I think one of the most public battles in the Amazon universe right now is the fight over Seller Fulfilled Prime. (Apologies to the Book of Genesis).

In the beginning, Jeff Bezos created the Prime badge. And consumers saw that it was good. But marketplace sellers felt left out. They saw their exposure decline. They cried, What about us?

So Bezos created FBA, and sellers saw that it was good. Jeff then allowed sellers to take from the tree of the Prime badge, but not ship from their own facilities, or any third-party facilities in all the land. But sellers still cried, what about our warehouse? Is it not also good?

So Jeff created SFP to allow sellers to take from the tree of the Prime badge without paying the FBA tax. And happiness ruled in the land of sellers. But, now, the consumer started to cry out. What about us? Why aren't our parcels delivering on time?

Anywho!

The big question is - with SFP falling off its consumer promise, will it even be a thing in a few years at all? And if it will not be, what will the implications be if Amazon does in fact take a stricter enforcement line in 2021?