diligence services. Go to to learn more. And before I introduce our guest today, I want to send a big shout out to the team at Disruptive Advertising. For off Amazon advertising, Disruptive Advertising offers the highest level of service in the digital marketing industry. Focusing on driving traffic, converting traffic and enterprise analytics, Disruptive helps their clients increase their bottom line month after month. Check out to learn more. Our guest today on the podcast is Matt Snyder, a consultant who specializes in helping Amazon sellers with Seller Fulfilled Prime setup, as well as Amazon API’s and omni channel integrations. Matt is also the Senior Director of Amazon at Vari, an active office furniture manufacturer. Prior to joining Vari, Matt worked at, an Amazon subsidiary, as the e-commerce account executive and managed multichannel daily deal promotions. Matt, welcome and thank you for joining us today on the Buy Box Experts Podcast.

Matt Snyder 1:56

Hey, James, great to be with you today and excited to talk about some Amazon Seller Fulfilled Prime and other services here. So

James Thomson 2:05

that’s great. So let’s let’s start talking about Seller Fulfilled Prime. With the significant FBA inbound and outbound shipping delays that occurred in q4 in 2020. Many 3p sellers were hamstrung for having over relied on FBA, putting all of their Amazon inventory into FBA, only to lose out on sales because they couldn’t have replenished into the Amazon fulfillment centers fast enough. A few 100 sellers are fortunate enough to have access to the Seller Fulfilled Prime program. The program is closed to new sellers today, technically, still in beta. But for those in the program, those sellers have enjoyed a major leg up on FBA sellers. Matt, let me start by asking you to share with us your thoughts on how this program works and why it’s such a big deal for third party sellers. Sure,

Meet the Speakers

Matt Snyder

Matt Snyder

Senior Director of Amazon at Vari

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