Becoming a "Featured Merchant"


Now I’m not complaining by any means, just curious. I have been selling on Amazon for about 3 yrs now. When we first started we were always at the bottom(not a featured merchant) then almost a year later we automatically got moved to “Featured Merchant.” My question is if it took us almost a year, thousands of sales, and a good bit of postive feedback to become a “Featured Merchant.” Why are we seeing “New” sellers with only 1 feedback and have been selling for a little over 30 days becoming “Featured Merchants.”

We worked hard to become a “Featured Merchant.” and we are noticing sellers becoming this almost over night. Did Amazon change their algorithm? Do they not have to work as hard anymore?


This question came up a few times recently in Ask Amazon and also
in New Sellers.
You can find those threads and comments if you search using
your keywords.
Basically the answer is that Amazon does not owe us an explanation.
Those Featured Merchants may have been recruited by Amazon.


Thank you for your reply and …you are right ASB they dont owe us an Explanation and wont tell us, except it is ALL about the “Buy Box”…here is the reply from Amazon:

+Greetings from Seller Support.+

+I have read your email and noted the content.+

+I understand that you have worked very hard since one
year to get the featured Merchant status and I have also checked your metrics
and really appreciate your efforts for this.+

+I see that all your metrics are in excellent form and I
am sure that it takes a lot of effort to keep the metrics in excellent form and
which you have done since the last one year and I hope you will be doing that
in future as well. Once again we really appreciate all your efforts in this

+Regarding the featured Merchant status, I have checked
the ratings of “T********”(Removed by me to protect the seller) seller and can see that he
has only 1 rating but still he is the featured merchant for some of the
listings. I am very sorry to say that we will not be able to mention the exact
statistics as how this seller and other sellers as you have mentioned have
became featured merchants with less ratings and within a short span of selling
on Amazon.+

+I understand that it is very curious to see that such
sellers have gained the Featured Merchant status within a short time period f
their selling. But as mentioned, we will not be able to mention the exact
statistics of these sellers.+

+However, I will explain you how the how a buy
box/Featured Merchant winner is decided:+

+We currently take the following factors, among others,
into account when selecting the winner of the Buy Box (which Amazon may revise
or update from time to time):+

+* Price (including product price and shipping cost)+

+* Availability (in-stock status and shipping speed)+

+* Volume+

+* Refunds+

+* Customer Feedback+

+* A-to-z Guarantee Claims+

Buy Box eligibility is regularly checked and based on
factors that have been carefully chosen in an effort to give customers the best
shopping experience. Some of these factors are pricing, availability, and the
seller’s performance. Note that even if there is only one offer for a product,
Buy Box eligibility is still evaluated and items must be priced competitively
in order to be eligible to win the Buy Box. Offers that do not meet the
criteria to win the Buy Box are still displayed on the Offer Listing Page.+

{size:11pt}Amazon does not guarantee that any particular
seller, including those who are Featured Merchants, will win the Buy Box for a
product. However, you ca{size}+{size:11pt}can take steps to increase your chances of
winning by following the guidelines in these Help pages:{size}

Edited by: Cookware King on May 29, 2012 10:03 AM


People think that feedback is a very important factor which is of
course taken into consideration as well.

But note Volume and Availability. This is why FBA is
a fast track to becoming Featured Merchant.
So is any agreement between Amazon and whoever
they invited for whatever reason.

Just read those other threads please.

Category managers choose the Featured Merchants and the
status can even come and go, even if you acquired it it is
not etched in stone.

Go above 1 percent ODR and there it goes, for thirty days at least.
Stop selling in that category for a few months and your hopes
of getting it again might just be hopes.

I discovered another interesting new way of how to lose
Featured Merchant Status.

But you were asking about how to get it in the first place.

If you are too frustrated by now try to explore the avenue of
going to FBA with a few of your items and see what happens then.


Could be that Beauty is in the eye of the beholder, and thank’s for the head’s up!!

One clue, mentioned in the letter to the OP, is the word statistics. I’ll leave it at that.


Hello All

I was under the impression that if you register as a Pro Merchant and pay the $39.95 a month that you would Automatically qualify for a Featured Merchant spot. Is this true or did I Just get lucky I am registered as a Pro Merchant and have been sense day 1. Have been a Featured Merchant as well.


No, not all proMerchants are made Featured Merchants.

One of the first categories I was featured in and received the Buy Box was Beauty making my suspect that the standards might be looser there han other categories which took me a bit longer.


The Category Manager resonated with your Inner Beauty and could not
resist Featuring you!

I am still surprised that Health and Beauty as well as Gourmet Food are so
open but I did not realize that Beauty is so easy to get.


Or as we should say in AmazonLand Beauty is in the hands of the
Category Manager.


FWIW, I sell a few videogames here and there, but not enough, apparently, to make me a featured merchant as a self-fulfiller in the videogame category.

I recently sent in a videogame to FBA…as soon as that item went live, i was a featured merchant for that listing…


I suspected this all along, thanks for the confirmation even if it is only
one example.


I found one way to lose Featured Merchant status even on my own
FBA warehouse Product but I am still playing with that one because that
tells a little bit about the system.

Aside from the obvious. If the ODR goes above 1 percent Featured
Merchant status goes with it for at least 30 days.


keep in mind that I created the page, so maybe that’s why I became featured when I sent in merch via FBA…I just remembered that little tidbit.

i’ll have to start paying attention to see if any FBA offers are NOT featured merchants…


Send any item in for Fba and you become Featured merchant. That changed within the last year. If you arent allowed to sell in Toys in games during holiday season, if you send your items to Fba, you are and you will be featured merchant.

I still dont see how they can do this, without knowing if you have quality items to begin with.


who says you have to have quality items to use FBA? I have received junk via FBA (mainly non-OEM printer ink that dried out, probably sitting in a hot FC)…


Thats my point. I was saying, how in the world would Amazon be ok with giving a Brand new seller featured merchant status in any category while not knowing what kind
of quality their items are.

Whatever they send into Fba, they would be come featured merchant, even during the holiday season, when Amazon supposedly cares the most about the quality of items.

But they would have no idea if that seller is trustworthy or not, but still give them featured merchant status.

This is a major problem, I have ordered Fba before also and have sent many item back
because of the quality of the item or box the NEW item was in.

But they choose to look the other way, because you send your items into Fba.


The items you send into FBA make you a Featured Merchant, but the rest of your items are not.

I have items that I have sent into FBA and I become featured merchant with THAT inventory, but same product same listing of self fulfilled inventory is still on the bottom of the list under New merchants.

What I do not understand is how guys from Hong Kong and Taiwan become featured merchants for ALL of their inventory with bad feedback, 28 day wait times and NO FBA.


If buyers were more aware of what they are actually buying and who they are buying from, then yes they would be at a disadvantage in many ways. However most buyers seem to not even bother looking around AT ALL, and just click the buy box.

Its another reason why price really should not be the leading buy box qualifier. Yes, I know they say it isn’t but more times than not it seems to be the ONLY qualifier.


FBA items automatically get Featured merchant status. I am a merch fufilled FM in toys, but I get FM status in any category I use FBA for – videogames, housewares, etc. even if I am not an FM there.


That sounds like some account manager trying to meet a quota making a bad deal.