Dive into the world of Amazon's Seller-Fulfilled Prime program, from its inception to its upcoming relaunch with new pricing. Explore the impact of a 2% fee, the value of the Prime badge, and alternative avenues for sellers. Uncover the potential strategies behind this fee and the evolving landscape of Amazon selling.

In a surprising move, Amazon has announced the reopening of its Seller-Fulfilled Prime (SFP) program, allowing sellers to maintain their Prime badge without relying on Amazon's Fulfillment by Amazon (FBA) warehouses. The program, previously halted due to compliance concerns, is set to return with stricter enforcement measures.

The article discusses the transactions involving Shopify, Flexport, and Deliverr, providing insights and analysis. It highlights key takeaways such as Deliverr's founder's successful timing, the belief that Shopify should own all of Flexport instead of just 18%, and the perceived mistake of Dave Clark, former CEO of Flexport, in joining the company.