Unusually Low "Featured Offer" Percentage
I've been dealing with a strange issue for I don't know how many months now. I sell my own products under my own brand, and there are no other sellers on my listings. My Featured Offer percentage used to be 100% for years, so much so that I actually hid that widget on my dashboard because it never changed, and I didn't think it ever would.
However, over the past year, my sales have dropped drastically, I am talking about a 60-70% decline. Meanwhile, my sales on other platforms are either steady or showing slight growth, which makes this Amazon situation even stranger. I’m doing my best to adapt to all platform changes and have been updating everything necessary for product reclassifications.
A few months ago, I unhidden the Featured Offer metric page, and I honestly couldn't believe my eyes. Even on my best days, it hovers around 40-45%. Today, it's down to 22%. I'm not seeing a drop in page traffic, so this whole thing makes zero sense to me.
Could this be related to the fact that all of my products require customization (print dimensions/options)?
Has anyone experienced something similar? If so, where should I look for troubleshooting?
Unusually Low "Featured Offer" Percentage
I've been dealing with a strange issue for I don't know how many months now. I sell my own products under my own brand, and there are no other sellers on my listings. My Featured Offer percentage used to be 100% for years, so much so that I actually hid that widget on my dashboard because it never changed, and I didn't think it ever would.
However, over the past year, my sales have dropped drastically, I am talking about a 60-70% decline. Meanwhile, my sales on other platforms are either steady or showing slight growth, which makes this Amazon situation even stranger. I’m doing my best to adapt to all platform changes and have been updating everything necessary for product reclassifications.
A few months ago, I unhidden the Featured Offer metric page, and I honestly couldn't believe my eyes. Even on my best days, it hovers around 40-45%. Today, it's down to 22%. I'm not seeing a drop in page traffic, so this whole thing makes zero sense to me.
Could this be related to the fact that all of my products require customization (print dimensions/options)?
Has anyone experienced something similar? If so, where should I look for troubleshooting?
21 replies
TaylorR_Amazon
Hi @Seller_A9qb2XYhs3a4b, Seller Support may be able to point you in the right direction on this one. If you have already opened a case, please share the case ID with me.
Products requiring customization can sometimes interact differently with the Featured Offer system. I'd recommend opening a case with Seller Support referencing the specific ASINs affected so they can investigate whether the customization configuration is impacting eligibility.
Seller_sn8rHn0KD8lOb
We are experiencing the same situation. We have been in handmade for 9 years, Brand owner and FBM. Before last week, our featured offer percentage was always between 97% and 100%. Last week our featured offer dropped to 85%, the next day we were at 56%, then 30%, back to 45%, and today we are at 29%. Our sales have also drastically declined, and our ads are not converting. We opened a case with Amazon (ID 21372366161) and were given this response:
“Hello from Amazon Selling Partner Support,
Thank you for reaching back out. I understand your concern about the Featured Offer percentage showing 45% while 140 out of 143 ASINs display the Featured Offer green checkmark in your Manage Inventory page.
I have reviewed your account and here is what the Featured Offer percentage means:
The Featured Offer percentage represents the percentage of page views where your offer was featured, not the percentage of ASINs that are eligible. This is an important distinction:
- Featured Offer Eligibility: This is shown by the green checkmark in Manage Inventory and indicates which ASINs are eligible to compete for the Featured Offer
- Featured Offer Percentage: This measures how often your offers actually win the Featured Offer across all customer page views during a specific time period
Your situation explained:
You have 140 ASINs with the green checkmark (eligible for Featured Offer), but your Featured Offer percentage is 45%. This means that across all customer page views of your products, your offers were featured 45% of the time.
Why this happens:
Even when your offer is eligible, you may not win the Featured Offer on every page view due to competitive dynamics. Amazon's system evaluates multiple factors in real-time for each customer interaction:
-Competitive pricing from other sellers
- Shipping speed and delivery options
- Seller performance metrics
- Stock availability
- Customer location and preferences
The 3 ASINs without the green checkmark that show "Customize Now":
The "Customize Now" button appears because these listings are set up as Amazon Custom products, which allow customers to personalize items. Customizable products must be merchant-fulfilled and are not compatible with FBA. If you did not intend to create customizable products and want the standard Featured Offer eligibility, you will need to remove the customization options from these listings.
What you can do to improve your Featured Offer percentage:
Review your pricing using the Automate Pricing tool in Seller Central to stay competitive
Monitor the Pricing Health page to identify offers that may exceed competitive price thresholds
Optimize fulfillment options such as Seller Fulfilled Prime or FBA for faster shipping
Check your Account Health Dashboard to ensure all performance metrics remain within target thresholds
Review Business Reports to analyze traffic and conversion trends for your ASINs
Your account is in good standing with no restrictions or violations. The Featured Offer percentage fluctuation you are experiencing is due to normal competitive marketplace dynamics, not an issue with your account.
If you have questions about a specific ASIN that you believe should be winning the Featured Offer more frequently, please reply with that ASIN and we will review it for you.”
Customer Service reviewed our account, and nothing was resolved. They told us our account is in perfect condition and we do not need to fix anything, but our featured offer remains below 50% and is currently 29%. We have drastically declining sales as a result. I would love to hear if Customer Service is able to get anything resolved for you or any other information on how to fix this.
Seller_Qp7D09NCRbW7u
Just saw this which probably explains some of what is going on: https://sellercentral.amazon.com/seller-forums/discussions/t/86513d71-2e86-4cc0-aaba-0fbeac6b43a9
Seller_Hsu4J1u8sz4Lc
Don't know if this is connected or just coincidence, but I finally got around to updating most of my handmade listings in this past week for the new title and attribute requirements, and the Featured Offer percentage has slowly increased.
I was sitting in the 40% range (usually I would hover around 100 since I'm the brand owner and only seller) and it has slowly crept back up to 70% as I continue to update the listings.
Take from that what you will. You can never tell what is actually going on with Amazon's systems. I did some spot checking on my listings when it got low and 99% of my listings were still the featured offer when you visited the product page, despite the percentage being so low.
