Featured Offer Only? Did Amazon just kill my business and potentially millions of other sellers?
I am FBM.
75% (almost on the dot) of my sales come from NOT being the featured offer. Customers have to click the See All Buying Options to buy from me 75% of the time. As of this morning, that button is now gone. I am effectively invisible to customers unless I am in the buy box. IF this is new policy - you just put a 7 figure account out of business.
All my skus still show Active on my Manage All Inventory page, but as explained above, the offer is invisible to customers. Amazon, at the time of writing this, is now Buy Box only offers.
I pray this is just a technical issue and not policy. Need to hear from others.
Featured Offer Only? Did Amazon just kill my business and potentially millions of other sellers?
I am FBM.
75% (almost on the dot) of my sales come from NOT being the featured offer. Customers have to click the See All Buying Options to buy from me 75% of the time. As of this morning, that button is now gone. I am effectively invisible to customers unless I am in the buy box. IF this is new policy - you just put a 7 figure account out of business.
All my skus still show Active on my Manage All Inventory page, but as explained above, the offer is invisible to customers. Amazon, at the time of writing this, is now Buy Box only offers.
I pray this is just a technical issue and not policy. Need to hear from others.
7 replies
Seller_OvL8C4BJWiuS9
Could it be because of this:
Updates to Featured Offer eligibility requirements
by News_Amazon
a week ago
Amazon replied
Starting in July 2026, we'll begin removing seller eligibility requirements for the Featured Offer. This change will roll out gradually across all Amazon stores globally, completing by the end of 2026. No action is required from you, and your existing offers will automatically be included with this update.
Currently, we determine which sellers are eligible based on seller performance criteria. Then, we rank all offers listed by eligible sellers for a particular product, and select the Featured Offer from that pool. As we've continued to improve our processes and hear feedback from sellers, we determined that the first seller eligibility step is no longer delivering additional value to customers, so we're removing it.
We're not changing how the Featured Offer is selected. We'll continue to evaluate offers and select the Featured Offer based on criteria most important to customers, such as competitive pricing, delivery speed, and performance.
Being considered for the Featured Offer doesn't guarantee your offer will be featured.
For more information about how Featured Offers are selected, go to Becoming the Featured Offer.
Seller_0aB1FQZvUD1Aq
I'm having the same exact issue. This completely destroys my business if not a glitch.
Seller_vUdBRTgvdeGdY
same here. I can't see the other seller option on the product page.
Susie_Amazon
Hello everyone,
Thank you for raising this. The Featured Offer eligibility update expands which sellers are considered for the Featured Offer — it's not related to removing how other offers are displayed.
A few sellers have informed us this visibility issue has since been resolved. I'd encourage you to check your listings again and confirm your eligibility in Manage Inventory > Preferences > "Featured Offer eligible" column, and review Pricing > Pricing Health for any flags.
If the issue persists, please open a Seller Support case and share your case ID here — I'll follow up.
- Susie
Seller_KB1Nfq4EKIBT3
It really is a shame that this is now happening. Not that it added very much value over the other aspects that determined a sellers buy box win %. For our store, we are one of the few who can create listings for our Automotive products and we like to think that this gave us some edge over the buy box competition. Our competition follows our every move by adding themselves to our listings. They significantly lower pricing to race down to the bottom $ and ruin the opportunity to sell the item over time for a profitable amount. With this new update to seller central, we are not sure what to expect.
Seller_KB1Nfq4EKIBT3
It looks like the buy box offer is being flagged by high selling prices. Im not sure if this info is helpful, but we have some issues with a similar high price message. We experience this issue monthly due to unit cost updates with some items fluctuating in price by significant amounts at times. We may see a spike which results in the listing price requiring an increase. If the Amazon sales algo catches that the new price you are updating your item to is higher, you may see thehigh price message. If your competition was selling this item much lower and now they are not capturing the buybox or are out of stock, you may see that high price message. We had one scenario where our item we sold jumped in price one month, while our competition continued to sell the item in large amounts for the next few months at the lower price. In the months that continue to follow, this same listing still showing High Price because the Amazon Algo does not know that the item is at a much higher cost and can no longer be sold at the original lower amount.
