A self-fulfillment model where the seller ships orders directly to customers (no FBA) while committing to two-day nationwide delivery, which qualifies the listing for Prime badging despite not using Fulfillment by Amazon.
Distinct from generic FBM (see FBA vs. FBM (Fulfillment Model Split)) in that it explicitly earns the Prime badge — the commercial advantage FBA normally provides — without sending inventory to Amazon warehouses. Used in practice to compete as a Prime-eligible third-party seller in a beverage business, where self-shipping was preferable to relinquishing inventory control to FBA.
An FBA-vs-FBM comparison video notes that Seller Fulfilled Prime is the only route for an FBM listing to carry the Prime badge, but explicitly flags SFP as very tricky to maintain — treating that maintenance burden as a real deterrent, not a technicality, when weighed against simply defaulting to FBA vs. FBM (Fulfillment Model Split).
One source frames SFP as a tempting way to keep the Prime badge while staying FBM, but explicitly warns it off: SFP is "very, very tricky to stay and maintain," with the stated recommendation to "not touch SFP" for that purpose. The alternative offered is Dual Front System (FBA-Majority + FBM-Reserve Hybrid) — majority FBA for the badge, FBM reserve for stockout protection — rather than SFP.