To the typical Amazon Prime subscriber, it’s not obvious why a particular product has the Prime badge. But shoppers have little reason to care. They have learned what Prime means and that they can always expect the same level of service.
There are now three ways a product can qualify for Prime, which are:
Sold by Amazon
Sold by a third-party seller, but fulfilled via FBA
Sold by a third-party seller who has qualified for SFP
On the product detail page, you can tell why a particular product has the Prime badge – if you know what to look for.
All the Buy Box examples below include the Prime badge, but for different reasons. Highlighting has been added.
The product on the left says “Ships from and sold by Amazon”. This qualifies for the Prime badge because Amazon is the seller.
In the middle is a product “Sold by echome-uk and Fulfilled by Amazon”. This is a third-party seller but it qualifies for Prime because they are using FBA.
The product on the right says “Ships from and sold by E.U. Xtores”. This is a third-party seller, and they are shipping the product themselves, but it qualifies for Prime as part of the SFP program.