PETANI Logistics

🚨 Amazon US is introducing new Handling Time requirements for seller-fulfilled (FBM) products starting June 29, 2026.

The goal is simple: provide customers with more accurate delivery promises and improve the overall shopping experience.

According to Amazon, more than 87% of seller-fulfilled orders in the US are already shipped within one day, yet many sellers still use handling times that are longer than their actual processing speed. As a result, customers may see delivery estimates that are slower than necessary.

Amazon also reports that every one-day improvement in promised delivery time can lead to an average 5% increase in sales, highlighting the direct impact fulfillment performance can have on conversion rates.

📊 Starting June 29, Amazon will place greater emphasis on ensuring that configured handling times match actual shipping performance. Sellers who consistently ship orders faster than their stated handling time may have those settings reviewed or adjusted to better reflect actual fulfillment speed.

⏱️ Many sellers intentionally set longer handling times to create a buffer for operational delays, weekends, staffing fluctuations, inventory transfers, or unexpected order spikes. However, Amazon's goal is to ensure that delivery promises more accurately reflect real fulfillment capabilities, helping customers receive more reliable delivery estimates.

Key takeaways:
✅ Review your current handling time settings across all FBM SKUs
✅ Consider enabling Automated Handling Time (AHT), which automatically adjusts handling times based on your shipping history
✅ If you manage handling times manually, make sure they accurately reflect your real processing capabilities
✅ Monitor fulfillment metrics closely and ensure your operational processes support the handling times you advertise

This update is another example of Amazon's continued focus on faster fulfillment and more accurate delivery promises. For FBM sellers, efficient order processing is becoming increasingly important - not only for maintaining account health but also for improving customer satisfaction and maximizing sales opportunities.

📌 Note: The new handling time requirements do not apply to custom-made products, Handmade items, or Heavy & Bulky LTL shipments.

For fulfillment providers and warehouses, the ability to consistently process and ship orders quickly is becoming a bigger competitive advantage than ever.

📦 Are your handling time settings ready for June 29?

📣 Prime Day 2026: Amazon is shifting timelines and logistics is becoming the key factor

Amazon has confirmed: Prime Day 2026 will take place in June 📅, moving away from its traditional July timing.

Last year, Prime Day became the biggest in history - customers saved billions, and sellers broke their own sales records 📈.
But this year, the main question is no longer just “how much you sell”, but “whether your products will actually make it into the event”.

Amazon has already set strict promotional deadlines. Lightning Deals ⚡, Best Deals 🔥, and Prime Exclusive Price Discounts must be scheduled by May 26, 2026. If submitted by April 30, sellers also receive a $50 discount on the fee 💰. It’s a small incentive, but it clearly rewards early planning instead of last-minute decisions.

Next comes the most critical part: inventory 🚚.

To be Prime-eligible, stock must arrive at Amazon fulfillment centers by May 27 for AWD and FBA (minimal shipment splits), and by June 5 for FBA (Amazon-optimized shipment splits). Shipments arriving after these dates may still be received, but there is no guarantee they will be Prime-ready in time ⚠️.

Amazon is also tightening its approach to promotions 📊

Key updates include:
• a new fee structure for deals
• stricter discount eligibility rules
• price history checks for the last 60 days
• a minimum 5% real discount requirement

In simple terms, Amazon is now preventing artificial pricing strategies where prices are increased before Prime Day just to show a “bigger discount” later. Pricing must reflect real market behavior 📉.

Put simply - Prime Day is becoming less about marketing tricks and more about operational readiness. You can drive traffic with ads, and you can convert with discounts. But if your product is not physically ready and in Amazon’s warehouses on time, it simply won’t participate in Prime Day.

👉 At Petani Logistics, we see the same pattern every year: most Prime Day losses are not caused by advertising or competition, but by logistics - delayed shipments, incorrect shipment splits, or lack of proper planning.

We help sellers avoid these issues by planning shipments in advance, monitoring Amazon deadlines, and ensuring inventory arrives on time. This creates more stability during peak season and reduces the risk of missing Prime Day due to operational issues.