The Featured Offer is the offer near the top of a product detail page, which customers can buy now or add to their shopping carts.
A key feature of the Amazon website is that multiple sellers can offer the same product. If more than one eligible seller offers a product, they may compete to become the Featured Offer for that product (as long as it can be shipped to the customer's address).
To give customers the best possible shopping experience, sellers must meet performance-based requirements to be eligible to compete for Featured Offer placement. For many sellers, Featured Offer placement can lead to increased sales.