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Policy Changes

Amazon 90% Business Hour Delivery Rate hits FBM sellers Sept 30

July 15, 2026
6 min
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M

COO at Nova Analytics

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Max leads operations at Nova Analytics, helping Amazon sellers optimize their business performance through data-driven insights and strategic automation.

Quick Summary

  • •Amazon confirmed July 13, 2026 that Business Hour Delivery Rate must be 90% or higher on Amazon Business seller-fulfilled orders
  • •Enforcement starts September 30 in US, UK, DE; sellers still below on October 30 have offers deactivated for Amazon Business
  • •FBA and standard retail offers unaffected; the change is a soft push from FBM to FBA on any SKU with B2B demand
  • •Action: pull Business Hour Delivery Rate per SKU, split B2C/B2B fulfillment queues, move borderline SKUs to FBA before Sept 30

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Frequently Asked Questions

Common questions about this topic

It is the share of your seller-fulfilled orders to Amazon Business customers that arrive during the buyer's operating hours. Amazon confirmed on July 13, 2026 that the metric moves from informational to enforced. Starting September 30, 2026, sellers below 90% get flagged. If the rate has not recovered by October 30, seller-fulfilled offers are deactivated for Amazon Business buyers. FBA and standard retail offers are unaffected.
The United States, United Kingdom and Germany. Cross-Border Magazine reported on July 13, 2026 that the underlying tightening of FBM delivery-performance rules also extends across several major European Amazon marketplaces, so UK and DE-based FBM sellers should treat this as a Europe-wide signal rather than a US-only policy.
The rate is carrier-dependent, so the fix is upstream. Move Amazon Business orders to carriers with business-hour-only delivery windows (regional LTL, dedicated B2B routes, in-house couriers), tighten cutoff times so packages leave the warehouse a day earlier, and split B2C and B2B fulfillment queues if you currently run one pipeline. For SKUs where you cannot hit 90% via FBM, the honest answer is to move the ASIN to FBA before September 30.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.