Sell on Amazon Sign in
This article applies to selling in: United States

Becoming the Featured Offer

Featured Offers are offers for new products that we display on a product detail page with an Add to Cart button that customers can use to add items to their shopping carts. When one of your items appears in this way on a product page, we call it the Featured Offer.

There are two steps to select offers to feature. First, we determine which items are eligible to be featured based on criteria that are designed to give customers a great shopping experience. Second, from this pool of eligible offers, we choose compelling offers to feature.

This help topic deals with the second step, selection. To be considered for selection as the Featured Offer, first make sure that both you and your listed items are eligible. Selection then looks at a number of factors to identify the offers that customers are most likely to want, including price, availability, delivery speed, and customer service.

Watch the Video to Learn How to Become the Featured Offer

I. Price your items competitively

There are a few ways to check and make sure you're pricing your items competitively.

II. Offer faster shipping and free shipping

Sellers who offer faster shipping options are more likely to be the Featured Offer. You can look up your available options in Shipping Settings.

III. Provide great customer service

We measure customer service in several different ways, and you can check your Account Health to see how you're doing.

For example, look at metrics such as Order Defect Rate, Cancellation Rate, and Late Shipment Rate.

Staying tuned in to all aspects of your account health is a great way to ensure you are working toward becoming the Featured Offer and earning customer respect and trust.

IV. Keep stock available

You can't become the Featured Offer if you're out of stock and none is on order. Keep your inventory updated and plan accordingly for things that sell quickly.

The Amazon Selling Coach can show you low and out-of-stock inventory alerts, letting you know, in real time, when it's time to stock up.

Other options if you don’t become the Featured Offer

Listings that are not the Featured Offer are eligible for placement in the Other Sellers on Amazon box. However, Amazon does not guarantee placement in either of these locations.

Sign in to use the tool and get personalized help (desktop browser required). Sign in

Reach Hundreds of Millions of Customers

Start Selling On Amazon

© 1999-2022,, Inc. or its affiliates