Amazon handling time rules are now in effect, requiring FBM sellers to either enable Automated Handling Time or maintain accurate SKU-level handling times. Otherwise, Amazon may automatically adjust those settings based on recent shipping performance.
For many seller-fulfilled merchants, Amazon handling time has shifted from a routine account setting to a key compliance requirement. That change aligns with broader shopping trends, as research shows 85% of online shoppers say delivery time is an important factor when deciding what to buy.
While the policy is intended to improve delivery promises for customers, it also changes how sellers manage their operations behind the scenes. Here’s what the policy changes mean, who is affected, and what seller-fulfilled merchants should pay attention to.
Amazon Can Override Inaccurate SKU Handling Times Under New Policy
Based on an EcommerceBytes report, Amazon handling time requirements officially took effect on June 29, 2026, following an announcement made on May 27 that affects seller-fulfilled orders. Sellers who choose not to enable Automated Handling Time must now keep SKU-specific handling times accurate, or Amazon may begin managing those settings on their behalf.
The update reflects Amazon’s continued focus on improving Amazon delivery promises by encouraging handling times that match actual fulfillment performance. According to the announcement, sellers who routinely ship orders faster than the handling times they configure could see Amazon step in and adjust those settings.
Many sellers have traditionally added extra handling time to account for unexpected disruptions and reduce the risk of Amazon shipping delays affecting customer expectations. The new policy limits that practice by placing greater emphasis on shipping history rather than built-in processing buffers.
The announcement has generated mixed reactions across seller discussion boards, with some merchants expressing concerns about how the policy could affect day-to-day operations and fulfillment decisions. For sellers working with an Amazon agency, the update also highlights the importance of reviewing account settings to ensure they align with Amazon handling time requirements.
Amazon Announces New Handling Time Requirements for FBM Sellers
Amazon said the new Amazon handling time requirement is designed to improve delivery promises by ensuring configured handling times closely match actual fulfillment performance. The company also noted that every one-day improvement in promised delivery time is associated with an average 5% increase in sales, while more than 87% of seller-fulfilled orders in the U.S. are already handled within one day.
Amazon FBM sellers have two ways to comply with the new requirement. They can either enable Automated Handling Time, which adjusts SKU-level handling times based on recent shipping history and includes Late Shipment Rate protection, or manually maintain accurate SKU-specific handling times.
| Requirement | Key Detail |
|---|---|
|
Effective date |
June 29, 2026 |
|
Compliance options |
Automated or Manual |
|
Automated Handling Time |
Shipping history + LSR protection |
|
Manual option |
Reviewed over 30 days |
|
Flagged SKUs |
Update within 30 days |
|
No action |
Amazon manages for 180 days |
|
Exemptions |
Custom, Handmade, Heavy & Bulky LTL |
Sellers who choose the manual option should pay close attention to how their configured handling times compare with their actual shipping performance. According to Amazon, SKUs that are consistently shipped at least one day faster than their configured handling time may be flagged for review and require an update within 30 days.
Amazon also encouraged sellers to review their current handling time settings before relying on existing configurations. The announcement makes clear that keeping SKU-level settings accurate is now an ongoing operational responsibility rather than a one-time account setup.
New Requirement Changes How Seller-Fulfilled SKUs Are Managed
The latest Amazon handling time update changes how seller-fulfilled accounts are evaluated by placing greater emphasis on accurate SKU-level settings and recent shipping history. Sellers who do not enable Automated Handling Time or maintain accurate manual settings will have handling times assigned automatically based on confirmed fulfillment performance.
For Amazon FBM sellers, the impact extends beyond updating account settings because automated handling times may not reflect how every product is prepared or fulfilled. If assigned handling times become more aggressive than normal operations can support, sellers could face tighter delivery promises, greater Late Shipment Rate exposure, more A-to-z claims, and potential account health issues on affected SKUs.
The guidance also suggests that one compliance method may not fit every catalog. High-volume SKUs with consistent shipping patterns are better suited for Automated Handling Time, while products requiring extra preparation may benefit from manually maintained SKU-specific handling times.
The report recommends reviewing active seller-fulfilled SKUs before relying on existing defaults and monitoring fulfillment performance after the rollout. Suggested actions include auditing handling times by product segment, updating default settings where needed, and tracking Late Shipment Rate during the first month after the requirement takes effect.
Amazon FBM SKU handling time required from June 29, 2026
