The vice-president of new product development for Amazon Marketplace was preparing to propose the Seller Fulfilled Prime (SFP) initiative at Amazon.com Inc. (Amazon)'s three-year planning session. The SFP would allow Amazon Marketplace sellers who had proven their ability to meet Prime customers' expectations for exceptional service to provide Prime shipping benefits for products that the sellers fulfilled themselves rather than through the Fulfillment by Amazon process. Because the vice-president did not yet have extensive data on the effects of his proposal, he had to work with an interdisciplinary team to determine the potential benefits and challenges associated with this initiative.