Archive · 30 Aug 2026
Amazon asks US sellers to fund faster sub-same-day delivery
Amazon wants some sellers to pay more for very fast delivery.
The sellers use Fulfillment by Amazon, which stores and ships their products.
Amazon asked selected sellers to submit bids for the Sub-Same Day program.
Customers may receive eligible orders in as little as two hours.
The service is available in 2,300 metropolitan areas.
Amazon says products in the program have had 12% higher sales on average.
Faster shipping may help a product stand out from similar products.
Sellers must decide whether the possible sales boost is worth the extra cost.
The exact amount sellers may need to pay was not given.
Amazon has asked selected Fulfillment by Amazon sellers to bid for sub-Same Day eligibility.
Eligible orders can arrive in as little as two hours, Amazon says.
Sub-Same Day delivery is currently available across 2,300 metropolitan areas.
Amazon says products using the service have averaged 12% higher sales than regular FBA products.
Sellers must weigh potential sales gains against the additional cost of faster delivery access.
- Who
- Amazon and selected third-party sellers using Fulfillment by Amazon.
- What
- Amazon is asking some sellers to bid for access to its Sub-Same Day delivery program.
- When
- Amazon sent the seller email earlier this month; no specific date was provided.
- Where
- The program is available across 2,300 metropolitan areas in the United States.
- Why
- Amazon is expanding a fast delivery option while testing how sellers contribute to the cost of its fulfillment operation.
- Delivery speed
- Eligible orders can arrive in as little as two hours.
- Current reach
- Sub-Same Day delivery is available across 2,300 metropolitan areas.
- Seller selection
- Selected sellers using Fulfillment by Amazon were asked to submit bids.
- Reported sales effect
- Amazon says participating products have experienced 12% higher sales on average than products using regular FBA.
- Seller consideration
- Merchants must compare potential sales gains with the additional cost of access.
- Fulfillment model
- Fulfillment by Amazon stores third-party inventory and handles picking, packing, and shipping.